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

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
سیدکباری، بنفشه؛ کیماسی، مسعود؛ عابدی، احسان و هندیجانی، رزا (1398). بررسی تجربه دیجیتالی کاربران بانکداری اینترنتی با استفاده ازروش هیوریستیک. مطالعات رفتار مصرف‌کننده، 6 (1)، 41-62.
 ماه‌آورپور، نسرین؛ سجادیان، فاطمه و حقیقی‌نسب، منیژه (1397). استخراج قوانین حاکم بر قصد استفادة کاربران ایرانی از اپلیکیشن‌های گردشگری موبایل با استفاده از عوامل فردی مبتنی بر تئوری مجموعة راف. گردشگری و توسعه، 7 (4)، 83-99.
محمدی، بیوک (1393). اصول روش تحقیق کیفی. تهران: پژوهشگاه علوم انسانی و مطالعات فرهنگی.
محمدی، فائزه؛ نعمتی‌زاده، سینا؛ حیدری، عباس و صفرزاده، حسین (1400). مدل تجربه آنلاین مشتری در دوره کووید 19. مطالعات رفتار مصرف‌کننده، 8 (4)، 84-106.
 
Refrences
Alnawas, I., & Aburub, F. (2016). The effect of benefits generated from interacting with branded mobile apps on consumer satisfaction and purchase intentions. Journal of Retailing and Consumer Services31, 313-322.
Andajani, E. (2015). Understanding customer experience management in retailing. Procedia-Social and Behavioral Sciences211, 629-633.
Batat, W. (2019). Experimental Marketing: Consumer Behavior, customer Experience and the 7Es. Routledge.
Becker, L., & Jaakkola, E. (2020). Customer experience: fundamental premises and implications for research. Journal of the Academy of Marketing Science, 1-19.
Bellman, S., Potter, R. F., Treleaven-Hassard, S., Robinson, J. A., & Varan, D. (2011). The effectiveness of branded mobile phone apps. Journal of interactive Marketing25(4), 191-200.
Bilgihan, A., Kandampully, J., & Zhang, T. (2016). Towards a unified customer experience in online shopping environments: Antecedents and outcomes. International Journal of Quality and Service Sciences, 8(1), 102-119.
Blank, S., & Dorf, B. (2020). The startup owner's manual: The step-by-step guide for building a great company. John Wiley & Sons.
Blázquez, M. (2014). Fashion shopping in multichannel retail: The role of technology in enhancing the customer experience. International Journal of Electronic Commerce, 18(4), 97-116.
Bustamante, J. C., & Rubio, N. (2017). Measuring customer experience in physical retail environments. Journal of Service Management, 28(5), 884-913.
Chen, Y. M., Hsu, T. H., & Lu, Y. J. (2018). Impact of flow on mobile shopping intention. Journal of Retailing and Consumer Services, 41, 281-287.
Creswell, J. W., Hanson, W. E., Clark Plano, V. L., & Morales, A. (2007). Qualitative research designs: Selection and implementation. The counseling psychologist35(2), 236-264.
Csikszentmihalyi, M. 1990. Flow: The Psychology of Optimal Experience (Vol. 41). New York: Harpers Perennial.
De Keyser, A., Lemon, K. N., Klaus, P., & Keiningham, T. L. (2015). A framework for understanding and managing the customer experience. Marketing Science Institute working paper series, 85(1), 15-121.
De Keyser, A., Verleye, K., Lemon, K. N., Keiningham, T. L., & Klaus, P. (2020). Moving the Customer Experience Field Forward: Introducing the Touchpoints, Context, Qualities (TCQ)Nomenclature. Journal of Service Research, 1094670520928390.
Fang, J., Zhao, Z., Wen, C., & Wang, R. (2017). Design and performance attributes driving mobile travel application engagement. International Journal of Information Management37(4), 269-283.
