تحلیل ارزش مشارکت مشتری در چرخه عمر رابطه برای شرکت های‌وب

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار گروه مدیریت بازرگانی، دانشگاه علامه طباطبایی، تهران، ایران

2 استادیار گروه مدیریت بازرگانی، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران

3 کارشناس ارشد MBA ، موسسه آموزش عالی نبی اکرم (ص)، تبریز، ایران

چکیده

مشتریان علاوه بر خرید، از روش‌های دیگری هم برای شرکت ایجاد ارزش می‌کنند. امروزه مشارکت مشتری در کانون توجه مدیران شرکت‌ها جهت ایجاد ارزش برای شرکت، قرار دارد. شرکت‌ها با ایجاد انگیزه در مشتری کسب مشارکت مشتری، سبب افزایش طول عمر رابطه مشتری، جذب مشتریان جدید و بهبود محصولات و خدمات خود با کمترین سرمایه گذاری، برای شرکت می‌شوند. در این پژوهش در یک مدل پویا، مولفه‌های ارزش مشارکت مشتری (CLV, CRV, CIV & CKV) در طول چرخه عمر رابطه مورد بررسی قرار گرفت. داده ها از 328 مشترک شرکت های‌وب جمع آوری شد. برای آزمون فرضیه‌های پژوهش از روش آنالیز واریانس به کمک نرم افزار SPSS v.23 استفاده شد. یافته‌های پژوهش نشان می‌دهد که ارزش مشارکت مشتری در طول چرخه عمر رابطه مقدار یکسانی ندارد و در هر کدام از مراحل چرخه عمر (شروع، توسعه، حفظ و کاهش) ارزش متفاوتی را برای شرکت ایجاد می‌شود. مقدار این ارزش در مراحل شروع و کاهش رابطه، حداقل و در مراحل توسعه و حفظ رابطه، حداکثر است.

کلیدواژه‌ها

عنوان مقاله [English]

Analyzing the customer engagement value in the relationship lifecycle: A case study of Hiweb ADSL company subscribers

نویسندگان [English]

  • Abdolhamid Ebrahimi 1
  • Samad Aali 2
  • Hassan Eskandari 3
  • Ali Behrouz Heris 3
1 Associate Professor, Faculty of Management, University of Allameh Tabatabaei, Tehran, Iran
2 Assistant Prof., Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran
3 MSc., MBA, University College of Nabi Akram, Tabriz, Iran
چکیده [English]

Customers not only buy products from a company but also create values for it in other ways. Nowadays, customer engagement is in the center of the attention of corporate executives so as to create value for their company. By motivating the customer and gaining customer engagement, companies increase customer life cycle, attract new customers, and improve their products and services with the least investment. In this research, using a dynamic model, the components of customer engagement value (i.e. CLV, CRV, CIV and CKV) were investigated during the customer lifecycle. The data were collected from 328 subscribers of Hiweb Company. To test the hypotheses, analysis of variance was done using the SPSS v.23 software. According to the findings of the research, the customer engagement value does not remain the same during the customer lifecycle; at each stage of the life cycle (i.e. acquisition, development, retention and attrition), different values are created for the company. This value at the stages of the acquisition and attrition of the relationship is the lowest, while it is the highest at the stages of development and retention of the relationship. 

کلیدواژه‌ها [English]

  • Lifetime value
  • Referral value
  • Influencer value
  • Knowledge value
  • Customer engagement

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کاوش‌های مدیریت بازرگانی
دوره 11، شماره 22
اسفند 1398
صفحه 231-255

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