شناسایی ابعاد کیفیت خدمات در اکوسیستم پلتفرم‌های دیجیتال و تأثیر آنها بر قصد استفاده بر اساس تجربه مشتری
الموضوعات :
آسیه ناظمی
1
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معصومه حسین زاده شهری
2
1 - دکتری مدیریت بازرگانی، دانشکده علوم اجتماعی و اقتصاد، دانشگاه الزهرا(س)، تهران، ایران
2 - عضو هیأت علمی و دانشیار گروه مدیریت، دانشکده علوم اجتماعی و اقتصاد، دانشگاه الزهرا(س)، تهران، ایران
الکلمات المفتاحية: اکوسیستم کسب‌وکار دیجیتال, پلتفرم‌های خدمات دیجیتال, کیفیت خدمات پلتفرم, تجربه مشتری,
ملخص المقالة :
هدف: با رشد کسب‌وکارهای ارایه‌دهنده خدمات، قرارگرفتن در اکوسیستم پلتفرم‌های دیجیتال و استفاده‌از ابزارهایی چون پلتفرم‌ها، بر رفتار خرید مشتریان تاثیرگذار می‌باشند. بسیاری از ابعاد کیفیت خدمات پلتفرم‌های دیجیتال باوجود جدید بودن، به‌خوبی شناخته و به‌کار گرفته نشده است. این مطالعه با هدف شناسایی ابعاد کیفیت خدمات پلتفرم‌های دیجیتال و تأثیر آنها بر قصد استفاده مشتریان براساس تجربه مشتری انجام شده‌است.
روش‌شناسی: روش تحقیق به‌صورت آمیخته است. به‌طوری‌که داده‌های کیفی با استفاده‌از مرور نظام‌مند ادبیات و روش فراترکیب و داده‌های کمی از طریق تکمیل پرسشنامه از 402 کاربر پلتفرم‌های خرید معتبر و معروف جمع‌آوری شده‌است.
یافته‌ها: نتایج نشان‌دهنده تأثیر ابعاد کیفیت خدمات پلتفرم‌ها (سهولت استفاده از خدمات پلتفرم، سرعت پاسخگویی پلتفرم، کیفیت خدمات و محصولات، کیفیت اطلاعات، تعامل با مشتریان، طراحی، اعتماد خدمات، امنیت خدمات و مسئولیت) بر تجربیات لذت‌بخش و شناختی مشتری است. در نهایت، نتایج نشان داد که تمامی این ابعاد بر قصد استفاده مشتریان براساس تجربیات آنها تأثیر مثبت دارد.
نتیجه‌گیری: نتایج نشان داد که ابعاد مختلف کیفیت خدمات پلتفرم‌ها (سهولت استفاده از خدمات پلتفرم، سرعت پاسخگویی پلتفرم، کیفیت خدمات و محصولات، کیفیت اطلاعات، تعامل با مشتریان، طراحی، اعتماد خدمات، امنیت خدمات و مسئولیت) بر تجربیات لذت‌بخشی و شناختی مشتریان دارای تأثیر معناداری است.
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