استخراج و اعتبارسنجی تعیینکنندههای تجربه دیجیتال مشتری به روش آمیخته
محورهای موضوعی : مدیریت بازرگانی
فاطمه اصلاحی
1
,
سید محمد رضا میراحمدی
2
,
مجتبی آقاجانی
3
1 - دانشجو دکترا، گروه مدیریت، واحد مبارکه، دانشگاه آزاد اسلامی، اصفهان، ایران.
2 - استادیار، گروه مدیریت، واحد دولت آباد، دانشگاه آزاد اسلامی، اصفهان، ایران.
3 - استادیار، گروه مدیریت، واحد مبارکه، دانشگاه آزاد اسلامی، اصفهان، ایران.
کلید واژه: تجربه دیجیتال, تجربه خرید, خرید آنلاین, پدیدارشناسی.,
چکیده مقاله :
برای بسیاری از مدیران و صاحبان کسب و کارها، اهمیت مشتري در فضای اینترنتی به مراتب به منظور کسب مزیت رقابتی از مشتریان سنتی بیشتر است. از این‌رو، هدف اصلی این پژوهش استخراج و اعتبارسنجی تعیینکنندههای تجربه دیجیتال است تا مشخص گردد چه عواملي تجربه دیجیتال مشتریان در فضای اینترنتی را شكل مي‌دهند. این پژوهش به صورت کیفی و کمّی انجام شده که در بخش کیفی از شیوه پدیدار شناسی و در بخش کمَی از مدلسازی معادلات ساختاری استفاده شده است. در بخش کیفی به صورت هدفمند و با 22 مصاحبه، اشباع نظری صورت گرفت. داده‌های مصاحبه به روش ون مانن تجزیه و تحلیل شد. بر اساس نتایج، تعیینکنندههای تجربه دیجیتال مشتري در 19 مقوله فرعي، 7 مقوله اصلي شامل ارزش خرید، امنیت، تجربه دیجیتال هیجان، تجربه، سایت اپلیکیشن، آمیخته سنتی، خدمات پشتیبانی و پرداخت شناسایی و دسته‌بندی گردید. در بخش کمّی جهت اعتبارسنجي مؤلفه‌ها با استناد به يافته‌هاي بخش كيفي پرسش نامه تدوین و 432 پرسشنامه به صورت هدفمند جمع‌آوری شد. جهت اعتبار سنجی مؤلفه‌ها از تحليل عاملی تأییدی به وسیله نرم افزار ایموس استفاده شد. بر اساس نتايج، کلیه مؤلفه‌ها مورد تأیید قرار گرفت. بنابراین، به مدیران و صاحبان کسب و کارها پیشنهاد می‌گردد برای ایجاد رضایت مشتریان به این عوامل توجه ویژه‌ای داشته باشند.
For many managers and business owners, the importance of the customer in the Internet space is far greater to gain a competitive advantage over traditional customers. Therefore, the main goal of this research is to extract and validate the determinants of digital experience to determine what factors shape the digital experience of customers in the Internet space. This research was conducted qualitatively and quantitatively, in the qualitative part, the phenomenological method was used, and in the quantitative part, structural equation modeling was used. In the qualitative part, theoretical saturation was done in a targeted manner with 22 interviews. Interview data were analyzed by Van Manen method. Based on the results, the determinants of the customer's digital experience were identified and categorized into 19 subcategories, 7 main categories including purchase value, security, digital experience, excitement, experience, application site, traditional mix, support, and payment services. In the quantitative part, to validate the components, based on the findings of the qualitative part, a questionnaire was compiled, and 432 questionnaires were collected in a targeted manner. To validate the components, confirmatory factor analysis was used by Imus software. Based on the results, all components were approved. Therefore, managers and business owners are suggested to pay special attention to these factors to create customer satisfaction.
