مطالعه جامع تجربه مشتری با رویکرد تحلیل مضمون: چگونه تجربه عالی برای مشتری ایجاد کنیم؟

نوع مقاله : علمی - پژوهشی

نویسندگان

1 دانشیار، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبائی، تهران، ایران.

2 دانشجوی دکترای مدیریت بازرگانی، دانشگاه علامه طباطبائی، تهران، ایران

چکیده

تمرکز بر تمایز رقابتی بین سازمان‏ها همواره مطرح بوده است. در عصر امروز، ایجاد تجربه خاص برای مشتری منبع ایجاد این مزیت رقابتی است. هدف این تحقیق دستیابی به مدلی است که با تکیه بر مدیریت جامع تجربه مشتری در سازمان، مزیت رقابتی بلندمدت را در فضای رقابتی تضمین کند. این تحقیق با مطالعه جامع بیش از 30 کتاب، 48 مقاله، 15 مقاله اینترنتی و بیش از 20 مدل در حوزه تجربه مشتری انجام شده است. با استفاده از روش کیفی تحلیل مضمون، مدل نهایی شامل سه لایه 1) طراحی و اجرا، 2) ارزیابی (کمی و کیفی) و 3) سطح بلوغ طراحی شد. در هر لایه، دو سطح (شامل سطح کلان و سطح جزئیات) مستخرج از مضامین شناسایی‏شده تعیین شدند. فرآیند پیشنهادی برخلاف عموم مدل‏های موجود، شامل چرخه کامل مدیریت تجربه است؛ شامل توجه همزمان به پیش‏نیازها، فرآیند اجرا و دستاوردهای مورد انتظار. همچنین ارزیابی در تمامی مراحل فرآیند انجام می‏شود و صرفاً محدود به اندازه‏گیری نتایج نیست. به این مساله در هیچ مدلی تاکنون توجه نشده است. برای اولین بار، منطق کیفی اندازه‏گیری سفارشی‏سازی شده برای تجربه مشتری طراحی شد. از جمله کلیدی‏ترین یافته‏های تحقیق شامل اهمیت دیجیتالی کردن سفر مشتری، نیاز به پایش کیفی و کمی کل فرآیند و طراحی از نگاه مشتری (بیرون به داخل) است.

کلیدواژه‌ها

عنوان مقاله [English]

A comprehensive study on customer experience using theme analysis: How to create excellent customer experience?

نویسندگان [English]

  • Zohreh Dehdashti Shahrokh 1
  • Mohammad Nabizadeh 2
1 Associate professor, Faculty of Management and Accounting, Allameh Tabatabai University, Tehran, Iran
2 PhD candidate, marketing management, Allameh Tabatabaei university, Telecommunication company of Iran, Tehran, Iran
چکیده [English]

 Objective: Competitive advantage has always been a topic of discussion. Nowadays creating unique customer experience (CE) is the source for such advantages. The objective of this research is to propose an end-to-end CEM model to ensure sustainable competitive advantage. Reviewed models lack such comprehensiveness.  Methodology: More than 30 books, 48 research papers, 15 internet papers and 25 CE models were scrutinized as related references out of more than 150 references.  Finding: Theme analysis was applied. Resources were chosen in these topics: importance of CE, the process of CE formation, CE constructs, methods of CE measurement and CE assessment. Then, basic, organizing and global themes were extracted. Theme network and existing models’ typology analysis, in addition to RADAR logic and BSC tool, were adopted to draft the two-layered conceptual model, called “CEEM”.  Conclution: The proposed model, in contarary to the existing ones, includes the complete cycle of CE prerequsites/enablers, the main process, and expected results. Additionally, to ensure sustainable success, learning, innovation and assessment are embedded during whole process lifecycle and are not merely limited to the results. The other findings include the outside-in design approach, digitalization of customer journey, and simultaneous qulatitave and quantitative assessment of the whole process.

کلیدواژه‌ها [English]

  • customer experience
  • excellence
  • process
  • customer journey
  • touchpoint

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