برساخت تجربه مشتری در شرکت مخابرات منطقه خراسان رضوی

نوع مقاله : پژوهشی

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
  1. Adam, R. (2010). Understanding customer experience. Retrieved from “https://hbr.org/2010/10/understanding-customer-experie”
  2. Analysis, M. (2013). Customer experience management framework: how to retain subscribers and improve customer loyalty. Retrieved from “www.analysismason.com.TM Forum, “Customer Experience analytics”. Retrieved from “www.tmforum.org”
  3. Badgett, M., Maureen Stancik, B., & Herb, K. (2007). Turn­ing shoppers into advocates, IBM Institute for Business Value.
  4. Balabanis, G., Reynolds, N., & Simintiras, A. (2006). Bases of e-store loyalty: Perceived switching barriers and satisfaction. Journal of Business Research, 59(2), 214-224.
  5. Barlow, J., & Maul, D., (2000). Emotional value-creating strong bonds with your customers. San Francisco, USA: Berrett-Koehler Publishers.
  6. Berry, L. L., & Carbone, L. P. (2007). Build loyalty through experience management. Quality Progress 40(9), 26-32.
  7. Booz Allen, Hn. (2001). Merger integration: delivering on the promise. Retrieved from “http://www.boozallen.com/media/file/76776.pdf”.
  8. Bowen, J.T., & Shoemaker, S. (2003). Loyalty: a strategic commitment. Cornell Hotel and Restaurant Administration Quarterly, 44, 31-46
  9. Brakus, J.J, Schmitt, B.H., & Zarantonello, L. (2009). Brand experience: what is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73, 52-68.
  10. Verhoef, P., N.Lemon, K., A.Parasuraman, Roggeveen, A., Tsiros, M., & A.Schlesinger, L. (2009). Customer experience creation: determinants, dynamics and management strategies. Journal of Retailing, 31-41.
  11. Client, V. (2011). Customer perspective for project managers.
  12. Cronin, J. J., Jr., Brady, M. K., & Hult, G.T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioural intentions in service environments. Journal of Retailing, 76, 193–218.
  13. Crosby and Stephens, 1987.
  14. Csikszentmihalyi, M. (2000). The costs and benefits of consuming, Journal of Consumer Research, 27(2), 267-72.
  15. D Rondeau, B. (2005). For mobile applications, branding is experience. Communications of the ACM. 48(7), 61-66.
  16. Dejan, R., Kim Kyllesbech, L., & Van Der Putten, P. (2011). Customer satisfaction and network experience in mobile telecommunications. 2011
  17. Derakhshan Hoora, L., & Karbasi, A. (2016). A study of the impact of customer experience on customer support in service organizations (Case Study: Sina Insurance Company), Third Scientific Research Conference on New Findings in Management Science, Entrepreneurship and Education, Tehran, Development Association And Promoting Fundamental Science and Technology, https://www.civilica.com/Paper-EMCONF03-EMCONF03_062.html. In Persian.
  18. Ding, D.X., Hu, P.J., Verma, R., & Wardell, D.G. (2010). The impact of service system design and flow experience on customer satisfaction in online financial services, Journal of Service Research, 13(1), 2010, 96-110.
  19. Domb, M., Bhatia, S., Joshi, S., Arindam, R., Jypti, S. (2015). An empirical study to measure customer experience for telecom operators in Indian telecom industry. GSTF Journal on Business Review (GBR), 4(2).
  20. Ericsson, (2012). Capitalizing on customer experience –a comprehensive three step approach to monetize network asset, 3-4.
  21. Fabrico, C. Gouveia, D., & Magedanz, T. (2002). Quality of service in telecommunication network, Telecommunication system and technologies – Vol II.
  22. Gene, R., (2011). Redefining the relationship with the digital customer. Retrieved from http://www.accenture.com/SiteCollectionDocuments/PDF/Accenture-Communications-Research-Digital-Ecosystem.pdf.
  23. Gentile, Ch., Nicola, S., & Giulano, N. (2007). How to Sustain the Customer Experience: An Overview of Experience Components that Co­create Value with the Customer,” European Management Journal, 25(5), 395-410.
  24. Gordon, W. (2006). Out with the New, in with the Old. International Journal of Market Research, 48(1), 7-25.
  25. Hensle, B. (2015). Customer experience reference architecture, white paper downloaded on 8th May 2015, http://www.oracle.com/technetwork/topics/entarch/oracle-wp-ra-customer-exp-1891281.pdf .
  26. Hamidizadeh, M. R. (2019). Reconstruction and articulation of organizational and national knowledge, Tetran: Adibanbook.ir.
  27. Holbrook, M.B., & Hirschman, E.C. (1982). The experiential aspects of consumption: consumer fantasies, feelings and fun, Journal of Consumer Research, 9(2), 132-40.
