بررسی حفظ مشتریان با تجربه استفاده از تلفن همراه در کانال‌های یکپارچه با توجه به نقش اضافه بار اطلاعاتی محصول و جذابیت محصولات جایگزین
محورهای موضوعی : مدیریت بازاریابی
عرفان داداش زاده
1
(دانشجوی کارشناسی ارشد مدیریت بازرگانی، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران)
هرمز مهرانی
2
(استادیار، گروه مدیریت بازرگانی، موسسه آموزش عالی غزالی، قزوین، ایران)
کریم حمدی
3
(استاد، گروه مدیریت بازرگانی، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران)
کلید واژه: جذابیت محصولات جایگزین, حفظ مشتری, اضافه بار اطلاعاتی محصول, کانال‌های توزیع همه جانبه, تجربه مشتری,
چکیده مقاله :
پیشرفت تکنولوژی و دیجیتال‌سازی، کانال‌های ارتباطی مختلف مانند اینترنت، تلفن‌های همراه، رسانه‌های اجتماعی و فروشگاه‌های فیزیکی، در دسترس مشتریان برای ارتباط با خرده‌فروشان است، اما این کانال‌ها مستقل مدیریت شده و منجر به عدم تطابق داده‌ها و اطلاعات در کانال‌های مختلف می‌شود و برای دست‌یابی به یکپارچه‌سازی در کانال‌های مختلف، باید به رویکرد همه جانبه تغییر کرد. این پژوهش به "بررسی حفظ مشتریان با تجربه استفاده از تلفن همراه به عنوان ابزار کانال‌های همه جانبه با توجه به نقش اضافه بار اطلاعاتی محصول و جذابیت محصولات جایگزین" می‌پردازد. تحقیق از حیث هدف، کاربردی، و از حیث ماهیت و روش، توصیفی و پیمایشی است. جامعه آماری کلیه مشتریان برندهای رستورانی شهر تهران که به هر دو صورت حضوری و تحت نرم‌افزارهای موبایلی به ارائه خدمات می‌پردازند، در یک نمونه 384 نفره تشکیل داده‌اند که به روش نمونه‌گیری خوشه‌ای چند مرحله‌ای نظرسنجی شده‌اند. ابزار گردآوری اطلاعات پرسش‌نامه با 43 سؤال بوده و آزمون فرضیه‌ها با روش معادلات ساختاری و نرم‌افزار pls انجام شده است. نتایج پژوهش نشان داده است تجربه اتصال بر یکپارچگی دسترسی به، تجربه یکپارچگی بر یکپارچگی دسترسی به اطلاعات، تجربه انعطاف‌پذیری بر یکپارچگی دسترسی به اطلاعات، تجربه شخصی‌سازی بر یکپارچگی دسترسی به اطلاعات، تجربه شخصی‌سازی بر یکپارچگی غنای اطلاعاتی، یکپارچگی دسترسی به اطلاعات بر حفظ مشتری، و یکپارچگی غنای اطلاعاتی بر حفظ مشتری تأثیر مثبت دارد. تجربه تداوم استفاده بر یکپارچگی دسترسی به اطلاعات، تجربه اتصال بر یکپارچگی غنای اطلاعاتی، تجربه یکپارچگی بر یکپارچگی غنای اطلاعاتی، تجربه تداوم استفاده بر یکپارچگی غنای اطلاعاتی، و تجربه انعطاف‌پذیری بر یکپارچگی غنای اطلاعاتی، تأثیر مثبت ندارند. همچنین اضافه بار اطلاعاتی محصول دارای نقش تعدیل‌گر منفی در تأثیر تجربه اتصال بر یکپارچگی دسترسی به اطلاعات؛ و در تأثیر تجربه اتصال بر یکپارچگی غنای اطلاعاتی است. جذابیت محصولات جایگزین نیز دارای نقش تعدیل‌گر منفی در تأثیر تجربه اتصال بر یکپارچگی دسترسی به اطلاعات و در تأثیر تجربه اتصال بر یکپارچگی غنای اطلاعاتی است.
