تعیین عوامل و سیر تکامل درگیرسازی مشتریان در کسب‌وکارها به‌روش بیبلیومتریک

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 دانشجوی دکتری، گروه مدیریت بازرگانی، دانشکده مدیریت کسب‌وکار، دانشکدگان تهران، دانشگاه تهران، تهران، ایران.

2 دانشیار، گروه مدیریت بازرگانی، دانشکده مدیریت کسب‌وکار، دانشکدگان تهران، دانشگاه تهران، تهران، ایران.

3 دانشیار، گروه کارآفرینی سازمانی، دانشکده کارآفرینی، دانشگاه تهران، تهران، ایران.

چکیده

هدف: در سال‌های اخیر، مفهوم درگیرسازی مشتری موقعیت برجسته‌ای را در تحقیقات بازاریابی کسب کرده است. با وجود افزایش فزاینده علاقه به این مفهوم، کمبودی از جنبه ترسیم بدنه تحقیقات درگیرسازی در این حوزه نمایان است؛ افزون بر اینکه پژوهش‌های انجام شده در این حوزه، نگاه کل‌نگری به ادبیات پژوهش نداشته‌اند و فقط توجه خود را به بخش‌های کوچکی از حوزه درگیرسازی معطوف کرده‌اند. از سوی دیگر، وجود دیدگاه‌های تئوریک متفاوت درگیرسازی، این تئوری را چندپاره کرده است. بر اساس خلأ بیان شده، پژوهش حاضر با هدف ترسیم سیر تکاملی ادبیات پژوهش و ترسیم ساختار دانش حوزه درگیرسازی، دیدگاه جامعی را برای پژوهشگران و فعالان بازاریابی فراهم آورده است.
روش: پژوهش حاضر به‌لحاظ ماهیت داده، از نوع کیفی و از جنبه هدف، کاربردی و به‌لحاظ گردآوری داده، از نوع بیبلیومتریک است. روش بیبلیومتریک در قالب روش‌های ریاضی و آماری، به شناسایی خطوط فکری اندیشمندان یک حوزه و همچنین، تبیین سازه‌ها و زیربنای بدنه دانش و ارتباط بین آن‌ها می‌پردازد و دیدگاه غیرمتعصبانه‌ای را برای پژوهشگران فراهم می‌کند. کلیه تحلیل‎‌های پژوهش با زبان برنامه‌نویسی آر انجام شده است. در این پژوهش از تحلیل تماتیک، تحلیل تناظر و الگوریتم‌های خوشه‌بندی استفاده شده و تحلیل هم‌رخدادی کلمات نیز صورت گرفته است.
یافته‌ها: مهم‌ترین نویسندگان و مجله‌ها بین سال‌های ۲۰۰۹ تا ۲۰۲۲ مشخص شد. در این حوزه خانم هالوبیک اثرگذارترین نویسنده و همچنین، تحقیقات کسب‌وکار با تعداد ۴۱ مقاله چاپ‌شده، فعال‌ترین نشریه بوده است. بیشترین تألیف‌ها به کشورهای آمریکا، استرالیا و چین اختصاص داشته است. بیشترین کلمات پُرتکرار با درگیرسازی مشتری، کلمات رضایت مشتری، رفتار، اثر و توسعه سنجه بوده است. همچنین نتایج نشان داد که بیشترین تحقیقات صورت‌گرفته در زمینه درگیرسازی مشتری، روی بازاریابی شبکه‌های اجتماعی و وفاداری به برند تمرکز داشته است. به‌علاوه، بر اساس تحلیل هم‌رخدادی، سه خوشه از کلمات در ارتباط با مفاهیم درگیرسازی و سنجه‌های آن در شبکه‌های اجتماعی استخراج شد که عبارت بودند از: پیش شرط‌های درگیرسازی مشتری، بازاریابی توصیه‌ای و اثرهای شبکه‌های اجتماعی بر رفتارهای مشتری.
 
