مدیریت بازاریابی هوشمند

مدیریت بازاریابی هوشمند

استراتژی‌های احیاء خدمات توسط مشتری برای نارسایی خدمات پلتفرم‌های خود خدمتی

نوع مقاله : مقاله علمی-پژوهشی

نویسندگان
1 دانشیار گروه مدیریت ، دانشکده علوم اجتماعی و اقتصاد دانشگاه الزهرا، تهران، ایران.
2 کارشناسی ارشد مدیریت بازرگانی،دانشکده علوم اجتماعی و اقتصاد دانشگاه الزهرا، تهران، ایران
3 کارشناسی ارشد مدیریت بازرگانی،دانشکده علوم اجتماعی و اقتصاد دانشگاه الزهرا، تهران، ایران.
چکیده
هدف: در پلتفرم‌های خود خدمتی، مشتریان خدمات را بدون کمک کارکنان به دست می‌آورند. این پلتفرم‌ها به دلیل رشد فناوری‌های تلفن همراه رشد زیادی داشته‌اند. هنگامی که مشتریان در استفاده از پلتفرم‌های خود خدمتی دچار مشکل یا نارضایتی شوند، نارسایی خدمات رخ می‌دهد. یکی از راه‌های رفع نارسایی، احیای خدمات توسط مشتریان است که به توانایی افراد برای حل مستقل مسائل یا مشکلاتی که هنگام استفاده از این فناوری‌ها به وجود می‌آید، اشاره دارد لذا هدف این مقاله ارائه استراتژی‌هایی برای احیای نارسایی خدمات پلتفرم‌های خود خدمتی است.

روش: این پژوهش از لحاظ هدف، کاربردی و از لحاظ راهبرد پژوهش، تحلیل تم یا مضمون است و رویکرد مورد استفاده جهت تجزیه و تحلیل و گردآوری اطلاعات، کیفی و اکتشافی است. نمونه این پژوهش شامل افرادی است که از پلتفرم‌های خودخدمتی گردشگری نارضایتی و نارسایی دیده‌اند. حجم نمونه 110 نفر از مشتریان بوده که به صورت تصادفی انتخاب شده‌اند. مصاحبه‎‌های عمیق تا اشباع نظری انجام گرفت و تجزیه و تحلیل داده‌ها در نرم‌افزار مکس کیو دی ای2020 انجام شد.

یافته‌ها و نتیجه‌گیری: پس از پیاده‌سازی مصاحبه‌ها و تحلیل آن‌ها، شش استراتژی احیا توسط مشتری معرفی شد که شامل اتکا به ویژگی‌های شخصی مشتری در حل مسئله، کسب اطلاعات از منابع غیر پلتفرم، ایجاد ارتباط با سایر بازیگران در پلتفرم، انجام اقدامات غیرمعمول، ارتقاء سواد دیجیتالی برای استفاده از امکانات پلتفرم‌ها مانند چت‌بات‌ها و ورود دقیق اطلاعات اولیه است.
کلیدواژه‌ها

موضوعات


عنوان مقاله English

Customer service recovery strategies for service failures on self-service platforms

نویسندگان English

Masoumeh Hosseinzadeh Shahri 1
Parisa Mansouri Nazargholi 2
Maedeh Ghasemi 3
1 Associate Prof., Associate Professor, Department of Management, Faculty of Social Sciences and Economics, Alzahra University Tehran, Iran
2 MSc. of Business Management, Faculty of Social Sciences and Economics, Alzahra University, Tehran, Iran.
3 MSc. of Business Management, Faculty of Social Sciences and Economics, Alzahra University, Tehran, Iran.
چکیده English

Purpose: In self-service platforms, customers obtain goods or services without the assistance of staff. These platforms have grown a lot due to the growth of mobile technologies. Self-service platform service failure occurs when customers experience problems or dissatisfaction in using self-service platforms. One of the ways to address inefficiencies is customer service recovery, which refers to the ability of individuals to independently resolve issues or problems that arise when using these technologies.

Research method: In terms of purpose, this research is applied, and in terms of research strategy, theme or theme analysis, and the approach used to analyze and collect information is qualitative and has an exploratory approach. The sample of this research includes people who have seen dissatisfaction and inadequacy from self-service tourism platforms, in this regard, in-depth interviews were conducted with 110 of these customers who were randomly selected, and data analysis was done in MAXQDA2020 software.