Frey, R. M., Xu, R., & Ilic, A. (2017). Mobile app adoption in different life stages: An empirical analysis. Pervasive and Mobile Computing, 40, 512–527. Gao, L., Aksel, K., & Bai, X. (2015). Understanding consumers' continuance.
Garg, R., & Telang, R. (2013). Inferring app demand from publicly available data. MIS quarterly, 1253-1264.
Gopalani, A., & Shick, K. (2011). The service‐enabled customer experience: a jump‐start to competitive advantage. Journal of Business Strategy.
Homburg, C., Danijel, J., & Kuehnl, C. (2015). Customer experience management: Toward implementing an evolving marketing concept. Journal of the Academy of Marketing Science, 43.
Homburg, C., Jozić, D., & Kuehnl, C. (2017). Customer experience management: toward implementing an evolving marketing concept. Journal of the Academy of Marketing Science, 45(3), 377-401.
Imbug, N., Ambad, S. N. A., & Bujang, I. (2018). The influence of customer experience on customer loyalty in telecommunication industry. International Journal of Academic Research in Business and Social Sciences, 8(3), 103-116.
Jain, R., Aagja, J., & Bagdare, S. (2017). Customer experience–a review and research agenda. Journal of Service Theory and Practice, 27(3), 642-662.
Japutra, A., Utami, A. F., Molinillo, S., & Ekaputra, I. A. (2020). Influence of customer application experience and value in use on loyalty toward retailers. Journal of Retailing and Consumer Services, 102390.
Jeon, H. M., Ali, F., & Lee, S. W. (2019). Determinants of consumers’ intentions to use smartphones apps for flight ticket bookings. The Service Industries Journal39(5-6), 385-402.
Kim, S. J., Wang, R. J. H., & Malthouse, E. C. (2015). The effects of adopting and using a brand's mobile application on customers' subsequent purchase behavior. Journal of Interactive Marketing31, 28-41.
Klaus, P.P. (2020), “Customer experience, not brands will be on the iron throne”, International Journal of Market Research, 62 (1), 6-8.
Kranzbühler, A. M., Kleijnen, M. H., Morgan, R. E., & Teerling, M. (2018). The multilevel nature of customer experience research: an integrative review and research agenda. International Journal of Management Reviews20(2), 433-456.
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of marketing, 80 (6), 69-96.
mahavarpour, N., Sajadian, F. & Haghighinasab, M. (2019). Extracting the rules governing the behavioral intentions of Iranian users of Mobile Tourism Applications using individual factors based on the Rough Set theory. Journal of Tourism and Development, 7 (4), 83-100. (In Persian)
Manthiou, A. (2020). Applying the EEE customer mindset in luxury: reevaluating customer experience research and practice during and after corona. Journal of Service Management.
Martin, J., Mortimer, G., & Andrews, L. (2015). Re-examining online customer experience to include purchase frequency and perceived risk. Journal of retailing and consumer services25, 81-95.
McLean, G., Al-Nabhani, K., & Wilson, A. (2018). Developing a mobile applications customer experience model (MACE)-implications for retailers. Journal of Business Research85, 325-336.
McLean, G., Osei-Frimpong, K., Al-Nabhani, K., & Marriott, H. (2020). Examining consumer attitudes towards retailers'm-commerce mobile applications–An initial adoption vs. continuous use perspective. Journal of Business Research106, 139-157.
Mohamadi, B. (2014). Basic of qualitative research grounded theory. Tehran: Institute of Humanities and Cultural Studies. (In Persian)
Mohammadi, F., Nematizadeh, S., Heydari, A., & Safarzadeh, H. (2022). Online Customer Experience model in times of Covid19. Consumer Behavior Studies Journal, 8 (4), 84-106. (In Persian)
Mosteller, J., Donthu, N., & Eroglu, S. (2014). The fluent online shopping experience. Journal of Business Research67(11), 2486-2493.
