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مدیریت تجربه قیمتی مشتری در کانال‌های چندگانه | ||
| پژوهشنامه مدیریت اجرایی | ||
| دوره 15، شماره 30، بهمن 1402، صفحه 247-276 اصل مقاله (2.44 M) | ||
| نوع مقاله: مدیریت استراتژیک (برنامه‌ها، تحلیل‌های استراتژیکی تولید، استراتژی‌های بازاریابی و مدیریت بازار، کسبوکار، سرمایه گذاری، منابع انسانی، مالی، رقابت، . . . ) | ||
| شناسه دیجیتال (DOI): 10.22080/jem.2024.23495.3740 | ||
| نویسندگان | ||
| هانیه فتحی1؛ محسن نظری* 2؛ محمد رحیم اسفیدانی3 | ||
| 1دکتری مدیریت بازرگانی، بازاریابی، دانشکده مدیریت دانشگاه تهران، تهران، ایران | ||
| 2دانشیار گروه مدیریت بازرگانی دانشگاه تهران، ایران | ||
| 3استادیار گروه مدیریت بازرگانی، دانشکده مدیرت، دانشگاه تهران، تهران، ایران. | ||
| تاریخ دریافت: 14 تیر 1401، تاریخ بازنگری: 08 بهمن 1401، تاریخ پذیرش: 07 فروردین 1403 | ||
| چکیده | ||
| خرده‌فروشان نیازمند شناسایی تجربه‌های قیمتی مثبت و منفی مشتریان در کانال‌های چندگانه و مهم‌تر از آن‌ها نیازمند مدیریت این تجربه‌های قیمتی مثبت و منفی هستند. از این رو، در این پژوهش به مدیریت تجربه قیمتی مشتری در کانال‌های چندگانه پرداخته می‌شود. این پژوهش با رویکرد تک‌روشی کیفی، فلسفه تفسیری و تحلیل تم (مضمون) انجام شده است. جامعه آماری تحقیق شامل مشتریان مدیران و اساتید بازاریابی و قیمت‌گذاری خرده‌فروشان بوده است. روش نمونه‌گیری هدفمند و انتخابی با حداکثر تنوع، تعیین حجم نمونه اشباع نظری می‌باشد. بدین منظور 10 مصاحبه از مدیران و اساتید به عمل آمده است. طی فرایند کدگذاری توسط نرم‌افزار MAXQDAو یادداشت‌های محقق در طی تحقیق در مجموع 11 و 15 تم اصلی به ترتیب در خرید کانال‌ها آفلاین و آنلاین استخراج شده است. نتایج نشان می‌دهد، کد "آزادی عمل" که در تم اصلی "بهبود سوگیری فروشنده" قرار دارد با 5 فراوانی و کد " تخفیف واقعی" شامل تم اصلی "تقویت وفاداری/ لذت/ صرف جویی" می‌باشد با 4 فراوانی جز کدهای با بیشترین فراوانی در کانال آفلاین محسوب می‌گردند. همچنین کد "تصاویر با کیفیت/ واقعی" که در تم اصلی " بهبود ریسک" قرار دارد با 6 فراوانی و کد "مقایسه کالاهای مشابه" شامل تم اصلی "بهبود عدم‌مقایسه" می‌باشد با 6 فراوانی جز کدهای با بیشترین فراوانی در کانال آنلاین، بر اساس طبقه‌بندی راه‌کارهای بهبود تجربه‌های منفی قیمت و راه‌کارهای تقویت تجربه‌های مثبت قیمت مشتریان در کانال‌های چندگانه را داشته‌اند. این کدها حاصل درگیری عمیق محقق با موضوع پژوهش مطالعات و یاداشت‌برداری‌های (مموها) پژوهشگر در فرایند پژوهش می‌باشد. | ||
| کلیدواژه‌ها | ||
| بهبود تجربه‌های منفی قیمت؛ تقویت تجربه‌های مثبت قیمت؛ کانال‌های چندگانه؛ خرده‌فروشی؛ مدیریت تجربه قیمتی | ||
| موضوعات | ||
| مدیریت استراتژیک | ||
| عنوان مقاله [English] | ||
| "Customer Price Experience Management" in Multiple Channels | ||
| نویسندگان [English] | ||
| hanieh fathi1؛ Mohsen Nazari2؛ mohammad rahim esfidani3 | ||
| 1Phd., Business Management, Faculty of Management, university of Tehran, Tehran, Iran | ||
| 2Faculty of management ,University of Tehran | ||
| 3. Assistant Professor Business Administration, Faculty of Management, University of Tehran, Tehran, Iran | ||
| چکیده [English] | ||
| Retailers need to identify the positive and negative price experiences of customers in retail stores with multiple channels and more importantly, they need to manage these positive and negative price experiences. So, in this research, the Customer Price Experience management in multiple channels is discussed. This research was conducted with a single qualitative approach, interpretive philosophy and theme analysis. The statistical population of the research includes clients of managers and professors of marketing and pricing of retailers. The sampling method is targeted and selective sampling method with maximum diversity. MAXQDA 2020 software has been used to extract 11 and 15 main themes in offline and online shopping, respectively. According to the findings, the codes of freedom of action (main theme: improving seller bias) (5 referrals) and real discount (main theme: enhancing loyalty/pleasure/saving) (4 referrals), in the offline channel, and images codes with quality/genuine (main theme: improving risk) (6 referrals), comparing similar goods (main theme: improving non-comparability) (6 referrals), in the online channel the most frequent in terms of the number of references, based on the way classification There have been works to improve negative price experiences and ways to enhance customers' positive price experiences in multiple channels. These codes are the result of the researcher's deep involvement with the research subject of the researcher's studies and notes (memos) in the research process. | ||
| کلیدواژه‌ها [English] | ||
| Enhancing Positive Price Experiences, Improving Negative Price Experiences, Multiple Channels, Price Experience Management, Retail. um expectations of customers | ||
| مراجع | ||
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