ارائه مدلی مرتبط با پیشایندها و پیامدهای تجربیات درون‌فروشگاهی: رویکرد ترکیبی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت بازرگانی، گروه مدیریت بازرگانی، دانشگاه آزاد اسلامی واحد علوم تحقیقات، تهران، ایران

2 دانشیار ، گروه مدیریت بازرگانی دانشگاه آزاد اسلامی علوم و تحقیقات

3 استاد، دانشگاه آزاد اسلامی، واحد علوم و تحقیقات تهران، گروه مدیریت بازرگانی، تهران، ایران.

4 - دانشیار، گروه مدیریت خدمات بهداشتی درمانی، دانشکده بهداشت، دانشگاه علوم پزشکی بقیه الله (عج).

چکیده

تجربه مشتری یکی از مهم‌ترین مفاهیم بازاریابی است که باعث ایجاد تجربه خوشایند و به‌ یاد ماندنی برای مشتریان می‌شود. تجربیات درون‌فروشگاهی، پدیده‌ای حائز اهمیت است که به‌طور فزاینده‌ای توجه متخصصان حرفه‌ای و آکادمیک را به خود جلب کرده و ابزار متمایزسازی درون‌فروشگاهی است. روش‌شناسی پژوهش مبتنی بر رویکرد ترکیبی به روش تشریحی است. مطالعه کیفی با اجرای روش پدیدارشناسی، طراحی پروتکل بر مبنای مطالعه سیستماتیک و انجام 18 مصاحبه عمقی و روش نمونه‌گیری هدفمند چندگانه (شدت و گلوله برفی)، از مال‌روهای حرفه‌ای صورت گرفته و با استفاده از روش کدگذاری باز، کدگذاری محوری و کدگذاری انتخابی با کاربرد نرم‌افزار اطلس.‌تی به تعیین مقولات و مضامین پرداخته شده و در انتها مدل نهایی ارائه گردیده است. در مطالعه کمّی 298 نفر به‌صورت تصادفی و کاربرد پرسشنامه استاندارد انتخاب شدند. تحلیل داده‌ها با استفاده از نرم‌افزار لیزرل (مدل معادلات ساختاری و تحلیل عاملی) صورت پذیرفت. نتایج این پژوهش حاکی از وجود هفت متغیر پیشایندهای تجربیات درون‌فروشگاهی (ارزش‌های ادراکی، تبلیغات شفاهی، ارزش ویژه‌برند، چیدمان و طراحی، مهارت کارکنان، ارتقای فروش، تسهیلات) است که ارتباط مثبت و قابل‌توجهی با پیامدها (رضایت از خرید، قصد خرید مجدد و پرسه‌زنی) دارد.

کلیدواژه‌ها


عنوان مقاله [English]

Presenting a Model Related to Antecedents and Consequences of In-Store Experiences: A Mixed Method Approache

نویسندگان [English]

  • majid mirveisi 1
  • Kambiz Heidarzadeh Hanzaee 2
  • hossein vazifedust 3
  • rohollah zaboli 4
1 Department of Business Management, Science & Research Branch, Islamic Azad University, Tehran, Iran.
2 Department of Business Management, Science & Research Branch, Islamic Azad University, Tehran, Iran.
3 Department of Business Management, Science & Research Branch, Islamic Azad University, Tehran, Iran.
4 Associate Professor of Healthcare Services Management School of Health, Health Management Research Center, Baqiyatallah University of Medical sciences.
چکیده [English]

Customer experience is one of the most fundamental concepts in marketing literature which results in hedonic & memorial experience for customers. In-store experiences are an important phenomenon that increasingly attracts the professional marketing experts and academics around the world and can use them as a distinctive tool in the stores. The methodology of this study is based on descriptive and mixed method. The qualitative part of this study which was based on phenomenological method began with protocol design on the base of systematic studies & then through eighteen individual deep interviews. With multiple purposive sampling (snowball & intensity), professional shoppers were selected and then three types of coding including open coding, axial coding and selective coding in ATLAS.ti software are used to determine the themes and categories. In quantitative part of this study, 298 shoppers were selected randomly and standardized questionnaires were distributed among them. Lisrel software was used for data analysis (SEM & Factor Analysis). The results convey that antecedents of in-store experiences (perceived values, word of mouth, brand equity, layout and design, employee’s skills, facilities) have a positive and significant relationship with consequences (purchase satisfaction, repurchase intention and flaneur).

