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

مراجع

  1. Altinay, L., Song, H., Madanoglu, M., & Wang, X. L. (2018). The influence of customer-to-customer interactions on elderly consumers’ satisfaction and social well-being. International Journal of Hospitality Management. https://doi.org/https://doi.org/10.1016/j.ijhm.2018.09.005
  2. Anaza, N. A., & Zhao, J. (2013). Encounter-based antecedents of e-customer citizenship behaviors. Journal of Services Marketing, 27(2), 130–140. https://doi.org/10.1108/08876041311309252
  3. Anderson, E. W., & Sullivan, M. W. (1993). The Antecedents and Consequences of Customer Satisfaction for Firms. Marketing Science, 12(2), 125–143. https://doi.org/10.1287/mksc.12.2.125
  4. Arnould, E. J., & Price, L. L. (1993). River Magic: Extraordinary Experience and the Extended Service Encounter. Journal of Consumer Research, 20(1), 24–45. https://doi.org/10.1086/209331
  5. Bakar, A. R. A., & Ahmed, Z. U. (2015). Technology Motivation in E-Marketing Adoption Among Malaysian Manufacturers. Journal of Transnational Management, 20(2), 126–152. https://doi.org/10.1080/15475778.2015.1038949
  6. Bitner, M. J., Booms, B. H., & Tetreault, M. S. (1990). The Service Encounter: Diagnosing Favorable and Unfavorable Incidents. Journal of Marketing, 54(1), 71–84.
  7. Blanchard, A. L., & Markus, M. L. (2004). The Experienced “Sense” of a Virtual Community: Characteristics and Processes. SIGMIS Database, 35(1), 64–79. https://doi.org/10.1145/968464.968470
  8. Bonyadi naeini, A., Amirghodsi, S., & Kheibari, N. (2016). the impact of customer relationship management. Business Management Perspective, 15 (3), 177–193.
  9. Casaló, L., Flavián, C., & Guinalíu, M. (2008). The role of perceived usability, reputation, satisfaction and consumer familiarity on the website loyalty formation process. Computers in Human Behavior, 24(2), 325–345. https://doi.org/https://doi.org/10.1016/j.chb.2007.01.017
  10. Chen, C. M., Chen, S. H., & Lee, H. T. (2013). Interrelationships between Physical Environment Quality, Personal Interaction Quality, Satisfaction and Behavioural Intentions in Relation to Customer Loyalty: The Case of Kinmen’s Bed and Breakfast Industry. Asia Pacific Journal of Tourism Research, 18(3), 262– 287. https://doi.org/10.1080/10941665.2011.647041
  11. Chen, M., & Farn, C.-D. C. and C.-K. (2010). EXPLORING DETERMINANTS OF CITIZENSHIP BEHAVIOR ON VIRTUAL COMMUNITIES OF CONSUMPTION: THE PERSPECTIVE OF SOCIAL EXCHANGE THEORY. International Journal of Electronic Business Management.
  12. Delgado‐Ballester, E., & Munuera‐Alemán, J. L. (2001). Brand trust in the context of consumer loyalty. European Journal of Marketing, 35(11/12), 1238–1258. https://doi.org/10.1108/EUM0000000006475
  13. eMarketer. 2018. “Retail E-Commerce Sales Worldwide from 2014 to 2021“. https://www.statista.com/statistics/379046/worldwide[1]retail-e-commerce-sales/:StatistaB2C-E-Commerce as cited in https://www.tandfonline.com/doi/full/10.1080/09593969.2019.159 8466?scroll=top&needAccess=true
  14. Fakharyan, M., Omidvar, S., Khodadadian, M. R., Jalilvand, M. R., & Vosta, L. N. (2014). RETRACTED ARTICLE: Examining the Effect of Customer-to-Customer Interactions on Satisfaction, Loyalty, and Word-of-Mouth Behaviors in the Hospitality Industry: The Mediating Role of Personal Interaction Quality and Service Atmospherics. Journal of Travel & Tourism Marketing, 31(5), 610–626.
  15. Fullerton, G. (2005). The Impact of Brand Commitment on Loyalty to Retail Service Brands. Canadian Journal of Administrative Sciences / Revue Canadienne Des Sciences de l’Administration, 22(2), 97–110. https://doi.org/10.1111/j.1936- 4490.2005.tb00712.x
  16. Georgi, D., & Mink, M. (2013). eCCIq: The quality of electronic customer-to-customer interaction. Journal of Retailing and Consumer Services, 20(1), 11–19. https://doi.org/https://doi.org/10.1016/j.jretconser.2012.08.002
  17. Goi, M. T., Kalidas, V., & Zeeshan, M. (2014). Comparison of Stimulus-Organism-Response Framework between International and Local Retailer. Procedia - Social and Behavioral Sciences, 130, 461–468. https://doi.org/https://doi.org/10.1016/j.sbspro.2014.04.054
