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
1
,
معصومه حسین زاده شهری
2
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.
Alaimo, C., Kallinikos, J., & Valderrama, E. (2020). Platforms as service ecosystems: Lessons from social media. Journal of Information Technology, 35(1), 25–48.
Anderson, J. C., & Gerbing, D. W. (1988). “Structural equation modeling in practice: A review and recommended two-step approach”. Psychological bulletin, 103(3), 411.
Baldwin, C. Y., & Woodard, C. J. (2009). The architecture of platforms: A unified view. In A. Gawer (Ed.), Platforms, markets and innovation (pp. 19–44). Cheltenham: Edward Elgar Publishing.
Breugelmans, E., & Campo, K. (2016). “Cross-channel effects of price promotions: An empirical analysis of the multi-channel grocery retail sector”. Journal of Retailing, 92(3), 333-351.
Brown, J. (2019). How to be an inclusive leader: Your role in creating cultures of belonging where everyone can thrive. Berrett-Koehler Publishers.
Campbell, M. C., & Keller, K. L. (2003). “Brand familiarity and advertising repetition effects”. Journal of consumer research, 30(2), 292-304.
Ceccagnoli, M., Forman, C., Huang, P., & Wu, D. J. (2012). “Cocreation of value in a platform ecosystem! The case of enterprise software”. MIS quarterly, 263-290.
Churchill Jr, G. A. (1979). “A paradigm for developing better measures of marketing constructs”. Journal of marketing research, 16(1), 64-73.
Constantinides, P., Henfridsson, O., & Parker, G. G. (2018). Introduction—Platforms and infrastructures in the digital age. Information Systems Research, 29(2), 381–400.
Cusumano, M. A., Yoffe, D. B., & Gawer, A. (2021). The future of platforms.
de Reuver, M., Sørensen, C., & Basole, R. C. (2018). The digital platform: A research agenda. Journal of Information Technology, 23(2), 124–135.
De Vaus, D., & de Vaus, D. (2002). Surveys in social research. Routledge.
Demangeot, C., & Broderick, A. J. (2007). “Conceptualising consumer behaviour in online shopping environments”. International journal of retail & distribution management, 35(11), 878-894.
Demir, A., Maroof, L., Sabbah Khan, N. U., & Ali, B. J. (2021). The role of E-service quality in shaping online meeting platforms: a case study from higher education sector. Journal of Applied Research in Higher Education, 13(5), 1436-1463.
Edvardsson, B., Tronvoll, B., & Gruber, T. (2011). “Expanding understanding of service exchange and value co-creation: a social construction approach”. Journal of the academy of marketing science, 39(2), 327-339.
Fehrer, J. A., Woratschek, H., & Brodie, R. J. (2018). A systemic logic for platform business models. Journal of Service Management, 29(4), 546-568.
Foroudi, P., Melewar, T. C., & Gupta, S. (2014). “Linking corporate logo, corporate image, and reputation: An examination of consumer perceptions in the financial setting”. Journal of Business Research, 67(11), 2269-2281.
Gahler, M., Klein, J. F., & Paul, M. (2023). Customer experience: Conceptualization, measurement, and application in omnichannel environments. Journal of Service Research, 26(2), 191-211.
Gawer, A. (2022). Digital platforms and ecosystems: remarks on the dominant organizational forms of the digital age. Innovation, 24(1), 110-124.
Ghazawneh, A., & Henfridsson, O. (2013). “Balancing platform control and external contribution in third‐party development: the boundary resources model”. Information systems journal, 23(2), 173-192.
Gleiss, A., Kohlhagen, M., & Pousttchi, K. (2021). An apple a day–how the platform economy impacts value creation in the healthcare market. Electronic Markets, 31(4), 849-876.
Greenwood, B. N., & Agarwal, R. (2016). “Matching platforms and HIV incidence: An empirical investigation of race, gender, and socioeconomic status”. Management Science, 62(8), 2281-2303.
Gümüş, M., Li, S., Oh, W., Ray, S., 2013. Shipping fees or shipping free? a tale of two price partitioning strategies in online retailing. Product. Operat. Manage. 22 (4), 758–776.