Findings and conclusions: After implementing the interviews and analyzing them, six self-recovery strategies were introduced by the customer, which include the customer's personal characteristics, searching and obtaining information from non-platform sources, establishing connections with other actors on the platform, unusual actions, acquiring knowledge (digital literacy) to use Platform features such as chatbots and basic accuracy in entering information.

کلیدواژه‌ها English

Customer Self -Recovery
Service Recovery
Self-Service Platforms
Service Failure
Ayodeji, Y., Rjoub, H., & Özgit, H. (2023). Achieving sustainable customer loyalty in airports: The role of waiting time satisfaction and self-service technologies. Technology in Society, 72, 102106.https://doi.org/10.1016/j.techsoc.2022.102106.
Boshoff, C., & Staude, G. (2003). Satisfaction with service recovery: Its measurement and its outcomes. South African Journal of Business Management, 34(3), 9-16. https://doi.org/10.4102/sajbm.v34i3.683
Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative research in psychology, 3(2), 77-101. https://doi.org/10.1191/1478088706qp063oa
Wang, C. H., & Wu, C. L. (2022). Bridging the digital divide: the smart TV as a platform for digital literacy among the elderly. Behaviour & Information Technology, 41(12), 2546-2559. https://doi.org/10.1080/0144929X.2021.1934732
Chikazhe, L., Bhebhe, T., Nyagadza, B., Munyanyi, E., & Singizi, T. (2023). The role of self-service technology and graduates’ perceived job performance in assessing university service quality. Quality Assurance in Education, 31(2), 263-280. https://www.emerald.com/insight/0968-4883.htm.
Chiu, Y. T. H., & Nguyen, D. M. (2022). Service failure and self-recovery in tech-based services: self-determination theory perspective. The Service Industries Journal, 42(13-14), 1075-1100.https://doi.org/10.1080/02642069.2022.2104257
Collier, J. E., Breazeale, M., & White, A. (2017). Giving back the “self” in self service: customer preferences in self-service failure recovery. Journal of Services Marketing, 31(6), 604-617.https://doi.org/10.1108/JSM-07-2016-0259.
David-West, B. T. (2022). Digital literacy skills and utilization of online platforms for teaching by LIS educators in universities in Rivers State, Nigeria. International Journal of Knowledge Content Development & Technology, 12(4).https://doi.org/10.5865/IJKCT.2022.12.4.105
Dong, B, Evans, K, R., & Zou, S. (2008). The effects of customer participation in co-created service recovery. Journal of the Academy of Marketing Science, 36(1), 123-137. https://doi.org/10.1007/ s11747-007-0059-8.
Dong, B., Sivakumar, K., Evans, K.R. and Zou, S. (2016), “Recovering coproduced service failures: antecedents, consequences, and moderators of locus of recovery”, Journal of Service Research, Vol. 19 No. 3, pp. 291-306. https://doi.org/10.1177/1094670516630624
D’Zurilla, T. J., Nezu, A. M., &Maydeu-Olivares, A. (2002). Manual for the social problem solving inventory-revised(pp.٢١١-٢٤٤). North Tonawanda, TY: Multi-Health Systems. https://doi.org/10.1037/t05068-000
Dao, H. M, & Theotokis, A. (2021). Self-service technology recovery: The effect of recovery initiation and locus of responsibility. Journal of Interactive Marketing, 54, 25-39. https://doi.org/10.1016/j. intmar.2020.09.001
Etzel, M. J., and Silverman, B. I. (1981). A managerial perspective on directions for retail customer dissatisfaction research. Journal of Retailing. 57, 124–136.
Elliott, T. R., & Marmarosh, C. L. (1994). Problem‐solving appraisal, health complaints, and health‐related expectancies. Journal of Counseling & Development, 72(5), 531-537.https://doi. rg/10.1002/j.1556-6676.1994.tb00987.x
Fan, T., Schwab, A., & Geng, X. (2021). Habitual entrepreneurship in digital platform ecosystems: A time-contingent model of learning from prior software project experiences. Journal of Business Venturing, 36(5), 106140. https://doi.org/10.1016/j.jbusvent.2021.106140
