مشتریان خاموش: عوامل موثر بر خاموشی مشتریان و پاسخ‌های رفتاری و غیررفتاری آنان

رضایت مشتری برای بقای هر کسب‌وکار حیاتی است. تحقیقات پیشین عمدتاً بر رفتار شکایتی مشتریان تمرکز داشته‌اند، لیکن تحقیق روی مشتریان غیرشاکی یا مشتریان خاموش اندک بوده و مطالعات گسترده‌ای در این زمینه وجود ندارد. هدف پژوهش حاضر شناسایی عوامل موثر بر خاموشی مشتریان خدمات مسافرتی شرکت های هواپیمایی داخلی و پاسخ‌های رفتاری و غیررفتاری آنان است. این پژوهش از نوع کیفی و روش‌شناسی آن با استفاده از روش داده‌بنیاد است. جامعه آماری این پژوهش مشتریان خدمات مسافرتی شرکت های هواپیمای داخلی است. داده‌های پژوهش با انجام مصاحبه های نیمه ساختارمند گردآوری شده و روش تجزیه‌وتحلیل داده‌ها با استفاده از کدگذاری باز، کدگذاری محوری و کدگذاری گزینشی صورت‌ گرفته است که در نهایت مدل کیفی پژوهش طراحی گردیده است. نتایج پژوهش نشان می دهد؛ تجربه نارضایت بخش قبلی مشتری، هزینه های تغییر، لزوم شکایت جمعی، ویژگی های شخصیتی، عادت به وضع موجود و عدم وجود فرهنگ شکایتی از جمله دلایل خاموشی مشتریان خدمات مسافرتی شرکت های هواپیمایی داخلی بوده است. همچنین پاسخ‌های رفتاری مشتریان خاموش، شامل تبلیغات دهان‌به‌دهان منفی، برخورد بد مشتری با دیگران، صدای مشتری و خروج است و پاسخ‌های غیررفتاری نیز شامل وفاداری و غفلت است.

factors affecting the customers’ silence and their behavioral and non-behavioral responses: a case study of domestic airlines travel service customers

introduction: customer satisfaction is critical to the survival of any business. previous research has focused primarily on customer complaining behavior, but research on non-complaining or silent customers is limited, and there are no extensive studies on this subject. the aim of this study is to identify the effective factors on domestic airline travel service customers and their behavioral and non-behavioral responses. this research is of qualitative type based on a data-based method. the statistical population consisted of the customers of domestic airline travel services. the research data were collected through semi-structured interviews and the data analysis method was performed using open coding, axial coding and selective coding. finally, a qualitative model was designed. as the results showed, previous customer dissatisfaction experience, change costs, the need for collective grievance, personality traits, habituation and lack of grievance culture are the reasons for the silence of domestic airline travel service customers. silent customer behavioral responses also include negative word of mouth advertising, customer misbehavior, customer voice and exit. non-behavioral responses include loyalty and neglect.methodology: this research is applied and exploratory, and its method is based on the grounded theory done by means of semi-structured interview tools. the statistical population of this research is the customers of domestic airline travel services. during the past year, they have experienced using the travel services of domestic airlines at least five times. accordingly, in-depth interviews were conducted with domestic airline travel services customers, during which the interviewees expressed their views, memories, events, and issues and problems on domestic airlines. the data saturation was finally achieved in the 20th interview. theoretical saturation refers to the stage where the interviewer arrives at repetitive and similar answers from the interviewees and the continuation of the interview does not help to receive new and varied answers. the method of data analysis is in three steps including open coding, axial coding and selective coding. finally a model was presented.results and discussion: in this study, semi-structured interviews were conducted with 20 clients of domestic airline travel services using the grounded theory method. in their interviewees, they shared their memories, events and experiences. in the 20th interview, theoretical saturation was obtained, and the data were analyzed based on three methods of open coding, axial coding and selective coding. finally, a model was presented by the researchers according to the results, the variables of previous unsatisfactory experiences, the need for collective grievances, personality traits, lack of accountability, costs of change, habituation, and lack of grievance culture lead to the silence of domestic airline travel service customers. customer behavioral responses also include negative word of mouth advertising, bad treatment by customer, customer voice and exit, and non-behavioral responses include loyalty and neglect.conclusion: understanding and retaining the customer is one of the most important aspects of customer relationship management. the ultimate goal of any business is to meet customer needs and create a culture of customer orientation. this issue is of importance in the service sector; due to its intangibility, it is more and more important to make customer orientation, provide maximum customer satisfaction, create loyalty, regardless of the needs and desires of customers, and solve the problems raised by them. it does not happen without hearing the customer’s voice. dissatisfied customers who tend to be silent can be dangerous. complaining customers are the company’s best friend, because a complaint warns the company that it is losing customers.