طراحی الگوی مدیریت تجربه مشتری در صنعت حمل ونقل دریایی ماهیت، پیشایندها و پیامدها

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری، گروه مدیریت بازرگانی، واحد تهران مرکزی، دانشگاه آزاد اسلامی، تهران، ایران.

2 دانشیار، گروه مدیریت بازرگانی، واحد تهران مرکزی، دانشگاه آزاد اسلامی تهران، ایران.

3 استادیار، گروه مدیریت بازرگانی، واحد تهران مرکزی، دانشگاه آزاد اسلامی، تهران، ایران

چکیده

این پژوهش با هدف بررسی مدیریت تجربـه مشتری در بازارهای B2B انجام شده است تا با شناسـایی مؤلفه‌های شکل‌دهنده تجربه مشتری در نقاط تعامل مشتری با سازمان و پیشایندها و پیامدهای مدیریت تجربه مشتری، الگوی جامعی جهت مدیریت تجربه مشتری در شرکت‌های حمل‌ونقل دریایی ارائه گردد. برای این منظـور با توجه به شکاف نظری در خصوص موضوع پژوهش، از رویکرد کیـفی نظریه‌پردازی داده بنیاد استفاده شد. نمونه‌گیری به شیوه هدفمند و نظری انجام شد. داده‌ها از طریق مصاحبه‌های عمیق نیمه‌ ساختاریافته با مدیران اجرایی شرکت‌های تولیدی، بازرگانی و بارفرابری که جهت حمل محمولات صادراتی و وارداتی از خط کانتیـنری شرکـت کشتیرانی جمهوری اسلامی استفاده می‌نمایند گردآوری شد و پس از انجام 22 مصاحبه، کفایت نظری حاصل شد. جهت سنجش قابلیت اعتماد پژوهش، از شاخص‌های باورپذیری، اطمینان‌پذیری، تأییدپذیری و کاربرد‌پذیری استفاده گردید. نتایج کدگذاری و تحلیل داده‌ها، مبین آن است که مدیریت تجربه مشتری در حمل‌ونقل دریایی، شامل سه مرحله قبل از حمل دریایی، حین حمل دریایی و بعد از حمل دریایی است. پیشایندهای مدیریت تجربه مشتری در قالب الگویی از شرایط علی، شرایط مداخله‌گر و شرایط زمینه‌ای شناسایی و تجزیه‌وتحلیل شد. سپس، به‌منظور بهبود تجربه مشتری و ارائه الگوی نهایی، راهبردهای ارزش آفرینی برای مشتریان و ارزش آفرینی برای سازمان و پیامدهای حاصل از اجرای آن‌ها در صنعت حمل‌ونقل دریایی معرفی گردیده و موردبحث قرار گرفته است

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Designing a Customer Experience Management Model in Maritime Transportation Industry Nature, Antecedents and Consequences

نویسندگان [English]

  • Hoda Zadvan 1
  • Bahram Kheiri 2
  • Behrooz Ghasemi 3
1 Ph.D. Student, Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran.
2 Associate Professor, Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
3 Assistant Professor, Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
چکیده [English]

This research has been conducted with the aim of investigating customer experience management in B2B markets to identify the elements that shape customer experience at the points of customer interaction with the organization and the antecedents and consequences of customer experience management, to provide a comprehensive model for customer experience management in shipping companies. For this purpose, according to the theoretical gap regarding the subject of the research, the Qualitative research method of Grounded theory has been used. The data selected by purposive and theoretical sampling method.The data collected through in-depth semi-structured interviews with executive managers of manufacturing, trading and forwarding companies that use the container line of the Islamic Republic of Iran Shipping lines to transport export and import goods. Then, after conducting 22 interviews, theoretical adequacy was achieved. In order to measure the trustworthiness of the research, the indicators of credibility, dependability, confirmability, transformability have been used. The results of data coding and analysis show that customer experience management in Maritime transportation includes three stages: Pre-sea transport stage, sea transport and Post-sea transport stage.The antecedents of customer experience management were identified and analyzed in the form of a model of causal conditions, intervening conditions and contextual conditions. Subsequently, in order to improve the customer experience and provide the final model, value creation strategies for customers and the organization and the consequences of their implementation in the marine transportation industry have been introduced and discussed.

کلیدواژه‌ها [English]

  • B2B market
  • Customer experience management
  • Customer journey
  • Maritime Transportation
  • Service experience
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