Gao, J., Yao, L., Xiao, X., & Li, P. (2022). Recover from failure: Examining the impact of service recovery stages on relationship marketing strategies. Frontiers in Psychology, 13, 852306.https://doi.org/10.3389/fpsyg.2022.852306
Ul Hassan, M., Iqbal, M. S., & Habibah, U. (2020). Self-service technology service quality: building loyalty and intention through technology trust in Pakistani service sector. Sage Open, 10(2). https://doi.org/10.1177/2158244020924412.
Huang, B., & Philp, M. (2021). When AI-based services fail: examining the effect of the self-AI connection on willingness to share negative word-of-mouth after service failures. The Service Industries Journal, 41(13-14), 877-899. https://doi.org/10.1080/02642069.2020.1748014.
Islam, N, (2023). Factors affecting adoption of self-service E-ticketing technology : A study on heritage sites in Bangladesh. Journals & Books. 9(3). https://doi. rg/10.1016/j.heliyon.2023.e14691.
Jones, T. M. (1991). Ethical decision making by individuals in organizations: An issue-contingent model. Academy of management review, 16(2), 366-395. https://doi.org/10.2307/258867
Kaur, P., Talwar, S., Islam, N., Salo, J., & Dhir, A. (2022). The effect of the valence of forgiveness to service recovery strategies and service outcomes in food delivery apps. Journal of Business Research, 147, 142-157. https://doi.org/10.1016/j.jbusres.2022.04.020.
Kim, S. M., & Oh, J. Y. (2012). Employee emotional response toward healthcare organization’s service recovery efforts and its influences on service recovery performance. Service Business, 6, 297-321. https://doi.org/10.1007/s11628-012-0137-y.
Kotler, P, Keller, K.L. (2014). Marketing Management; Pearson Prentice Hall: Upper Saddle River, NJ, USA,; ISBN 978-0-13-385646-0. 
Kim, H., & So, K. K. F. (2023). The evolution of service failure and recovery research in hospitality and tourism: An integrative review and future research directions. International Journal of Hospitality Management, 111, 103457.https://doi.org/10.1016/j.ijhm.2023.103457.
Kuang, D., Ma, B., & Wang, H. (2022). The relative impact of advertising and referral reward programs on the post-consumption evaluations in the context of service failure. Journal of Retailing and Consumer Services, 65, 102849. https://doi.org/10.1016/j.jretconser.2021.102849.
Kim, H., & Jang, S. S. (2021). Is differential treatment in response to service failures effective? The roles of comparison, loyalty, and scarcity messages. International Journal of Hospitality Management, 95, 102952. https://doi.org/10.1016/j.ijhm.2021.102952.
Lee, W., & Lu, L. (2023). Designing gamified interactions with self-service technology at restaurants. International Journal of Hospitality Management, 113, 103503. https://doi.org/10.1016/j.ijhm.2023.103503.
Liu, X. X., & Chen, Z. Y. (2022). Service quality evaluation and service improvement using online reviews: A framework combining deep learning with a hierarchical service quality model. Electronic Commerce Research and Applications, 54, 101174. https://doi.org/10.1016/j.elerap.2022.101174.
Lee, B., & Cranage, D. A. (2018). Causal attributions and overall blame of self-service technology (SST) failure: Different from service failures by employee and policy. Journal of Hospitality Marketing & Management27(1), 61-84. https://doi.org/10.1080/19368623.2017.1337539
Meuter, M. L., Bitner, M. J., Ostrom, A. L., & Brown, S. W. (2005). Choosing among alternative service delivery modes: An investigation of customer trial of self-service technologies. Journal of marketing, 69(2), 61-83. https://doi:10.2307/30162045.
Mattila, A. S., & Cho, W. (2011). The role of self-service technologies in restoring justice. Journal of Business Research, 64(4), 348-355.https://doi.org/10.1016/j.jbusres.2010.02.014
Mattila, A. S., & Cranage, D. (2005). The impact of choice on fairness in the context of service recovery. Journal of Services Marketing, 19(5), 271-279. https://doi.org/10.1108/08876040510609899
Mostert, P. G., De Meyer, C. F., & Van Rensburg, L. R. J. (2009). The influence of service failure and service recovery on airline passengers' relationships with domestic airlines: an exploratory study. Southern African Business Review, 13(2), 118-140.
