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نگاشت مفهومی پیشایندهای رضایت مشتریان کارافزار اقامت 24: کاربست روش دیمتل | ||
پژوهش های بازاریابی گردشگری و میهمان نوازی | ||
مقاله 4، دوره 2، شماره 2 - شماره پیاپی 3، آذر 1403، صفحه 89-111 اصل مقاله (1.1 M) | ||
نوع مقاله: مقاله پژوهشی | ||
شناسه دیجیتال (DOI): 10.22080/tmhr.2025.28552.1035 | ||
نویسندگان | ||
مجتبی پورسلیمی* 1؛ قاسم اسلامی2؛ سیمین غلامیان قوژدی3؛ زینب حیدری4 | ||
1دانشیار، دانشکده علوم اداری و اقتصادی، دانشگاه فردوسی مشهد، مشهد، ایران | ||
2استادیار، دانشکده علوم اداری و اقتصادی، دانشگاه فردوسی مشهد، مشهد، ایران | ||
3کارشناسی ارشد، مدیریت صنعتی، دانشکده علوم اداری و اقتصادی، دانشگاه فردوسی مشهد، مشهد، ایران | ||
4کارشناسی ارشد، تجارت الکترونیک، دانشکده مدیریت و حسابداری، دانشگاه غیر انتفاعی تابران، مشهد، ایران | ||
تاریخ دریافت: 19 بهمن 1403، تاریخ بازنگری: 15 اسفند 1403، تاریخ پذیرش: 26 بهمن 1403 | ||
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. | ||
کلیدواژهها | ||
رضایت مشتریان؛ کارافزار اقامت 24؛ تکنیک دلفی؛ و دیمتل؛ پیشایندها | ||
عنوان مقاله [English] | ||
Conceptual Mapping of the Antecedents of Customer Satisfaction in the 24th Residence Service Work: Application of DIMATEL Method | ||
نویسندگان [English] | ||
Mojtaba Poursalimi1؛ Qhasem Eslami,2؛ Simin Gholamian Ghouzhdi,3؛ Zeinab Heidari,4 | ||
1Associate Prof., Department of Administrative and Economic Sciences, Mashhad Ferdowsi University, Mashhad, Iran | ||
2Assistant Prof., Department of Administrative and Economic Sciences, Mashhad Ferdowsi University, Mashhad, Iran | ||
3Master of Industrial Management. Department of Administrative and Economic Sciences, Mashhad Ferdowsi University, Mashhad, Iran | ||
4Master of Electronic Commerce, Department of Management and Accounting, Tabran Non-Profit University, Mashhad, Iran | ||
چکیده [English] | ||
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. | ||
کلیدواژهها [English] | ||
customer satisfaction, eghamat 24 software, Delphi technique, Dimtel, antecedents | ||
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