Alahverdi, Z., & Landaran Esfahani, S. (2022). Investigating the Role of Social Media Marketing and Experience for Loyalty Intention and Participation Intention, Considering the Mediating Role of Relationship Quality (Case Study: BaniMode Online Cosmetics Store). Journal of Management and Sustainable Development Studies, 2(1), 65-90. https://doi.org/10.30495/msds.2022.1955946.1047 [In Persian]
Alexander, B., & Kent, A. (2020). Change in technology-enabled omnichannel customer experiences. Journal of Retailing and Consumer Services, ۶۵. https://doi.org/10.1016/j.jretconser.2020.102338
Anshu, K., Gaur, L., & Singh, G. (2022). Impact of customer experience on attitude and repurchase intention in online grocery retailing: A moderation mechanism of value Co-creation. Journal of Retailing and Consumer Services, 64, 102798. https://doi.org/10.1016/j.jretconser.2021.102798
Becker, L., & Jaakkola, E. (2020). Customer experience: fundamental premises and implications for research. Journal of the Academy of Marketing Science, 48(4), 630-648. https://doi.org/10.1007/s11747-019-00718-x
Bolton, R. N., McColl-Kennedy, J. R., Cheung, L., Gallan, A., Orsingher, C., Witell, L., & Zaki, M. (2018). Customer experience challenges: bringing together digital, physical and social realms. Journal of Service Management, 29(5), 776-808. https://doi.org/10.1108/JOSM-04-2018-0113
Coppola, D. (2022). E-commerce Share of Total Retail Sales. Statista.
Ebrahimi, M., & Yeganegi, K. (2022). Electronic Customer Relationship Management Modeling (Case Study: Banking Systems). Management and Sustainable Development Studies, 1(4), 1-28. https://doi.org/10.30495/msds.2022.1949842.1032 [In Persian]
Floreddu, P. B., & Cabiddu, F. (2016). Social media communication strategies. Journal of Services Marketing, 30(5), 490-503. https://doi.org/10.1108/JSM-01-2015-0036
Gagnon, K., & Sabus, C. (2015). Professionalism in a digital age: opportunities and considerations for using social media in health care. Phys Ther, 95(3), 406-414. https://doi.org/10.2522/ptj.20130227
Gronroos, C., & Voima, P. (2013). Critical service logic: making sense of value creation and co-creation. Journal of the Academy of Marketing Science, 41, 133-150. https://doi.org/10.1007/s11747-012-0308-3
Gulfraz, M. B., Sufyan, M., Mustak, M., Salminen, J., & Srivastava, D. K. (2022). Understanding the impact of online customers’ shopping experience on online impulsive buying: A study on two leading Ecommerce platforms. Journal of Retailing and Consumer Services, 68, 1-12. https://doi.org/0.1016/j.jretconser.2022.103000
Hagberg, J., Jonsson, A., & Egels-Zandén, N. (2017). Retail digitalization: Implications for physical stores. Journal of Retailing and Consumer Services, 39, 264-269. https://doi.org/10.1016/j.jretconser.2017.08.005
Heinze, A., Fletcher, G., Rashid, T., & Cruz, A. (2020). Digital and Social Media Marketing: A Results-Driven Approach. Routledge: London, UK. https://hal.science/hal-03422246
Heydar Ali, H. (2013). Structural equation modeling using Lisrel software (with corrections) (6 ed.). Samit.
Hodgkinson, I. R., Jackson, T. W., & West, A. A. (2021). Customer experience management: Asking the right questions. Journal of Business Strategy. https://doi.org/10.1108/JBS-07-2020-0158
HubSpot. (2011). Marketing fact vs marketing fantasy. http://www.slideshare.net/HubSpot/marketing-fact-vs-marketingfantasy
Jimenez, D., Valdes, S., & Salinas, M. (2019). Popularity comparison between e-commerce and traditional retail business. International Journal of Technology for Business, 1(1), 10-16. https://doi.org/10.5281/zenodo.2591555
Kannan, P. (2017). Digital marketing: A framework, review and research agenda. Int. J. Res. Market, 34, 22–45. https://doi.org/10.1016/j.ijresmar.2016.11.00
Kim, H., & So, K. K. F. (2022). Two decades of customer experience research in hospitality and tourism: A bibliometric analysis and thematic content analysis. International Journal of Hospitality Management, 100, 103082. https://doi.org/10.1016/j.ijhm.2021.103082