Pandey, M., Litoriya, R., & Pandey, P. (2019). Perception-based classification of mobile apps: A critical review. In Smart computational strategies: Theoretical and practical aspects (pp. 121-133). Springer, Singapore.
Pantano, E., & Priporas, C. V. (2016). The effect of mobile retailing on consumers' purchasing experiences: A dynamic perspective. Computers in human behavior61, 548-555.
Picoto, W. N., Duarte, R., & Pinto, I. (2019). Uncovering top-ranking factors for mobile apps through a multimethod approach. Journal of Business Research101, 668-674.
Pine, B. J., & Gilmore, J. H. (2011). The experience economy. Harvard Business Press.
Pine, B. J., Pine, J., & Gilmore, J. H. (1999). The experience economy: work is theatre & every business a stage. Harvard Business Press.
Piotrowicz, W., & Cuthbertson, R. (2014). Introduction to the special issue information technology in retail: Toward omnichannel retailing. International Journal of Electronic Commerce18(4), 5-16.
Purcell, K., Rainie, L., Rosenstiel, T., & Mitchell, A. (2011). How mobile devices are changing community information environments. Pew Internet and American Life Project, 14, 1-23.
Rajamannar, Raja. (2021). Quantum Marketing: Mastering the New Marketing Mindset for Tomorrow's Consumers. HarperCollins Leadership.
Ries, E. (2011). The lean startup: How today's entrepreneurs use continuous innovation to create radically successful businesses. Currency.
Rose, S., Clark, M., Samouel, P. & Hair, N. (2012) Online Customer Experience in e- Retailing: An empirical model of Antecedents and Outcomes, Journal of Retailing, 88, 308-322.
Rossman, J. R., & Duerden, M. D. (2019). Designing experiences. Columbia University Press.
seyyedkobari, B, Keimasi, M., Abedi, E., & Hendijani, R. (2019). Investigating the Digital Experience of Internet Banking Users Using the Heuristic Approach. Consumer Behavior Studies Journal, 6 (1), 41-62. (In Persian)
Shankar, V., Kleijnen, M., Ramanathan, S., Rizley, R., Holland, S., & Morrissey, S. (2016). Mobile shopper marketing: Key issues, current insights, and future research avenues. Journal of Interactive Marketing34, 37-48.
Shi, S., Wang, Y., Chen, X., & Zhang, Q. (2020). Conceptualization of omnichannel customer experience and its impact on shopping intention: A mixed-method approach. International Journal of Information Management, 50, 325-336.
Shobeiri, S., Mazaheri, E., & Laroche, M. (2018). Creating the right customer experience online: The influence of culture. Journal of Marketing Communications24(3), 270-290.
Strauss, A., & Corbin, J. M. (1997). Grounded theory in practice. Sage.
Tierney, Jim (2014). Mercedes Benz CEO: Customer experience is the new marketing. Retrieved April 15, 2015from http://loyalty360.org/resources/article/mercedes-benz-ceo-customer-experience-is-the-new-marketing.
Vahdat, A., Alizadeh, A., Quach, S., & Hamelin, N. (2020). Would you like to shop via mobile app technology? The technology acceptance model, social factors and purchase intention. Australasian Marketing Journal (AMJ).
van Heerde, H. J., Dinner, I. M., & Neslin, S. A. (2019). Engaging the unengaged customer: The value of a retailer mobile app. International Journal of Research in Marketing36(3), 420-438.
van Noort, G., & van Reijmersdal, E. A. (2019). Branded apps: Explaining effects of brands' mobile phone applications on brand responses. Journal of Interactive Marketing45, 16-26.
Wang, R. J. H. (2020). Branded mobile application adoption and customer engagement behavior. Computers in Human Behavior106, 106245.
Wang, R. J. H., Malthouse, E. C., & Krishnamurthi, L. (2015). On the go: How mobile shopping affects customer purchase behavior. Journal of Retailing91(2), 217-234.
WARC (2017). 5.5bn people will use mobile devices by 2022, WARC online (Retrieved from)