شناسایی ابعاد کیفیت خدمات در اکوسیستم پلتفرم‌های دیجیتال و تأثیر آنها بر قصد استفاده بر اساس تجربه مشتری
محورهای موضوعی : دانش نو در مدیریت بازاریابی
آسیه ناظمی
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معصومه حسین زاده شهری
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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
کلید واژه: اکوسیستم کسب‌وکار دیجیتال, پلتفرم‌های خدمات دیجیتال, کیفیت خدمات پلتفرم, تجربه مشتری,
چکیده مقاله :
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.
EXTENDED ABSTRACT
Purpose: With the growth of service provider businesses, being in the digital platforms ecosystem and using tools such as platforms, affect the buying behavior of customers. Many dimensions of service quality of digital platforms, despite being new, are not well known and applied. This study aims to identify the service quality dimensions of digital platforms and their impact on customers' intention to use based on customer experience.
Methodology: The research method is mixed. So that qualitative data has been collected using a systematic literature review and meta-combination method, and quantitative data has been collected by completing a questionnaire from 402 users of reputable and famous shopping platforms.
Findings: The results show the influence of service quality dimensions of platforms on the hedonic and cognitive experiences of customers. These different dimensions of platform service quality are: ease of use of platform services, quality of platform information, quality of services and products, interaction with customer’s platform, platform design, platform response speed, trust of platform services, security of platform services and platform responsibility. Finally, the results showed that all these dimensions have a positive effect on customers' intention to use based on their experiences.
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