توسعه و ارزیابی آنتولوژی دو سویه مشتری و کسب‌و‌کار محور در حوزه مشارکت مشتری در شبکه‌های اجتماعی

نویسندگان

1 دانشکده مهندسی صنایع و سیستم‌ها؛ دانشگاه صنعتی اصفهان،اصفهان، ایران

2 دانشکده مهندسی صنایع و سیستم‌ها؛ دانشگاه صنعتی اصفهان، اصفهان، ایران

چکیده

کسب‌و‌کارهای فعال در شبکه‌های اجتماعی با شناسایی مؤلفه‌های تأثیرگذار بر ابعاد مشارکت مشتریان، تجزیه و تحلیل داده‌های تولیدشده توسط آن‌ها، و فعالیت‌های بازاریابی می‌توانند با به‌دست آوردن درک دقیق‌تری از مشارکت مشتری در شبکه‌های اجتماعی و در نتیجه، تدوین استراتژی‌های مؤثرتر در جذب مشتری در جهت تقویت کسب‌و‌کار خود فعالیت کنند. در این پژوهش هستی‌شناسی مشارکت مشتری در شبکه‌های اجتماعی از منظر نیاز مشتری و الزامات کسب‌وکار با استفاده از مرور نظام‌‌مند ادبیات پژوهش و تحلیل محتوای آن‌ها در دو بعد اصلی ارائه شده است: بعد اول، شناسایی مؤلفه‌ها و زیرمؤلفه‌های مشارکت از منظر مشتری، و بعد دوم دسته‌بندی این زیرمؤلفه‌ها از منظر عملکردی و محتوایی در کسب‌و‌کار به‌صورت «مؤلفه‌های مشارکت از منظر کسب‌و‌کار» به ‌نحوی که یک رابطة دو-سویه بین مشتری و کسب‌و‌کارهای فعال در شبکه‌های اجتماعی ارائه می‌شود. لایة مؤلفه‌های مشارکت از منظر مشتری در سه لایة «رفتاری»، «شناختی» و «عاطفی» ارائه شده است. این مؤلفه‌ها تأثیر تمرکز روی 30 زیرمؤلفه‌ از فعالیت‌های کسب‌و‌کارهای فعال و سایر مشتریان در شبکه‌های اجتماعی روی مشارکت مشتری را اندازه‌گیری می‌کنند. افزون ‌بر آن، زیرمؤلفه‌های مذکور از منظر عملکردی و محتوایی در کسب‌و‌کار، تحت قالب لایة «مؤلفه‌های مشارکت از منظر کسب‌و‌کار» در 7 زیرگروه دسته‌بندی و ارائه شده‌اند: «تبلیغات مبتنی ‌بر ارزش عملکردی»، «محتوا»، «زیبایی‌شناسی و سفارشی‌سازی»، «روان‌شناختی-اجتماعی»، «زمانی و زمینه‌ای»، «تعامل»، و «فناوری». در پایان، هستی‌شناسی پیشنهادی با استفاده از تحقیقات پیمایشی با بهره‌مندی از نظرات کاربران و مشتریان در شبکه‌های اجتماعی مورد ارزیابی قرار گرفته است. در این مرحله با نمونه‌گیری هدفمند و استفاده از یک پرسشنامة آنلاین، مؤلفه‌های مشارکت از منظر کسب‌و‌کار، به‌عنوان شاخص اندازه‌گیری مشترک میان دو دیدگاه مشتری و کسب‌و‌کارمحور ارزیابی شده‌اند. زیرمؤلفه‌های هستی‌شناسی پیشنهادی بر اساس آزمون «فریدمن» پذیرفته شد و نتایج تحلیل آماری نشان می‌دهد که لایه‌های آن با اطمینان 95 درصد همگن هستند و لایة «تبلیغات مبتنی ‌بر ارزش عملکردی» بیشترین تأثیر را در افزایش مشارکت مشتری به‌دنبال دارد.

کلیدواژه‌ها


عنوان مقاله [English]

Development and evaluation of two-sided customer and business-oriented Ontology in the field of customer engagement in social networks

نویسندگان [English]

  • Saba Sareminia 1
  • Fatemeh Amini 2
چکیده [English]

Nowadays businesses by identifying the components affecting the dimensions of customer engagement and mining the data that are produced by customers and with suitable marketing activities can attract more and more customers and eventually have more useful and updated marketing. This research “Ontology of customer engagement in social networks from the perspective of customer needs and business requirements” uses a systematic review of the literature and content analysis that is presented in two main dimensions: “Engagement components from the perspective of customers” and the classification of customer engagement sub-components from a functional and content perspective of business as “Engagement components from a business point of view”. In such a way that a two-sided relationship between the customer and business active in social networks is presented. The layer of customer’s perspective is presented in three layers: “Behavioral”, “Cognitive” and “Emotional”. These components measure the impact of focusing on 30 sub-components of the activities of active businesses and other customers in social networks on customer engagement. Moreover, the layer of a business’s perspective is categorized into 7 sub-groups: “advertisements based on functional value”, “content”, “aesthetics and customization”, “social-psychological”, “temporal and contextual”, “interaction” and “technology”. The proposed ontology has been evaluated using survey research with help of users’ and customers’ opinions on social networks. In this step, by purposeful sampling and using an online questionnaire, the components from a business perspective as a common measurement index between the two existing perspectives were evaluated. The sub-components of the proposed ontology were accepted based on Friedman’s test. The results of statistical analysis show that its layers are homogeneous with 95% confidence and the layer “advertisements based on functional value” has the greatest impact on increasing customer engagement

کلیدواژه‌ها [English]

  • Ontology
  • Customer Engagement
  • Social Network
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