ارائه مدل مفهومی مدیریت تجربه مشتریان از وابستگی به برند براساس نظریه داده بنیاد
محورهای موضوعی : مدیریت بازاریابیکیوان قیم اعلایی 1 , حسن اسماعیل پور 2 , حمیدرضا سعیدنیا 3 , فریده حق شناس 4
1 - دانشجوی دکتری مدیریت بازاریابی، واحد قزوین، دانشگاه آزاد اسلامی، قزوین، ایران
2 - استادیار، گروه مدیریت بازرگانی، واحد تهران مرکزی، دانشگاه آزاد اسلامی، تهران، ایران
3 - دانشیار، گروه مدیریت بازرگانی، واحد تهران شمال، دانشگاه آزاد اسلامی، تهران، ایران
4 - استادیار، گروه مدیریت بازرگانی، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران
کلید واژه: وابستگی به برند, نظریه داده بنیاد, مدیریت تجربه مشتریان,
چکیده مقاله :
امروزه بحث نقش درک مدیریت تجربه مشتریان، به عنوان یک ابزار استراتژیک در توسعه سازمانهای تولیدی و خدماتی انکار ناپذیر شده است. باتوجه به اهمیت روزافزون آن، هدف پژوهش حاضر ارائه مدل مفهومی مدیریت تجربه مشتریان از وابستگی به برندبراساس نظریه داده بنیاد است. پژوهش حاضر با رویکردی کیفی و روش نظریه مبتنی بر داده انجام شده است. در این پژوهش با استفاده از روش نمونهگیری نظری، با 15 نفر از خبرگان در پژوهش مصاحبه صورت گرفته، سپس دادهها تحلیل شدند. و 152گزارهی مفهومی اولیه از کدگذاری باز، 28 گزاره مقولهای از کدگذاری محوری، و 6 عامل اصلی از کدگذاری انتخابی، شناسایی شدند.براساس نتایج پژوهش، پدیدهی اصلی این پژوهش، فرآیند مدیریت تجربه مشتریان از وابستگی به برند در نظر گرفته شده که با توجه به شرایط علی (حل مشکلات مشتری در اسرع وقت، هم خوانی شعار تبلیغاتی با عملکرد، ارتباط برند با مشتری، رضایت مشتری از عملکرد محصول، رضایت از ویژگیهای اضافی محصول)، عوامل زمینهای (اطمینان به برند، صداقت برند، ارزیابی برند، قیمتگذاری مناسب)، عوامل مداخله گر (ایجاد امنیت سخت افزاری، تضمین برگشت پول به مشتری در صورت عدم رضایت، طراحی کاربر پسند محصول، مرکز پشتیبانی از خرید) شکل گرفته است و از طریق راهبردهای کاربرد تکنیکهای بازار یابی، تعیین چارچوپ استاندارد عملکرد، از طریق راهبردهای قیمتگذاری مناسب، تلاش برای وفاداری به برند، پایش خواستههای جدید مشتریان، پاسخگو بودن کارکنان، تلاش برای ایجاد خلق تجربه خوشایند، به هشت دسته پیامد اعتماد به برند، باورپذیری برند، قصد خرید مجدد، تصویر ذهنی بهتر از برند، افزایش سودآوری، تبلیغات شفاهی، ادراک بهتر از کیفیت برند و وفاداری به شرکت منجر میشود.
Today, the concept of the role of understanding the management of customer experience has become indispensable as a strategic tool in the development of manufacturing and service organizations. Due to its increasing importance, the purpose of the present research is to present a conceptual model for customer experience management of brand affiliation based on the data theory of the foundation. The present study was conducted with a qualitative approach and the method of databased theory. In this research, using a theoretical sampling method, 15 experts in the research were interviewed, then the data were analyzed. And 152 initial conceptual statements of open coding, 28 propositions of categories of axial encoding, and 6 main factors of selective coding. According to the results of the research, the main phenomenon of this research is the consideration of the customer experience management process of brand affiliation Taking into account the circumstances of causation (solving customer problems as soon as possible, synchronizing the advertising slogan with performance, brand-customer relationship, customer satisfaction from product performance, satisfaction with additional product attributes), underlying factors (brand confidence, Brand integrity, brand evaluation, appropriate pricing), intermediary factors (hardware security, money back guarantee to the client in case of Tailored customer satisfaction, customer-friendly product design, shopping support center) and through marketing strategies, defining standard performance charts through appropriate pricing strategies, brand loyalty efforts, monitoring customer's new demands, Responsiveness of employees, trying to create a pleasant experience, leads to eight categories of brand trust, brand credibility, re-buying intention, better brand awareness, increased profitability, oral advertising, better perception of brand quality and loyalty to the company.