کلیدواژه‌ها [English]

  • Customer Eexperience / Shopping Centers and Malls / In
  • store Experience / Phenomenology / LISREL
اسماعیل‌پور، حسن؛ بهمدی. معصومه، (1395) بازاریابی حسی: رویکرد نوین بازاریابی، فصلنامه مطالعات مدیریت و حسابداری، دوره 2، شماره 4، زمستان 1395.
شورای بین‌المللی مراکز خرید (1396). بازاریابی مراکز خرید و مال‌ها، ترجمه حیدرزاده، کامبیز؛ تقوی، مهسا سادات، تمدن علمی.
کاپور؛ آویناش (1398). مدیریت تجربه مصرف‌کننده و هیجان، ترجمه حیدرزاده؛ کامبیز، میرویسی؛ مجید، انتشارات نشر علم، چاپ اول.
کاظمی، عباس (1392). پرسه‌زنی و زندگی روزمره ایرانی تأملی بر مصرف مراکز خرید، انتشارات فرهنگ جاوید، ویراست دوم.
محمدپور، احمد (1389). فرا روش، بنیان‌های فلسفی و عملی روش تحقیق ترکیبی در علوم اجتماعی و رفتاری، انتشارات جامعه شناسان، چاپ دوم.
نثایی، وحید (1393). اصول طراحی ‌و چیدمان فروشگاهی: با تمرکز بر نوع شناسی خرده‌فروشی، انتشارات ترمه (چاپ دوم).
 
