بررسی نقشه سفر مشتری در فروشگاه‏‌ها‌ی الکترونیکی کتاب

هدف: این پژوهش با هدف شناسایی نقاط تماس نقشۀ سفر مشتری در فروشگاه‌ها‌ی الکترونیکی کتاب انجام شد. سفر مشتری شامل نقاط تماسی است که تمام موارد آن‌ نمادی از تعاملات و ارتباطات بین فروشگاه و مشتریان، از مرحلۀ پیش از خرید تا مرحلۀ پس از خرید، از طریق محصولات، خدمات و دستگاه‌ها در نظر گرفته می‌شود.روش‌شناسی: پژوهش حاضر از نوع کاربردی و با روش پیمایشی-تحلیلی انجام شد. جامعه آماری این پژوهش، کلیه افرادی است که تجربۀ خرید حداقل چند کتاب از فروشگاه‌های الکترونیکی را داشته‌اند که شامل 670 نفر بوده است. به منظور گردآوری داده‌‏ها از دو روش مطالعه اسنادی (کتابخانه‌‏ای) و پیمایشی استفاده شد. داده‌های حاصل از تکمیل پرسش‌نامه‌ها با استفاده از نرم‏افزار اس.پی.اس.اس برای تجزیه و تحلیل یافته‏‌ها استفاده شد. محاسبه شاخص‌های آمار توصیفی، محاسبه پایایی، اجرای آزمون کولموگروف-اسمیرنوف، آزمون توزیع دو جمله‌ای و آزمون‌های کروسکال والیس و یومن‌ویتنی توسط نرم‌افزار اس.پی.اس.اس. صورت گرفت. یافته‌ها: یافته‌های پژوهش نشان داد که 41 نقطه تماس در سه مرحلۀ پیش از خرید، خرید و بعد از خرید تقسیم‌‏بندی شدند. ده نقطه تماس از این 41 نقاط تماس از دید مشتریان از اهمیت بالاتری برخوردار بودند که به ترتیب شامل: مرحله قبل از خرید نقاط تماس تبلیغات مجازی، رتبه بالا در موتورهای جستجو، خواندن نظرات و امتیازدهی مشتریان قبلی فروشگاه، شهرت و اعتبار تجاری فروشگاه، طراحی وبگاه فروشگاه و راهنمای استفاده از وبگاه فروشگاه در مرحلۀ خرید نقاط تماس تعامل با واحد پشتیبانی فروشگاه و پرداخت هزینه درب منزل و در مرحلۀ پس از خرید نقاط تماس آگاهی‌رسانی فروشگاه از محصولات جدید و دریافت خدمات پس از فروش هستند.

study of customer journey map in electronic bookshops

objective:objective: the purpose of this research was to identify the touchpoints in the customer journey map of electronic bookshops.methodology: this study was an “applied research” and was conducted by analytical-survey method. the statistical population of this research were those who had the experience of purchasing a few books from online bookstores and was included 670 people. documentary research method (library research method) and a survey research questionnaire (a questionnaire) were used to collect the data. finally, using the spss software, data were analyzed. calculation of descriptive statistics indices and reliability were performed by the spss software, and also kolmogorov-smirnov test, binomial distribution test and kruskal-wallis test, and mann-whitney test were conducted by the spss software.findings: the extracted touchpoints were evaluated in three dimensions. finally, 41 touchpoints were divided into three stages: pre-purchase, purchase, and post-purchase. according to the research results, only 10 of these 41 touchpoints were more important from the customers' point of view, which include the following items: 1. touchpoints in the pre-purchase stage include: virtual advertising, high ranking in search engines, reading of comments and ratings of previous customers of the store, popularity and commercial reputation of the store, design of the store website and instructions for using the store website; 2. touchpoints in the purchase stage include: interaction with the support unit of the store, and cash on delivery; and 3. touchpoints in post-purchase stage include: store notification for new products and after-sales service.conclusion: the results of this research showed that identifying and focusing on the touchpoints that customers use in the pre-purchase, purchase and post-purchase stages to communicate with electronic bookshops, allow bookstores to look at their products from the customers' point of view and identify the needs and problems of their customers. also, by reviewing customers' journey map, bookstores can improve their strengths and weaknesses. the purpose of this research was to identify the touchpoints in the customer journey map of electronic bookshops.methodology: this study was an “applied research” and was conducted by analytical-survey method, the statistical population of this research were those who had the experience of purchasing a few books from online bookstores and was included 670 people. the documentary research method (library research method) and a survey questionnaire based was used to collect the data. finally, using the spss software, data were analyzed. calculation of descriptive statistics indices and reliability were performed by the spss software, and also kolmogorov-smirnov test, binomial distribution test and kruskal-wallis test, and mann-whitney test were conducted by the spss software.findings: the extracted touchpoints were evaluated in three dimensions. finally, 41 touchpoints were divided into three stages: pre-purchase, purchase, and post-purchase. according to the research results, only 10 of these 41 touchpoints were more important from the customers’ point of view, which include the following items: 1. touchpoints in the pre-purchase stage include: virtual advertising, high ranking in search engines, reading of comments and ratings of previous customers of the store, popularity and commercial reputation of the store, design of the store website and instructions for using the store website; 2. touchpoints in the purchase stage include: interaction with the support unit of the store, and cash on delivery; and 3. touchpoints in post-purchase stage include: store notification for new products and after-sales service.