داناییفرد، ح.، الوانی، س.م و آذر، ع. (۱۳۹۲). "روششناسی پژوهش کیفی در مدیریت"، اشراقی، تهران.
محمدپور، ا. (۱۳۹۲). "روش تحقیق کیفی ضد روش ۲: مراحل و رویههای عملی در روششناسی کیفی"، جامعه شناسان، تهران.
محمدپور، ا. (۱۳۸۹). "فراروش: بنیانهای فلسفی و عملی روش تحقیق ترکیبی در علوم اجتماعی"، جامعه شناسان، تهران.
Allameh Haery, F. & Farahmand, A.A. (2013). “Critical Success Factors of Customers Experience in Iranian Banks and their Ranking by Using Analytic Hierarchy Process Model”, international journal of academic research in business & social science, Vol. 3, No. 9, PP. 753-765.
Albert, N., Merunka, D. & Valette-Florence, P. (2008). “When consumers love their brands: exploring the concept and its dimensions”, Journal of Business Research, Vol. 61(10), PP. 62-75.
Babin, B.J. & Attaway, J.S. (2000). “Atmospheric affect as a tool for creating value and gaining share of customer”, Journal of Business Research, Vol. 49(2), PP. 91-99.
Deshpande, R. (1983). “Paradigms lost: on theory and method in research in marketing”, Journal of Marketing, Vol. 47, No. 4, PP. 101-110.
Dick, A.S. & Basu, K. (1994). “Customer loyalty: toward an integrated conceptual framework”, J AcadMark Sci, Vol. 22(2), PP. 99-113.
Erikson, E.H. (1968). “Identity: youth and crisis. New York: Norton”; 1968.
Escalas, J.E. (2004). “Narrative processing: building consumer connections to brands”, J ConsumPsychol, Vol. 14(1/2), PP. 168-80.
Escalas, J.E. & Bettman, J.R. (2003). “You are what they eat: the influence of reference groups on consumers' connections to brands”, J Consum Psychol, Vol. 13(3), PP. 339-348.
Holbrook, M. & Hirschman, E. (1982). “The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun”, journal of consumer research, Vol. 9, Issue 2, PP. 132-140.
He, H., Li, Y. & Harris, L.C. (2012). “Social identity perspective on brand loyalty”, Journal of Business, Research, Vol. 65(5), PP. 648-657.
Huang, Z.J. & Cai, L.A. (2015). “Modeling consumer-based brand equity for multinational hotel brands–When hosts become guests”, Tourism Management, Vol. 46, PP. 431-443
Kressmann, F., Joseph Sirgy, M., Herrmann, A., Huber, F., Huber S. & Lee, D.J. (2006). “Direct and indirect effectsof self-image congruence on brand loyalty”, Journal of Business Research, Vol. 59(9), PP. 955-964.
Kotler P, Keller KL. Marketing management. Upper Saddle River, NJ: Prentice Hall; 2006. 16.
Katherine, N., Lemon, P. & Verhoef, C. (2016) “Understanding Customer Experience throughout the Customer Journey journal of marketing, Vol. 80 Iss. 6, PP. 69-96
Kayaman, R. & Arasli, H. (2007). “Customer based brand equity: Evidence from the hotel industry”, Managing Service Quality, Vol. 17 No. 1, PP. 92-109.
Kressmann, F., Sirgy, M.J., Herrmann, A., Huber, F., Huber, S. & Lee, D.J. (2006). “Direct and indirect effects of self-image congruence on brand loyalty. Journal of Business Research, Vol. 59, Iss. 9, PP. 955-964
Lai, F., Griffin, M. & Babin, B.J. (2009). “How quality, value, image, and satisfaction create loyalty at a Chinese telecom”, Journal of Business Research, Vol. 62, Iss. 10, PP. 980-986.
