ارائه مدل مدیریت تجربه مشتری با تکیه بر تاثیرات رویکرد شناختی بر رفتار مشتریان در صنایع تعمیرات و نگهداری هواپیمایی
محورهای موضوعی :
منصور شامردای
1
*
,
رضا حسنوی
2
,
محمد حسین کریمی گوارشکی
3
1 - دانشگاه مالک اشتر
2 - دانشگاه صنعتی مالک اشتر
3 - -
کلید واژه: تجربه مشتری, صنعت تعمیرات و نگهداری هواپیمایی, مدیریت تجربه مشتری, مولفه های شناختی.,
چکیده مقاله :
هدف: اگر چه مطالعات قبلی در این حوزه، به تاثیر اعتماد به پاسخ های مشتری پرداخته اند، اما آنها اعتماد را به صورت یک بعد منفرد، تعریف کرده اند. بر اساس ادبیات رویکرد شناختی، این مطالعه پیشنهاد می دهد که در مدل مدیریت تجربه مشتری اعتماد مشتریان به سازمان، دو فرم اساسی دارد: اعتماد شناختی و اعتماد شایستگی. هدف این مقاله، بررسی عوامل رویکرد شناختی بر مدل مدیریت تجربه مشتری و اثر بعدی بر رضایت مشتری (CS) و قصد وفاداری (LI) می باشد. روش: در این مطالعه از رویکرد پیمایشی برای اعتبار یابی مدل پژوهشی استفاده شده است. داده ها از سازمان M.R.O و مشتریان تجاری خطوط هوایی کشور گردآوری شدند و با استفاده از مدل سازی معادله ساختاری، مسیرهای سببی مدل مورد بررسی قرار می گیرند. یافته ها: نتایج نشان می دهند که اعتماد شناختی و اعتماد شایستگی، متغیرهای متمایز شده به صورت تجربی در زمینه خدمات تعمیرات هوایی هستند. همچنین این متغیرها، میانجی رابطه بین کیفیت ادراک شده مشتریان، امنیت پرواز، تجربه قبل از تعامل، اعتبار ادراک شده و ارزش اشتراک گذاری شده و رضایتمندی مشتری می باشد. همچنین، رضایت مشتریان تاثیر مثبتی بر وفاداری و بازگشت مجدد در مورد خدمات ارائه شده به مشتریان را دارد. نتیجه گیری: نتایج تحقیق در قالب مدل مدیریت تجربه مشتری برای خدمات تعمیرات و نگهداری هواپیما ارائه شد. نتایج تحلیل داده ها ضمن تایید فرضیه ها نشان داد که اعتماد شناختی و اعتماد شایستگی، متغیرهای میانجیگری هستند که بر رضایتمندی مشتریان تاثیر مثبت می گذارند و در ایجاد وفاداری مشتری، کمک می کنند.
Objective Survival in today's economic conditions and competitive business requires a more important factor than low prices and innovative products. Customer experience includes cognitive, emotional, physical, etc. components that determine the customer's path through his indirect interaction with the market agent. This issue highlights the importance of customer experience design and management in various industries, especially customer industries such as the airline industry. The purpose of this research is to provide a framework for explaining the stages of customer experience management in the aviation product maintenance and repair industry. Method Scattered views regarding customer experience management stages in the airline industry and the need for a more precise explanation, in this research, the method of systematic review of theoretical foundations has been used. For this purpose, with a systematic review of theoretical foundations, scientific and professional research as well as field studies in this field have been investigated. Findings It is necessary to identify the customer's perspective and the organizational perspective regarding the experience of customers in the field of B2B business interactions. In this regard, customer experiences are needed effectively in B2B organizations, based on the capabilities of suppliers, customers, partners or external actors. This shows the importance of designing and presenting the framework of the customer experience management model in this industry. Conclusion Taking advantage of customer experience management in aviation industry services will lead to long-term competitive advantage, or in other words, it will increase satisfied and loyal customers along with positive word-of-mouth advertising, as well as customer retention and reduce complaints. Therefore, the application and promotion of customer experience management in airline industry services has a great impact on the differentiation of service providers for competition, and experience management programs will have a significant impact on profitability and increasing credibility in related companies.
رحيميان، سمانه؛ شامي زنجاني، مهدي؛ مانيان، امير؛ اسفيداني، محمدرحيم ( 1399 الف)، ارائه چارچوب مديريت تجربه مشتري درصنعت هتلداری: مرور نظام مند مبانی نظری مدیریت بازرگانی، 12 (3)، 547-523.
