ارائه‌ی مدلی جهت ارزیابی رضایت مشتریان در حوزه‌ی فناوری اطلاعات (مطالعه موردی: شرکت‌های عضو سازمان نظام صنفی رایانه‌ای تهران)
الموضوعات :
میلاد کلاگر درونکلا
1
,
سید محمد حسن حسینی
2
1 - دانشگاه صنعتی شاهرود
2 - دانشکده مهندسی صنایع و مدیریت
الکلمات المفتاحية: رضایت مشتری, خدمات پشتیبانی, عوامل, فناوری اطلاعات,
ملخص المقالة :
چکیده امروزه سازمان‌های توليدي و خدماتي، ميزان رضايت مشتري را به‌عنوان معياري مهم براي سنجش كيفيت كار خود قلمداد می‌کنند. لذا در محيط کسب‌وکاری كه پيوسته پيچيده و رقابتي می‌شود كسب رضايت مشتري در حال تبدیل‌شدن به هدف اصلي شرکت‌ها است. هدف اين پژوهش ارائه مدلي جهت سنجش شاخص رضایت مشتریان در حوزه‌ی فناوری اطلاعات می‌باشد. ابتدا ادبيات و پیشینه تحقیق مورد مطالعه قرار گرفته و پس از استخراج عوامل بالقوه و طراحی مدل مفهومی تحقیق، این عوامل در جامعه آماری هدف مورد ارزیابی قرار می‌گیرند. برای جمع‌آوری داده‌های مورد نیاز از نظرات خبرگان شامل 75 نفر از مدیران و کارشناسان حائز شرایط استفاده شده است. تجزیه و حلیل داده‌ها با استفاده از نرم‌افزارهای Smart PLS 2 و SPSS انجام و بر اساس نتایج، معنادار بودن همه‌ی مسیرها و فرضیات مورد تائید قرار گرفت. بعلاوه اینکه معنادار بودن مسیر خدمات پشتیبانی در ارتباط با متغیرهای مدل آمریکایی شاخص رضایت مشتریان (ACSI) نیز با ضریب مسیر و ضریب رگرسیونی بالایی مورد تائید قرار گرفت.
عسگری، ن، و حیدری، ح (1394). "ارائة الگويي از عوامل مؤثر بر اعتماد و رضايت مشتري در بخش تجارت الكترونيك (مورد مطالعه: سايت‌هاي تخفيف گروهي در ايران)". نشریه مدیریت فناوری اطلاعات، 7 (3)، 674 – 655.#
Anderson, E., & Fornell, C. (2000). “Foundations of the American customer satisfaction index”. Journal of Total Quality Measurement, Vol. 11 No. 7, pp. 869-882#.
Andreassen, T., & Lindestad, B. (1997). “Customer loyalty and complex services, the impact of corporate image on quality, customer satisfaction and loyalty for customers with varying degrees of service expertise”. International Journal of Service Industry Management, Vol. 4, pp. 1-33#.
Andreassen, T., & Lindestad, B. (1998). “The effects of corporate image in the formation of customer loyalty”. Journal of Service Marketing,, Vol. 9 No. 1, pp. 82-92#.
Babin, B., L. Y.-K., Kim, E.-J., & Griffin, M. (2005). Modeling consumer satisfaction and word-of-mouth: Restaurant patronage in Korea. Journal of Services Marketing, 19 (3), 133–139#.
Ball, D., Coelho, P., & Machás, A. (2004). "The role of communication and trust in explaining customer loyalty: An extension to the ECSI model". European Journal of Marketing, Vol. 38 Iss: 9/10, pp.1272 - 1293#.
Bayol, M. F. (2000). “Use of PLS path modelling to estimate the european consumer satisfaction index (ECSI) model”. Statistica Applicata, Vol. 12 No. 3, pp. 361- 375#.
