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Providing a System Dynamics Model to Evaluate Time, Cost, and Customer Satisfaction in Omni-Channel Distribution: A Case Study | ||
Interdisciplinary Journal of Management Studies (Formerly known as Iranian Journal of Management Studies) | ||
دوره 14، شماره 2، تیر 2021، صفحه 291-310 اصل مقاله (957.83 K) | ||
نوع مقاله: Research Paper | ||
شناسه دیجیتال (DOI): 10.22059/ijms.2020.295013.673905 | ||
نویسندگان | ||
Ahad Hosseinzadeh1؛ Hamid Esmaili* 1؛ Roya Soltani2 | ||
1Department of Industrial Engineering, North Tehran Branch, Islamic Azad University, Tehran, Iran | ||
2Department of Industrial Engineering, KHATAM University, Tehran, Iran | ||
چکیده | ||
The shopping experience in Omni-channel distributions is influenced by the physical environment of the buyer, delivery time, and the cost of production to distribution of the goods which have a significant impact on customer loyalty and customer satisfaction. This study presents a system dynamics approach to identify the variables affecting the three aspects of customer satisfaction, cost, and delivery time, as well as the relationships among these variables in omni-channel distribution. By reviewing previous studies and expert opinions identifying important variables, followed by generating different scenarios in the Vensim software, the optimal values of the important variables are estimated. It is observed that by approaching the values of the fourth scenario – increase in the amount of market competitiveness indices, customer referral rate, marketing costs, technology etc. and decrease in the maintenance costs – the highest customer satisfaction and the lowest cost and delivery time can be achieved. | ||
کلیدواژهها | ||
Omni-channel distribution؛ System dynamics؛ Customer satisfaction؛ Cost and delivery time | ||
عنوان مقاله [English] | ||
ارائه یک مدل پویایی سیستم به جهت بررسی زمان، هزینه و رضایتمندی مشتری در کانال های توزیع omni-channel (با مطالعه موردی) | ||
نویسندگان [English] | ||
احد حسین زاده1؛ حمید اسماعیلی1؛ رویا سلطانی2 | ||
1دانشجوی دکتری مهندسی صنایع، دانشکده فنی و مهندسی ، واحد تهران شمال، دانشگاه آزاد اسلامی ، تهران، ایران | ||
2گروه مهندسی صنایع، دانشکده فنی و مهندسی، دانشگاه خاتم، تهران ، ایران | ||
چکیده [English] | ||
تجربه خرید درکانال های omni-channel ، متاثر از محیط فیزیکی خریدران، زمان تحویل و هزینه های تولید تا توزیع کالا میباشد که در وفاداری و سطح رضایت مشتری تاثیر بسزایی دارند. این مقاله به روش پویایی سیستم، مدلی جهت شناسایی متغیرهای تاثیرگذار بر سه مورد رضایت مشتری، هزینه و زمان تحویل، و روابط بین این متغیرها در کانال های توزیعomni channel ارائه کرده،و با بررسی تحقیقات قبلی و نظرات خبرگان متغیرهای مهم را شناسایی، و سپس در نرم افزار ونسیم با ایجاد سناریو های مختلف، مقادیر بهینه متغیر ها را تخمین می زند. مشاهده میشود با نزدیک شدن مقادیر به سناریوی چهارم ،یعنی افزایش در مقدار شاخص های ضریب رقابت بازار، نرخ مراجعه مجدد کاربران ،هزینه های بازاریابی ، تکنولوژی...،و نیز کاهش هزینه نگهداری محصول در مرکز توزیع، میتوان به بهترین استراتژی جهت کسب بالاترین مقدار رضایت مشتری و پایین ترین مقدار هزینه و زمان تحویل کالا، رسید. | ||
کلیدواژهها [English] | ||
Omni-channel, پویایی سیستم, رضایت مشتری, هزینه و زمان تحویل | ||
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