تحلیل رضایت مشتریان با رویکرد متن کاوی (مورد مطالعه: مشتریان عسل های ارگانیک) (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
رضایت مشتریان یکی از مهم ترین مؤلفه های وفاداری و ماندگاری آنان به یک محصول است و این امر در محصولاتی که رقابت بیشتری در بازار آنها وجود دارد، اهمیت بیشتری دارد. هدف از پژوهش حاضر، واکاوی رضایت مشتریان بوده که براساس رویکرد کیفی انجام شده است. پس از جمع آوری دیدگاه های مشتریان عسل ارگانیک با یک نرم افزار «خزشگر وب» و پالایش داده های جمع آوری شده، 4390 دیدگاه تحلیل و سپس از «نمایش ابری» برای درک بهتر و سریع از مجموعه دیدگاه ها استفاده شد. در ادامه، داده های پژوهش با روش تحلیل مضمون بررسی و در آخر با بررسی چندباره شبکه مضامین، جدول نهایی عوامل مؤثر بر رضایت و نارضایتی مشتریان عسل ارگانیک استخراج شد. یافته های پژوهش حاکی از آن است که عواملی چون قیمت بالا، شک در ارگانیک بودن عسل و بسته بندی نامطلوب به ترتیب بیشترین فراوانی را در علل نارضایتی مشتریان و عواملی چون طعم مطلوب، کیفیت مطلوب و رضایت از تکرار خرید بیشترین فراوانی را در علل رضایت مشتریان دارند. نتایج پژوهش نشان داد مشتریان توجه ویژه ای به خود عسل دارند؛ به طوری که کیفیت و اصالت عسل در رضایت و نارضایتی آنها تأثیر ویژه ای دارد. باتوجه به اینکه قیمت بالا از مهم ترین علل نارضایتی است، مواردی مانند ارسال رایگان، تخفیف و ... می تواند به افزایش رضایت مشتریان عسل ارگانیک کمک کند.Customer Satisfaction Analysis with a Text Mining Approach (Case Study: Customers of Organic Honeys)
Customer satisfaction is one of the most important components of loyalty and durability towards a product, and this is more important in products that have more competition in their market. In this regard, this descriptive-explanatory was conducted using a qualitative approach. After collecting opinions of organic honey customers, 4390 opinions were analyzed using a ‘web crawler’ software and refining the collected data. ‘Word cloud’ was used for a better and quick understanding of the set of views, and then the research data were analyzed with the thematic analysis method. Finally, the final table of factors affecting the satisfaction and dissatisfaction of organic honey customers was extracted by repeatedly examining the network of themes. The findings of this research indicate that the high price, doubts about the organic nature of honey, and unfavorable packaging are respectively the most frequent causes of customer dissatisfaction, and favorable taste, favorable quality, and satisfaction from repeat purchases are the most frequent causes of customer satisfaction. The research results showed that customers pay special attention to honey itself, and the quality and authenticity of honey have a special effect on their satisfaction and dissatisfaction. Considering that the high price is one of the most important causes of dissatisfaction, factors like free shipping, discounts, etc, can help increase the satisfaction of organic honey customers. IntroductionConsumers' concerns about the use of unhealthy food products and their effects on health are increasing day by day, indicating the unsustainability of food consumption. Considering the indiscriminate use of toxic chemicals, organic food is a suitable alternative to address this crisis and move towards a sustainable food system. With increasing consumer demand, honey producers must seek new approaches and understand consumer needs to improve their product satisfaction and customer loyalty. Customer satisfaction is considered an important tool in marketing activities, and considering the direct relationship between customer satisfaction and the organization's income, understanding the causes of customer dissatisfaction and resolving them will lead to an increase in the organization's income. Producers and sellers of organic honey, by recognizing and addressing the causes of customer dissatisfaction, can reduce advertising costs resulting from negative awareness. By focusing on areas of customer dissatisfaction, they can work towards gaining a competitive advantage and developing innovative products while addressing existing weaknesses. This involves taking appropriate strategic measures to satisfy customers, and customer satisfaction leads to customer loyalty and repeat purchases. Factors influencing the satisfaction of customers with organic products have been investigated in the literature on consumer behavior, specifically in relation to the intention to purchase organic products. Studies that have examined customer satisfaction using text-mining methods formed the primary background of this study. MethodologyThe aim of this research is to analyze customer satisfaction using a qualitative approach. The research philosophy adopted is functionalism, and in terms of the time horizon, it is considered cross-sectional. To gather the perspectives of organic honey customers, the research focused on the DigiKala website, a well-known online store among the general population. The research dataset consists of opinions from customers who have received official certification from the Iranian Organic Association. A 'web crawler' software was used for data collection. In total, 5,642 comments about various organic honey brands were collected by the end of March 2023. After data refinement, 4,390 comments were selected for further examination. To facilitate a better and quicker understanding of this dataset, cloud visualization was utilized. Subsequently, the research data underwent thematic analysis, applying an open coding method without predetermined codes. The initial coding content underwent multiple revisions by the researchers, and through consolidating and reviewing the codes, various themes were identified. Following this stage, the researchers conducted a final review of the themes. By organizing these themes into categories and components, a thematic network was established, serving as the foundation for analyzing and recognizing patterns within the data. Extensive examination of this thematic network led to the identification of factors influencing the satisfaction and dissatisfaction of organic honey customers. These factors are presented in the final table for further research and analysis. FindingsAfter presenting numerous codes extracted from customer comments and the thematic pattern of factors influencing the satisfaction and dissatisfaction of organic honey customers, we provide a more detailed explanation of these themes by describing the categories of these factors. Some customers regard their preferred brand of organic honey as trustworthy and superior to competitors, while others perceive the brand's performance as weaker than similar competitors, finding no special competitive advantage. Dissatisfaction among organic honey customers regarding product distribution arises from delayed delivery and discrepancies between the received product and the ordered one. Several factors affect customers' purchase intentions. These factors include friend recommendations and the review of other customers' opinions. For some customers, the price of organic honey on DigiKala is considered high. The presence of product ID and product return guarantees positively affects the satisfaction of organic honey customers. Conversely, the absence of the organic and standard association symbol, as well as unfavorable honey packaging, leads to customer dissatisfaction. Certain customers question the natural and organic attributes of their preferred honey or have doubts about its authenticity. In conclusion, we categorized customers into four distinct types based on customer relationship models, and recommend that businesses focus more on their profitable customer segments. ConclusionsThe research results showed that the quality and authenticity of honey have a significant impact on customer satisfaction and dissatisfaction. High prices, doubts about the organic nature of honey, and unfavorable packaging are the most common causes of customer dissatisfaction. On the other hand, favorable taste, high quality, and satisfaction from repeat purchases are the most frequent reasons for customer satisfaction. Product labeling is crucial for distinguishing and identifying quality products in highly competitive markets, and it can be one of the key factors contributing to customer satisfaction in the organic honey industry. Therefore, it is recommended that business owners provide complete and accurate information about their products to build customer trust. In general, organic products tend to have higher prices compared to non-organic products, primarily due to the increased production and processing costs associated with organic items. However, as high prices are a leading cause of customer dissatisfaction with organic honey products, it is advisable for organic honey producers to raise awareness about the benefits of these products in comparison to non-organic alternatives. They could also consider implementing measures such as offering discounts and free shipping to enhance customer satisfaction. Effective customer interaction in the digital space, including addressing their questions and issues through content and digital marketing, can lead to increased customer satisfaction. Government organizations can play a role in improving the consumption market for these products by creating a platform for educating farmers about organic honey production methods and encouraging consumers to choose organic products.
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