References
Agarwal, R. and Karahanna, E. (2000), “Time flies when you’re having fun: cognitive absorption and beliefs about information technology usage”, MIS Quarterly, 24(4): 665-694.
Berry, L.L., Wall, E.A. and Carbone, L.P. (2006), “Service clues and customer assessment of the service experience: lessons from marketing”, Academy of Management Perspectives, 20(2): 43-57.
Braun, I., Stylidis, k., Soderberg, R. (2020). Chen, X., Huang, Q., Davison, R.M. and Hua, Z. (2016), “What drives trust transfer? The moderating roles of seller-specific and general institutional mechanisms”, International Journal of Electronic Commerce, 20(2): 261-289.
Chiu, C.-M., Lin, H.-Y., Sun, S.-Y. and Hsu, M.-H. (2009), “Understanding customers’ loyalty intentions towards online shopping: an integration of technology acceptance model and fairness theory”, Behaviour & Information Technology, 28(4): 347-360
Doney, P.M. and Cannon, J.P. (1997), “An examination of the nature of trust in buyer-seller relationships”, Journal of Marketing, 61(2): 35-51.
Ganesan, S. (1994), “Determinants of long-term orientation in buyer–seller relationships”, Journal of Marketing, 58(2): 1-19.
Holmlund, M., Van Vaerenbergh, Y., Ciuchita, R., Ravald, A., Sarantopoulos, P., Ordenes, F.V., & Zaki, M. (2020). Customer experience management in the age of big data analytics:A strategic framework. Journal of Business Research, 116, 356-365.
Hwang, J., & Seo, S. (2016). A critical review of research on customer experience management. International Journal of Contemporary Hospitality Management, 28(10): 2218–2246.
Johnston, R., & Kong, X. (2011). The customer experience: a road-map for improvement.Managing Service Quality: An International Journal, 21(1): 5-24.
Johnson, D. and Grayson, K. (2005), “Cognitive and affective trust in service relationships”, Journal of Business Research, 58(4): 500-507.
Kandampully, J., Zhang, T., & Jaakkola, E. (2018). Customer experience management in hospitality. International Journal of Contemporary Hospitality Management, 30(1): 21-56.
Kuppelwieser, V. G., & Klaus, P. (2020). Measuring customer experience quality: The EXQ scale revisited. Journal of Business Research, 126, 624-633.
Lee, H.-H., Kim, J. and Fiore, A.M. (2010), “Affective and cognitive online shopping experience: effects of image interactivity technology and experimenting with appearance”, Clothing and Textiles Research Journal, 28(2): 140-154.
Martin, S.S. and Camarero, C. (2009), “How perceived risk affects online buying”, Online Information Review, 33(4): 629-654.
Maxham, J.G. III and Netemeyer, R.G. (2002), “Modeling customer perceptions of compliant handling over time: the effects of perceived justice on satisfaction and intent”, Journal of Retailing, 78(4): 239-252
McAllister, D.J. (1995), “Affect- and cognition-based trust as foundations for interpersonal co-operation in organizations”, Academy of Management Journal, 38(1): 24-59.
McKnight, D.H., Choudhury, V. and Kacmar, C.J. (2002), “Developing and validating trust measures for e-commerce: an integrative typology”, Information Systems Research, 13(3): 334-359.
Mody, M, Hanks, L, Dogru, T (2019, “a “, Tourism Management 74: 65–80.
Morrow, J.L. Jr, Hansen, M.H. and Pearson,A.W. (2004), “The cognitive and affective antecedents of general trust within cooperative organizations”, Journal of Managerial Issues, 16(1): 48-64.
Morgan, R.M. and Hunt, S.D. (1994), “The commitment-trust theory of relationship marketing”, Journal of Marketing, 58(3): 20-38.
Ranganathan, S.K., Madupu, V., Sen, S. and Brooks, J.R. (2013), “Affective and cognitive antecedents of customer loyalty towards e-mail service providers”, Journal of Services Marketing, 27(3): 195-206.
Schmitt, B. (1999). Experiential marketing. Journal of Marketing Management, 15: 53–67.
Wells, J.D., Valacich, J.S. and Hess, T.J. (2011), “What signal are you sending? How website quality influences perceptions of product quality and purchase intentions”, MIS Quarterly, 35(2): 373-396.
Yoon, S.-J. (2002), “The antecedents and consequences of trust in online-purchase decisions”, Journal of Interactive Marketing, 16(2): 47-63.
Zhang, Y., Liu, H., Kang, S.-C., & Al-Hussein, M. (2020). Virtual reality applications for the built environment: Research trends and opportunities. Automation in Construction, 118, 103311.