تحلیل رضایت مشتریان با رویکرد متن ‌کاوی (مورد مطالعه: مشتریان عسل‌ های ارگانیک)‏

رضایت مشتریان یکی از مهم‌ترین مولفه‌های وفاداری و ماندگاری آنان به یک محصول است و این امر در محصولاتی که رقابت بیشتری در بازار آنها وجود دارد، اهمیت بیشتری دارد. هدف از پژوهش حاضر، واکاوی رضایت مشتریان بوده که براساس رویکرد کیفی انجام شده است. پس از جمع‌آوری دیدگاه‌های مشتریان عسل ارگانیک با یک نرم‌افزار «خزشگر وب» و پالایش داده‌های جمع‌آوری‌شده، 4390 دیدگاه تحلیل و سپس از «نمایش ابری» برای درک بهتر و سریع از مجموعه دیدگاه‌ها استفاده شد. در‌ادامه، داده‌های پژوهش با روش تحلیل مضمون بررسی و در آخر با بررسی چندبارۀ شبکۀ مضامین، جدول نهایی عوامل موثر بر رضایت و نارضایتی مشتریان عسل ارگانیک استخراج شد. یافته‌های پژوهش حاکی از آن است که عواملی چون قیمت بالا، شک در ارگانیک‌بودن عسل و بسته‌بندی نامطلوب به‌ترتیب بیشترین فراوانی را در علل نارضایتی مشتریان و عواملی چون طعم مطلوب، کیفیت مطلوب و رضایت از تکرار خرید بیشترین فراوانی را در علل رضایت مشتریان دارند. نتایج پژوهش نشان داد مشتریان توجه ویژه‌ای به خود عسل دارند؛ به‌طوری که کیفیت و اصالت عسل در رضایت و نارضایتی آنها تاثیر ویژه‌ای دارد. باتوجه به اینکه قیمت بالا از مهم‌ترین علل نارضایتی است، مواردی مانند ارسال رایگان، تخفیف و ... می‌تواند به افزایش رضایت مشتریان عسل ارگانیک کمک کند.

customer satisfaction analysis with a text mining approach ‎ (case study: customers of organic honeys)‎

customer satisfaction is one of the most important components of loyalty and durability towards a product, and this is more important in products that have more competition in their market. in this regard, this descriptive-explanatory was conducted using a qualitative approach. after collecting opinions of organic honey customers, 4390 opinions were analyzed using a ‘web crawler’ software and refining the collected data. ‘word cloud’ was used for a better and quick understanding of the set of views, and then the research data were analyzed with the thematic analysis method. finally, the final table of factors affecting the satisfaction and dissatisfaction of organic honey customers was extracted by repeatedly examining the network of themes. the findings of this research indicate that the high price, doubts about the organic nature of honey, and unfavorable packaging are respectively the most frequent causes of customer dissatisfaction, and favorable taste, favorable quality, and satisfaction from repeat purchases are the most frequent causes of customer satisfaction. the research results showed that customers pay special attention to honey itself, and the quality and authenticity of honey have a special effect on their satisfaction and dissatisfaction. considering that the high price is one of the most important causes of dissatisfaction, factors like free shipping, discounts, etc, can help increase the satisfaction of organic honey customers. introductionconsumers’ concerns about the use of unhealthy food products and their effects on health are increasing day by day, indicating the unsustainability of food consumption. considering the indiscriminate use of toxic chemicals, organic food is a suitable alternative to address this crisis and move towards a sustainable food system. with increasing consumer demand, honey producers must seek new approaches and understand consumer needs to improve their product satisfaction and customer loyalty. customer satisfaction is considered an important tool in marketing activities, and considering the direct relationship between customer satisfaction and the organization’s income, understanding the causes of customer dissatisfaction and resolving them will lead to an increase in the organization’s income. producers and sellers of organic honey, by recognizing and addressing the causes of customer dissatisfaction, can reduce advertising costs resulting from negative awareness. by focusing on areas of customer dissatisfaction, they can work towards gaining a competitive advantage and developing innovative products while addressing existing weaknesses. this involves taking appropriate strategic measures to satisfy customers, and customer satisfaction leads to customer loyalty and repeat purchases. factors influencing the satisfaction of customers with organic products have been investigated in the literature on consumer behavior, specifically in relation to the intention to purchase organic products. studies that have examined customer satisfaction using text-mining methods formed the primary background of this study. methodologythe aim of this research is to analyze customer satisfaction using a qualitative approach. the research philosophy adopted is functionalism, and in terms of the time horizon, it is considered cross-sectional. to gather the perspectives of organic honey customers, the research focused on the digikala website, a well-known online store among the general population. the research dataset consists of opinions from customers who have received official certification from the iranian organic association. a ’web crawler’ software was used for data collection.