شاخص‎های اساسی مؤثر بر وفاداری مشتریان در صنعت بهداشتی و سلولزی ایران با استفاده از رویکرد دلفی فازی و دیمتل فازی

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 کارشناس ارشد مدیریت صنعتی، مدرس دانشگاه علوم انتظامی، تهران، ایران

2 استادیار دانشگاه علوم انتظامی، دانشگاه علوم انتظامی، تهران، ایران

3 دانشجوی کارشناس ارشد مدیریت اجرایی، سازمان مدیریت صنعتی، تهران، ایران

چکیده

در محیط‎های کسب‎وکار مدرن، تولیدکنندگان با فشار فزاینده‎ی الزامات مشتریان در شخصی‎سازی محصول، بهبود کیفیت و پاسخ‎گویی به تقاضا روبه‎رو هستند. برای حفظ کسب‎وکار در این فشارها، بیشتر سازمان‎ها درصدد توسعه‎ی شراکت راهبردی با مشتریان و همکاری با آنهاهستند؛ به‎گونه‎ای که سبب ایجاد ارزش برای آنها شده و این امر به شکل‎گیری مشتریانی وفاداری منجر شود. این پژوهش بر آن است تا با بررسی ادبیات مربوط به وفاداری مشتریان، شاخص‎های اساسی و اثربخش وفاداری مشتریان در بخش تأمین‎کنندگان صنعت بهداشتی و سلولزی ایران را با استفاده از روش دلفی فازی شناسایی کرده و با استفاده از روش دیمتل فازی، الگویی نظام‎مند را برای مدل‎سازی و تأثیرگذاری شاخص‎ها ارائه کند. نتایج حاصل از پژوهش بیانگر آن است که شاخص‎های اساسی مؤثر بر وفاداری مشتریان عبارتند از: ویژگی‎ها و  چگونگی رفتار فروشنده با مشتری، صداقت با مشتری، میزان قیمت کالا، کیفیت و نزدیکی روابط با مشتری، منافع حاصل از روابط مشترک، تجربه‎ی خرید گذشته‎ی مشتری و مسئولیت‎پذیری فروشنده. ویژگی‎ها و چگونگی رفتار فروشنده با مشتری تأثیرگذارترین و کیفیت و نزدیکی روابط با مشتری تأثیرپذیرترین شاخص‎ها هستند.

کلیدواژه‌ها

عنوان مقاله [English]

Key Effective Factors on Customer’s Loyalty in Hygienic and Health Industry Using Fuzzy Delphi Method and Fuzzy DEMATEL

نویسندگان [English]

  • A. Aghaee 1
  • M Aghaee 2
  • R. Aghaee 3
1 M.SC. of industrial management, teacher of police university, Tehran, Iran
2 Assistant Prof. of Police University, Tehran, Iran
3 M.SC. Student of Executive Master of Business Administration, Tehran, Iran
چکیده [English]

Abstract: In the modern business environments, manufacturers are facing to growing pressure of customer’s requirements in product customization, quality improvement and responding to demand. To maintain the business in this environment, most of organizations are following development of strategic participation with customers and coordination to them; in a way that creates value for them and makes loyal customers. This research aims to consider the literature related to customer loyalty and to provide key and effective factors of customer’s loyalty in suppliers sector of hygienic and health industry in Iran using a fuzzy Delphi method. This research applies fuzzy DEMATEL method for providing a systematic model of the relationships between criteria. The results showed that the key and effective factors are as bellow: the characteristics and the behavior of vendor to customers, the trust to customers, the price of product, the quality and closeness of relationships to customers, the advantages of joint relations, the previous experience of customer for buying and vendor responsiveness. The characteristics and the behavior of vendor to customers and the quality and closeness of relationships to customers are the most effective and the most impressible factors as well.
 

کلیدواژه‌ها [English]

  • Customer Loyalty
  • Fuzzy Delphi
  • Fuzzy Decision Making Trial and Evaluation Laboratory (DEMATEL)

مراجع

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