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Assessing the Antecedents and Dimensions of Air Passenger Experience (Case study: Iranian Airlines, Isfahan Airport) | ||
| Interdisciplinary Journal of Management Studies (Formerly known as Iranian Journal of Management Studies) | ||
| دوره 16، شماره 2، تیر 2023، صفحه 411-428 اصل مقاله (1018.68 K) | ||
| نوع مقاله: Research Paper | ||
| شناسه دیجیتال (DOI): 10.22059/ijms.2022.337591.674909 | ||
| نویسندگان | ||
| Narges Rostamian* ؛ Bahram Ranjbarian؛ Arash Shahin؛ Azarnoosh Ansari | ||
| Department of Management, Faculty of Administrative Sciences and Economics, University of Isfahan, Isfahan, Iran | ||
| چکیده | ||
| Though the customer experience and its components are measured to define, the antecedents and dimensions of customer experience require a comprehensive assessment in developing countries such as Iran. For this purpose, 23 in-depth semi-structured interviews were conducted with the passengers of different Iranian airlines. In this attempt, seven dimensions of customer experience were identified – including sensory, emotional, cognitive, recognition, security, novelty, and relationship dimensions – through thematic analysis method. To identify the factors affecting the passenger experience, a list of factors was initially extracted from previous studies. The impact of the ambiance inside the airplane, marketing programs, staff, scheduling, planning and management actions, the scope of passenger choice, and physical facilities were extracted through the fuzzy Delphi method according to 10 experts’ views. The purposed method and the findings therein would contribute to the efforts of researchers and marketing practitioners, airline managers, and travel agencies in identifying the existing challenges in the airline industry besides planning to develop modern airline infrastructure and competitive differentiation. | ||
| کلیدواژه‌ها | ||
| airlines؛ customer experience؛ physical environment؛ sensory experience؛ staff | ||
| عنوان مقاله [English] | ||
| شناسایی عوامل زمینهساز و ابعاد تجربه مسافر (مورد مطالعه: خطوط هواپیمایی ایران، فرودگاه اصفهان) | ||
| نویسندگان [English] | ||
| نرگس رستمیان؛ بهرام رنجبریان؛ آرش شاهین؛ آذرنوش انصاری | ||
| گروه مدیریت، دانشکده علوم اداری و اقتصاد، دانشگاه اصفهان، اصفهان، ایران | ||
| چکیده [English] | ||
| تجربه مشتری به کانون مطالعه در جامعه علمی تبدیل شده است. اگرچه بهمنظور شناسایی مفهوم، تجربه مشتری و مؤلفه‌های آن، اندازه‌گیری میشوند؛ عوامل زمینهساز و ابعاد تجربه مشتری نیاز به یک ارزیابی جامع در کشورهای در حال توسعه و بطور خاص (ایران) دارند. در راستای رسیدن به این هدف، 23 مصاحبه عمیق نیمه ساختار یافته با مسافران خطوط هوایی مختلف ایران انجام میشود. در این مسیر، به روش تحلیل مضمون 7 بعد تجربه مشتری شامل ابعاد حسی، عاطفی، شناختی، بهرسمیت شناخته شدن، امنیت، نو و جدید بودن و رابطهای شناسایی میشوند. برای شناسایی عوامل مؤثر بر تجربه مسافر، در ابتدا فهرستی از عوامل از مطالعات قبلی استخراج شدند. با استفاده از روش دلفی فازی بر اساس نظرات 10 نفر از متخصصان، عوامل محیط داخل هواپیما، برنامههای بازاریابی، کارکنان، زمانبندی، برنامهریزی و اقدامات مدیریتی، گستردگی انتخاب مسافر و امکانات فیزیکی موثر شناخته شدند. روش مورد نظر و یافته‌های آن می‌تواند به محققان و متخصصان بازاریابی، مدیران خطوط هوایی و آژانس‌های مسافرتی در شناسایی چالش‌های موجود در صنعت هواپیمایی و سپس برای برنامهریزی جهت توسعه زیرساخت‌های هواپیمایی به شکل امروزی و ایجاد تمایز رقابتی کمک کند. | ||
| کلیدواژه‌ها [English] | ||
| تجربه حسی, کارکنان, تجربه مشتری, خطوط هوایی, محیط فیزیکی | ||
| مراجع | ||
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آمار تعداد مشاهده مقاله: 787 تعداد دریافت فایل اصل مقاله: 766 |
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