برساخت تجربه مشتری در شرکت مخابرات منطقه خراسان رضوی

نوع مقاله : ‌علمی

نویسندگان

1 دانشگاه پیام نور

2 دانشگاه آزاد

چکیده

برساخت تجربه مشتری شامل تمام جنبه‌­های مشارکتی شرکت است: برتری خدمات پشتیبانی، ترویج، بسته‌­بندی، ویژگی­‌های محصول و خدمات، سهولت استفاده و سازگاری. تجربه مشتری واکنش درونی و شخصی مصرف‌­کنندگان به هر گونه تعامل مستقیم یا غیرمستقیم در هنگام استفاده از یک کسب‌وکار است. هدف این پژوهش اندازه­‌گیری تجربه مشتری در شرکت مخابرات خراسان رضوی است. در این پژوهش تعداد 384 نفر از مشتریان شرکت مخابرات در شهرستان مشهد مشارکت داشتند، که در بازه زمانی 3 ماه اول سال 1398 پژوهش صورت پذیرفت. ابزار پژوهش پرسشنامه 22 سؤالی بود و به منظور تحلیل و آزمون فرضیه‌­های پژوهش از روش تحلیل حداقل مربعات جزئی SMART-PLS استفاده گردید. نتایج آزمون فرضیه‌­های پژوهش نشان داد، تصویر برند، خدمات­‌رسانی، شبکه و پشتیبانی از مشتری، صدور صورت حساب، فروشگاه و خدمات سلف­ سرویس بر روی تجربه مشتری تأثیر دارند. شرکت مخابرات بایستی تصویر برند و خدمات‌­رسانی و شبکه و پشتیبانی از مشتری و صدور صورت حساب و خدمات اینترنتی را جدی گرفته و برای هر کدام برنامه مناسبی داشته تا بتواند تجربه‌­ای که مشتری از شرکت دارد را بهبود ببخشد. و تحقق این مهم تنها در سایه همت تمامی کارکنان شرکت انجام خواهد پذیرفت، چراکه اگر بهترین فناوری‌­ها را داشته باشد، ولی کارکنان در خصوص ارائه خدمات به مشتری توجیه نشده باشند و به مشتری خدمت مناسب ارائه ندهند تمام سرمایه‌گذاری‌­ها هدر خواهد رفت

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Investigating the components affecting customer experience in Khorasan Razavi Telecommunication Company

نویسندگان [English]

  • javad zare 1
  • hamed mokhtari 2
2 Azad University
چکیده [English]

The customer experience encompasses all aspects of a company's partnership: excellence in support services, promotion, packaging, product and service features, ease of use and adaptability. Customer Experience the consumer's internal and personal reaction to any direct or indirect interaction when using a business. The purpose of this study was to measure customer experience in Khorasan Razavi Telecommunication Company. In this study 384 customers of Telecommunication Company in Mashhad city participated, which was done during the first 3 months of year 1398. The research tool was a questionnaire and partial least squares analysis was used to analyze and test the research hypotheses. The results of the research hypotheses showed that brand image, service, network and customer support, billing, shop and self-service influenced the customer experience.
 

کلیدواژه‌ها [English]

  • Customer experience
  • Brand Image
  • Service provisioning
  • Networking
  • customer support
  • billing
  • Store and Self Service
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