ارتقا تجارب چند سطحی مشتری در نقاط تعامل پیش از خرید: یک طرح آزمایشی سناریو محور

عسکری, فاطمه; نکوئی زاده, مریم; امینی, علیرضا

نوع مقاله : مقاله پژوهشی

نویسندگان

¹ دانش‌آموخته کارشناسی ارشد، گروه مدیریت، دانشکده اقتصاد، مدیریت و علوم اجتماعی، دانشگاه شیراز، ایران

² استادیار، گروه مدیریت، دانشکده اقتصاد، مدیریت و علوم اجتماعی، دانشگاه شیراز، ایران

³ دانشیار، گروه مدیریت، دانشکده اقتصاد، مدیریت و علوم اجتماعی، دانشگاه شیراز، ایران

چکیده

هدف از مطالعه حاضر شناسایی عوامل موثر بر ارتقا تجارب احساسی، شناختی و رفتاری مشتریان در حیاتی‌ترین نقاط تماس پیش از خرید است. در این راستا از یک طرح آمیخته اکتشافی در قالب دو مطالعه متوالی استفاده شده است. در مطالعه نخست، عوامل موثر بر تجارب پیش از خرید مشتریان از طریق رویکرد 7 مرحله‌ای سندلوسکی برای فراترکیب کیفی مطالعات، استخراج شده‌اند. بدین معنا که 1268 مطالعه اولیه در روند غربالگری (عنوان، چکیده و محتوا) وارد شده و به 48 مطالعه نهایی مرتبط به لحاظ محتوا و معتبر از نظر چک لیست ارزیابی مهارت‌های حیاتی تقلیل یافته‌اند. در مطالعه دوم، تمامی فاکتورهای موثر شناسایی شده، به تدریج در جریان 16 سناریو تجربی وارد شدند تا تاثیر دستکاری این عوامل بر متغیر وابسته (تجربه مشتری) مورد ارزیابی و آزمون قرار گیرد. نمونه پژوهشی در این مطالعه، 480 نفر از مشتریان هنرهای صناعی شهر شیراز بوده‌اند که از طریق روش نمونه‌گیری غیراحتمالی در دسترس انتخاب شده‌اند. نتایج حاصل از تحلیل واریانس چند عامله و برآورد میانگین حاشیه‌ای داده‌ها نشان می‌دهد که مولفه توصیه‌ها و ارجاعات اجتماعی با اکتساب بیشترین اندازه اثر، مهم‌ترین عامل در شکل‌دهی تجارب پیش از خرید مشتریان است و سایر فاکتورهای سطح آشنایی مشتری با نام تجاری، ارزش درک شده محصول، نوع رسانه انتخابی در فعالیت‌های ترویجی، سطح دسترسی اطلاعاتی، سطح شخصی‌سازی مزایا و پیشنهادات به ترتیب در اولویت‌های بعدی قرار می‌گیرند.

کلیدواژه‌ها

عنوان مقاله [English]

Enhancing Multilevel Customer Experiences in Pre-Purchase Interaction Points: A Scenario-Based Experimental Design

نویسندگان [English]

Fatemeh Askari ¹
maryam nekooeezadeh ²
alireza amini ³

¹ Master's student, Department of Management, Faculty of Economics, Management and Social Sciences, Shiraz University, Iran

² Assistant Professor, Department of Management, Faculty of Economics, Management and Social Sciences, Shiraz University, Iran

³ Associate Professor, Department of Management, Faculty of Economics, Management and Social Sciences, Shiraz University, Iran

چکیده [English]

The purpose of the current study is to identify the effective factors in improving the emotional, cognitive and behavioral experiences of customers at the most critical touch points before purchase. In this regard, a mixed exploratory design has been used in the form of two consecutive studies. In the first study, the factors affecting the pre-purchase experiences of customers have been extracted through Sandelowski's 7-step approach for qualitative meta-synthesis of studies. This means that 1268 primary studies were included in the screening process (title, abstract and content) and were reduced to 48 final studies related to the content and valid according to the critical skills evaluation checklist. In the second study, all the identified effective factors were gradually introduced during 16 experimental scenarios to evaluate and test the effect of manipulating these factors on the dependent variable (customer experience). The research sample in this study was 480 customers of Shiraz arts and crafts who were selected through non-probability sampling method. The results of multi-factor variance analysis and marginal mean estimation of the data show that the component of recommendations and social references with the acquisition of the largest effect size is the most important factor in shaping customers' pre-purchase experiences, and other factors are the level of customer familiarity with the brand, the perceived value of the product. , the type of media selected in promotional activities, the level of information access, the level of personalization of benefits and offers are placed in the next priorities respectively.

کلیدواژه‌ها [English]

Customer Experience
Touch Points
Meta-Synthesis
Scenario-Based Experiment
Multi-Factor Analysis of Variance

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پژوهش های مدیریت در ایران

ارتقا تجارب چند سطحی مشتری در نقاط تعامل پیش از خرید: یک طرح آزمایشی سناریو محور

مراجع

مراجع

دوره 27، شماره 4
دی 1402
صفحه 116-136

ارتقا تجارب چند سطحی مشتری در نقاط تعامل پیش از خرید: یک طرح آزمایشی سناریو محور

مراجع

مراجع

دوره 27، شماره 4دی 1402صفحه 116-136

دوره 27، شماره 4
دی 1402
صفحه 116-136