Identifying and prioritizing the factors affecting customer inspiration in online brand communities with the fuzzy Delphi method

Document Type : Original Article

Authors

Department of Management, Faculty of Management and Economics, Lorestan University, Khorramabad, Iran

10.48308/jbmp.2024.235111.1589

Abstract

This research was conducted with the purpose of identifying the factors influencing customer inspiration in online brand communities with the fuzzy Delphi method. In terms of the type of data, the current research is mixed and based on qualitative and quantitative research, which in terms of research philosophy is included in the category of inductive comparative research. Therefore, the current research is applied in terms of purpose and descriptive survey in terms of nature and method. The statistical population of the research is the experts,30 of whom were selected based on the principle of theoretical adequacy and using the purposeful sampling method. In the qualitative part of the research, the data collection tool is a semi-structured interview, the validity and reliability of which was confirmed using the CVR coefficient and intra-coder and inter-coder tests. Also, the data collection tool in the quantitative section is a fuzzy Delphi questionnaire,whose validity and reliability were confirmed using content validity and retesting.For data analysis,the coding method and Atlas.ti software were used in the qualitative part,and Delphi fuzzy method was used in the quantitative part.The results of the research indicate the effect of the mentioned factors on customer inspiration in online brand communities,and considering the competitive conditions of businesses,managers and business owners should pay special attention to these factors in order to improve their performance.Therefore,dealing with the category of customer inspiration can influence the customer and not only leads to the possibility of their purchase and loyalty;Rather,it increases the growth and survival of businesses.

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History

  • Receive Date: 14 March 2024
  • Revise Date: 11 June 2024
  • Accept Date: 11 June 2024

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