واکاوی عوامل ایجاد کننده نارضایتی مشتریان از برنامه‌های کاربردی سفارش غذا

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار، گروه مدیریت بازرگانی، دانشکده علوم انسانی، دانشگاه حضرت معصومه(س)، ایران

2 دانشیار، گروه مدیریت بازرگانی، دانشکده علوم انسانی، دانشگاه حضرت معصومه(س)، ایران

3 کارشناسی‌ارشد، گروه مدیریت بازرگانی، دانشکده علوم انسانی، دانشگاه حضرت معصومه(س)، ایران

چکیده

هدف: امروزه برنامه‌های کاربردی (اپلیکیشن‌های) تلفن همراه به بخشی جدایی‌ناپذیر از زندگی روزمره مردم تبدیل شده است. با توجه به بازار رو به رشد برنامه‌های کاربردی تلفن همراه برای سفارش غذا و گرایش کسب و کارها به بهره‌مندی از این فناوری‌ها شناسایی عوامل مؤثر بر نارضایتی مشتریان از این برنامه‌ها اهمیت بسزایی دارد. با توجه به خلأ تحقیقاتی موجود هدف اصلی مقاله حاضر شناسایی و اولویت‌بندی عوامل نارضایتی مشتریان اپ‌های سفارش غذا می‌باشد.
روش: این پژوهش به لحاظ روش و ماهیت، از نوع آمیخته و اکتشافی می‌باشد. در بخش کیفی پژوهش به روش تحلیل مضمون، عوامل نارضایتی مشتریان از متن 20 مصاحبه (پس از اشباع داده‌ها) استخراج شد. در بخش کمی برای رتبه‌بندی عوامل نارضایتی، پرسشنامه محقق‌ساخته توزیع و به روش میانگین وزنی، مضامین رتبه‌‌بندی گردید.
یافته‌ها: در این پژوهش با بکارگیری روش شبکه مضامین، 15 مضمون سازمان‌دهنده و 6 مضمون فراگیر شناسایی و نقشه‌ی شبکه تارنما آن ترسیم گردید.
نتیجه‌گیری: تأخیر در تحویل سفارش، مهم‌ترین عامل نارضایتی مشتریان اپ‌های سفارش غذا می‌باشد و در رتبه‌های بعدی عدم تضمین کیفیت و سلامت غذا، عدم جبران مابه‌التفاوت موارد فاکتور شده با موارد ارسالی، قرار دارد.

کلیدواژه‌ها

عنوان مقاله [English]

Analysis of factors causing customer dissatisfaction with food ordering applications (MFOA)

نویسندگان [English]

  • Rasoul Abbasi 1
  • Mona Jamipour 2
  • Maryam Ghasemlou 3
1 Assistant Professor, Department of Business Management, Faculty of Humanities, Hazrat-e-Masoumeh University, Qom, Iran
2 Associate Professor, Department of Business Management, Faculty of Humanities, Hazrat-e-Masoumeh University, Qom, Iran
3 Master of Business Management, Department of Business Management, Faculty of Humanities, Hazrat-e-Masoumeh University, Qom, Iran
چکیده [English]

Purpose: Today, mobile applications have become an integral part of people's daily lives. Given the growing market for mobile food ordering applications and the tendency of businesses to take advantage of these technologies, it is important to identify the factors that affect customer dissatisfaction with these applications. Due to the existing research gap, the main purpose of this article is to identify and prioritize the factors of customer dissatisfaction with food ordering apps.
Method: In terms of method and nature, this research is of mixed and exploratory type. In the qualitative part of the research, by means of content analysis, the factors of customer dissatisfaction were extracted from the text of 20 interviews (after data saturation). In the quantitative section to rank the factors of dissatisfaction, a researcher-made questionnaire was distributed and the themes were ranked using the weighted average method.
Results: In this research, using the theme network method, 15 organizing themes and 6 comprehensive themes were identified and its website network map was drawn.
Conclusion: Delay in order delivery is the most important cause of customer dissatisfaction with food ordering apps, and in the next ranks is the lack of quality assurance and health of food, non-compensation for the difference between invoiced items and sent items.

کلیدواژه‌ها [English]

  • Customer behavior
  • Mobile food ordering app
  • Mobile e-commerce
  • Customer dissatisfaction

مراجع

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سابقه مقاله

  • تاریخ دریافت: 09 آذر 1400
  • تاریخ بازنگری: 05 بهمن 1400
  • تاریخ پذیرش: 06 بهمن 1400

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