بررسی تاثیر تعاملات مشتری با مشتری بر شاخص‌های مشتری مداری در سایت‌های خرید آنلاین

نوع مقاله : علمی - پژوهشی

نویسندگان

دانشگاه الزهرا

چکیده

< p>پژوهش­‌های متعددی به ارتباط بین بنگاه و مشتری پرداخته است اما مطالعات کمتری به جنبه تعاملات مشتریان با یکدیگر و پیامد­های حاصل از آن به­‌ویژه در سایت­های خرید آنلاین پرداخته است. در تحقیق پیش رو در یک مدل جامع به بررسی اثر تعاملات مشتری با مشتری بر شاخص‌­های مشتری­‌مداری شامل رضایت و تعهد پرداخته شده است. همچنین در این مدل، نقش میانجی متغیر رضایت در رابطه بین تعاملات مشتری با مشتری و وفاداری به علاوه نقش میانجی متغیر تعهد بر رابطه میان تعاملات مشتری با مشتری و متغیرهای همکاری، مشارکت و وفاداری بررسی شده است. در این پژوهش ابتدا بر مبنای مطالعه ادبیات، فرضیه‌­های پژوهش و مدل پژوهش تشکیل شد. سپس 384 نفر از مشتریان فروشگاه­‌های اینترنتی دیجی‌­کالا و بامیلو به روش نمونه­‌گیری در دسترس مورد مطالعه قرار گرفتند. پرسشنامه به­‌صورت اینترنتی توزیع و برای تحلیل داده‌­ها از روش معادلات ساختاری و نرم­‌افزار آموس استفاده شد.یافته­‌های پژوهش نشان داد که تعاملات مشتری با مشتری بر شاخص­‌های رضایت و تعهد تاثیر مستقیم دارد، از طرفی تعهد منجر به همکاری، مشارکت و وفاداری می‌­شود. نتایج این تحقیق با نشان دادن اهمیت و اثرات تعاملات مشتری با مشتری در سایت­‌های خرید آنلاین، مفاهیمی برای مدیران سایت‌های خرید آنلاین و بازاریابان ارائه می­‌کند.

کلیدواژه‌ها

عنوان مقاله [English]

The impact of customer to customer interactions on Customer-Oriented Indicators for online shopping websites

نویسندگان [English]

  • mina ranjbarfard
  • Elaheh Solimanpour
alzahra university
چکیده [English]

< p >Objective: Because of the widespread use of the Internet in e-commerce, research on online shopping is urgently needed. In this regard, numerous studies have been conducted on the relationship between firm and customer, but a few studies have focused on the interactions of customers with each other and the consequence of that especially on online shopping websites. This research studies the most effective and impressionable factors on customer interactions.
< p class="chekide">Methodology: In this research, 384 customers of Dijikala and Bamilo online stores were studied by random sampling method using online questionnaire. Structural equations through AMOS software was used to analyze the data.
< p >Finding:The findings of this study showed that customer to customer interactions have a direct impact on satisfaction and commitment. On the other hand, Commitment leads to partnership, cooperation and loyalty. Also loyalty have a direct impact on satisfaction.
< p >Results: The results of this research provide concepts for managers of online shopping websites and marketers and help them to better manage interactions among customers.

کلیدواژه‌ها [English]

  • Customer to customer interaction
  • Customer-Oriented Indicators
  • Online Shopping websites

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