توسعه و ارزیابی چارچوب مفهومی مؤلفه های اثرگذار بر کیفیت ارتباط با مشتری در کسب و کارهای الکترونیکی (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
کسب وکار الکترونیکی به سازمان ها این امکان را می دهد که در یک بازار اقتصادیِ بسیار گسترده تر به مصرف کنندگان بیشتری دست یابند. این قابلیت در عصر اطلاعات، علاوه بر اینکه به عنوان یک راهکار توسعه ای استفاده شده کسب وکارها قرار می گیرد، به عنوان یک جایگزین مناسب مورد توجه کسب وکارهای نوین نیز است. پیشرفت روزافزون فناوری اطلاعات و اثرگذاری عوامل متعدّد سبب شده است که به کارگیری موفق کسب وکار الکترونیکی، چالش هایی را به همراه داشته باشد. یکی از این چالش ها، هزینه بر بودن توجه همزمان به تمام جنبه های موفقیت در کسب وکار الکترونیکی و کوتاه مدت بودن اثر گذاری این عوامل است؛ بنابراین شناسایی کلیه مؤلفه های اثرگذار بر موفقیت کسب وکار الکترونیکی و اولویت بندی آنها می تواند در پیشبرد هدف های سازمان اثرگذار باشد. در پژوهش حاضر با استفاده از مرور سیستماتیک پیشینه پژوهش و تحلیل محتوای کیفی، یک چارچوب مفهومی از مؤلفه های اثرگذار بر کیفیت ارتباط با مشتری در کسب وکار الکترونیکی توسعه داده شده است. این چارچوب مشتمل بر پنج سازه کاربرد رسانه های اجتماعی، سفارشی سازی، قابلیت کاربردی رسانه های اجتماعی، رویکرد تعامل با مشتری و کیفیت وب سایت است. این سازه ها مشتمل بر 16 مؤلفه و 38 زیرمؤلفه هستند. مدل پیشنهادی در پرسشنامه ای ازسوی خبرگان حوزه کسب وکار الکترونیک بررسی و تحلیل آماری شد. نتایج نشان می دهد که تبلیغات در پیام رسان های فوری اهمیت چشمگیری در بحث برقراری ارتباط مؤثر با مشتریان و جذب مشتریان جدید دارد (95% اطمینان). گفتنی است، برخی از مؤلفه ها مانند سهولت سفارش و امنیت پرداخت از نظر خبرگان اهمیت پایین تری دارند که می تواند از تبدیل شدن این دو زیرمؤلفه به ویژگی های الزامی کسب وکار (نداشتن مزیت رقابتی) نشئت گیرد.Developing and Evaluating a Conceptual Model of the Components Affecting the Quality of Customer Relationships in Electronic Businesses
E-business allows organizations to reach more consumers in a much wider economic market. This capability in the information age has caused it to be used as a development solution in business and as an alternative of interest for new businesses. However, the influence of many components and the increasing change in information technology have caused its successful application as a challenge for the organization. One of these challenges is the cost of simultaneously paying attention to all aspects of success in electronic business and the short-term effect of those components. Therefore, identifying all the components affecting the success of e-business and prioritizing them can be effective in advancing organizational goals. The present study uses a conceptual model of the components affecting customer relationships in e-business, using a systematic literature review and qualitative content analysis. The proposed model consists of five dimensions: ‘use of social media’, ‘customization’, ‘applicability of social media’, ‘customer interaction approach’, and ‘website quality’. These structures consist of 16 components and 38 sub-components. The proposed model has been investigated and statistically analyzed through a survey by e-business experts. The results show that ‘advertisements’ in instant messengers are of considerable importance in establishing effective communication with customers and attracting new customers (95% confidence). According to experts’ opinions, it is worth mentioning that some components such as ‘ease of ordering’ and ‘security of payment’ have lower importance, and this can be the result of turning these components into mandatory business features. IntroductionDigital technologies are changing markets, business environments, business models (Foltean et al., 2019), and the marketing communications paradigm (Farmania et al., 2021). Web technologies are changing how organizations and customers interact and creating new ways to interact and cooperate with the market. While the expansion of information technology and customer empowerment can create business opportunities, it also brings new challenges to customer relationship management. The accomplishment of a successful e-business relies on a quick response, the adoption of new technologies, and acquiring knowledge to use them. Adopting and implementing all these tools require time and investment, and using one component for all businesses will not increase profits. Previous research has identified limited components affecting the improvement of customer relationships in e-business (Farmania et al., 2021; Ijaz et al., 2016; Joo & Sohn, 2008; Trainor et al., 2014), and studies in this category suffer from not providing a conceptual framework related to the main components affecting the improvement of customer relationships. In this study, the structures and components that are effective in improving customer relationships in electronic businesses are identified by first using a systematic review of the research literature. Then, experts examine the effects of the components and their ranking, and finally, a conceptual model of the affecting components of customer relationships in electronic businesses is presented. MethodologyThis