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006). Multivariate data analysis (Vol. 6).Multivariate data analysis. New Jersey: Pearson.
Haralambos, M., & Holborn, M. (2000). Sociology: Themes and perspectives. HarperCollins UK.
Hein, A., Weking, J., Schreieck, M., Wiesche, M., Böhm, M., & Krcmar, H. (2019b). Value Co-Creation Practices in Business-to-Business Platform Ecosystems. Electronic Markets, 29(3), 503–518.
Hong, Y., & Pavlou, P. A. (2017). “On buyer selection of service providers in online outsourcing platforms for IT services”. Information Systems Research, 28(3), 547-562.
Howard, J. A., & Sheth, J. N. (1969). The theory of buyer behavior. New York, 63, 145.
Huang, J., Henfridsson, O., Liu, M. J., & Newell, S. (2017). “Growing on sterois: Rapidly scaling the user base of digital ventures through digital innovation”. Mis Quarterly, 41(1).
Insley, V., & Nunan, D. (2014). “Gamification and the online retail experience”. International Journal of Retail & Distribution Management, 42(5), 340-351.
Jacobides, M. G., Cennamo, C., & Gawer, A. (2018). Towards a theory of ecosystems. Strategic Management Journal, 39(8), 2255–2276.
Kapoor, K., Bigdeli, A. Z., Dwivedi, Y. K., Schroeder, A., Beltagui, A., & Baines, T. (2021). A socio-technical view of platform ecosystems: Systematic review and research agenda. Journal of Business Research, 128, 94-108.
Kapoor, R. (2018). Ecosystems: Broadening the locus of value creation. Journal of Organization Design, 7(1), 12.
Kapoor, R., & Agarwal, S. (2017). “Sustaining superior performance in business ecosystems: Evidence from application software developers in the iOS and Android smartphone ecosystems”. Organization Science, 28(3), 531-551.
Kline, R. B. (2005). “Principles and practice of structural equation modeling” 2nd ed. New York: Guilford.
Koh, T. K., & Fichman, M. (2014). “Multi-homing users’ preferences for two-sided exchange networks”. Mis Quarterly, 38(4), 977-996.
Loonam, M., & O'loughlin, D. (2008). “Exploring e-service quality: a study of Irish online banking”. Marketing Intelligence & Planning, 26(7), 759-780.
Lusch, R. F., & Nambisan, S. (2015). Service innovation: A service-dominant logic perspective. MIS Quarterly, 39(1), 155–175.
Majchrzak, A., & Malhotra, A. (2016). “Effect of knowledge-sharing trajectories on innovative outcomes in temporary online crowds”. Information Systems Research, 27(4), 685-703.
Mayrhofer, R., Stoep, J. V., Brubaker, C., & Kralevich, N. (2021). The android platform security model. ACM Transactions on Privacy and Security (TOPS), 24(3), 1-35.
Minnema, A., Bijmolt, T. H., Gensler, S., & Wiesel, T. (2016). “To keep or not to keep: effects of online customer reviews on product returns”. Journal of retailing, 92(3), 253-267.
Nunnally, J. C. (1978). Psychometric theory/Jum C. Nunnally.
Pagani, M. (2013). “Digital business strategy and value creation: framing the dynamic cycle of control points”. Mis Quarterly, 617-632.
Pandey, N., & Rupnawar, A. (2022). Idea generation for new service development (NSD): Harnessing the power of social media platforms. Multidisciplinary Business Review, 15(1), 2-10.
Panniello, U., Hill, S., & Gorgoglione, M. (2016). “The impact of profit incentives on the relevance of online recommendations”. Electronic Commerce Research and Applications, 20, 87-104.
Pidun, U., Reeves, M., & Schüssler, M. (2020). Why do most business ecosystems fail. Boston Consulting Group.
Ramasundaram, A., Pandey, N., Shukla, Y., Alavi, S., & Wirtz, J. (2023). Fluidity and the customer experience in digital platform ecosystems. International Journal of Information Management, 69, 102599.