  18. Gupta, S., & Kim, H.-W. (2007). The Moderating Effect of Transaction Experience on the Decision Calculus in On-Line Repurchase. International Journal of Electronic Commerce, 12(1), 127–158. https://doi.org/10.2753/JEC1086-4415120105
  19. Harris, K., Davies, B. J., & Baron, S. (1997). Conversations during purchase consideration: sales assistants and customers. The International Review of Retail, Distribution and Consumer Research, 7(3), 173–190. https://doi.org/10.1080/095939697342987
  20. Harrison-Walker, L. J. (2001). The Measurement of Word-of[1]Mouth Communication and an Investigation of Service Quality and Customer Commitment As Potential Antecedents. Journal of Service Research, 4(1), 60–75. https://doi.org/10.1177/109467050141006
  21. Haytko, D. L., & Simmers, C. S. (2009). What’s your preference?: An exploratory examination of the effect of human vs ATM vs online interactions on overall consumer satisfaction with banking services. Management Research News, 32(4), 337–353. https://doi.org/10.1108/01409170910944290
  22. Horrigan, J. (2011). Online communities: Networks that nurture long-distance relationships and local ties.
  23. Hu, K. C., Lu, M., Huang, F. Y., & Jen, W. (2017). Click “Like” on Facebook: The Effect of Customer-to-customer Interaction on Customer Voluntary Performance for Social Networking Sites. International Journal of Human-Computer Interaction. https://doi.org/10.1080/10447318.2016.1221203
  24. Islam, H., Jebarajakirthy, C., & Shankar, A. (2019). An experimental based investigation into the effects of website interactivity on customer behavior in on-line purchase context. Journal of Strategic Marketing, 0(0), 1–24. https://doi.org/10.1080/0965254X.2019.1637923
  25. Itamar Simonson, E. R. (2014). What marketers misunderstand about online reviews. Harvard Business Review.
  26. Jacques Bughin, Jonathan Doogan, and O. J. V. (2010). A new way to measure word-ofmouth marketing. M a r k e t i n g & s a l e s p r a c t i c E.
  27. Jung, J. H., & Yoo, J. J. (2017). Customer-to-customer interactions on customer citizenship behavior. Service Business, 11(1), 117– 139. https://doi.org/10.1007/s11628-016-0304-7
  28. Kauffman, R. J., Lai, H., & Ho, C.-T. (2010). Incentive mechanisms, fairness and participation in online group-buying auctions. Electronic Commerce Research and Applications, 9(3), 249–262. https://doi.org/https://doi.org/10.1016/j.elerap.2008.11.009
  29. Maecker, O., Barrot, C., & Becker, J. U. (2016). The effect of social media interactions on customer relationship management. Business Research, 9(1), 133–155. https://doi.org/10.1007/s40685- 016-0027-6
  30. Mathwick, C., & Mosteller, J. (2016). Online Reviewer Engagement: A Typology Based on Reviewer Motivations. Journal of Service Research, 20(2), 204–218. https://doi.org/10.1177/1094670516682088
  31. Moore, R., Moore, M. L., & Capella, M. (2005). The impact of customer‐to‐customer interactions in a high personal contact service setting. Journal of Services Marketing, 19(7), 482–491. https://doi.org/10.1108/08876040510625981
  32. Morgan-Thomas, A., & Veloutsou, C. (2013). Beyond technology acceptance: Brand relationships and online brand experience. Journal of Business Research, 66(1), 21–27. https://doi.org/https://doi.org/10.1016/j.jbusres.2011.07.019
  33. Morgan, R. M., & Hunt, S. D. (1994). The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 58(3), 20–38.
  34. Nisar, T. M., & Whitehead, C. (2016). Brand interactions and social media: Enhancing user loyalty through social networking sites. Computers in Human Behavior, 62(Supplement C), 743– 753. https://doi.org/https://doi.org/10.1016/j.chb.2016.04.042
  35. Pritchard, M. P., Havitz, M. E., & Howard, D. R. (1999). Analyzing the Commitment-Loyalty Link in Service Contexts. Journal of the Academy of Marketing Science, 27(3), 333–348. https://doi.org/10.1177/0092070399273004
  36. Reichheld, F.F. and Schefter, P. (2000). E‐loyalty: your secret weapon on the Web. Harvard Business Review.
  37. Schmid, B., & Axhausen, K. W. (2018). In-store or online shopping of search and experience goods: A hybrid choice approach. Journal of Choice Modelling. https://doi.org/https://doi.org/10.1016/j.jocm.2018.03.001