Boulding, W., Kalra, A., Staelin, R., & Zeithaml, V. (1993). “A dynamic process model of service quality: from expectations to behavioral intentions”. Journal of Marketing Research,, Vol. 30 No. 2, pp. 7-27#.
Caldeiro, G. P. (2005). Breve Historia de la Publicidad. Retrieved from Breve Historia de la Publicidad: http://publicidad.idoneos.com/index.php/336236#
Chan, L., Hui, Y., Lo, H., Tse, S., Tso, G., & Wu, M. (2003). “Consumer satisfaction index: new practice and findings”. European Journal of Marketing, Vol. 37 Nos 5/6, pp. 872-909#.
Chiu, H.-C., Hsieh, Y.-C., Li, Y.-C., & Lee, M. (2005). Relationship marketing and consumer switching behavior. Journal of Business Research, 58 (12), 1681–1689#.
Cronbach L. J.; Coefficient alpha and the internal structure of tests. Psychometrika, 1951.
Cronin, J., & Taylor, S. (1992). “Measuring service quality: a reexamination and extension”. Journal of Marketing,, Vol. 56 No. 3, pp. 55-68#.
Demirel, A. T. (2013). Universal structure modeling approach to customer satisfaction index. Industrial Management & Data Systems, Vol. 113 Iss 7 pp. 932 -949#.
Deng, W. J., Yeh, M. L. and Sung, M. L. (2013) ‘International Journal of Hospitality Management A customer satisfaction index model for international tourist hotels : Integrating consumption emotions into the American Customer Satisfaction Index’, International Journal of Hospitality Management. Elsevier Ltd, 35, pp. 133–140. doi: 10.1016/j.ijhm.2013.05.010#.
Dong-Hee Shin (2015). Effect of the customer experience on satisfaction with smartphones: Assessing smart satisfaction index with partial least squares. Telecommunications Policy#,
Fornell C., Larcker D.;"Evaluating structural equation models with unobservable variables and measurement error"; Journal of Marketing Research, 1981#.
Fornell, C. (1992). “A national customer satisfaction barometer: the Swedish experience”. Journal of Marketing, Vol. 56, January, pp. 6-21#.
Fornell, C. J. (1996). “The American customer satisfaction. Journal of Marketing, Vol. 60 No. 4, p. 7#.
Grönroos, Christain (2000). Service Management and Marketing: A customer relationship approach, Second Edition. Chichester. John Wiley#.
Hapsari, R., Clemes, M. and Dean, D. (2016) ‘The Mediating Role of Perceived Value on the Relationship between Service Quality and Customer Satisfaction : Evidence from Indonesian Airline Passengers’, Procedia Economics and Finance. Elsevier B.V., 35(October 2015), pp. 388–395. doi: 10.1016/S2212-5671(16)00048-4#.
Hsu, S. (2008) ‘Developing an index for online customer satisfaction : Adaptation of American Customer Satisfaction Index’, 34, pp. 3033–3042. doi: 10.1016/j.eswa.2007.06.036#.
ITIL Version 3 Service Operation (2011), Section2.4.6, Functions within Service Operation
Johns, N., & Howard, A. (1998). “Customer expectations versus perceptions of service performance in the foodservice industry”. International Journal of Service Industry Management,, Vol. 9 No. 3, pp. 248-56#.
Johnson, M., Gustafsson, A., Andressen, T., Lervik, L., & Cha, J. (2001). “The evolution and future of national customer satisfaction index models”. Journal of Economic Psychology, Vol. 22 No. 2, pp. 217-245#.
Jones, M., Reynolds, K., & Arnold, M. (2006). Hedonic and utilitarian shopping value: Investigating differential effects on retail outcomes. Journal of Business Research, 59 (9), 974–981#.
Kara, A., Kaynak, E., & Kucukemiroglu, O. (1995). “Marketing strategies for fast-food restaurants: a customer view”. International Journal of Contemporary Hospitality Management,, Vol. 7 No. 4, pp. 16-22#.
