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طراحی نقشه سفر برنامه‌ریزی‌شده مشتریان خدمات مبتنی بر موبایل (نمونه‌پژوهی: بانک ملت) | ||
| مدیریت بازرگانی | ||
| مقاله 7، دوره 12، شماره 1، 1399، صفحه 116-142 اصل مقاله (1.89 M) | ||
| نوع مقاله: مقاله علمی پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22059/jibm.2018.268675.3306 | ||
| نویسندگان | ||
| غلامرضا جندقی* 1؛ محمد رحیم اسفیدانی2؛ شهریار محسنین3؛ حمیدرضا یزدانی4؛ مسعود کیماسی2 | ||
| 1استاد، گروه مدیریت دولتی، دانشکده مدیریت و حسابداری، پردیس فارابی دانشگاه تهران، قم، ایران. | ||
| 2استادیار، گروه مدیریت، دانشکده مدیریت، دانشگاه تهران، تهران، ایران. | ||
| 3دانشجوی دکتری، گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، پردیس فارابی دانشگاه تهران، قم، ایران | ||
| 4استادیار، گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، پردیس فارابی دانشگاه تهران، قم، ایران. | ||
| چکیده | ||
| هدف: نقشه سفر مشتری، یکی از رویکردهای جدید در بررسی تجربه مشتریان از خدمات ارائه شده است که در دهه گذشته توجه بسیاری از پژوهشگران و مدیران اجرایی را به خود جلب کرده است. با توجه به اهمیت موضوعی نقشه‌برداری سفر مشتری، برای بررسی جامع تجربه مشتریان (قبل، حین و بعد از خرید) دو دیدگاه وجود دارد که در این پژوهش به‌منظور ایجاد بستر دانشی در حوزه تجربه مشتری در سازمان ارائه‌دهنده خدمت، الگویی با هدف شناسایی نقاط تماس و تجربه مشتریان و ترسیم آنها در قالب نقشه سفر برنامه‌ریزی‌شده مشتری، به‌عنوان نقشه هدفی که مشتری آن را طی خواهد کرد، ارائه شده است. روش: در رویکرد کیفی این پژوهش که از نوع مطالعه چندموردی است، از روش خرید نامحسوس، مصاحبه با خبرگان و اسناد مرتبط برای جمع‌آوری اطلاعات استفاده شده است. یافته‌ها: نتایج تحلیل در قالب نقشه سفر برنامه‌ریزی‌شده همراه بانک و همراه پلاس ملت، پس از شناسایی نقاط درد و تماس در مراحل مختلف سفر مشتری نظیر تجربه قبلی، آگاهی و اطلاع‌رسانی، جست‌وجو، ترغیب، اقدام، به‌کارگیری خدمت و بعد از خدمت (بارخورد و ارزیابی، تسهیم تجربه و حمایت)، در قالب سه نوع تجربه کلی شامل تجربه خدمات (تجربه تراکنشی ـ مالی، تعاملی ـ غیرمالی، کیف پول و سپان)، تجربه فنی و تجربه بصری دسته‌بندی و ترسیم شد. نتیجه‌گیری: نقشه سفر برنامه‌ریزی به مشتری کمک کرد تا شرکت ارائه‌دهنده خدمت بتواند با شناسایی نقاط درد خدمت طراحی شده، در قالب مسیرهای اصلی استخراج شده، با تمرکز بر نقاط تماس برای بهبود سیستم فعلی، چه در مراحل قبل از خدمت‌رسانی به مشتری، چه در مراحل حین خدمت (بهبود خدمات ارائه‌شده) و چه در بهبود فرایندهای درگیرسازی مشتری و برند در بعد از درگیرشدن مشتری با سیستم، برنامه‌ریزی واحدی داشته باشد. | ||
| کلیدواژه‌ها | ||
| مدیریت تجربه مشتری؛ نقشه سفر مشتری؛ سفر برنامه‌ریزی‌شده؛ همراه بانک؛ بانک ملت | ||
| عنوان مقاله [English] | ||
| Developing a Planned Journey Map of Banking Mobile Services Users (Case Study: Mellat Bank) | ||
| نویسندگان [English] | ||
| Gholamreza Jandaghi1؛ Mohammad Rahim Esfidani2؛ Shahryar Mohsenin3؛ Hamid Reza Yazdani4؛ Masoud Keimasi2 | ||
| 1Department of Public Administration, Faculty of Accounting and Management, Farabi Campus, University of Tehran, Qom, Iran. | ||
| 2Assistant Prof., Department of Public Administration, Faculty of Management, University of Tehran, Tehran, Iran. | ||
| 3Ph.D. Candidate, Department of Business Management, Faculty of Accounting and Management, Farabi Campus, University of Tehran, Qom, Iran. | ||
| 4Assistant Prof., Department of Business Management, Faculty of Accounting and Management, Farabi Campus, University of Tehran, Qom, Iran. | ||
| چکیده [English] | ||