With the advancement of technology and digitalization, various communication channels such as the Internet, mobile phones, social media and physical stores are available for customers to communicate with retailers, but these channels are independently managed and It leads to the mismatch of data and information in different channels, and in order to achieve integration in different channels, it is necessary to change to an all-round approach.This research deals with "investigating the retention of customers with the experience of using mobile phones as tool of omnichannel with regard product information overload and the attractiveness of alternative products". The research is applied, descriptive and survey. The population of brands restaurant customers in Tehran is a sample of 384 people who were surveyed by stratified sampling method. The data collection tool is a 43questionier, and hypotheses were tested with structural equations and pls software. The results show that the experience of connection is on access integrity, the experience of integration is on the integrity, the experience of flexibility is on the integrity, the experience of personalization is on the integrity, the experience of personalization is on the information richness integrity, access integrity customer retention, and information richness integrity has positive effect on customer retention. The experience of continuity of use on the integrity, the experience of connection on the information richness integrity, the experience of integrity on the information richness integrity, the experience of continuity of use on the integrity of information richness, and the experience of flexibility on the information richness integrity do not have a positive effect. Information overload is a negative moderating role in the impact of connection experience on access integrity; and the effect of connection experience on the information richness integrity. The attractiveness of alternative products has negative moderating role in the effect of the connection experience on the access integrity and the effect of the connection experience on the information richness integrity.
انصاری رنانی ق، محمودیان سینا قدس. "عوامل مؤثر برحفظ مشتریان شرکت‌های اپراتور تلفن همراه"، مدیریت بازاریابی، 1389؛ 5(9): 57-83.
حسین‌زاده ا، اسماعیلی ح، سلطانی ر. "ارائه یک مدل پویایی سیستم به جهت بررسی زمان، هزینه و رضایت‌مندی مشتری در کانال‌های توزیع omni-channel (با مطالعه موردی)"، مجله ایرانی مطالعات مدیریت، 1400؛ 14(2): 291-310.
صمدی م. "رفتار مصرف‌کننده"، تهران: نشر آگاه، چاپ سیزدهم، (1394).
منصوری ا، فرجام س، دوالی م.م. "مقایسه تأثیر بازاریابی اومنی چنل و مولتی چنل بر رفتار خرید مصرف‌کننده"، پایان‌نامه کارشناسی ارشد دانشگاه پیام نور استان هرمزگان، مرکز پیام نور قشم، 1399.
نیسی قنواتی. "جذابیت خدمات شخصی‌سازی شده برای استفاده کنندگان تلفن‌های همراه و تأثیر آن بر رفتار تغییر خدمات‌دهندگان از سوی مشتریان"، مجله مدیریت بازاریابی، 1390؛ 6(10): 145-166.
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Becker J.M, Klein K, Wetzels M. “Hierarchical latent variable models in PLSSEM: Guidelines for using reflective-formative type models”, Long Range Planning, 2012; 45(5-6): 359-394.
Becker L, Jaakkola E. “Customer experience: fundamental premises and implications for research”, Journal of the Academy of Marketing Science, 2020; 48(4): 630-648.
Bell D.R, Gallino S, Moreno A. “Showrooms and Information Provision in Omni‐channel Retail”, Production and Operations Management, 2015; 24(3): 360- 362.
Bernon M, Cullen J, Gorst J. “Online retail returns management”, International Journal of Physical Distribution & Logistics Management, 2016; 46(6/7): 584-605.
Berry L.L, Carbone L.P, Haeckel S.H. “Managing the total customer experience”, MIT Sloan management review, 2002; 43(3): 85-89.
Bhalla R. “The omni-channel customer experience: Driving engagement through digitization”, Journal of Digital and Social Media Marketing, 2014; 1: 365-372.
Bianchi R, Cermak M, Dusek O. “More than digital plus traditional: A truly omnichannel customer experience”, Retrieved from http://www.mckinsey.com/ business-functions/operations/our-insights/more-than-digital-plus-traditional-atruly- omnichannel-customer, 2016.
Bitner M, Ostrom A, Meuter M. “Implementing successful self-service technologies”, Academy of Management Executive, 2002; 16(4): 96-108.
Bueno E.V, Weber T.B.B, Bomfim E.L, Kato H.T. “Measuring customer experience in service: A systematic review”, The Service Industries Journal, 2019; 39(11-12): 779-798.
