شناسایی مؤلفه‌های مؤثر بر نارضایتی مشتریان به‌منظور طراحی راهبردهای رقابتی ( موردمطالعه: سکوهای ویدئو درخواستی (VOD) در ایران)
محورهای موضوعی : پژوهش های مدیریت راهبردینادر جعفری هفتخوانی 1 , عباس رحیمی 2
1 - استادیار گروه معارف اسلامی و مدیریت بازرگانی، دانشگاه امام صادق
2 - دانشجوی کارشناسی ارشد، گروه بازرگانی، دانشگاه امام صادق، تهران، ایران
کلید واژه: رفتار مصرف‌کننده, نارضایتی مشتریان, نظریه دوعاملی, ویدئو درخواستی (وی. اُ.دی.), داده‌های برخط,
چکیده مقاله :
در بحث از رفتار مصرف‌کننده در بازاریابی، و باتوجه‌به اهمیت رضایت مشتریان در رفتار خرید آتی و میزان وفاداری مشتریان برای خرید مجدد، بررسی عوامل مؤثر بر رضایت و نارضایتی مشتریان در کسب‌وکارها ضرورتی روزافزون یافته است. این پژوهش در چارچوب نظریه دوعاملی (دو طیفی) رضایت مشتریان به شناسایی عوامل مؤثر بر نارضایتی مشتریان در صنعت سکوهای ویدئو درخواستی (وی.اُ.دی.ها) در ایران می‌پردازد. برای تحقق این منظور حدود ۴۴ هزار دادة برخط مشتریانِ دو رهبر این بازار در ایران یعنی شرکت‌های فیلیمو و نماوا از سه بستر کافه‌بازار، توییتر و اینستاگرام با روش خزشگری داده گردآوری و پس از پالایش روشمند اولیه تعداد حدود ۳۵۰۰ داده مرتبط با روش تحلیل مضمون بررسی و نقشه مضامین این پژوهش ترسیم شد. یافته‌ها نشان می‌دهند چهار عامل ضعف‌های محتوایی، ضعف‌های نرم‌افزاری، هزینه‌های بالای مصرف‌کننده، و روابط‌عمومی و ارتباط با مشتریان ضعیف از عوامل مؤثر بر نارضایتی مشتریان وی.اُ.دی.های ایرانی هستند. در نتیجه می‌توان گفت اگرچه بهبود وضعیت این عوامل از سوی هر یک از سکوها لزوماً رضایت مشتریان را به همراه نخواهد داشت اما هرگونه تلاشی از سوی این شرکت‌ها برای رفع یا کاهش عوامل نارضایتی یا بهبود آنها می‌تواند در مسیر ارتقای رضایت مشتریان و ارتقا جایگاه رقابتی آنها کارساز شود.
In discussing consumer behavior in marketing, and considering the importance of customer satisfaction in future buying behavior and customer loyalty for repurchase, the study of factors affecting customer satisfaction and dissatisfaction in businesses has become increasingly necessary. this research identifies the factors affecting customer dissatisfaction in the industry of requested video platforms (VODs) in Iran by accepting the framework of the two-factor (two-spectrum) theory of customer satisfaction. To achieve this goal, about 44,000 online data of customers of the two leaders of this market in Iran, namely Filimo and Nemava companies, were collected from three platforms: Bazaar Cafe, Twitter, and Instagram by crawling data method. And mapped the themes of this research were drawn. Findings show that four factors "content weaknesses", "software weaknesses", "high consumer costs", and "poor public relations and communication" are among the factors affecting customer dissatisfaction with Iranian VODs. As a result, it can be said that although improving the status of these factors by each platform will not necessarily lead to customer satisfaction, any effort by these companies to eliminate or reduce the causes of dissatisfaction or improve them can be effective in improving customer satisfaction and improving their competitive position.
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