Pai, C. K., Wu, Z. T., Lee, S., Lee, J., & Kang, S. (2022). Service Quality of Social Media-Based Self-Service Technology in the Food Service Context. Sustainability, 14(20),13483. https://doi.org/10.3390/su142013483
Rosenbaum, M. S., & Wong, I. A. (2015). If you install it, will they use it? Understanding why hospitality customers take “technological pauses” from self-service technology. Journal of Business Research, 68(9), 1862-1868.https://doi.org/10.1016/j.jbusres.2015.01.014
Runions, K. C., & Bak, M. (2015). Online moral disengagement, cyberbullying, and cyber-aggression. Cyberpsychology, Behavior, and Social Networking, 18(7), 400-405. https://doi.org/10.1089/cyber.2014.0670
Shang, W., Nagappan, M., & Hassan, A. E. (2015). Studying the relationship between logging characteristics and the code quality of platform software. Empirical Software Engineering, 20, 1-27.https://doi.org/10.1007/s10664-013-9274-8
Sun, S., Law, R., & Luk, C. (2022). Tourists’ travel-related information search channels. International Journal of Hospitality & Tourism Administration, 23(2), 149-164. https://doi.org/10.1080/15256480.2020.1727809
Steyn, T, Mostert P, De Meyer C, Van Rensburg L. (2011). The effect of service failure and recovery on airline-passenger relationships: a comparison between South African and United States airline passengers. Journal of Management Policy and Practice. 12 105–115.
Tsekeris, C. (2019). Surviving and thriving in the Fourth Industrial Revolution: Digital skills for education and society. Homo virtualis2(1), 34-42. https://doi.org/ doi:10.12681/homvir.20192.
Wang, X., Wong, Y. D., Sun, S., & Yuen, K. F. (2022). An investigation of self-service technology usage during the COVID-19 pandemic: The changing perceptions of ‘self’and technologies. Technology in society, 70, 102032. https://doi.org/10.1016/j.techsoc.2022.102032.
HU, K. C., LU, M. L., TU, C. Y., & JEN, W. (2013). Applying critical incidents technique to explore the categories of service failure and service recovery for Taiwanese international airlines. Journal of the Eastern Asia Society for Transportation Studies, 10, 2255-2273. https://doi.org/10.11175/easts.10.2255
La, K. V., & Kandampully, J. (2004). Market oriented learning and customer value enhancement through service recovery management. Managing Service Quality: An International Journal, 14(5), 390-401. https://doi.org/10.1108/09604520410557994
Roggeveen, A. L., Tsiros, M., & Grewal, D. (2012). Understanding the co-creation effect: when does collaborating with customers provide a lift to service recovery?. Journal of the Academy of Marketing Science, 40, 771-790. https://doi.org/10.1007/s11747-011-0274-1.
Xu, Y., Hazée, S., So, K. K. F., Li, K. D., & Malthouse, E. C. (2021). An evolutionary perspective on the dynamics of service platform ecosystems for the sharing economy. Journal of Business Research, 135, 127-136. https://doi.org/10.1016/j.jbusres.2021.05.056
Xing, X., Song, M., Duan, Y., & Mou, J. (2022). Effects of different service failure types and recovery strategies on the consumer response mechanism of chatbots. Technology in Society, 70, 102049. https://doi.org/10.1016/j.techsoc.2022.102049.
Zarezadeh, Z. Z., Benckendorff, P., & Gretzel, U. (2023). Online tourist information search strategies. Tourism Management Perspectives, 48, 101140. https://doi.org/10.1016/j.tmp.2023.101140
Zhu, Z., Nakata, C., Sivakumar, K., & Grewal, D. (2013). Fix it or leave it? Customer recovery from self-service technology failures. Journal of Retailing, 89(1), 15-29. https://doi.org/10.1016/j.jretai.2012. 10.004
Zhou chang., & Chang Qian  , (2024). Informational or emotional? Exploring the relative effects of chatbots’ self-recovery strategies on consumer satisfaction, Journal of Retailing and Consumer Services, 78,103779. https://doi.org/10.1016/j.jretconser.2024.103779 

  • تاریخ دریافت 19 مرداد 1403
  • تاریخ بازنگری 17 شهریور 1403
  • تاریخ پذیرش 18 شهریور 1403