طراحی مدل ارتقای تجربه و پاسخ مشتری با استفاده از بازاریابی رسانه های اجتماعی

هدف پژوهش حاضر طراحی مدل ارتقای تجربه و پاسخ مشتری با استفاده از بازاریابی رسانه های اجتماعی می باشد. بنابراین شناسایی مقوله هایی که به ارتقای تجربه و پاسخ مشتری منجر می گردد و راهبردهای مورد نیاز در این زمینه از اهداف این پژوهش می باشد. پژوهش پیش رو با روش گراندد تئوری (نظریه داده بنیاد) سیستماتیک انجام شد. نمونه گیری در این پژوهش به صورت نمونه گیری نظری می باشد. داده ها از طریق ابزار مصاحبه جمع آوری گردید. انجام مصاحبه ها تا رسیدن به اشباع نظری ادامه یافت. در مجموع مصاحبه ها با 14 نفر از مشتریان و متخصصان که از بازاریابی رسانه های اجتماعی در زمینه پوشاک و در شهر اصفهان استفاده می کنند انجام گرفت. تجزیه و تحلیل داده ها از طریق سه نوع کدگذاری باز، محوری و انتخابی انجام گرفت و در نهایت مدل پژوهش به دست آمد. نتایج این پژوهش نشان می دهد که مقوله های مدیریت زمان، مدیریت هزینه، مدیریت اوقات فراغت، انتخاب محصول مناسب، تمایل به رفاه و آسایش و نفوذ اجتماعی عوامل علّی و سبب ساز مشارکت مشتری و استفاده از بازاریابی رسانه های اجتماعی می باشند که این مقوله ها از طریق راهبردهای پژوهش حاضر یعنی قابلیت های رسانه های اجتماعی، تحرک و پویایی مشتری و ارزش درک شده به تجربه و پاسخ مشتری منجر می شوند.

Designing a customer experience and response improvement model using social media marketing

Abstract Today, the existence of a competitive market and a variety of products have transformed the business world.In the past, businesses were more traditionally run and there was no trace of the new concepts of marketing and advertising, but in modern times, new concepts have emerged in this fieldand the customer is regarded as the center of business activity. Businesses have found that if they keep up with their old and traditional trends and neglect                customerrelated issues, it will not be too late to be shaky and eliminated from the competition and replaced by New and powerful players in the business arena. The use of social media in today’s society is expanding and growing. Most people use this media to meet their needs in various fields. One of the most important uses of social media is in marketing and business and therefore the concept of social media marketing is particularly important. Businesses and marketers have been turning to social media marketing for a variety of reasons and using social media for marketing their goods and services. Due to the rapid growth of social media use this tool plays an unmatched role in human life. On the other hand, other important concepts that are always of interest to businesses are customer experience and customer response concepts. Businesses and marketers are always looking to improve the experience and response of their customers and be able to create positive and enjoyable experiences and useful and effective responses to their customers. Creating lasting, great experiences for customers greatly increases the chance of business success. One of the major concerns of businesses is to create pleasant experiences and develop, thrive and improve the business. Positive Customer Response to Business As well as a pleasant customer experience can help the business prosper and On the contrary negative customer response to business and activities can cause stagnation, decrease sales and profitability, and ultimately business closures. The purpose of the present research is to design a model for improving customer experience and response using social media marketing.  Therefore, identifying categories that improve customer experience and response and the strategies needed in this field are the goals of this research. The research was           carried out using the systematic grounded theory method. Because the purpose of the research is to design a model for improving customer experience and response using social media marketing and it is a topic that has not been taken into consideration so far and there is no theory or hypothesis about it and there seems to be a theoretical vacuum in this area, Therefore, the grounded theory method was chosen. The research community includes all social media marketing experts and customers who use these media to search for the products they need. Sampling in this research is a theoretical sampling. In this study, both library and field methods are used. The library method is used to review the literature on the subject and background of the problem and the relationships in the research problem. This method utilizes internal and external scientific books and articles related to research, sites and computer information systems, scientific databases and social media. The field method used in the present study is interviewing.The data were collected through interview tool. Interviews continued until theoretical saturation. In this research, the path of the interviews to reach the research objectives continued until the data reached saturation and no new concepts were extracted from the interviews. In total, Interviews were conducted with 14 of the customers and the professionals who use social media marketing in the field of clothing and in the city of Isfahan. Promoting customer experience and response in the field of apparel reinforces both the domestic and foreign markets of these products, and retailers can boost their business with the lowest cost and highest returns using social media marketing. Customers can also easily search, select and purchase the products they need. In addition, if this improvement in the experience and response of customers in the field of domestic apparel is achieved, it will improve and grow the country’s garment industry, which contributes significantly to the country’s economic growth. Validation was done using criteria such as acceptability, transferability, reliability and verifiability and then by the pluralism method. In pluralism, three methods were used. These methods were: calculation of test retest reliability (pluralism in interviewee), test retest reliability (method plurality) and reliability calculation between two coders. Data analysis was performed through three types of open, axial and selective coding. In the present study, the researcher conducted a detailed analysis of the interviews and began coding them during the interviews. At first, initial codes were identified and then, with careful analysis and continuous comparison, conceptual codes were extracted considering similar codes. During the open analysis and coding process, 180 conceptual codes were obtained. Then, by analyzing conceptual codes and summarizing and classifying these concepts, 19 categories of concepts were extracted. Then, in the axial coding step, the coding was performed around the obtained categories and it was attempted to put the relevant data together. Subsequently, attempts were made to label such conditions as causal conditions, context conditions, intervening conditions, strategies and consequences. Finally, in the final stage of coding, ie, selective coding, the central category was selected according to the criteria of its selection and the theory was integrated and refined and the research model was obtained. Core category of this study is customer engagement and the use of social media marketing. This category has frequently appeared in the data. The results of this study show that time management, cost management, leisure management, choosing the right product, desire for comfort and social influence are the causal factors that drive customer participation and use of social media marketing. These categories lead to customer experience and response through current research strategies namely social media capabilities, customer dynamics and perceived value. Also, trust and perceived risk categories are the intervening conditions of the research. Finally, Information and communication technology and relationship marketing categories form the context of the present study.