تحلیلی بر پیش آیندها و پس آیندهای انتقام الکترونیک مشتریان: رویکرد داده بنیاد

نوع مقاله : علمی

نویسندگان

1 عضو هیات علمی گروه مدیریت دانشگاه شیراز

2 عضو هیات علمی گروه مدیریت/دانشگاه غیر انتفاعی زند شیراز

10.22080/jem.2024.23434.3736

چکیده

فراگیرتر شدن اینترنت در عصر جدید و استفاده روزافزون مشتریان از این ابزار برای تحقق نیازها، تعامل و گاه انتقام‌جویی از شرکت-ها به موضوع مهمی برای شرکت‌ها تبدیل شده است. هدف این پژوهش، شناسایی پیش‌آیند‌ها و پس آیندهای انتقام الکترونیک مشتریان در صنعت هتل داری و به تصویر کشیدن رابطه بین آن‌ها در قالب چارچوب مفهومی می‌باشد. پژوهش حاضر، از استراتژی داده بنیاد، استفاده کرده و جامعه آماری آن مشتریان شاکی هتل‌های داخلی و کلیه پژوهش‌های داخلی و خارجی انجام‌شده ﭘﯿﺮاﻣﻮن انتقام‌گیری مشتری در صنایع خدماتی و به‌ویژه صنعت هتلداری است که برای انتخاب مشتریان شاکی از مصاحبه و حد نمونه‌گیری بر اساس قاعده اشباع نظری استفاده شد. پس از تحلیل مضمون و کدگذاری ادبیات پژوهش و نتایج مصاحبه‌ها، 59 کد غیرتکراری استخراج شد که در قالب مقوله‌های علی، زمینه‌ساز، مداخله‌گر، محوری، راهبرد و پیامد، چارچوب نظری مدل انتقام‌گیری الکترونیک مشتری ترسیم شد. نتایج نشان داد که  توجه به عوامل علّی، زمینه‌ای و مداخله‌گر و مرتفع نمودن آن‌ها به مدیران و صاحبان هتل‌ها و شرکت‌ها کمک می‌کنند تا رضایت مشتریان و سودآوری خود را افزایش دهند.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

An Analysis of Antecedents and Consequences of Electronic Customer Revenge: Grounded Theory Approach

نویسندگان [English]

  • Abolghasem Ebrahimi 1
  • Nazanin Masoudi 2
1 Department of Management/School of Economics, Management and Social Sciences/ Shiraz University/ Shiraz/ IRAN
2 Faculty Member/Management Group/ Zand Institute of Higher Education
چکیده [English]

The pervasiveness of the Internet in the new age and the increasing access of customers to electronic facilities in an interaction with companies acts like a double-edged sword. Service industries through this tool increase the quality, speed and diversity of their communication with customers, and customers also use this tool to meet the needs, interaction and sometimes taking revenge of companies. The aim of this study is to identify the antecedents and consequences of electronic revenge of customers in the hotel industry via grounded theory approach. This pragmatic research is a cross-sectional time horizon research and its statistical population is encompassing complaining customers of domestic hotels (using an interview approach and a questionnaire) and all domestic and international researches conducted on various aspects of customer retaliation in service industry and especially hotel industry. Findings of grounded theory approach, via open, Axial and selective coding approach, shows that there are 59 non-duplicate conceptual codes that are fallen into six categories including causal, contextual, intervening, Axial, action / reaction, and consequential categories.

کلیدواژه‌ها [English]

  • Customer Revenge
  • Customer Electronic Revenge
  • Grounded theory
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