شناسایی عوامل و مؤلفه‌های سازمانی مؤثر بر بلوغ مدیریت تجربۀ مشتری با کاربست روش فراترکیب

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 دانشجوی دکتری، گــروه مــدیریت بازرگــانی، دانشــکده مــدیریت و حسابداری، واحد قزوین، دانشــگاه آزاد اســلامی، قــزوین، ایــران.

2 دانشــیار، گــروه مــدیریت بازرگــانی، واحد علوم تحقیقات، دانشــگاه آزاد اســلامی، تهــران، ایــران.

3 استاد، گروه جامعه‌شناسی، پژوهشگاه‌ علوم‌ انسانی‌ و مطالعات‌ فرهنگی‌، تهران، ایران.

4 استادیار، گــروه ریاضی و آمار، دانشــکده مــدیریت و حسابداری، واحد قزوین، دانشــگاه آزاد اســلامی، قزوین، ایران.

چکیده

هدف: از میانه دهۀ ۵۰ میلادی تا کنون، مباحث زیادی در خصوص تجربۀ مشتری، اعم از اندازه‌گیری تجربه، اثر آن بر وفاداری و برند و... بررسی شده است. هدف این پژوهش بررسی سیستماتیک، به‌منظور شناسایی عوامل و مؤلفه‌های سازمانی مؤثر بر مدیریت تجربۀ مشتری با کاربست روش فراترکیب است.
روش: با استفاده از روش فراترکیب، عوامل و مؤلفه‌های سازمانی مؤثر بر بلوغ مدیریت تجربۀ مشتری شناسایی شدند. برای تبیین روش‌شناسی فراترکیب، رویکرد هفت مرحله‌ای سندلوسکی و باروسو (۲۰۰۶) استفاده شد. جامعۀ آماری پژوهش، ۱۰۶ پژوهش علمی خارجی (مقاله، همایش، طرح‌های پژوهشی، گزارش‌های تحقیقاتی) منتشرشده در مجله‌های علمی مختلف و معتبر خارجی و همچنین، سایت‌های سازمان‌های معتبر خارجی در بازۀ زمانی ۲۰۰۰ تا ۲۰۲۱ بود و درنهایت ۲۴ مقاله، برای تحلیل و بررسی نهایی انتخاب شد.
یافته‌ها: پس از تجزیه‌وتحلیل منابع مورد استفاده، کدها بر اساس تشابه و دفعات تکرار در ۱۰ مقوله اصلی، ۲۶ مفهوم و ۱۱۶ کد باز (باتکرار) کشف و برچسب‌گذاری شد و درنهایت، نتایج حاصل از تحلیل در قالب جدول عوامل و مؤلفه‌ها ارائه شد.
نتیجه‌گیری: با ترکیب و ادغام پژوهش‌های صورت گرفته، مدل جامع در ارتباط با عوامل و مؤلفه‌های مؤثر بر بلوغ مدیریت تجربۀ مشتری در سازمان ارائه شد. نتایج این پژوهش نشان داد که برای اجرای موفق مدیریت تجربۀ مشتری و بهبود تجربۀ مشتری به‌عنوان نتیجۀ نهایی آن، همۀ ارکان سازمان درگیرند و یک تغییر بنیادین و همه‌گیر در سازمان لازم است.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Identifying Organizational Factors and Components Influencing Customer Experience Management Maturity: A Meta-synthesis Approach

نویسندگان [English]

  • Payam Mardazad Navi 1
  • Kambiz Heidarzadeh Hanzaee 2
  • Seyyed Buik Mohammadi 3
  • Mohsen Khoon Siavash 4
1 PhD Candidate, Department of Business Management, Qazvin Branch, Islamic Azad University, Qazvin, Iran.
2 Associate Prof., Department of Business Management, Faculty of Management and Economic, Science and Research Branch, Islamic Azad University, Tehran, Iran.
3 Prof., Department of Sociology, Institute for Humanities and Cultural Studies, Tehran, Iran.
4 Assistant Prof., Department of Mathematics, Qazvin Branch, Islamic Azad University, Qazvin, Iran.
چکیده [English]

Objective
Since the mid-1950s, many subjects related to customer experience, including measuring the customer experience, its effect on loyalty and brand, etc. have been studied because building a strong customer experience is currently one of the most important management goals. The explosion of potential touch points and diminishing control over the customer experience requires companies to integrate multiple business functions such as IT, service operations, logistics, marketing, human resources, external partners, and supply chains to create and deliver a positive customer experience. The purpose of this study is to systematically review organizational factors and components effective on customer experience management using the meta-synthesis method.
 
Methodology
Organizational factors and components affecting customer experience management maturity have been identified using the meta-synthesis method. The seven-step model of Sandlowski and Barroso (2006) was used to explain the meta-synthesis methodology. The study dataset includes 106 papers and articles published in reputable scientific journals and credible websites from 2000 to 2021. Ultimately, 24 articles were thoroughly examined, and codes and concepts were extracted.
Findings
After analyzing the papers, several codes were extracted and labeled based on similarity and frequency of replication in 10 main themes, 26 concepts, and 116 open codes (with replication). Finally, the results were presented in the form of a table of factors and components. These 10 themes, considered as the main organizational factors, include 1. System, technology, and channels based on customer experience, 2. A framework for aligning processes with customer experience, 3. Customer experience change management, 4. Customer experience vision, strategy and goals, 5. Customer experience governance, 6. Customer-centric culture, 7. Customer experience insight and knowledge management, 8. Customer experience design and implementation process, 9. Customer experience-based human resource management, and 10. Customer experience-focused leadership.
 
Conclusion
By combining and integrating the extant literature, a comprehensive model was presented concerning the factors affecting the customer experience management maturity in the organization. The results showed that for the successful implementation and maturity of customer experience management, and to ultimately enhance the customer experience, every element of the organization must be engaged. This entails a fundamental and widespread change throughout the organization. It signifies that the transformation begins with the organization's goals, visions, and strategies, influencing not only the infrastructure, technology, processes, and data, but also the human resources, culture, and leadership style. As a potent approach, it requires dedicated governance and processes to ensure success and institutionalize it throughout the organization. Additionally, paying attention to alignment frameworks between current business processes, visions, and strategies with customer experience is crucial.

کلیدواژه‌ها [English]

  • Customer experience management
  • Organizational factors
  • Meta-synthesis
  • Customer experience
  • Customer-centricity

مراجع

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مدیریت بازرگانی
دوره 15، شماره 4
1402
صفحه 838-863

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