نتیجه‌گیری: بر اساس نتایج نگاشت هیستوگراف، سه مسیر اصلی کاری اندیشمندان این حوزه تبیین شد. مسیر اول، نگاه منبع‌محور بودن مشتری برای سازمان است. از این منظر، سازمان می‌بایست بخشی از کنترل خود را به مشتری تفویض کند و همچنین برای آن‌ها مشوقی در نظر بگیرد. در عمل مشتری، بازاریاب شرکت است. مسیر دوم، با ظهور شبکه‌های اجتماعی و تعاملات سازمان ـ مشتری و مشتری ـ مشتری به اوج رسیده است. مجموعه وسیعی از تحقیقات در حوزه‌های انجمن برند، سنجه‌های درگیرسازی، محرک‌های ایجادکنندۀ درگیرسازی، یعنی نوع محتوا، نگرش مشتری، صنعت و بافتار را دربرمی‌گیرد. مسیر سوم، چیرگی خدمات است. بر این مبنا، درگیرسازی، تعامل و تجربه‌های خلاقانه مشتری با برند تعریف می‌شود. این مسیر به‌سرعت از نگاه خُرد به‌سوی کلان در حال توسعه است و به احتمال زیاد، تحقیقات جدید روی کل کنشگران در یک اکوسیستم خدمات تمرکز می‌کند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Determining the Factors and Evolutionary Trends of Customer Engagement in Businesses: A Bibliometric Analysis

نویسندگان [English]

  • Reza Abbasi Mobarakabadi 1
  • Amir khanlari 2
  • Nader Seyyedamiri 3
1 Ph.D. Candidate, Department of Business Management, Faculty of Business Management, College of Management, University of Tehran, Tehran, Iran.
2 Associate Prof., Department of Business Management, Faculty of Business Management, College of Management, University of Tehran, Tehran, Iran.
3 Associate Prof., Department of Corporate Entrepreneurship, Faculty of Entrepreneurship, University of Tehran, Tehran, Iran.
چکیده [English]

Objective
Over the recent years, the concept of customer engagement has emerged as a focal point in marketing research. Despite the increasing interest in this concept, there is a lack of a comprehensive body of research in this area. Additionally, existing research in this field has focused on small segments rather than taking a holistic view of customer engagement literature. Furthermore, different theoretical perspectives have led to a fragmented theory. In light of this gap, the present study aims to delineate the evolutionary trajectory of customer engagement literature and outline the knowledge structure of the field, providing a comprehensive perspective.
 
Methodology
The type of research in this study is qualitative in terms of data nature, applied in terms of purpose, and bibliometric in terms of data collection. The bibliometric method, as a practical application of mathematical and statistical methods, serves to identify the intellectual trajectories of scholars within a field. It also illuminates the structures and underlying framework of knowledge, highlighting their interrelationships. This approach offers an unbiased perspective for researchers. All analyses were conducted using R programming languages. The algorithms employed included thematic analysis, correspondence analysis, clustering algorithms, and co-occurrence analysis of words.
 
 
Findings
The study identified the most influential authors and journals within the period spanning 2009 to 2022. The most active and influential author in this field is Ms. Hollubeek. Additionally, the journal "Business Research" with a frequency of 41 has the highest number of published articles. The majority of publications are attributed to the United States, Australia, and China. The most frequently occurring words related to customer engagement are customer satisfaction, behavior, impact, and scale development metrics. Furthermore, the results indicate that the majority of research in the field of customer engagement focuses on social media marketing and brand loyalty. Additionally, based on co-occurrence analysis, three clusters of words related to the concepts of engagement and its metrics in social networks, preconditions for customer engagement, recommendation marketing, and the effects of social networks on customer behavior were extracted. This study also provides a comprehensive insight into marketing and brand managers by identifying the main themes of customer engagement. Moreover, the direction and trends of customer engagement shed light on a range of strategic opportunities that can be used by brand managers as a competitive advantage.
 
Conclusion
Based on the results of the histogram mapping, three main pathways of scholars in this field were elucidated. The first one focuses on the customer-centric approach for organizations. From this perspective, organizations should delegate some control to the customer and provide them with incentives, effectively making the customer the marketer of the company. The second pathway has reached its peak with the emergence of social networks and interactions between organization-customer and customer-customer. A wide range of research in the areas of brand community, engagement metrics, and engagement drivers, including content type, customer attitude, industry, and behavior, are encompassed in this pathway. The last one is service dominance. Based on this, engagement is defined as the interaction and creative experiences of the customer with the brand. This pathway is rapidly evolving from a micro to macro perspective and new research is likely to focus on all actors in a service eco-system.

کلیدواژه‌ها [English]

  • Bibliometric
  • Customer Engagement
  • Science Structure

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مدیریت بازرگانی
دوره 16، شماره 1
1403
صفحه 59-86

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