طراحی مدل ارتقای تجربه و پاسخ مشتری با استفاده از بازاریابی رسانه های اجتماعی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری، گروه مدیریت بازرگانی، پردیس بین المللی کیش، دانشگاه تهران، تهران، ایران

2 استاد، گروه مدیریت فناوری اطلاعات، دانشکده مدیریت، دانشگاه تهران، تهران، ایران

3 استاد، گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه تهران، تهران، ایران

10.34785/J018.2019.755

چکیده

هدف پژوهش حاضر طراحی مدل ارتقای تجربه و پاسخ مشتری با استفاده از بازاریابی رسانه های اجتماعی می باشد. بنابراین شناسایی مقوله هایی که به ارتقای تجربه و پاسخ مشتری منجر می گردد و راهبردهای مورد نیاز در این زمینه از اهداف این پژوهش می باشد. پژوهش پیش رو با روش گراندد تئوری (نظریه داده بنیاد) سیستماتیک انجام شد. نمونه گیری در این پژوهش به صورت نمونه گیری نظری می باشد. داده ها از طریق ابزار مصاحبه جمع آوری گردید. انجام مصاحبه ها تا رسیدن به اشباع نظری ادامه یافت. در مجموع مصاحبه ها با 14 نفر از مشتریان و متخصصان که از بازاریابی رسانه های اجتماعی در زمینه پوشاک و در شهر اصفهان استفاده می کنند انجام گرفت. تجزیه و تحلیل داده ها از طریق سه نوع کدگذاری باز، محوری و انتخابی انجام گرفت و در نهایت مدل پژوهش به دست آمد. نتایج این پژوهش نشان می دهد که مقوله های مدیریت زمان، مدیریت هزینه، مدیریت اوقات فراغت، انتخاب محصول مناسب، تمایل به رفاه و آسایش و نفوذ اجتماعی عوامل علّی و سبب ساز مشارکت مشتری و استفاده از بازاریابی رسانه های اجتماعی می باشند که این مقوله ها از طریق راهبردهای پژوهش حاضر یعنی قابلیت های رسانه های اجتماعی، تحرک و پویایی مشتری و ارزش درک شده به تجربه و پاسخ مشتری منجر می گردد.

کلیدواژه‌ها

عنوان مقاله [English]

Designing a customer experience and response improvement model using social media marketing

نویسندگان [English]

  • Sajjad Khalouzadeh Mobarakeh 1
  • Amir Manian 2
  • Tahmoures Hasangholipour Yasori 3
1 Ph.D. Candidate, Department of Business Management, Kish International Campus, University of Tehran, Tehran, Iran
2 Prof., Department of Information Technology Management, Faculty of Management, University of Tehran, Tehran, Iran
3 Prof., Department of Business Management, Faculty of Management, University of Tehran, Tehran, Iran
چکیده [English]

The purpose of the present study is to design a model for enhancing customer experience and response using social media marketing. Therefore, identifying the categories that will enhance the customer experience and response and the strategies needed in this regard are the goals of this study. This research is based on a systematic foundation data theory approach. The sampling method is theoretical. Data were collected through interviews that continued until theoretical saturation. A total of 14 clients and experts from social media marketing related to apparel and in Isfahan. Data analysis was done through open, axial and selective coding and finally the research model was obtained. The results of this study show that the categories of time management, cost management, leisure management, choosing the right product, desire for comfort and social influence are the national factors that drive customer participation and use of social media marketing. This has led to customer experience and responsiveness through the strategies of the present study, namely social media capabilities, customer mobility and perceived value.

کلیدواژه‌ها [English]

  • Social media marketing
  • customer experience
  • Customer response
  • Grounded Theory

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مطالعات رفتار مصرف‌کننده
دوره 6، شماره 1
بهار و تابستان
شهریور 1398
صفحه 287-309

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