Malhotra, N.K. (2010). “Marketing research: an applied orientation. Upper Saddle River, NJ: Prentice Hall”, Vol 15.
Moore, D.J. & Homer, P.M. (2008). “Self-brand connections: the role of attitude strength and autobiographical memory primes”, Journal of Business Research, Vol. 61, Iss. 7, PP. 707-714.
Park, C.W., Eisingerich, A.B. & Park, J.W. (2013). “Attachment-aversion (AA) model of customer-brand relationships”, Journal of Consumer Psychology, Vol. 23, Iss. 2, PP. 229-248.
Park, C.W., MacInnis, D.J., Priester, J., Eisingerich, A.B. & Iacobucci, D. (2010). “Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers. Journal of Marketing, Vol. 74, PP. 1-17.
Prasad, K. & Dev, C. (2000). Measuring hotel brand equity: A customer-centric framework for asses- sing performance. Cornell Hotel and Restaurant Administration Quarterly, 41(3), PP. 22-31.
Schmitt, B., Brakus Josko, J. & Zarantonello, L. (2015) From Experiential Psychology to Consumer Experience, journal of consumer psycology, PP. 166-171.
Schwager, A. & Meyer, C. “Understanding Customer Experience”, Harvard business review.
So, K.K.F., King, C., Sparks, B.A. & Wang, Y. (2013). “The influence of customer brand identification on hotel brand evaluation and loyalty development”, International Journal of Hospitality Management, Vol. 34, PP. 31-41.
Thomson, M., MacInnis, D.J. & Park, C.W. (2005). “The ties that bind: measuring the strength of consumers' emotional attachments to brands”, Journal of Consumer Psychology, Vol. 15 (1), PP. 77-91.
Veloutsou, C., Moutinho, L. (2009). “Brand relationships through brand reputation and brand tribalism”, Journal of Business Research, Vol. 62, Iss. 3, PP. 314-322.
Xie, D. & Heung, V.C.S. (2012). “The effects of brand relationship quality on responses to service failure of hotel consumers”, International Journal of Hospitality Management, Vol. 31(3), PP. 735-744.
Zeithaml, V.A. (1988). “Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Mark, Vol. 52(3), PP. 2-22.
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داناییفرد، ح.، الوانی، س.م و آذر، ع. (۱۳۹۲). "روششناسی پژوهش کیفی در مدیریت"، اشراقی، تهران.
محمدپور، ا. (۱۳۹۲). "روش تحقیق کیفی ضد روش ۲: مراحل و رویههای عملی در روششناسی کیفی"، جامعه شناسان، تهران.
محمدپور، ا. (۱۳۸۹). "فراروش: بنیانهای فلسفی و عملی روش تحقیق ترکیبی در علوم اجتماعی"، جامعه شناسان، تهران.
Allameh Haery, F. & Farahmand, A.A. (2013). “Critical Success Factors of Customers Experience in Iranian Banks and their Ranking by Using Analytic Hierarchy Process Model”, international journal of academic research in business & social science, Vol. 3, No. 9, PP. 753-765.
Albert, N., Merunka, D. & Valette-Florence, P. (2008). “When consumers love their brands: exploring the concept and its dimensions”, Journal of Business Research, Vol. 61(10), PP. 62-75.
Babin, B.J. & Attaway, J.S. (2000). “Atmospheric affect as a tool for creating value and gaining share of customer”, Journal of Business Research, Vol. 49(2), PP. 91-99.
Deshpande, R. (1983). “Paradigms lost: on theory and method in research in marketing”, Journal of Marketing, Vol. 47, No. 4, PP. 101-110.
Dick, A.S. & Basu, K. (1994). “Customer loyalty: toward an integrated conceptual framework”, J AcadMark Sci, Vol. 22(2), PP. 99-113.
Erikson, E.H. (1968). “Identity: youth and crisis. New York: Norton”; 1968.
Escalas, J.E. (2004). “Narrative processing: building consumer connections to brands”, J ConsumPsychol, Vol. 14(1/2), PP. 168-80.
