نگاشت مفهومی پیشایندهای رضایت مشتریان کارافزار اقامت 24: کاربست روش دیمتل

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار، دانشکده علوم اداری و اقتصادی، دانشگاه فردوسی مشهد، مشهد، ایران

2 استادیار، دانشکده علوم اداری و اقتصادی، دانشگاه فردوسی مشهد، مشهد، ایران

3 کارشناسی ارشد، مدیریت صنعتی، دانشکده علوم اداری و اقتصادی، دانشگاه فردوسی مشهد، مشهد، ایران

4 کارشناسی ارشد، تجارت الکترونیک، دانشکده مدیریت و حسابداری، دانشگاه غیر انتفاعی تابران، مشهد، ایران

چکیده

زمینه و هدف: هدف از انجام تحقیق حاضر، نگاشت مفهومی پیشایندهای رضایت مشتریان از کارافزار اقامت 24 در ایران با استفاده از روش دیمتل بوده است. تحقیق حاضر بر مبنای هدف، کاربردی و از نظر روش انجام توصیفی - پیمایشی است و از نظر نوع داده‌ها آمیخته محسوب می‌شود.
روش ­شناسی: در ابتدا پیشایندهای رضایت مشتریان به روش دلفی (کیفی) انجام شده و در مرحلۀ بعد با استفاده از تکنیک دیمتل (کمی) مدل مفهومی و روابط بین متغیرها نشان داده شده است. جامعۀ آماری در روش دلفی 7 نفر از خبرگان بوده‌اند و جهت روش دیمتل 7 نفر از خبرگان و اساتید به روش نمونه گیری هدفمند برگزیده شدند. ابزار پژوهش، پرسش­نامۀ دلفی و دیمتل بوده است و روایی و پایایی ابزار نیز مورد سنجش و تأیید قرار گرفته است. جهت تجزیه­ و ­تحلیل داده‌ها پرسش­نامه­ های دلفی و دیمتل جمع ­آوری­ شده تحلیل گردید.
یافته­ ها: نتایج تکنیک دلفی نشان داد که پیشایندهای رضایت مشتریان عبارت­اند از: ارزش ادراک­شده، محرک‌های کیفیت، دسترسی، شاخص قیمت، قابلیت اطمینان، رسیدگی به شکایات، تصویر سازمان.
نتیجه ­گیری و پیشنهادات: همچنین طبق تحلیل‌های دیمتل سه عامل ارزش ادراک­شده و تصویر سازمان و رضایت مشتری به­ عنوان عوامل معلول و بقیۀ عامل‌ها به­ عنوان عوامل علت و تأثیرگذار بر رضایتمندی مشتریان از کارافزار اقامت 24 معرفی شدند.
نوآوری و اصالت: شناسایی و اولویت‌بندی عوامل علت و تأثیرگذار بر رضایتمندی مشتریان از کارافزار اقامت 24 با استفاده از ترکیبی از روش‌های کیفی (دلفی) و کمی (دیمتل) برای اولین بار صورت  گرفته است که از نقاط قوت این تحقیق می‌باشد.

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