Saberian, F., Amirshahi, M., Ebrahimi, M., & Nazemi, A. (2020). Linking digital platforms' service dimensions to customers' purchase. The Bottom Line, 33(4), 315-335.
Sandelowski, M., & Barroso, J. (2006). Handbook for synthesizing qualitative research. springer publishing company.
Saunders, M. N. K., Lewis, P., & Thornhill, A. (2007). Instructor's Manual: Research Methods for Business Students.
Şimşek, T., Öner, M. A., Kunday, Ö., & Olcay, G. A. (2022). A journey towards a digital platform business model: A case study in a global tech-company. Technological Forecasting and Social Change, 175, 121372.
Skålén, P., Aal, K. A., & Edvardsson, B. (2015). “Cocreating the Arab spring: Understanding transformation of service systems in contention”. Journal of Service Research, 18(3), 250-264.
Souri, F. (2017). “Investigate The relationship between brand equity, brand loyalty and customer satisfaction”. International Journal Of Scientific & Technology Research, June, 6(6), 225-231.
Spagnoletti, P., Resca, A., & Lee, G. (2015). “A design theory for digital platforms supporting online communities: a multiple case study”. Journal of Information Technology, 30(4), 364-380.
Tan, B., Pan, S. L., Lu, X., & Huang, L. (2015). “The role of IS capabilities in the development of multi-sided platforms: the digital ecosystem strategy of Alibaba”. com. Journal of the Association for Information Systems, 16(4), 2.
Tan, T. C. F., Tan, B., & Pan, S. L. (2016). Developing a leading digital multi-sided platform: Examining it affordances and competitive actions in Alibaba. Communication of the AIS, 38(1), 739–760.
Tilson, D., Lyytinen, K., & Sørensen, C. (2010). Research commentary—Digital infrastructures: The missing is research agenda. Information Systems Research, 21(4), 748–759.
Tiwana, A., Konsynski, B., & Bush, A. A. (2010). “Research commentary—Platform evolution: Coevolution of platform architecture, governance, and environmental dynamics”. Information systems research, 21(4), 675-687.
Verhoef, P. C., Neslin, S. A., & Vroomen, B. (2007). “Multichannel customer management: Understanding the research-shopper phenomenon”. International journal of research in marketing, 24(2), 129-148.
Vrechopoulos, A. P. (2010). “Who controls store atmosphere customization in electronic retailing?”. International Journal of Retail & Distribution Management, 38(7), 518-537.
Wang, J. N., Du, J., Chiu, Y. L., & Li, J. (2018). “Dynamic effects of customer experience levels on durable product satisfaction: Price and popularity moderation”. Electronic Commerce Research and Applications, 28, 16-29.
Wirtz, B. W., MÜLLER, W. M., & Langer, P. F. (2023). Digital Business Models A Literature-Based Taxonomy And Research Avenues. International Journal of Innovation Management, 27(07n08), 2330003.
Xu, X., Venkatesh, V., Tam, K. Y., & Hong, S. J. (2010). “Model of migration and use of platforms: role of hierarchy, current generation, and complementarities in consumer settings”. Management Science, 56(8), 1304-1323.
Yang, Y., Chen, N., & Chen, H. (2023). The digital platform, enterprise digital transformation, and enterprise performance of cross-border e-commerce—from the perspective of digital transformation and data elements. Journal of Theoretical and Applied Electronic Commerce Research, 18(2), 777-794.
Ye, G., Priem, R. L., & Alshwer, A. A. (2012). “Achieving demand-side synergy from strategic diversification: How combining mundane assets can leverage consumer utilities”. Organization Science, 23(1), 207-224.
Zhang, R., Jun, M., & Palacios, S. (2023). M-shopping service quality dimensions and their effects on customer trust and loyalty: an empirical study. International Journal of Quality & Reliability Management, 40(1), 169-191.
Zhu, P., Liu, Z., Li, X., Jiang, X., & Zhu, M. X. (2023). The influences of livestreaming on online purchase intention: examining platform characteristics and consumer psychology. Industrial Management & Data Systems, 123(3), 862-885.