سنجش تجربه مشتری و بررسی عوامل مؤثر بر آن در بازار خرده فروشی مواد غذایی: مطالعه موردی بازارهای میوه و تره بار شهرداری مشهد (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
امروزه، مشتریان، پیش از اقدام به خرید یک کالا یا خدمت خاص، از راه های مختلف به بررسی نظرات و تجربه مشتریان پیشین در زمینه خرید آن کالا یا خدمت می پردازند. تجربه مشتری دارای ماهیتی جامع بوده و شامل ادراکات، عاطفه و واکنش های احساسی، اجتماعی و فیزیکی مشتری ناشی از مصرف کالا یا خدمت خاص است. از طرف دیگر، سامان دهی نظام توزیع کالا از مسائل مهم بازرگانی داخلی بوده که بدین منظور، بازارهای میوه و تره بار شهرداری در شهرهای مختلف کشور ایجاد شده است. بی تردید، عدم توجه به تجربه مشتریان از سوی بازارهای یادشده بر احتمال شکست بازارهای میوه و تره بار شهرداری ها در رقابت با سایر بازارهای زنجیره ای خواهد افزود. از این رو، در مطالعه حاضر، به سنجش تجربه مشتری و عوامل مؤثر بر آن با مطالعه موردی بازارهای دائمی میوه و تره بار شهرداری مشهد (شهرما) پرداخته شد. بدین منظور، برای سنجش تجربه مشتری، از مدل گارگ و همکاران (Garg et al., 2014) و برای بررسی عوامل مؤثر بر آن، از روش حداقل مربعات جزئی (PLS) استفاده شد. همچنین، برای تعیین حجم نمونه، با استفاده از رابطه کوکران برای جامعه نامحدود، پرسشنامه ها میان 384 نفر از مشتریان به صورت تصادفی توزیع شد. نتایج نشان داد که عدد کلی تجربه مشتری 20/35 است که در بازه متوسط تا خوب قرار می گیرد؛ همچنین، «عوامل فردی»، «عوامل روان شناختی»، «عوامل فرهنگی- اجتماعی»، «عوامل موقعیتی» و «آمیخته بازاریابی» عوامل مؤثر بر تجربه مشتری را شکل می دهند و در این میان، «شرایط کلان اقتصادی کشور» و «توانمندسازی مشتریان»، نقش عوامل مداخله گر را ایفا می کنند. در نهایت، از آنجا که بر اساس نتایج مطالعه، در میان ابعاد تجربه مشتری، «خدمات مربوط به محیط برخط (آنلاین)» از کمترین امتیاز برخوردار بوده، و نیز با توجه به اهمیت خرید برخط در کاهش تردد (ترافیک) و صرفه جویی در زمان، به مسئولان بازارهای شهرما پیشنهاد می شود که در زمینه افزایش فروش برخط، تمهیدات لازم را بیندیشند.Measuring Customer Experience and Investigating Its Effective Factors in Food Retail Markets: A Case Study of Mashhad Municipal Markets of Iran
Introduction: Today, before purchasing a specific product or service, customers check the opinions and experience of previous customers in various ways regarding the purchase of that product or service. On the other hand, the organization of the goods distribution system is one of the important issues of domestic trade, and for this purpose, municipal markets have been established in different cities of Iran. It is obvious that without paying due attention to the experience of the citizens, these markets will fail in the competition with other chain markets. Therefore, in this study, the customer experience and the factors affecting it were measured through a case study of permanent markets of Mashhad Municipality known as Shahrema. Materials and Methods: This research is inductive in terms of inference, and since the study results could be used by officials, planners and decision-makers of the issues related to customer relationship management in various public and private organizations, especially Mashhad Municipality, it is practical in terms of purpose. Also, in terms of method and nature, this research is of a descriptive-correlational type. In addition, the statistical population of this study included all the citizens who had purchased their necessities from the markets of Mashhad Municipality (Shahrema). The sample size of the study was estimated to be 384 people using the Cochran formula for the indefinite population and the questionnaires were distributed using a simple random method. On the other hand, the model of Garg et al. (2014) was used to measure the customer experience. This method is the most popular method for estimating the customer experience and the experience of American customers from different industries was published in Forrester magazine through this method and included 13 dimensions as follows: Physical Environment (PEN), 2. Core Services (COS), 3. Customization (CUS), 4. Value Added (VAD), 5. Convenience (CON), 6. Marketing Mixes (MMX), 7. Staff (STF), 8. Speed (SPE), 9. Service Process (SPR), 10. Customers Engagement (CEN), 11. Presence of Other Customers (POC), 12. Beauty of Online Environment (BOE), 13. Online Happiness Environment (OHE). Results and Discussion: The study results showed that the total number for the customer experience from Mashhad municipal markets was equal to 20.35, placing in the medium to good range. In addition, the results of the F test regarding the statistical difference between the averages in different groups of customers showed that the number for the customer experience had a significant difference between different groups. So, the numbers for the customer experiences of group 1 (female) and group 7 (diploma and sub-diploma) were the lowest and highest scores, respectively. Also, "individual factors", "psychological factors", "social-cultural factors", "situational factors" and "marketing mix" formed the factors affecting the customer experiences, and among them, "macroeconomic conditions of the country" and " empowering customers", played the role of intervening factors. In addition, the study findings partially confirmed the results of the study by Derakhshani and Mahmoudi (2014), which examined the relationship between the customer experience management and customer loyalty and found that the functional part of the organization had a significant effect on the customer experience. Also, the study results are consistent with some of the findings of the study by Seyyedamiri et al. (2022), identifying the effect of sensory stimuli of aroma and color on the sensory experiences of customers of online food retailers and indicating that product features have an effect on the customer experience. On the other hand, the study findings partially confirm the results of the study by Fang et al. (2023), which examined the mediating role of the customer experience on the relationship of perceived quality and brand image with the customer commitment in retail and found that company image and the perceived quality would lead to strengthening the customer experience. Conclusion and Suggestions: The results showed that the food retail markets of Mashhad municipality had created a good experience for the citizens. Also, since the study results showed that among the dimensions of customer experience, the services related to the beauty and enjoyment of the online environment had the lowest score, and considering the importance of online shopping in reducing traffic and saving time, it is suggested that the municipal market officials take the necessary measures to increase customers' willingness to shop online; in addition, after the online environment, the core service dimension (1. Price proportionality to customers' purchasing power, 2. Quality of goods, and 3. Space for parking customers' cars) had the lowest score, it is therefore suggested that the officials of the aforementioned markets monitor the price and quality of fruits, vegetables, and general food offered and even plan to locate the markets in places with sufficient space for parking cars. On the other hand, since the study results showed that the marketing mix and situational factors affected the customer experience of municipal markets, it is suggested that the officials of the aforementioned markets focus more on categories such as advertising, incentives, brand affiliation and association, store space, speed of service provision, appearance and behavior of employees in order to improve the customer experience. Finally, since the study results showed that macroeconomic conditions and customer empowerment had an intervening role in the customer experience of municipal markets, it is suggested that the officials of the aforementioned markets provide more discounts to vulnerable segments of society during unfavorable economic conditions (by allocating discount purchase credit cards), increase customer awareness in order to improve consumption patterns, and establish customer clubs.
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