طراحی چارچوب تجربه قیمتی مشتریان مبتنی بر نقاط تماس مشتری در کانال‌های چندگانه

نوع مقاله : علمی - پژوهشی

نویسندگان

1 دانشجوی دکتری گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه تهران، تهران، ایران.

2 دانشیار گروه مدیریت بازرگانی دانشگاه تهران ،تهران ،ایران

3 عضو هیُت علمی دانشکده مدیریت دانشگاه تهران

چکیده

هدف: خرده‌فروشان نیازمند مراقبت از مشتریان خود و جلب رضایت آنان در مواجه ایشان با قیمت-های محصولات در کانال‌های متعدد ارتباطی هستند. بنابراین، در تحقیق حاضر به ارائه چارچوب تجربه قیمتی مشتری در کانال‌های چندگانه حوزه خرده‌فروشی بر اساس سفر مشتری، نقاط تماس و انواع تجربه‌های مثبت و منفی پرداخته می‌شود. شناخت تجربه درک‌شده مشتری زمینه طراحی تجربه مدیریت شده مشتری را برای کسب‌و‌کار‌ها فراهم می‌نماید.
روش‌: این پژوهش با رویکرد تک‌روشی کیفی، فلسفه تفسیری و تحلیل مضمون انجام شده است. جامعه آماری تحقیق شامل مشتریان آفلاین و آنلاین دیجی کالا بوده است. روش نمونه‌گیری هدفمند و انتخابی با حداکثر تنوع، تعیین حجم نمونه اشباع نظری می‌باشد. بدین منظور 15 مصاحبه از مشتریان صورت گرفته است.
یافته‌ها: طی فرایند کدگذاری توسط نرم‌افزار MAXQDAو یادداشت‌های محقق در طی تحقیق در مجموع 11 و 13 تم اصلی به ترتیب در خرید کانال‌ها آفلاین و آنلاین استخراج شده است، این کدها حاصل درگیری عمیق محقق با موضوع پژوهش مطالعات و یاداشت‌برداری‌های (مموها) پژوهشگر در فرایند پژوهش می‌باشد. در این میان، کد عدم‌کیفیت مورد‌انتظار (ارجاع: 11)، در کانال‌ آفلاین، و کدهای توجه به نظرات منفی (ارجاع: 11)، بیشترین فراوانی را از نظر تعداد ارجاع، بر اساس طبقه‌بندی مراحل خرید در سفر مشتری و نقاط تماس آن‌ها را داشته‌اند.
نتیجه‌گیری: این مدل می‌تواند برای صاحبان خرده‌فروشی‌های آفلاین و آنلاین و مدیران کسب‌و‌کار برای شناخت عمیق مشتریان و طراحی راهبرد‌های تقویت تجربیات مثبت و کاهش رنج حاصل از تجربه‌های منفی مورد استفاده قرار گیرد.

کلیدواژه‌ها

عنوان مقاله [English]

Designing the pattern of "Customer Price Experience" Based on customer touch points in multiple channels

نویسندگان [English]

  • هانیه فتحی 1
  • Mohsen Nazari 2
  • Mohamad rahim Esfidani 3
1 PhD of Business Administration, Faculty of Management, University of Tehran, Tehran, Iran
2 Associate Professor, Business Management Department, Faculty of Management, University of Tehran, Tehran, Iran
3 Faculty of Management- University of Tehran
چکیده [English]

Objective: Retailers need to take care of their customers and satisfy them in the face of product prices through multiple communication channels. Therefore, in the present study, we design the customer price experience framework in multiple retail channels.
Methodology: This research was conducted with a single qualitative approach, interpretive philosophy and theme analysis. The statistical population of the research includes a group of offline and online customers of Digi Kala. The sampling method is targeted and selective sampling method with maximum diversity.
Findings: MAXQDA 2020 software has been used to extract 11 and 13 main themes in offline and online shopping, respectively. These codes are the result of the researcher's deep involvement with the research subject of the researcher's studies and notes (memos) in the research process. Expected quality lack code (11 referrals), in the offline channel, and pay attention to negative comments code (11 referrals), in the online channel had the highest frequency in terms of the number of referrals and based on the classification of the purchase process and customer touch points.
Conclusion: This model can be very useful for offline and online retail owners and business managers for deep knowledge of customers and designing a comprehensive price value package that meets the maximum expectations of customers.

کلیدواژه‌ها [English]

  • Customer Price Experience
  • Exciting Discount
  • Price Comparison
  • Multiple Channels

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سابقه مقاله

  • تاریخ دریافت: 13 اردیبهشت 1401
  • تاریخ بازنگری: 11 شهریور 1401
  • تاریخ پذیرش: 17 شهریور 1401

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