| Objective Given that the customers’ experience in each industry, service and communication channel is unique and special, this study aims at identifying and examining the strengths and weaknesses of the existing models in the developing customers’ experimental map based on develment of journey map model planned on mobile service users. In this study, in order to create knowledge background in the field of customer experience in the service provider organization, a model is proposd which aims to identify customer contact and experience points and drawing them in the form of customer-planned journey map, as a goal map for the customer. Methodology The paradigm of the present research is interpretive. From the audience’s point of view, this grounded study is considered applied in nature. This research is qualitative based on analogy. The data collection in this field study is done using qualitative case study. The qualitative part of this study is descriptive-exploratory in terms of purpose. The present study is among cross-sectional studies. The case study is semi-structured and the context of the phenomenon under study is assumed to be fixed in Iran. Based on the the purpose of the preent study (planned journey map), mystery shopping method is used for data analysis; after collecting the data, the researcher's experimental observation technique, content analysis o and interviews were analyzed using Maxqda software after codification. Findings After identifying pain and contact points in different stages of the customer’s journey including previous experience, awareness and information, search, persuasion, taking action, use of service and after service (feedback and evaluation, sharing experience and support), the results of the analysis of the planned journey map on Mellat Bank and Mellat Plus applications were classified and drawn in the form of 3 general experiences including service experience (transaction-financial experience, non-financial interaction, e-wallet, deposit), technical experience and visual experience. Conclusion This study developed a framework for customer’s journey map in the form of a planned journey map to draw customer’s experience from the perspective of service provider. This framework uses product usability test and mystery shopping technique in order to achieve the designed experience by the organization. The most important differences between the planned journey map and the common methods are: 1) the systematic nature of the approach, taking into account all phases and stages of the customer’s experience, especially the past experiences from the previous version of the application; 2) focusing on pain points as well as good and bad experiences of working with the designed product; 3) focusing on the out-of-service contact points through different phases and steps; 4) focusing on the customer’s feelings of the service provided from the perspective of the organization; 5 ) identifying systematic deviations in the service providing process from the customer’s experience perspective; and 6) helping the qualitative development of the services provided considering the dynamics of the customers’ experience. The customer’s journey plan can help the organization increase its knowledge of how to provide services. Prior to providing any unplanned service, all customers’ journey maps must be completed to minimize deviations. In the proposed model, the start and end points are presented in each phase and path are provided in order to reach the map during the service as well as before and after the service. The organizations can visualize their planned journey map considering the type of product or service and the process defined according to the customer. At the same time, given the unique experience of each organization, the steps and contact points must be extracted qualitatively. | ||
| کلیدواژه‌ها [English] | ||
| Customer experience management, Customer journey mapping, Planned journey, Mobile Bank, Mellat Bank | ||
| مراجع | ||
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حسنقلی پور، طهمورث؛ خانلری، امیر؛ غریبی، محیالدین (1396). مطالعه شبکه‌نگاری برای شناسایی ابعاد زمینه‌ای تجربه مشتریان خدمات صنعت بانکداری. مدیریت بازرگانی، 9 (2)، 259-270. شاپرک (1397). گزارش اقتصادی شاپرک. تهران: شرکت شبکه الکترونیکی پرداخت کارت، شماره 41، آبان.
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