ارزش‌آفرینی برای مشتری از طریق ایجاد آگاهی از خدمات اپلیکیشن های پرداخت آنلاین

نوع مقاله : علمی - پژوهشی

نویسندگان

گروه مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران

چکیده

هدف: جایگاه تعیین‌کننده مشتریان در بقا، رکود و وضعیت رقابتی سازمان‌ها بسیار مهم است. بنابراین در دنیای امروز، محیط بازار که شامل مشتری و خواسته‌ها و نیازهایش است، تعیین‌کننده صلاحیت سازمان‌ها برای ادامه حیاتشان است. هدف از پژوهش حاضر، ارزش‌آفرینی برای مشتری از طریق ایجاد آگاهی از خدمات، سهولت و سودمندی ادراک شده از خدمات و نگرش نسبت به خدمات ارائه‌شده توسط اپلیکیشن آسان پرداخت (آپ) است.
روش: این پژوهش ازنظر هدف کاربردی است و ازنظر نحوه گردآوری داده‌ها توصیفی-پیمایشی است. جامعه آماری پژوهش شامل استفاده‌کنندگان این اپلیکیشن‌ است که با توجه به جدول مورگان، و روش نمونه‌گیری در دسترس تعداد 384 نمونه انتخاب شدند. روایی پرسشنامه از روش صوری و محتوایی، روایی همگرا و واگرا و تحلیل عاملی تأییدی؛ و پایایی آن از طریق آلفای کرونباخ و پایایی مرکب مورد تأیید قرارگرفته است. جهت آزمون فرضیه‌های تحقیق از روش SMART PLS3 استفاده شد.
یافته‌ها: یافته‌های پژوهش نشان داد که آگاهی از خدمات اپلیکیشن آپ بر سهولت، سودمندی و نگرش به کاربرد تأثیر مثبت و معنی‌داری دارد. درنهایت نگرش به کاربرد اپلیکیشن آپ بر ایجاد ارزش برای مشتری (کاربر) تأثیرگذار است.
نتیجه‌گیری: بر این اساس طراحان و بازاریابان لازم است به عواملی چون آگاه‌سازی از نحوه کاربرد اپلیکیشن تا، سهولت کاربرد آن و سودمندی استفاده از آن، توجه بیشتری داشته باشند تا بتوانند نگرش مثبت به آن را ترغیب کرده و درمجموع به فکر ارزش‌آفرینی برای مشتری باشند.

کلیدواژه‌ها

عنوان مقاله [English]

Value creation for the customer by creating mindfulness of online payment application services

نویسندگان [English]

  • naser seifollahi
  • Nader Eskandari
Department of Business Management, Faculty of Social Sciences, Mohaghegh Ardabili University, Ardabil, Iran
چکیده [English]

Objective: The decisive position of customers in the survival, recession and competitive situation of organizations is very important. Thus, in today's world, the market environment, which includes the customer and his wants and needs, determines the eligibility of organizations to survive. The purpose of this study is to create value for the customer by creating awareness of services, ease and perceived usefulness of services and attitudes toward services provided by the Easy Payment app.
Method: This research is applied in terms of purpose and is descriptive-survey in terms of data collection. The statistical population of the study includes the users of this application. According to Morgan table and available sampling method, 384 samples were selected. Questionnaire validity from formal and content method, convergent and divergent validity and confirmatory factor analysis; Its reliability has been confirmed by Cronbach's alpha and composite reliability. SMART PLS3 method was used to test the research hypotheses.
Findings: The research findings showed that knowledge of application services has a significant effect on ease, usefulness and attitude to use. Ease of use leads to usefulness and a positive attitude. Finally, the attitude towards the use of the app is effective in creating value for the customer (user).
Conclusion: Accordingly, designers and marketers need to pay more attention to factors such as awareness of how to use the application, its ease of use and usefulness to be able to encourage a positive attitude towards it and generally think about creating value for the customer.

کلیدواژه‌ها [English]

  • Mindfulness
  • Perceived Ease of Use
  • Perceived Usefulness
  • Attitude
  • Value Creation

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چشم انداز مدیریت بازرگانی
دوره 20، شماره 45 - شماره پیاپی 78
اردیبهشت 1400
صفحه 120-143

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  • تاریخ دریافت: 03 فروردین 1400
  • تاریخ بازنگری: 05 مرداد 1400
  • تاریخ پذیرش: 05 مرداد 1400

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