study has two main phases:In the first phase, using the qualitative research method, a systematic review of research literature (Okoli & Schabram, 2010) was conducted. The review consisted of four stages: planning (determining the goal and subject), selection (sifting articles according to the goal), extraction (identifying the structures, components, and subcomponents affecting the improvement of customer relationships in electronic businesses), and implementation (development of the conceptual framework using qualitative content analysis and selective and central coding). In the second phase, the developed conceptual framework was evaluated by an online survey and statistical analysis of experts’ opinions in the field of customer relationship management. Experts in this field have been identified by using the snowball sampling method and 59 people completed the survey. The alpha coefficients of the studied variables were calculated as 0.966. Therefore, it can be said that the survey was valid. To perform the statistical analysis of the results, the Normal Distribution Hypothesis was checked using the Kolmogorov-Smirnov test, and due to the mismatch between the data distribution and the normal distribution, non-parametric tests were used to evaluate the proposed conceptual framework. The ratio test was used to measure the acceptance or non-acceptance of the conceptual framework. The chi-square hypothesis test was used to analyze the frequency of each choice in Likert, among the subcomponent, and also Friedman's test was used to test for differences among subcomponent and ranking them. FindingsThe ranking of the subcomponent with Friedman's analysis of variance shows advertising and selling products on online public sites due to providing the possibility to communicate with wider users, providing complementary products and services, saving time and reducing the negative burden of multiple payments, and sending general advertising SMS to make effective and continuous communication with customers, will acquire new customers and increase the quality of communication with customers. Additionally, experts observed that this subcomponent should be given more attention in the ranking analysis of the subcomponents of the "use of social media" structure compared to other subcomponents of this structure.The findings related to the ranking of the subcomponents of the "applicability of social media" structure indicate that the experts noticed the importance of the "advertising campaign with charitable institutions" subcomponent due to its ability to create a positive feeling towards the brand and increase loyalty. They also noted the importance of the "advertising campaign with other businesses" subcomponent to acquire new customers and have the support of other business customers. The experts ranked "Push Notification" as the most important subcomponent among the subcomponents of the "website quality" structure due to its ability to pop up website content updates to users and increase click rates and website visits. The findings also show that some components such as ‘ease of ordering’ and ‘security of payment’ have lower importance according to experts’ opinions, and this can be due to this component being considered a competitive advantage in the past, but now it has become a business requirement. ConclusionsNowadays, the accomplishment of a successful e-business relies on the identification and adoption of effective tools and components to improve customer communication. By reviewing the literature about the component affecting the improvement of customer relationship management, researchers have only identified the components, and the studies in this field suffer from the development of a comprehensive conceptual framework. This study aims to identify and evaluate the effective components of improving customer relations in electronic businesses and to develop a comprehensive conceptual framework of strategic and operational components effective in improving customer relations. This model includes five structures: ‘use of social media’, ‘customization’, ‘applicability of social media’, ‘customer interaction approach’, and ‘website quality’. In addition, there are 16 components and 38 subcomponents. The goal framework was examined through a survey by e-business experts and was confirmed with 95% confidence. The results of Friedman's statistical test in ranking the components show that ‘advertisements’ have significant importance in making effective communication with customers and acquiring new customers. The components of ‘ease of ordering’ and ‘security of payment’ have lower importance. This can result from turning these components into mandatory features of business (lack of competitive advantage). In addition, the prioritization of the components at the level of each structure shows that ‘Push Notification’ in improving the ‘website quality’ structure and ‘advertising campaign’ in the structure of ‘applicability of social media’ can improve the relationship with the customer.