Aaker, D.A. (1991). Managing Brand Equity, the Free Press, New York, NY.
Ailawadi, K.L., J.P. Beauchamp, Naveen, Dinesh Gauri & Venkatesh S. (2009). Communication and Promotion Decisions in Retailing: A Review and Directions for Future Research, Journal of Retailing, 85 (1), pp.42-55.
Babin, B. J. & Attaway, J. S., (2000). Atmospheric affect as a tool for creating value and gaining share of customer, Journal of Business Research, 49 (2). pp.91-99.
Babin, B.J., Darden, W .R, & Griffin, M., (1994). Work and /or fun: measuring hedonic & utilitarian shopping value. J. Consum. Res.,pp. 644-656.
Badiee, N. (2001). Content Analysis: The Foundation of Methodology, Ministry of Islamic Guidance & Advertising (1 ed).
Bagherinasab, M., (2015). Investigating factors influencing customer experience in banks & its impact on brad equity, (case study: Bank Parsian), Master Degree These, Tehran University.
Bauman, Z. (1996). Tourists & vagabonds: heroes and victims of postmodernity. (Reihe Politikwissenschaft / Institut für Höhere Studien, Abt. Politikwissenschaft, 30). Wien: Institut für Höhere Studien (IHS), Wien. https://nbnresolving.org/urn:nbn:de:0168-ssoar-266870.
Benjamin, W. (2003). The Arcades Project, translated by Howard Eiland & Kevin McLaughlin, The Belknap Press of Harvard University Press.
Biyalogorsky, E. Gerstner, E. & Libai (2015). Customer Referral Management: Optimal Reward Programs, Marketing Science, Vol.20, No.1, pp.82-95.
Borghini, S., MacLaran, P., Bonnin, G., & Cova, V., (2012). The ecology of the market-place experience: from consumers’ imaginary to design implications. In: Peñaloza, L., Toulouse, N., Visconti, L.M. (Eds.), Marketing Management: A Cultural Perspective. Routledge, New York.
Brown, S.P., & Lam, S.K., (2008). A meta-analysis of relationships: linking employee satisfaction to customer responses. J. Retail. 84 (3), pp.243-255.
Calvo-Porral, C. & Levy-Mangin, J.P. (2017). Pull factors of the shopping malls: an empirical study. International Journal of Retail & Distribution Management.
Carbone, D.J., & Haeckel, S.H., (1994). Engineering Customer Experience, Mark. Manag. 3, pp.8-19.
Chartrand, T. L., & Fitzsimons, G. J. (2008). Automatic effects of brand exposure on motivated behavior: How Apple makes you “think different. Journal of Consumer Research, 35(1), pp.21-35.
Chiou-wei, S.Z., Inman, J.J (2008). Do shoppers like electronic coupons? J. Retail, 84(3), pp.297-308.
Drucker, Peter F. (1973). Managing for Results. New York: Harper & Row.
Ehigie, B.O. (2006). Correlates of customer loyalty to their bank: A case study in Nigeria, International Journal of Bank Marketing, Vol.24, No.7, pp.494-508.
El-Adly, M. & Eid, R. (2015). Measuring the perceived value of malls in a non-Western context: the case of the UAE, International Journal of Retail & Distribution Management, Vol. 43 No. 9, pp. 849-869.
Fadaee, S., (2016). Customer experience in cyberspace & Loyalty (case study: E-banking Bank Melli Iran), Master Degree Thesis, Tehran University .
Fischer, E., Gainer, B. & Bristor, J. (1997). The sex of the service provider: Does it influence perceptions of service quality? Journal of Retailing, 73(3), pp.361-382.
Hussain, R. & Ali, M. (2015). Effect of store atmosphere on consumer purchase Intention, International Journal of Marketing Studies, Vol.2, Vol.7, pp.35-41.
Jalil, N.A. Fikry, A. & Zainuddin, A. (2016). The impact of store atmospherics. Perceived value and customer satisfaction on behavioral intention, Procedia Economics & Finance, 37, pp.538-544.
Jamshidi, D. Keshavarzi, Y. Kazemi, F. & Mohammadian, M. (2017). Mobile banking behaviour & flow experience: an integration of utilitarian features, hedonic features & trust, International Journal of Social Sciences.
Janoschka, A. (2004) Web Advertising. New Forms of Communication on the Internet. Amsterdam: John Benjamins.
Jin, L., & Huang, Y. (2014). When giving money does not work: the differential effects of monetary versus in-kind rewards in referral reward programs, International Journal of Research in Marketing, 31(1), pp.107-116.
Kapferer, J.-N. (2005). The New Strategic Brand Management. London: Kogan-Page.
Keiningham, T.L. Rust, R.T. & Lariviere, B. (2017). A roadmap for driving customer word-of-mouth, Journal of Service Management, pp.1757-5818.
Khastar, H., (2009). Providing a method for calculating the reliability of coding stage in research interviews, Quarterly Journal of Methodology of Humanities, 15(58), pp.161-174.
