شناسایی عوامل موثر بر تجربه مشتری با رویکرد فراترکیب

نوع مقاله : علمی - پژوهشی

نویسندگان

1 دانشجوی دکتری تخصصی، رشته مدیریت بازرگانی، پردیس کیش دانشگاه تهران

2 دانشیار، دانشکده مدیریت، دانشگاه تهران، تهران، ایران

3 عضو هیُت علمی دانشکده مدیریت دانشگاه تهران

چکیده

چکیده
هدف: باوجود اینکه تحقیقات در حوزه نوظهور مدیریت تجربه مشتری به سرعت در حال رشد است و چارچوب‌های اجرایی و مدل‌های مختلفی جهت بهبود ابعاد خاصی از تجربه مشتری پیشنهاد شده است، هنوز بطور دقیق عوامل کلی موثر بر تجربه مشتری بصورت عمومی مشخص نشده‌اند و نمی‌توان آن را به سادگی مفهوم‌سازی نمود. ازینرو هدف این پژوهش، پرداختن به این خلا تحقیقاتی و ارائه مدل جامع عوامل مؤثر بر تجربه مشتری بر اساس تحقیقات پیشین است.
روش: رویکرد روش‌شناسی این مطالعه کیفی بوده و روش پژوهش اتخاذ شده، روش فراترکیب سندلوفسکی و باروسو است. از 63546 مقاله شناسایی شده در طی جست‌وجوی ادبیات سه دهه اخیر در پایگاه‌داده‌های الکترونیکی منتخب، 121 مقاله با معیارهای انتخاب و ورود تطابق داشتند.
یافته ها: از 121 مطالعه منتخب، عوامل مؤثر بر تجربه مشتری در 10 تم به شرح زیر شناسایی شدند: محصول/خدمت، عوامل اجتماعی، محیطی، فرآیند محصول، عوامل مشتری، پرسنل، استراتژی بازاریابی، تجربه گذشته، برند و عوامل خارجی.
ﻧﺘﻴﺠﻪﮔﻴﺮی: مدل ارائه شده در این مطالعه می‌ تواند به عنوان مدل مبنایی و کاربردی برای مدیران و محققین علاقه‌مند در این حوزه جهت کسب شناختی جامع از مفهوم تجربه مشتری، ارزیابی ‌اهمیت و وزن هریک از عوامل تاثیرگذار بر تجربه مشتری ‌در محیط‌های کسب‌و‌کار خود استفاده نمایند و براساس نتایج آن، استراتژی‌های مناسب جهت بهبود تجربه مشتریان را تعیین کنند.

کلیدواژه‌ها

عنوان مقاله [English]

Identification of factors affecting customer experience using a meta‐synthesis approach

نویسندگان [English]

  • hamed mokhtari 1
  • Amir Khanlari 2
  • Mohamad rahim Esfidani 3
1 Ph.D. Candidate in Business Management, Department of Management, Kish International Campus, University of Tehran, Iran.(
2 Associate Professor, Department of Management, University of Tehran, Iran.
3 Faculty of Management- University of Tehran
چکیده [English]

Abstract
Objective: Although research in the emerging field of customer experience is growing rapidly and different frameworks and models have been proposed for improving certain aspects of the customer experience, the general factors affecting the customer experience have not yet been precisely identified and can not conceptualize this phenomenon easily. Therefore, this study aims to address this research gap and provide a comprehensive model of factors affecting the customer experience based on previous research.
Method: The methodological approach of this study is qualitative, and the research method adopted is Sandelowski and Barroso’s meta-synthesis. Of the 63,546 articles from the last three decades’ literature search in the selected electronic databases, 121 studies fit the eligibility and inclusion criteria.
Findings: From 121 studies, Factors affecting customer experience were identified in 10 themes as follows: product/service, social, environmental, product process, customer factors, personnel, marketing strategy, past experience, brand, and external factors.
Results: The model presented in this study can be used as a basic model which helps managers and researchers interested in this field gain a comprehensive understanding of the concept of customer experience, evaluate and assess the importance and weight of each factor in their business environments, and based on the results, determine appropriate strategies to improve the customer experience.

کلیدواژه‌ها [English]

  • Customer experience
  • Customer experience management
  • Meta-synthesis method

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  • تاریخ دریافت: 09 دی 1400
  • تاریخ بازنگری: 11 اردیبهشت 1401
  • تاریخ پذیرش: 02 خرداد 1401

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