Kim, J. H., & Kim, M. (2020). Conceptualization and assessment of E-service quality for luxury brands. The Service Industries Journal, 40(5-6), 436-470. https://doi.org/10.1080/02642069.2018.1517755
Koronaki, E., Vlachvei, A., & Panopoulos, A. (2023). Managing the online customer experience and subsequent consumer responses across the customer journey. A Review and Future Research Agenda, Electronic Commerce Research and Applications, 58, 101242. https://doi.org/10.1016/j.elerap.2023.101242
Kranzbühler, A. M., Kleijnen, M. H. P., Morgan, R. E., & Teerling, M. (2018). The multilevel nature of customer experience research: an integrative review and research agenda. Int. J. Manag. Rev, 20(2), 433–456. https://doi.org/10.1111/ijmr.12140
Kuuru, T. K., & Närvänen, E. (2019). Embodied interaction in customer experience: a phenomenological study of group fitness. Journal of Marketing Management, 35(13-14), 1241-1266. https://doi.org/10.1080/0267257X.2019.1649295
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69-96. https://doi.org/10.1509/jm.15.0420
Liu, F., Lai, K. H., Wu, J., & Duan, W. (2021). Listening to online reviews: a mixed-methods investigation of customer experience in the sharing economy. Decision Support Systems, 149, 113609. https://doi.org/10.1016/j.dss.2021.113609
Morgan, N. A., Jayachandran, S., Hulland, J., Kumar, B., Katsikeas, C., & Somosi, A. (2021). Marketing performance assessment and accountability: Process and outcomes. International Journal of Research in Marketing. https://doi.org/10.1016/j.ijresmar.2021.10.008
Nessa Moon, N., Mohammad Talha, I., & Salehin, I. (2021). An advanced intelligence system in customer online shopping behavior and satisfaction analysis, 2666-5182/ 2021. Published by Elsevier B.V. https://doi.org/10.1016/j.crbeha.2021.10005
Parise, S., Guinan, P. J., & Kafka, R. (2016). Solving the crisis of immediacy: How digital technology can transform the customer experience. Business Horizons, 59(4), 411-420. https://doi.org/10.1016/j.bushor.2016.03.00
Pekovic, S., & Rolland, S. (2020). Recipes for achieving customer loyalty: a qualitative comparative analysis of the dimensions of cusomer experience. J. Retailing Consum. Serv., 56, 102171. https://doi.org/10.1016/j.jretconser.2020.10217
Pourkarim, M., Van Espen, L., Thijssen, M., Van Ranst, M., & Pourkarim, M. R. (2018). How adequate social media management supports the viral Hepatitis elimination program. Hepatitis Monthly, 18(5), e69791. https://doi.org/10.5812/hepatmon.69791
Poursalimi, M., & Bayat, S. (2020). Investigating the effect of customer experience of online shopping on repurchase intention among Digikala customers across Iran. Journal of Business Administration Researches, 27, 207-232. https://doi.org/10.22034/JBAR.2022.14254.3583 [In Persian]
Reinecke, L., Aufenanger, S., Beutel, M. E., Dreier, M., Quiring, O., Stark, B., & Müller, K. W. (2017). Digital stress over the life span: the effects of communication load and internet multitasking on perceived stress and psychological health impairments in a German probability sample. Media Psychol, 20(1), 90–115. https://doi.org/10.1080/15213269.2015.1121832
Sanaee, K., Moshabaki, A., Esmaelpour, H., & Ahmadi Chehre Bargh, S. (2023). Explaining the pattern of customers' purchase intention in online shopping behavior by considering the variable of online brand trust. Quarterly Journal of Advertising and Sales Management, 4(2), 376-394. https://doi.org/JABM.3.2.15564.35808 [In Persian]
Shao, R., Derudder, B., & Witlox, F. (2022). The geography of e-shopping in China: on the role of physical and virtual accessibility. J. Retailing Consum. Serv., 64, 102753. https://doi.org/10.1016/j.jretconser.2021.102753
Tom Dieck, M. C., & Han, D. I. D. (2022). The role of immersive technology in Customer Experience Management. Journal of Marketing Theory and Practice, 30(1), 108-119. https://doi.org/10.1080/10696679.2021.1891939
Tyrvainen, O., Karjaluoto, H., & Saarijärvi, H. (2020). Personalization and hedonic motivation in creating customer experiences and loyalty in omnichannel retail. Journal of Retailing and Consumer Services, 57, 102-233. https://doi.org/10.1016/j.jretconser.2020.102233