Cai Y.J, Lo C.K. “Omni-channel management in the new retailing era: A systematic review and future research agenda”, International Journal of Production Economics, 2020; 229: 107729.
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انصاری رنانی ق، محمودیان سینا قدس. "عوامل مؤثر برحفظ مشتریان شرکت‌های اپراتور تلفن همراه"، مدیریت بازاریابی، 1389؛ 5(9): 57-83.
حسین‌زاده ا، اسماعیلی ح، سلطانی ر. "ارائه یک مدل پویایی سیستم به جهت بررسی زمان، هزینه و رضایت‌مندی مشتری در کانال‌های توزیع omni-channel (با مطالعه موردی)"، مجله ایرانی مطالعات مدیریت، 1400؛ 14(2): 291-310.
صمدی م. "رفتار مصرف‌کننده"، تهران: نشر آگاه، چاپ سیزدهم، (1394).
منصوری ا، فرجام س، دوالی م.م. "مقایسه تأثیر بازاریابی اومنی چنل و مولتی چنل بر رفتار خرید مصرف‌کننده"، پایان‌نامه کارشناسی ارشد دانشگاه پیام نور استان هرمزگان، مرکز پیام نور قشم، 1399.
نیسی قنواتی. "جذابیت خدمات شخصی‌سازی شده برای استفاده کنندگان تلفن‌های همراه و تأثیر آن بر رفتار تغییر خدمات‌دهندگان از سوی مشتریان"، مجله مدیریت بازاریابی، 1390؛ 6(10): 145-166.
Beck N, Rygl D. “Categorization of multiple channel retailing in Multi-, Cross-, and Omni‐Channel Retailing for retailers and retailing”, Journal of retailing and consumer services, 2015; 27: 170-178.
Becker J.M, Klein K, Wetzels M. “Hierarchical latent variable models in PLSSEM: Guidelines for using reflective-formative type models”, Long Range Planning, 2012; 45(5-6): 359-394.
Becker L, Jaakkola E. “Customer experience: fundamental premises and implications for research”, Journal of the Academy of Marketing Science, 2020; 48(4): 630-648.
Bell D.R, Gallino S, Moreno A. “Showrooms and Information Provision in Omni‐channel Retail”, Production and Operations Management, 2015; 24(3): 360- 362.
Bernon M, Cullen J, Gorst J. “Online retail returns management”, International Journal of Physical Distribution & Logistics Management, 2016; 46(6/7): 584-605.
Berry L.L, Carbone L.P, Haeckel S.H. “Managing the total customer experience”, MIT Sloan management review, 2002; 43(3): 85-89.
Bhalla R. “The omni-channel customer experience: Driving engagement through digitization”, Journal of Digital and Social Media Marketing, 2014; 1: 365-372.
Bianchi R, Cermak M, Dusek O. “More than digital plus traditional: A truly omnichannel customer experience”, Retrieved from http://www.mckinsey.com/ business-functions/operations/our-insights/more-than-digital-plus-traditional-atruly- omnichannel-customer, 2016.
Bitner M, Ostrom A, Meuter M. “Implementing successful self-service technologies”, Academy of Management Executive, 2002; 16(4): 96-108.
Bueno E.V, Weber T.B.B, Bomfim E.L, Kato H.T. “Measuring customer experience in service: A systematic review”, The Service Industries Journal, 2019; 39(11-12): 779-798.
Cai Y.J, Lo C.K. “Omni-channel management in the new retailing era: A systematic review and future research agenda”, International Journal of Production Economics, 2020; 229: 107729.
Chauhan P, Sarabhai S. “Customer experience quality in omni-channel banking: identifying the factors affecting customer experience in the Indian context”, International Journal of Management Concepts and Philosophy, 2019; 12(2): 222-238.
Chopra S. “How omni-channel can be the future of retailing”, Decision, 2016; 43(2): 135-144.
Cummins S, Peltier J.W, Dixon A. “Omni-channel research framework in the context of personal selling and sales management”, Journal of Research in Interactive Marketing, 2016; 10(1): 2-16.
Denis C, Karsenty L. “Inter-usability of multi-device systems: A conceptual framework. In A. Seffah, & H. Javahery (Eds.)”, Multiple user interfaces: Cross-platformapplications and context-aware interfaces (pp. 373–385). West Sussex: John Wiley & Sons, Ltd, 2004.