Keillor, B., Hult, G., & Kandemir, D. (2004). “A study of the service encounter in eight countries”. Journal of International Marketing,, Vol. 12 No. 1, pp. 9-35#.
Kim, W., & Kim, H. (2004). “Measuring customer-based restaurant brand equity”. Cornell Hotel & Restaurant Administration Quarterly,, Vol. 45 No. 2, pp. 115- 31#.
Kivela, J., Inbakaran, R., & Reece, J. (1999). “Consumer research in the restaurant environment, part 1: a conceptual model of dining satisfaction and return patronage”. International Journal of Contemporary Hospitality Management,, Vol. 11 No. 5, pp. 205-22#.
Lam, S., Shankar, V., Erramilli, K., & & Murthy, B. (2004). “Customer value, satisfaction, loyalty and switching costs: an illustration from a business tobusiness service context”. The Journal of Academy of Marketing Science,, Vol. 32 No. 3, pp. 293-311#.
LeBlanc, G., & & Nguyen, N. (1996). “Cues used by customers evaluating corporate image in service firms an empirical study in financial institutions”. International Journal of Service Industry Management, Vol. 7 No. 2, pp. 44-56#.
Martensen, A., Kristensen, K., & Grønholdt, L. (2000). “Customer satisfaction measurement at post Denmark: results of application of the European customer satisfaction index methodology”. Total Quality Management, Vol. 11 No. 7, pp. 1007-1015#.
Mathwick, C., Malhotra, N., & Rigdon, E. (2001). Experiential value: Conceptualization, measurement and application in the catalog and Internet shopping environment. Journal of Retailing, 77 (1), 39–56#.
Melendez, K., Dávila, A. & Pessoa, M. (2016). “Computer Standards & Interfaces Information technology service management models applied to medium and small organizations : A systematic literature review,” Comput. Stand. Interfaces, 2016#.
Mohammad Hossein Askariazad, N. B. (2013). An application of European Customer Satisfaction Index (ECSI) in business to business (B2B) context. Journal of Business & Industrial Marketing, Vol. 30 Iss 1 pp. 17 - 31#.
O’Loughlin, C., & Coenders, G. (2002). “Application of the European customer satisfaction index to postal services. Structural equation models versus partial least squares”. Working Papers of the Department of Economics, Department of Economics, University of Girona, Girona#.
Olorunniwo, F., Hsu, M., & Udo, G. (2006). “Service quality, customer satisfaction, and behavioral intentions in the service factory”. Journal of Services Marketing, Vol. 20 No. 1, pp. 59-72#.
Overby, J., & Lee, E.-J. (2006). “The effects of utilitarian and hedonic online shopping value on consumer preference and intentions“. Journal of Business Research, 59 (10-11), 1160–1166#.
Parasuraman, A., Zeithaml, V., & & Berry, L. (1988). “SERVQUAL: a multiple-item scale for measuring consumer perceptions of service quality”. Journal of Retailing, Vol. 64 No. 1, pp. 12-40#.
Prybutok, H. Q. (2009). Service quality, customer satisfaction, and behavioral intentions in fast-food. International Journal of Quality and Service Sciences, Vol. 1 Iss 1 pp. 78 - 95#.
Ryu, K., Han, J., & Soocheong, J. (2010). Relationships among hedonic and utilitarian values, satisfaction and behavioral intentions in the fast casual restaurant industry. International Journal of Contemporary Hospitality Management, 22 (3), 416– 432#.
Stoel, L., Wickliffe, V., & Lee, K. (2004). Attribute beliefs and spending as antecedents to shopping value. Journal of Business Research, 57 (10), 1067–1073#.
Yang, K., & Lee, H. (2010). Gender differences in using mobile data services: Utilitarian and hedonic value approaches. Journal of Research in Interactive Marketing, 4 (2), 142–156#.
