مدیریت تبلیغات و فروش

مدیریت تبلیغات و فروش

الگوی مدیریت تجربه مشتریان در زمینه نوآوری ارائه خدمات امداد خودرو

نویسندگان
1 دانشجوی دکتری تخصصی، گروه مدیریت بازرگانی، واحد امارات،دانشگاه آزاد اسلامی، دبی، امارات متحده عربی.
2 استادیار، گروه مدیریت بازرگانی، واحد یادگار امام خمینی (ره) شهر ری، دانشگاه آزاد اسلامی، تهران، ایران.
3 دانشیار گروه مدیریت بازرگانی، دانشکده مدیریت و علوم اجتماعی، واحد تهران شمال، دانشگاه آزاد اسلامی، تهران، ایران
4 استادیار گروه مدیریت بازرگانی، واحد فیروزکوه، دانشگاه آزاد اسلامی، تهران، ایران. ‌
JABM.3.2.15564.3588
چکیده
هر سازمان و کسب و کاری که ادعای مشتری محوری دارد باید برای اینکار تدابیر و سیاست‌ هایی را در نظر داشته باشد. هدف از انجام این پژوهش ارائه الگوی مدیریت تجربه مشتریان در زمینه نوآوری ارائه خدمات امداد خودرو است. پژوهش حاضر بنیادی بوده و با استفاده از رویکرد آمیخته، به دنبال ارائه الگوی مدیریت تجربه مشتریان در زمینه ارائه خدمات امداد خودرو بوده است. طبق نتایج پژوهش در بخش کیفی یافته های پژوهش حاصل از مصاحبه و کدگذاری در شش مقوله شامل شرایط علی مانند برند تجربه ساز،شناخت نیاز مشتریان ،تنوع کارت طلایی مترکین، تمایل به بازارسازی و پایش رقبا و شرایط زمینه ای مانند،ایفای به موقع تعهدات شرکت،فروش اشتراک امداد سیار،امدادگران،تعدیل هزینه‌های اشتراک طلایی، راهبرد مانند جلوگیری از غیرمجازها،افزایش فروش با برنامه 400250،ارائه سرویس در محل،تجربه خوشایند از داشتن امدادکارت و دیدگاه استراتژیک ،و شرایط مداخله گر مانند خرید مجدد امداد کارت،رابطه بلند مدت با مشترکین،وابستگی به شرکت،افزایش تبلیغات،وفاداری به خرید،باور پذیری برند،مسئولیت اجتماعی و پیامد شامل بهبود فرآیند سرویس دهی،مدیریت ارزش آفرینی برند،تلاش برای ساختن تجربه عالی،تجربه‌سازی،ارتقا رضایت از عملکرد ایران خودرو،برنامه ارزیابی برند می باشد. در بخش کمی که جهت ارزیابی مدل پارادایمی ارائه شده است یافته های حاصل از پرسشنامه محقق ساخته نشان داد که تمام عوامل شناسایی شده در بخش کیفی بر روی مدیریت تجربه مشتری موثر است.
کلیدواژه‌ها

موضوعات


عنوان مقاله English

Customer experience management model in the field of innovation in the provision of car assistance services

نویسندگان English

mahmoud eghbali 1
hamid saeedi 2
Hamidreza Saeidnia 3
Fariz taheri kia 4
1 PhD student, Department of Business Administration, Emirates Branch, Islamic Azad University, Dubai, United Arab Emirates.
2 Assistant Professor, Department of Business Management, Yadgar Imam Khomeini Unit, Shahr Ray, Islamic Azad University, Tehran, Iran.
3 Associate Professor, Department of Business Management, Faculty of Management and Social Sciences, North Tehran Branch, Islamic Azad University, Tehran, Iran
4 Assistant Professor, Department of Business Management, Firuzkoh Branch, Islamic Azad University, Tehran, Iran. The
چکیده English

The purpose of this research is to provide a customer experience management model in the field of innovation in providing car assistance services. The current research is fundamental and by using a mixed approach, it has sought to provide a customer experience management model in the field of providing car assistance services. According to the results of the research in the qualitative part, the findings of the interview and coding in six categories include causal conditions such as experiential brand, understanding the needs of customers, the variety of customers' golden card, the desire to market and monitor competitors, and background conditions such as fulfilling obligations on time. The company, sales of mobile aid subscriptions, aid workers, adjustment of golden subscription costs, strategies such as preventing unauthorized users, increasing sales with the 400250 program, providing on-site service, a pleasant experience of having an aid card and a strategic perspective, and intervening conditions such as repurchasing an aid card. Long-term relationship with customers, dependence on the company, increasing advertising, loyalty to purchase, brand credibility, social responsibility and consequences including improving the service process, managing brand value creation, trying to create a great experience, creating experience, improving satisfaction with the performance of Iran Khodro. is a brand evaluation program. In the quantitative part that is presented to evaluate the paradigm model, the findings from the researcher's questionnaire showed that all the factors identified in the qualitative part are effective on customer experience management.

کلیدواژه‌ها English

Customer experience
vehicle assistance
hybrid approach
data foundation

دانایی فر،حسن،الوانی،سید مهدی ،عادل آذر(1398) روش شناسی پژوهش کیفی در مدیریت: رویکردی جامع،انتشارات اشراق

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