  38. Shiau, W.-L., & Luo, M. M. (2012). Factors affecting online group buying intention and satisfaction: A social exchange theory perspective. Computers in Human Behavior, 28(6), 2431–2444. https://doi.org/https://doi.org/10.1016/j.chb.2012.07.030
  39. Shirazi, B., Rahimnia, F., & Mortazavi, S. (2016). the effect of factors related to customers on their dependence and commitment through the adoption of relationship marketing programs. Business Management Perspective, 15 (2), 69–87.(In Persion)
  40. Srivastava, M., & Kaul, D. (2016). Exploring the link between customer experience-loyalty-consumer spend. Journal of Retailing and Consumer Services, 31, 277–286. https://doi.org/10.1016/j.jretconser.2016.04.009
  41. Tandon, U., & Kiran, R. (2019). Factors impacting customer satisfaction: an empirical investigation into online shopping in India. Journal of Information Technology Case and Application Research, 21(1), 13–34. https://doi.org/10.1080/15228053.2019.1609779
  42. Tandon, U., Kiran, R., & Sah, A. (2017). Analyzing customer satisfaction: users perspective towards online shopping. Nankai Business Review International, 8(3), 266–288. https://doi.org/10.1108/NBRI-04-2016-0012
  43. Thakur, R. (2018). Customer engagement and online reviews. Journal of Retailing and Consumer Services, 41, 48–59. https://doi.org/https://doi.org/10.1016/j.jretconser.2017.11.002
  44. Vakulenko, Y., Shams, P., Hellström, D. & Hjort, K. (2019). "Online retail experience and customer satisfaction: the mediating role of last mile delivery, The International Review of Retail, Distribution and Consumer Research, 29:3, 306-320, DOI:10.1080/09593969.2019.1598466
  45. Wang, W.-T., Wang, Y.-S., & Liu, E.-R. (2016). The stickiness intention of group-buying websites: The integration of the commitment–trust theory and e-commerce success model. Information & Management, 53(5), 625–642. https://doi.org/https://doi.org/10.1016/j.im.2016.01.006
  46. Wang, Y., & Fesenmaier, D. R. (2004). Towards understanding members’ general participation in and active contribution to an online travel community. Tourism Management, 25(6), 709–722. https://doi.org/https://doi.org/10.1016/j.tourman.2003.09.011
  47. Weathers, D., Sharma, S., & Wood, S. L. (2007). Effects of online communication practices on consumer perceptions of performance uncertainty for search and experience goods. Journal of Retailing, 83(4), 393–401. https://doi.org/10.1016/j.jretai.2007.03.009
  48. Wiener, Y. (1982). Commitment in organizations: A normative view.
  49. Xie, Y. C. J. (2008). Online Consumer Review: Word-of-Mouth as a New Element of Marketing Communication Mix. Management Science, iv-626.
  50. Yang, R. (2017). Influence of Customer to Customer Interaction on Service Purchase Behavior Intention: Moderating Role of Customer Experience---In China E-Commerce Environment. In X. Li & X. Xu (Eds.), Proceedings of the Fourth International Forum on Decision Sciences (pp. 261–270). Singapore: Springer Singapore.
  51. Yoo, J. (Jay), Arnold, T. J., & Frankwick, G. L. (2012). Effects of positive customer-to-customer service interaction. Journal of Business Research, 65(9), 1313–1320. https://doi.org/https://doi.org/10.1016/j.jbusres.2011.10.028
  52. Yoon, Y., & Uysal, M. (2005). An examination of the effects of motivation and satisfaction on destination loyalty: a structural model. Tourism Management, 26(1), 45–56. https://doi.org/https://doi.org/10.1016/j.tourman.2003.08.016
  53. Yubo Chen, Qi Wang, & Xie, J. (2011). Online Social Interactions: A Natural Experiment on Word of Mouth Versus Observational Learning. Journal of Marketing Research, 48(2), 238–254. https://doi.org/10.1509/jmkr.48.2.238
  54. Zarei, A., & Kazemi, A. (2016). the impact of positive word of mouth, store image, and store brand percieved risk on store brand purchase intention. Business Management Perspective, 15 (2), 173–189.(In Persion)
  55. Zgolli, S., & Zaiem, I. (2017). Customer-to-customer interaction in tourism experience: Moderating role of nationality. Arab Economic and Business Journal, 12(1), 44–56. https://doi.org/https://doi.org/10.1016/j.aebj.2017.03.001.

فایل ها

هم رسانی

ارجاع به این مقاله

آمار