طراحی چارچوب مدیریت تجربه مشتری در تجارت اجتماعی: رویکردی آمیخته

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار گروه مدیریت ، دانشکده مدیریت، دانشگاه حضرت معصومه (س)، قم، ایران

2 کارشناس ارشد مدیریت بازاریابی، دانشگاه حضرت معصومه (س)، قم، ایران

10.34785/J018.2019.193

چکیده

امروزه مدیریت تجربه مشتری به عنوان استراتژی رقابتی غالب در حوزه کسب وکار های مبتنی بر اینترنت و پلتفرم های رسانه های اجتماعی می باشد. تجارت اجتماعی، به عنوان یکی از اشکال نوین تجارت الکترونیکی، شکل غالب تجارت آینده خواهد بود و پرداختن به تجربه مشتری در آن مورد تاکید قرار گرفته است. علیرغم اهمیت تجربه مشتری در تجارت اجتماعی تحقیقات معدودی در این حوزه صورت گرفته و درک روشنی از چگونگی مدیریت تجارب مشتریان اجتماعی وجود ندارد. به همین منظور، هدف اصلی پژوهش حاضر ارائه‌ی چارچوب مدیریت تجربه مشتری در تجارت اجتماعی می‌باشد. رویکرد پژوهشی در این تحقیق، روش آمیخته است. روش پژوهش در بخش کیفی، راهبرد گروه کانونی و در بخش کمی، توصیفی- پیمایشی می باشد. در مرحله اول پژوهش، به منظور استخراج مولفه های چارچوب پیشنهادی علاوه بر مرور ادبیات حوزه پژوهش از روش گروه کانونی، متشکل از 7 نفر از خبرگان، بهره گرفته شده است. در مرحله دوم، به منظور نظرسنجی از خبرگان و نیز وزن دهی مولفه‌های چارچوب از رویکرد پیمایش و ابزار پرسشنامه بهره گرفته شد. در این مرحله37 نفر از خبرگان در پژوهش مشارکت داشتند و داده های حاصل با استفاده از آزمون علامت و میانگین موزون مورد تحلیل قرار گرفت. نتایج پژوهش در مرحله اول حاکی از آن است که چارچوب مدیریت تجربه مشتری دربر گیرنده 7 بعد و 46 شاخص می باشد که تمامی ابعاد و شاخص ها در مرحله دوم پژوهش از دیدگاه خبرگان مورد تایید بوده است. در مرحله دوم ابعادچارچوب مشتری، به ترتیب اهمیت از دیگاه خبرگان، شامل افراد، ارزیابی عملکرد، محتوای کیفیت تجربه، تکنولوژی و ابزارها، فرایند، استراتژی، حکمرانی می باشد. پژوهش حاضر در زمره نخستین تحقیقاتی است که در حوزه مدیریت تجربه مشتری اجتماعی صورت پذیرفته است و به مدیران در ایجاد سازگاری در تعاملات مشتریان حین مبادلات تجارت اجتماعی یاری می رساند.

کلیدواژه‌ها


عنوان مقاله [English]

Designing a Customer Experience Management Framework in a Social Business: A Mixed Approach

نویسندگان [English]

  • Mona Jami Pour 1
  • Mohammad Talari 1
  • Mahnaz Bahadori 2
1 Assistant Professor of Information Technology Management, Hazrat-e Ma’soumeh University (HMU), Qom, Iran
2 MA of Marketing, Faculty of Management, Hazrate Masoumeh University, Qom, Iran
چکیده [English]

Today, customer experience management (CEM) is the dominant competitive strategy in the field of businesses based Internet and social media platforms. Social commerce, as one of the new forms of e-commerce, will be the dominant form of future business, and the focus on customer experience has been emphasized in this area. In spite of the importance of customer experience in social commerce, there is little research in this area and there is no clear understanding of how to manage the experiences of social customers. For this purpose, the main objective of the current study is to design a framework for CEM in social commerce. The research approach in this research is a mixed approach. The research method is qualitative, focal group strategy and in the quantitative, descriptive-survey method. In the first step of research, in order to extract the proposed components of the framework, in addition to reviewing the literature, the focus group method, consisting of seven experts, has been used. In the second step, a survey method and a questionnaire were used to review the experts’ opinions and weight of the framework components. At this stage, 37 experts participated in the research, and the data were analyzed using the mark and mean test. The research results indicate that the customer experience management framework includes the dimensions of individuals, performance evaluation, content quality of experience, technology and tools, process, strategy, and governance. The research helps managers to create adaptability in customer interactions during social trade exchanges.

کلیدواژه‌ها [English]

  • social media
  • social commerce
  • customer experience
  • customer experience management (CEM)
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