شناسایی و بررسی روابط علی-معلولی معیارهای تاثیر گذار زمان تدارک، هزینه و رضایتمندی مشتری در شبکه توزیع امنی-چنل با استفاده از روش دیمتل
الموضوعات :
Seyed Ghiasuddin Taheri
1
,
Mehrzad Navabakhsh
2
,
Hamid Tohidi
3
,
Davood Mohammaditabar
4
1 - Department of Industrial Engineering, South Tehran Branch, Islamic Azad University, Tehran, Iran
2 - Department of Industrial Engineering, South Tehran Branch, Islamic Azad University, Tehran, Iran
3 - Department of Industrial Engineering, South Tehran Branch, Islamic
Azad University, Tehran, Iran
4 - Assistant Professor, Department of Industrial Engineering, Islamic Azad University, Tehran, Iran.
الکلمات المفتاحية: توزیع امنی-چنل, دیمتل, روابط علی-معلولی, زمان تدارک, هزینه و رضایتمندی مشتری,
ملخص المقالة :
امنی-چنل یک مدل کسب و کار بر اساس کانال متقابل است که شرکت‌ها برای افزایش و بهبود ارتباط با مشتری استفاده می‌کنند. شرکت‌هایی که از امنی-چنل استفاده می‌کنند، بر این باورند که ارزش‌های مشتری، توانایی تماس مداوم آن با شرکت از طریق راههای متعدد در یک زمان است. در امنی-چنل کلیه رفتارهای مشتری در تمامی کانال‌های ارتباطی و نقاط تماس کاملاً پیش‌بینی و حمایت می‌شود به طوری که اگر در طی پروسه خرید، مشتری از یک کانال به کانال ارتباطی دیگری تغییر مسیر دهد هیچ تأثیر و کاستی در نتیجه خریدش شاهد نخواهد بود. در این پژوهش به دنبال بررسی روابط علی-معلولی معیارهای تاثیر گذار بر زمان تدارک، هزینه و رضایتمندی مشتری در شبکه توزیع امنی-چنل با استفاده از روش دیمتل می‌باشیم. لذا با استفاده از روش دیمتل روابط علی-معلولی معیارهای تاثیرگذار بر آن، انجام می‌شود تا علاوه بر فرایند برنامه‌ریزی بلندمدت، توانایی مقابله با عدم قطعیت-های آتی را داشته باشد. با توجه به محاسبات و تحلیل های انجام شده مشخص شد که معیارهای موجودی محصول، قابلیت پاسخگویی، مسئولیت پذیری، ارتباط با مشتری، شناسایی و انتخاب توزیع‌کنندگان، توانمندی فن‌آوری اطلاعات، انتظارات مشتری، در فرآیند بهبود زمان تدارک، هزینه و رضایتمندی مشتری در شبکه توزیع امنی-چنل به عنوان عوامل معلول می‌تواند نقش بسیار تاثیرگذاری در جذب مشتری و افزایش سهم بازار در بازارهای رقابتی ایفا نماید. نتایج نشان داد که از مهم ترین عامل‌های موثر در بهبود زمان تدارک، هزینه و رضایتمندی مشتری در شبکه توزیع امنی-چنل می‌توان به عوامل نرخ بازگشت مشتری و قوانین دولتی، اشاره نمود.
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