Emrich O, Paul M, Rudolph T. “Shopping benefits of multichannel assortment integration and the moderating role of retailer type”, Journal of Retailing, 2015; 91(2): 326-342.
Eppler M.J, Mengis J. “The concept of information overload: a review of literature from organization science, accounting, marketing, MIS, and related disciplines”, Inf. Soc, 2004; 20(5): 325-344.
Fang J, Liu H, Li Y, Cai Z. “Retaining customers with in-store mobile usage experience in omni-channel retailing: The moderating effects of product information overload and alternative attractiveness”, Electronic Commerce Research and Applications, 2021; 46: 101028.
Gallino S, Moreno A. “Integration of online and offline channels in retail: the impact of sharing reliable inventory availability information”, Manage. Sci, 2014; 60(6): 1434-1451.
Gao F, Su X. “Omnichannel retail operations with buy-online-and-pick-up-instore”, Manage. Sci, 2017; 63(8): 2478-2492.
Heitmann M, Lehmann D.R, Herrmann A. “Choice goal attainment and decision and consumption satisfaction”, J. Mark. Res, 2007; 44(2): 234-250.
Herhausen D, Binder J, Schoegel M, Herrmann A. “Integrating bricks with clicks: Retailer-level and channel-level outcomes of online-offline channel integration”, Journal of Retailing, 2015; 91(2): 309-325.
Homburg C, Jozić D, Kuehnl C. “Customer experience management: Toward implementing an evolving marketing concept”, Journal of the Academy of Marketing Science, 2017; 45: 377-401.
Hübner A, Wollenburg J, Holzapfel A. “Retail logistics in the transition from multi-channel to omni-channel”, International Journal of Physical Distribution & Logistics Management, 2016; 46(6/7): 562-583.
Ishfaq R, Defee C, Gibson B.J, Raja U. “Realignment of the physical distribution process in omni-channel fulfillment”, International Journal of Physical Distribution & Logistics Management, 2016; 46(6/7): 543-561.
Jones M.A, Mothersbaugh DL, Beatty S.E. “Switching barriers and repurchase intentions in services”, J. Retail, 2000; 76(2): 259-274.
Joseph G. “Sustaining brick & mortar through omnichannel: An emerging story of retail business model convergence”, International Journal of Business and Management, 2015; 3: 203-211.
Kazancoglu I, Aydin H. “An investigation of consumers’ purchase intentions towards omni-channel shopping: A qualitative exploratory study”, International Journal of Retail & Distribution Management, 2018; 46: 959-976.
Kim M.K, Park M.C, Jeong D.H. “The effects of customer satisfaction and switching barrier on customer loyalty in Korean mobile telecommunication services”, Telecommunications policy, 2018; 28(2): 145-159.
Kleinlercher K, Linzmajer M, Verhoef P.C, Rudolph T. “Antecedents of webrooming in omnichannel retailing”, Frontiers in Psychology, 2020; 11: 606798.
Kolb D.A, Boyatzis R.E, Mainemelis C. “Experiential Learning Theory: Previous Research and New Directions”, Perspectives on Thinking, Learning, and Cognitive Styles, 2001; 1: 227-247.
Kleinlercher K, Emrich O, Herhausen D, Verhoef P.C, Rudolph T. “Websites as information hubs: how informational channel integration and shopping benefit density interact in steering customers to the physical store”, J. Assoc. Consumer Res, 2018; 3(3): 330-342.
Lee H.H, Kim J. “Investigating dimensionality of multichannel retailer’s crosschannel integration practices and effectiveness: Shopping orientation and loyalty intention”, Journal of Marketing Channels, 2010; 17: 281-312.
Li Q, Luo H, Xie P.X, Feng X.Q, Du R.Y. “Product whole life-cycle and omnichannel data convergence-oriented enterprise networks integration in a sensing environment”, Computer in Industry, 2015; 70(c): 23-45.
Loras S. “Four brands leading the way in multichannel marketing”, Retrieved from https://www.clickz.com/four-brands-leading-the-way-in-multichannel-marketing/ 91969/, 2016.
McCarthy M. “Experiential learning theory: from theory to practice”, J. Bus. Econ. Research, 2010; 8.
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