مفهوم¬پردازی و شناسایی ماهیت و ابعاد مدیریت تجربه مشتری در صنعت حمل‌ونقل دریایی
محورهای موضوعی : بهبود خدمات و افزایش رضایت مراجعین
هدی زادون
1
,
بهرام خیری
2
,
بهروز قاسمی
3
1 - گروه مدیریت بازرگانی، دانشکده مدیریت واحد تهران مرکز، دانشگاه آزاد اسلامی.
2 - عضو هیئت علمی دانشکده مدیریت دانشگاه آزاد تهران مرکز
3 - گروه مدیریت بازرگانی،واحدتهران مرکزی،دانشگاه آزاداسلامی،تهران،ایران
کلید واژه: تجربه مشتری, سفر مشتری, نقاط تماس, حمل‌ونقل دریایی.,
چکیده مقاله :
صنعت حمل‌ونقل دریایی یکی از زیربناهای اقتصادی هر کشور و از ارکان اصلی توسعه تجارت بین‌المللی است. هدف پژوهش حاضر، شناسایی ماهیت و ابعاد مدیریت تجربه مشتری در صنعت حمل‌ونقل دریایی بر اساس رویکرد سفر مشتری است. برای این منظـور با توجه به شکاف نظری در خصوص موضوع پژوهش، از رویکرد کیفی نظریه‌پردازی داده بنیاد استفاده شده است. داده¬ها از طریق مصاحبه¬های عمیق نیمه¬ ساختاریافته با مدیران اجرایی شرکت¬های تولیدی، بازرگانی و بارفرابری که جهت حمل محمولات صادراتی و وارداتی از خط کانتيـنری شرکـت کشتيرانی جمهوری اسلامی استفاده می¬نمایند، گردآوری شد. نمونه¬گیری به شیوه هدفمند و نظری انجام شد و پس از انجام 22 مصاحبه، کفایت نظری حاصل شد.برای سنجش قابلیــت اعتماد پژوهش، از شاخص¬های باورپذیری، اطمینان‌پذیری، تأیید-پذیری و کاربرد‌پذیری، استفاده شد نتایج کدگذاری و تحلیل داده¬ها، مبین آن است که ابعاد مدیریت تجربه مشتری در صنعت حمل‌ونقل دریایی شامل کیفیت حمل‌ونقل دریایی، کیفیت عملکرد پایانه‌های کانتینری در بنادر، کیفیت عملکرد خدمات مشتریان و نیروی فروش، کیفیت ارائه خدمات برخط و کیفیت عملکرد نمایندگی¬ها است. بر اساس نتایج پژوهش، تجربه مشتری به سه مرحله قبل از حمل دریایی، حین حمل دریایی و بعد از حمل دریایی دسته‌بندی شده است و ویژگی‌های نقاط تماس مشتری با سازمان و چالش‌های رویاروی مشتریان در هر مرحله بررسی و موردبحث قرارگرفته است.
The maritime transport industry is one of the economic infrastructures of every country and one of the main pillars of international trade development. The purpose of current research is to identify the nature and dimensions of customer experience management in maritime transport industry based on the customer journey approach. For this purpose, according to the theoretical gap regarding the subject of the research, a qualitative research method of Grounded theory was used. Data were selected using purposive and theoretical sampling method. Data were collected through in-depth semi-structured interviews conducted with executive managers of manufacturing, trading and forwarding companies that use the container line of the Islamic Republic of Iran Shipping lines to transport export and import goods. After conducting 22 interviews, theoretical adequacy achieved. The results of data coding and analysis indicate that the dimensions of customer experience management in the maritime transport industry include the quality of marine transportation, terminal performance in ports, customer service performance and sales force performance, online service provision, and representatives' performance. According to the findings of the research, customer experience management is classified into three stages: Pre-sea transport, sea transport and post-sea transport. Then, the features of customer's touch points with the organization and the challenges faced by customers at each stage are reviewed and discussed.
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