طراحی مدل نظری تجربه مشتری در موبایل اپلیکیشن‌های فروشگاهی با تأکید بر نظریه جریان

نوع مقاله : برگرفته از پایان نامه و رساله

نویسندگان

1 دانشجوی دکتری مدیریت بازاریابی، واحد تهران جنوب، دانشگاه آزاد اسلامی، تهران، ایران

2 گروه مدیریت بازرگانی، واحد تهران جنوب، دانشگاه آزاد اسلامی، تهران، ایران

10.34785/j018.2022.903

چکیده

چکیده
پژوهش حاضر با هدف طراحی مدل نظری تجربه مشتری در موبایل‌اپلیکیشن‌های فروشگاهی انجام‌شده است. تعیین مؤلفه‌های تجربه مشتری با تأکید بر نظریه جریان و تعیین عوامل اثرگذار و راهکارهای عملیاتی برای بهبود تجربه مشتری در موبایل‌اپلیکیشن‌های فروشگاهی مدنظر ما بوده است. به‌منظور تدوین مدل، از روش تحقیق کیفی و به‌طور خاص در ساخت نظریه، از روش داده بنیاد سیستماتیک (نظام‌مند) استفاده‌ شده است. جامعه آماری این پژوهش، شامل مدیران عامل و تحلیلگران کسب‌وکار شرکت‌های نرم‌افزاری دارای رتبه شورای عالی انفورماتیک که سابقه تولید نرم‌افزارهای موبایل را داشتند، در شهر تهران است. در این راستا استراتژی نمونه‌گیری، به‌صورت گلوله برفی (زنجیره‌ای)، ملاک اندازه نمونه، رسیدن به اشباع نظری و مبنای اصلی جمع‌آوری داده‌ها، انجام مصاحبه‌های عمیق بوده است. درمجموع 24 مصاحبه انجام شد. پس از انجام مراحل سه‌گانه کدگذاری با به‌کارگیری نرم‌افزار MAXQDA، مدل نهایی پژوهش متشکل از 6 مقوله کلی، 14 مقوله فرعی و 86 مفهوم اصلی حاصل شد. نتایج پژوهش نشان داد که شرط علی بهبود تجربه مشتری، پرداختن به مقوله رابط‌کاربری است. قابلیت‌های فنی اپلیکیشن و ترکیب تیم طراحی به‌عنوان شرایط زمینه‌ساز و قابلیت‌های دستگاه‌های تلفن همراه، سازوکارهای مربوط به بازار و شناخت داستان کاربر به‌عنوان شرایط مداخله‌گر، تجربه کاربری در موبایل‌اپلیکیشن‌های فروشگاهی را تحت تأثیر قرار می‌دهند. سرانجام بهره‌گیری از مفهوم جریان، تست اپلیکیشن، ارائه حداقل محصول قابل ‌استفاده و بهره‌گیری از وب‌اپلیکیشن‌های پیشرو به‌عنوان راهبردهایی مطرح می‌شوند که قصد بازدید مجدد، خرید مجدد و وفاداری مشتریان را افزایش‌ داده و در نهایت خود را در افزایش فروش و سودآوری شرکت منعکس می‌کنند.

کلیدواژه‌ها

عنوان مقاله [English]

Designing Theoretical Model of Customer Experience in Retail Mobile Applications with an Emphasis on Flow Theory

نویسندگان [English]

  • Parisa Ghandvar 1
  • Naser Azad 2
  • Naami Abdollah 2
  • Fataneh Alizadeh Meshkani 2
1 Ph.D. Student of Marketing Management, South Tehran Branch, Islamic Azad University, Tehran, Iran
2 Department of Business Management, South Tehran Branch, Islamic Azad University, Tehran, Iran
چکیده [English]

Abstract
This study aims to design a theoretical model of customer experience in retail mobile applications. The purpose of the current research is to Determine the components of customer experience with an emphasis on flow theory and the effective factors and operational strategies to improve the customer experience in such applications. In order to construct the theory, the systematic grounded theory has been used. The statistical population of this study includes CEOs and business analysts who had a history of producing mobile software in Tehran. In this regard, the sampling strategy was in the form of a snowball (chain), the criterion of sample size was to achieve theoretical saturation and the main basis of data collection was in-depth interviews. A total of 24 interviews were conducted. After performing the three coding steps using MAXQDA software, the final research model consisting of 6 general categories, 14 sub-categories and 86 main concepts was obtained.
The results showed that the causal condition for improving the customer experience is to address the user interface. The technical capabilities of the application and the composition of the design team as context conditions and the capabilities of mobile devices, market-related mechanisms and the recognition of the user's story as intervening conditions affect the user experience. Finally, taking advantage of the concept of flow, application testing, providing the minimum viable product and using progressive web applications are strategies that increase the intention to revisit, repurchase, and customer loyalty, and ultimately reflect on the company's sales and profitability.

کلیدواژه‌ها [English]

  • Customer experience
  • Flow theory
  • Mobile application
  • Grounded theory

مراجع

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