Klaus, P.P., & Maklan, S. (2013). Towards a better measure of costumer experience, International Journal of Market Research, 55(2), pp.227-246.
LeBlance, G., (1992). Factors effecting customer evaluation of service quality in travel agencies: an investigation of customer perceptions, J. Trav. Res. 30, pp.265-293.
Lichtlé, M.-C., & Plichon, V., (2014). Emotions Experienced in retail outlets: a proposed measurement scale. Rech. Appl. Mark. (Engl. Ed.). 29 (1), pp.3-24.
Lincoln, YS. & Guba, EG. (1985). Naturalistic Inquiry. Newbury Park, CA: Sage Publications.
Ling, I.-L., Yang, C.-M., Liu, Y.-F., & Tsai, Y.-H. (2009). Penetrating adolescents’ mental models of mp3 with ZMET. Adolescence, 44(176), pp.949-963.
Malhotra, N. & D. Birks (2003). Marketing Research: An Applied Approach. London: Prentice Hall.
Mbama, C.I, & Ezepue, P. (2018). Digital banking, customer experience & bank financial performance, International Journal of Marketing, Vol.36, No.2, pp.230-255.
Menon, K., & Dubé, L., (2000). Ensuring greater satisfaction by engineering salesperson response to customer emotions. J. Retail. 76 (3), pp.285-307.
Nashtaee, M.SH, Heidarzadeh, K. & Mansourian, Y (2017). How to develop brand attachment in various product categories? Asia Pacific Journal of Marketing & Logestics, Vol.29, No.5, pp.1198-1220.
Norouzi, A. Heidarzadeh, K. & Nikoomaram, H. (2015). The Antecedents of In-store Experience Experiential Study, European Journal of Natural & Social Science, Vol.4, No.1.pp.1805-3602.
Ofi. C. & Simonson. I (2007). The Effects of Stating Expectations on Customer Satisfaction & Shopping Experience, in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons & Vicki Morwitz. Duluth. MN: Association for Consumer Research, pp. 430-450.
Park, I., Cho, J. & Rao, H.R. (2012). The effect of pre-& post-service performance on consumer evaluation of online retailers, Decision Support Systems, Vol. 52 No. 2, pp. 415-426.
Pine, J. & Gilmore, J., (1999). The Experience Economy, Harvard Business School Press, Boston, MA.
Puccinelli, N.M., Goodstein, R.C., Grewal, D., Price, R., Raghubir, P., Stewart, D., (2009). Customer experience management in retailing: understanding the buying process. J. Retail. 85 (1), pp.15-30.
Rose, S. Clark, M. Samouel, PH & Hair, N (2012). Online customer experience in e-retailing: an empirical model of antecedents & outcome, Journal of Retailing, 88(2, 2012) 308-322.
Ryu, G. & Lawrence, F. (2007). A penny for thoughts: Referral Reward programs & referral Lakewood, American Marketing Association, Vol. 71, pp.84-94.
Sachdeva, I. & Goel, S (2015). Retail store environment & Customer experience: a paradigm, Journal of Fashion Marketing & Management, Vol.19, No.3, pp.290-298.
Sen, S. Block, L.G. & Chandran, S. (2002). Window display & consumer shopping decisions, Journal of Retailing & Consumer Service, 9, pp.277-290.
Teixeira, J. Patricio, L. Nunes, N.J, Nobrega, L. Fisk, R.P. & Constantine, L. (2012). Customer experience modeling: from customer experience to service design, Journal of Service Management, Vol.23, No.3, pp.362-376.
Terblanche, N.S. (2018). Revisiting the supermarket in-store customer shopping experience, Journal of Retailing & Consumer Services, 40, pp.48-59.
Vargo, S.L. & Lusch, R.F. (2004). Evolving to a new dominant logic for marketing, Journal of Marketing, Vol. 68, January, pp. 1-17.
Verchopoulos, A. & Atherinos, E. (2009). Web banking layout effects on consumer behavioral intentions, International Journal of Bank Marketing, Vol.27, No.7, pp.524-546.
Verhoef, P.C., Lemon, K.C. Parasuraman, A., Roggeveen, A., Tsiros, M. & Schlesinger, L.A. (2009). Customer experience creation: Determinants, dynamics & management strategies, Journal of Retailing, Vol.85, No.1, pp.31-41
Weitzl, W. & Zniva, R. (2010). The In-store Antecedents & Consequences of Perceived Shopping Value for Purchased Products, European Retail Research, Vol.24, Issue, 1, pp.121-148.
Wesley, S. Lehew, M. & Woodside, A.G. (2006). Consumer decision -making style & mall shopping behavior: building theory using exploratory data analysis & the comparative method, Journal of Business Research, 59, pp.535-548.
Wu, W. Huang, V. Chen, X. Davison & Hua, Z. (2017). Social value & online social shopping intention: the moderating role of experience, information Technology & People, Vol.3, No.1, PP.1-18.
Zaltman, G. (1997). Rethinking market research: Putting people back in. Journal of Marketing Research, 34(3), pp 424-437.