  28. T. (2011). Volumetric Heat Capacity Enhancement In Ultrathin Fluorocarbon Polymers For Capacitive Thermal Management. Submitted in partial fulllment of the requirements for the degree of Master of Science in Mechanical Engineering in the Graduate College of the University of Illinois at Urbana-Champaign.
  29. Jing Bill, X., & Andrew, Ch. (2012). A conceptual framework of hotel experience and customer‐based brand equity: Some research questions and implications, International Journal of Contemporary Hospitality Management, 22(2), 174 – 193.
  30. Johnston, R., & Clark, G. (2008). Service operations management, 3rd ed., Financial Times/Prentice-Hall, London.
  31. Joshi, S. (2014). Customer experience management: an exploratory study on the parameters affecting customer experience for cellular mobile services of a telecom company. Procedia - Social and Behavioral Sciences, Elsevier B.V. 133, 392-399.
  32. Juthamard, S., & Gerard, T. (2012). Branding and customer experience in the wireless telecommunication industry international journal of trade, Economics and Finance, 3(2).
  33. Kimpakorn, N., & Tocquer, G. (2010). Service brand equity and employee brand commitment”. Journal of Services Marketing, 24(5), 378–388,
  34. Malviya, R., & Varma, V. (2012). A value based approach to improve customer experience, Wipro Council for Industry Research.
  35. Malviya, R., & Vyas, V. (2015). A value based approach to improve customer experience white paper downloaded on 8th may 2015 https://www.wipro.com/documents/resource-center/A_Value _Based_Approach_to_Improve_Customer_Experience.pdf
  36. Meyer, C., & Schwager, A. (2007). Understanding customer experience. Boston, MA: Harvard. Business, 192-208
  37. Meyer, C., & Schwager, A. (2007). Understanding customer experience. Harvard Business Review. 85(2), 116-26
  38. Mika, U. (2012). Customer experience management in telecom operator business-a customer service perspective.
  39. Nandan, A., & Hines, T. (2015). Telecom customer experience management an analytical approach for simplification, white paper downloaded on 8th May 2015, http://www.tcs.com/SiteCollectionDocuments/White%20Papers/Consulting_Whitepaper_Telecom-Customer-Experience-Management_0812-1.pdf
  40. Nunnally, J.C. (2016). Psychometric theory (1st ed.) New York: McGraw-Hill. 1978.
  41. Palaniappan, S., & Subramanian, International Journal of Conceptions on Computing and Information Technology. 4(4), ISSN: 2345 – 9808.
  42. Peter, C., Verhoef Katherine, N., Lemon, A., Parasuraman, A., Roggeveen, M., & Schlesinger, A. (2009). Customer experience creation: determinants, Dynamics and Management Strategies Journal of retailing, 85, 32-33.
  43. Poulsson, S., & Kale, S. (2004). The experience economy and commercial experiences. The Marketing Review, 4(3), 267-277
  44. Pullman, M.E., & Gross, M.A. (2004). Ability of experience design elements to elicit emotions and loyalty behaviors, Decision Science, 35(3), 551-78
  45. Rahimnia, F., & Lotfi, R. (2015). Global brand value chain: brand communication effect, service quality and brand experience by branding trust brand loyalty, International Conference on Management and Economics in the 21st Century, Tehran: //www.civilica.com/Paper-ICMEC01-ICMEC01_068.html. In Persian.
  46. Shaw, C., & Ivens, J. (2002). Building great customer experience, Palgrave Macmillan, New York, NY.
  47. Sheryl, K. (2015). Truly managing the customer experience. White paper downloaded on 8th May 2015, http://www.huawei.com/en/static/HW-259417.pdf
  48. Siew, Ph., Ayankunle, A., Hanisah Mat, S., & Alan, G. (2011). Service quality and customer satisfaction in a telecommunication service provider, IPEDR 11, IACSIT Press, Singapore
  49. Sirapracha, J., & Tocquer, G. (2017). Customer experience, brand image and customer loyalty in telecommunication services, International Conference on Economics Business and Marketing Management, 29, 112-117
  50. Sundbo, J., & Hagedorn-Rasmussen, P. (2008). The back staging of experience production in Creating Experiences in the Experience Economy, Elgar, Cheltenham.
  51. TCS, (2012). Telecom customer experience management: An analytical approach for simplification, Retrieved from www.tcs.com/consulting
  52. Telco Business and Investment Trends for IT, Ovum.
  53. Wipro T. (2012). A value based approach to improve customer experience, Retrieved from http://www.wipro.com/documents/resource-center/A_Value_Based_Approach_to_Improve_Customer_Experience.pdf.
  54. Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioural consequences of service quality. Journal of marketing.
  55. Zeithaml, V.A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. J Mark., 52, 12- 22.
  56. Zomerdijk, L., & Voss, C.A. (2010). Service design for experience-centric services, Journal of Service Research, 13(1), 67-82.