سامانه مدیریت نشریات علمی دانشگاه یزد

ابراهیمی, عبدالحمید, عالی, صمد, اسکندری, حسن, بهروزهریس, علی. (1398). تحلیل ارزش مشارکت مشتری در چرخه عمر رابطه برای شرکت های‌وب. کاوش‌نامه زبان و ادبیات فارسی, 11(22), 231-255. doi: 10.22034/jbar.2020.1581
عبدالحمید ابراهیمی; صمد عالی; حسن اسکندری; علی بهروزهریس. "تحلیل ارزش مشارکت مشتری در چرخه عمر رابطه برای شرکت های‌وب". کاوش‌نامه زبان و ادبیات فارسی, 11, 22, 1398, 231-255. doi: 10.22034/jbar.2020.1581
ابراهیمی, عبدالحمید, عالی, صمد, اسکندری, حسن, بهروزهریس, علی. (1398). 'تحلیل ارزش مشارکت مشتری در چرخه عمر رابطه برای شرکت های‌وب', کاوش‌نامه زبان و ادبیات فارسی, 11(22), pp. 231-255. doi: 10.22034/jbar.2020.1581
ابراهیمی, عبدالحمید, عالی, صمد, اسکندری, حسن, بهروزهریس, علی. تحلیل ارزش مشارکت مشتری در چرخه عمر رابطه برای شرکت های‌وب. کاوش‌نامه زبان و ادبیات فارسی, 1398; 11(22): 231-255. doi: 10.22034/jbar.2020.1581

تحلیل ارزش مشارکت مشتری در چرخه عمر رابطه برای شرکت های‌وب

کاوش‌های مدیریت بازرگانی
مقاله 10، دوره 11، شماره 22، اسفند 1398، صفحه 231-255    اصل مقاله (721.31 K)
نوع مقاله: مقاله پژوهشی
شناسه دیجیتال (DOI): 10.22034/jbar.2020.1581
نویسندگان
عبدالحمید ابراهیمی1؛ صمد عالی* 2؛ حسن اسکندری3؛ علی بهروزهریس3
1دانشیار گروه مدیریت بازرگانی، دانشگاه علامه طباطبایی، تهران، ایران
2استادیار گروه مدیریت بازرگانی، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران
3کارشناس 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
ارزش طول عمر؛ ارزش ارجاع؛ ارزش اثرگذاری؛ ارزش دانش؛ مشارکت مشتری
عنوان مقاله [English]
Analyzing the customer engagement value in the relationship lifecycle: A case study of Hiweb ADSL company subscribers
نویسندگان [English]
Abdolhamid Ebrahimi1؛ Samad Aali2؛ Hassan Eskandari3؛ Ali Behrouz Heris3
1Associate Professor, Faculty of Management, University of Allameh Tabatabaei, Tehran, Iran
2Assistant Prof., Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran
3MSc., 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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