مدیریت بازاریابی هوشمند

مدیریت بازاریابی هوشمند

بازنویسی نقشه سفر مشتری با تلفیق ابزارهای هوش مصنوعی و شبکه اجتماعی

نوع مقاله : مقاله علمی-پژوهشی

نویسندگان
1 گروه علمی مدیریت فناوری اطلاعات، واحد قزوین، دانشگاه آزاد اسلامی، قزوین، ایران.
2 گروه علمی مدیریت بازرگانی، واحد قزوین، دانشگاه آزاد اسلامی، قزوین، ایران.
چکیده
در دنیای رقابتی امروز تمام شرکت ها به دنبال بهترین روش برای جذب، نگهداری و بالا بردن رضایت مشتری هستند، برای این منظور از نقشه سفر مشتری استفاده می کنند. نقشه سفر مشتری یک نمایش بصری از رویدادها، نقاط تماس مشتری با شرکت، احساسات، نقاط درد مشتری است. با وجود مقالات زیادی که در مورد نقشه سفر مشتری مطرح شده هنوز مدل یکپارچه و جامعی وجود ندارد. با توجه به گستردگی هوش مصنوعی و شبکه های اجتماعی سازمانی موفق است که از این قابلیت ها استفاده کند. مقالات زیادی در مورد نقش ابزارهای هوش مصنوعی و شبکه های اجتماعی روی نقشه سفر مشتری وجود دارد. با وجود این مدل واضحی که به طور هم زمان به بررسی شبکه های اجتماعی و ابزارهای هوش مصنوعی در مراحل نقشه سفر مشتری بپردازد وجود ندارد. در این مقاله به ارایه یک مدل مفهومی از نقشه سفر مشتری که شامل ابزارهای هوش مصنوعی و شبکه های اجتماعی در هر مرحله از نقشه سفر است می پردازیم. برای این کار ابتدا به مرور سیستماتیک ادبیات و تحلیل مضمون 50 مقاله می پردازیم. نتیجه این تحقیق، مدل نقشه سفری را به خواننده ارایه می دهد که جامع تر از مدل های دیگر است و شامل ابزارهای هوش مصنوعی و شبکه های اجتماعی نیز می باشد.
کلیدواژه‌ها

موضوعات


عنوان مقاله English

Rewriting the Customer Journey Map by Combining Artificial Intelligence Tools and Social Networks

نویسندگان English

Negar Ghaem Maghami 1
Mohammad Reza Sanae 1
Ahmad Rah Chamani 2
1 Department of Information Technology Management, Qa .c.,Islamic Azad University, Qazvin, Iran.
2 Department of Business Management, Qa .c., Islamic Azad university, Qazvin, Iran.
چکیده English

In today's competitive world, all companies are looking for the best way to attract, retain and increase customer satisfaction, and for this purpose they use the customer journey map. The customer journey map is a visual representation of events, customer contact points with the company, emotions, and customer pain points. Despite the many articles that have been proposed about the customer journey map, there is still no unified and comprehensive model. Given the breadth of artificial intelligence and social networks, a successful organization is one that uses these capabilities. There are many articles about the role of artificial intelligence tools and social networks on the customer journey map. Despite this, there is no clear model that simultaneously examines social networks and artificial intelligence tools in the stages of the customer journey map. In this article, we present a conceptual model of the customer journey map that includes artificial intelligence tools and social networks at each stage of the journey map. For this purpose, we first systematically review the literature and analyze the content of 50 articles. The result of this research provides the reader with a journey map model that is more comprehensive than other models and also includes artificial intelligence tools and social networks.

کلیدواژه‌ها English

Customer Journey Map
Artificial Intelligence
Social Network 
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  • تاریخ دریافت 16 اردیبهشت 1403
  • تاریخ بازنگری 05 خرداد 1404
  • تاریخ پذیرش 12 خرداد 1404