Escalas, J.E. & Bettman, J.R. (2003). “You are what they eat: the influence of reference groups on consumers' connections to brands”, J Consum Psychol, Vol. 13(3), PP. 339-348.
Holbrook, M. & Hirschman, E. (1982). “The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun”, journal of consumer research, Vol. 9, Issue 2, PP. 132-140.
He, H., Li, Y. & Harris, L.C. (2012). “Social identity perspective on brand loyalty”, Journal of Business, Research, Vol. 65(5), PP. 648-657.
Huang, Z.J. & Cai, L.A. (2015). “Modeling consumer-based brand equity for multinational hotel brands–When hosts become guests”, Tourism Management, Vol. 46, PP. 431-443
Kressmann, F., Joseph Sirgy, M., Herrmann, A., Huber, F., Huber S. & Lee, D.J. (2006). “Direct and indirect effectsof self-image congruence on brand loyalty”, Journal of Business Research, Vol. 59(9), PP. 955-964.
Kotler P, Keller KL. Marketing management. Upper Saddle River, NJ: Prentice Hall; 2006. 16.
Katherine, N., Lemon, P. & Verhoef, C. (2016) “Understanding Customer Experience throughout the Customer Journey journal of marketing, Vol. 80 Iss. 6, PP. 69-96
Kayaman, R. & Arasli, H. (2007). “Customer based brand equity: Evidence from the hotel industry”, Managing Service Quality, Vol. 17 No. 1, PP. 92-109.
Kressmann, F., Sirgy, M.J., Herrmann, A., Huber, F., Huber, S. & Lee, D.J. (2006). “Direct and indirect effects of self-image congruence on brand loyalty. Journal of Business Research, Vol. 59, Iss. 9, PP. 955-964
Lai, F., Griffin, M. & Babin, B.J. (2009). “How quality, value, image, and satisfaction create loyalty at a Chinese telecom”, Journal of Business Research, Vol. 62, Iss. 10, PP. 980-986.
Malhotra, N.K. (2010). “Marketing research: an applied orientation. Upper Saddle River, NJ: Prentice Hall”, Vol 15.
Moore, D.J. & Homer, P.M. (2008). “Self-brand connections: the role of attitude strength and autobiographical memory primes”, Journal of Business Research, Vol. 61, Iss. 7, PP. 707-714.
Park, C.W., Eisingerich, A.B. & Park, J.W. (2013). “Attachment-aversion (AA) model of customer-brand relationships”, Journal of Consumer Psychology, Vol. 23, Iss. 2, PP. 229-248.
Park, C.W., MacInnis, D.J., Priester, J., Eisingerich, A.B. & Iacobucci, D. (2010). “Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers. Journal of Marketing, Vol. 74, PP. 1-17.
Prasad, K. & Dev, C. (2000). Measuring hotel brand equity: A customer-centric framework for asses- sing performance. Cornell Hotel and Restaurant Administration Quarterly, 41(3), PP. 22-31.
Schmitt, B., Brakus Josko, J. & Zarantonello, L. (2015) From Experiential Psychology to Consumer Experience, journal of consumer psycology, PP. 166-171.
Schwager, A. & Meyer, C. “Understanding Customer Experience”, Harvard business review.
So, K.K.F., King, C., Sparks, B.A. & Wang, Y. (2013). “The influence of customer brand identification on hotel brand evaluation and loyalty development”, International Journal of Hospitality Management, Vol. 34, PP. 31-41.
Thomson, M., MacInnis, D.J. & Park, C.W. (2005). “The ties that bind: measuring the strength of consumers' emotional attachments to brands”, Journal of Consumer Psychology, Vol. 15 (1), PP. 77-91.
Veloutsou, C., Moutinho, L. (2009). “Brand relationships through brand reputation and brand tribalism”, Journal of Business Research, Vol. 62, Iss. 3, PP. 314-322.
Xie, D. & Heung, V.C.S. (2012). “The effects of brand relationship quality on responses to service failure of hotel consumers”, International Journal of Hospitality Management, Vol. 31(3), PP. 735-744.
Zeithaml, V.A. (1988). “Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Mark, Vol. 52(3), PP. 2-22.