Conceptual Mapping of the Antecedents of Customer Satisfaction in the 24th Residence Service Work: Application of DIMATEL Method

Document Type : Original Article

Authors

1 Associate Prof., Department of Administrative and Economic Sciences, Mashhad Ferdowsi University, Mashhad, Iran

2 Assistant Prof., Department of Administrative and Economic Sciences, Mashhad Ferdowsi University, Mashhad, Iran

3 Master of Industrial Management. Department of Administrative and Economic Sciences, Mashhad Ferdowsi University, Mashhad, Iran

4 Master of Electronic Commerce, Department of Management and Accounting, Tabran Non-Profit University, Mashhad, Iran

Abstract

Context and Purpose: The purpose of the present research is to conceptually map the antecedents of customers' satisfaction with the EGHAMAT 24 software in Iran using the DIMATEL method.
Design/methodology/approach: The present research is practical, follows a descriptive survey method, and is considered mixed in the data type. First, the antecedents of customer satisfaction were conducted using the Delphi (qualitative) method. The conceptual model and relationships between the variables were shown in the next step using the DIMATEL (quantitative) technique. The statistical population in the Delphi method included 15 experts, and for the DIMTEL method, seven experts and professors were selected through purposive sampling. The research tool was the Delphi and DIMATEL questionnaires, which have been evaluated and confirmed in terms of their validity and reliability. The collected Delphi and DIMATEL questionnaires were analyzed to analyze the data.
Findings: The Delphi technique's results showed that the antecedents of customer satisfaction include perceived value, quality drivers, access, price index, reliability, complaint handling, and organization image.
Conclusion: Also, according to DIMATEL’s analysis, three factors, perceived value, organization image, and customer satisfaction, were introduced as handicap factors, and the other factors were introduced as cause and influence factors on customer satisfaction from the EGHAMAT 24 software.
Originality/value: This study's first-ever use of a combination of qualitative (Delphi) and quantitative (DEMATEL) methods to identify and prioritize causal and influential factors affecting customer satisfaction with the ‘Eghamat24’ platform represents one of its key strengths.

Keywords

References

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Tourism and hospitality marketing research
Volume 2, Issue 2 - Serial Number 3
Autumn and Winter
December 2024
Pages 89-111

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