فراترکیب محرک‌های انتقام الکترونیک مشتری و تعیین اهمیت آنها با تکنیک BWM

نوع مقاله : علمی - پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت بازرگانی- دانشگاه تهران - پردیس کیش

2 استادیار دانشکده مدیریت و حسابداری پردیس فارابی، دانشگاه تهران

چکیده

با توجه به استفاده روزافزون شرکت‌ها از محیط‌های آنلاین برای تبلیغات، فروش و ...، مشتریان از این فضا برای انتقام گرفتن از شرکت‌ها کمک می‌گیرند. چیزی که امروزه بیش از هر زمان دیگر قابل توجه است. با توجه به این مورد، شرکت‌ها باید محرک‌های انتقام الکترونیک مشتری را شناسایی و سعی کنند با ارائه خدمات مطلوب، این رفتارها را حداقل کرده و رضایت مشتریان را به دست آورند. مطالعه حاضر با استفاده از فراترکیب مطالعات انجام شده در زمینه رفتار انتقام الکترونیک مشتری سعی در شناسایی و دسته‌بندی این عوامل کرده است. برای این‌منظور، پس از بررسی و پالایش 110 مقاله منتشر شده در پایگاه‌های داده معتبر 28 مقاله در نهایت انتخاب شد و عوامل کلیدی مرتبط با انتقام الکترونیک مشتری استخراج شد. یافته‌ها در چهار دسته طبقه‌بندی شده‌اند که عبارتند از عوامل مشتری، عوامل شرکتی، عوامل ناملموس تجربی و فناوری اطلاعات و ارتباطات. در بخش دوم با استفاده از روش بهترین – بدترین اهمیت عوامل مستخرج شده از ادبیات تعیین شد و نتایج نشان داد که عوامل ناملموس تجربی نسبت به سایر عوامل در اولویت قرار دارد. عوامل شرکتی، فناوری اطلاعات و ارتباطات و عوامل مشتری در رتبه دوم، سوم و چهارم اهمیت قرار دارند. در بخش نهایی مطالعه حاضر نتیجه‌گیری و پیشنهادات ارائه شده است.

کلیدواژه‌ها

عنوان مقاله [English]

Meta-synthesis motives of the customer electronic revenge and determining their importance with the BWM technique

نویسندگان [English]

  • Nazanin Masoudi 1
  • Hamidreza Yazdani 2
1 PhD student of business management, University of Tehran, Kish Collage
2 Assistant Professor, Management and accounting faculty of Farabi campus, University of Tehran
چکیده [English]

Due to the increasing use of online environments by companies for advertising, sales, etc., customers use this space to take revenge on companies. Something that is more remarkable today than ever before. With this in mind, companies need to identify the drivers of electronic customer revenge and try to minimize these behaviors and achieve customer satisfaction by providing the right services. The present study has tried to identify and classify these factors by using a synthesis of studies conducted in the field of electronic customer revenge behavior. For this purpose, after reviewing and refining 150 articles published in scientific databases, 28 articles were finally selected and key factors related to customer electronic revenge were extracted. The findings are classified into four categories: customer factors, corporate factors, intangible empirical factors, and information and communication technology. In the second part, using the Best - Worst method, the importance of the factors extracted from the literature was determined and the results showed that the empirical intangible factors have priority over other factors. Corporate factors, information and communication technology and customer factors are in the second, third and fourth ranks. In the final part of the present study, conclusions and suggestions are presented.

کلیدواژه‌ها [English]

  • Customer Revenge
  • Electronic Platform
  • meta-synthesis
  • BWM Technique

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  • تاریخ دریافت: 04 خرداد 1400
  • تاریخ بازنگری: 21 تیر 1400
  • تاریخ پذیرش: 03 مرداد 1400

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