Investigating the Impact of Word of Mouth Advertising on Customer Experience Management in the Dental Equipment Industry Using Fuzzy Analytic Hierarchy Process
الموضوعات :
Shaghayegh Shakiba Tabar
1
(Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran.)
Sina Nematizadeh
2
(Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran.)
Hamidreza Saeednia
3
(Department of Business Management, North Tehran Branch, Islamic Azad University, Tehran, Iran.)
الکلمات المفتاحية: Industrial Market, Fuzzy AHP, Customer Experience Management, Mouth Advertising,
ملخص المقالة :
The present study aimed to investigate and prioritize the impact of word of mouth advertising on customer experience in the dental equipment industry. The conceptual model of the research was developed through interviews with fourteen marketing experts. Then, the categories related to word of mouth advertising including 5 categories of credibility, transparency, brand personality, relationship quality and positive and negative advertising were identified. Also, the categories related to customer experience including 4 main categories of satisfaction with sales staff, satisfaction with environment of sales center, customers’ experience of sales centers and diversity of services were identified through interviews and specialized questionnaires and through AHP technique in the form of a questionnaire distributed among the managers of a dental clinic in Tehran. the results of hierarchical analysis showed that among the main categories, satisfaction with sales staff with a weight of 0.302 was ranked first, customers’ experience of sales centers with a weight of 0.244 was ranked second, diversity of services with a weight of 0.229 was ranked third and satisfaction with the environment of sales centers with a weight of 0.225 was ranked fourth. The results of research on the subcategories showed that in the category of customer satisfaction with the sales unit staff, interaction with the weight of 0.219, in the category of satisfaction with environment of sales center, place of sales centers with a weight of 0.228, in the category of customers’ experience of sales centers, customer emotional experience with a weight of 0.251, and in the category of service diversity, after-sales service with a weight of 0.237 had the highest priority from the respondents’ point of view. The results showed that dental equipment sales centers should prioritize categories such as interaction, store place, customers' emotional experience, and after-sales service in their programs.
Angel, T. O. S. (2014). A study of omni-channel retailing: The impact of integration quality on omni-satisfaction and omni-loyalty in apparel retail business. The Hong Kong Polytechnic University. The Hong Kong Polytechnic University. Retrieved from http://www. americanbanker.com/issues/179_124/which- city-is-the-next-big-fintech-hub-new-york- stakes-its-claim-1068345-1.html
APJII. (2015). Profil pengguna internet indonesia 2014. Jakarta: Puskakom UI.
Blackwell, R. D., Miniard, P. W., & Engel, J. F. (2012). Consumer behavior. Singapore: Cengage Learning Asia Pte Ltd.
Brynjolfsson, E., Hu, Y. J., & Rahman, M. S. (2013). Competing in the age of omnichannel retailing. MIT Sloan Management Review, 54(4), 23-29.
Carroll, D., & Guzman, I. (2015). The new omni- channel approach to serving customers: Strategy implications for communication service providers.
Carvalho, J. L. G., & Campomar, M. C. (2014). Multichannel at retail and omni-channel: Challenges for marketing and logistics. Business and Management Review, 4(3), 103-113.
Chaffey, D. (2011). E-business and e-commerce management: Strategy, management, and application (5th ed.). London: Prentice-Hall, Inc
Changchit, C., Cutshall, R., & Loreta, S. (2014). Shopping cart abandonment: Indonesian perspectives.
Cornish, L. S., & Moraes, C. (2015). The impact of consumer confusion on nutrition literacy and subsequent dietary behavior. Psychology and Marketing, 32(5), 558-574. http://doi. org/10.1002/mar
Criteo. (2015). State of mobile commerce: Apps and cross-device lead mobile business. Retrieved from http://www.criteo.com/media/3720/criteo- state-of-mobile-commerce-q4-2015-jp.pdf
Danaeifard, H., Alvani, S.M. & Azar, A. (2013), Qualitative Research Methodology in Management, Tehran Eshraghi Publications, First Edition.
Diallo, M. F. (2012). Effects of store image and store brand price-image on store brand purchase intention: Application to an emerging market. Journal of Retailing and Consumer Services, 19(3), 360-367.
Eydi, A., Farughi, H., abdi, F. (2016). A Hybrid Method Based on Fuzzy AHP and VIKOR for the Discrete Time-Cost-Quality Trade-off Problem. Journal of Optimization in Industrial Engineering, 9(19), 105-116. doi: 10.22094/joie.2016.208
Eydi, A., Farughi, H., abdi, F. (2016). A Hybrid Method Based on Fuzzy AHP and VIKOR for the Discrete Time-Cost-Quality Trade-off Problem. Journal of Optimization in Industrial Engineering, 9(19), 105-116. doi: 10.22094/joie.2016.208
Holmlund, M. & et all.(2020).Customer experience management in the age of big data analytics: A strategic framework, Journal of Business Research, 116, 356-365.
Hosseini, Y.; Rahmani, S. (2012), The Impact of Internal Marketing on Organizational Performance in Travel Services Companies in Tehran Using Structural Equation Modeling, Quarterly Journal of Modern Marketing Research, Second Year, First Issue, pp. 111-128.
Jena, R., Pradhan, B., Beydoun, G., (2020). Earthquake vulnerability assessment in Northern Sumatra province by using a multi-criteria decision-making model. International Journal of Disaster Risk Reduction 46, 101518. https://doi.org/ 10.1016/j.ijdrr.2020.101518.
Khaki, G. (2003), Research Method with Dissertation Approach, Fifth Edition, Tehran, Bazetab Publications
Kurttila, M., Pesonen, M., Kangas, J., & Kajanus, M. (2000). Utilizing the analytic hierarchy process Ž AHP in SWOT analysis a hybrid method and its application to a forest certification case. Forest Policy and Economics, 1, 41–52.
Malczewski, J., Liu, X., (2014). Local ordered weighted averaging in GIS-based multicriteria analysis. Annals of GIS 20 (2), 117–129. https://doi.org/10.1080/ 19475683.2014.904439.
Mohammadpour, A . (2010), Fararoosh: Philosophical and Practical Foundations of Combined Research Methods in Social Sciences, Tehran Sociologists Publications.
Mohammadpour, A. (2013), Qualitative Research Method versus Method 2: Steps and Practical Procedures in Qualitative Methodology, Tehran Sociologists Publications.
Nielsen, N. V. (2014). E-commerce: Evolution or revolution in the fast-moving consumer goods world. nngroup. Com
Noven Castillo, C. and et all. (2017). Appropriate criteria set for personnel promotion across organizational levels using analytic hierarchy process (AHP), International Journal of Production Management and Engineering, 5(1), 11-22.
Panchal,S., Shrivastava,A. K. (2022).Landslide hazard assessment using analytic hierarchy process (AHP): A case study of National Highway 5 in India, Ain Shams Engineering Journal, 13(2), 1-11.
Roggeveen, A. L. , Rosengren,S. (2022).From customer experience to human experience: Uses of systematized and non-systematized knowledge, Journal of Retailing and Consumer Services, 67, 102967.
Saaty, T. L. (1977). A scaling method for priorities in hierarchical structures. Journal of Mathematical Psychology, 15(3), 234–281.
Saaty, T. L. (1980). The analytic hierarchy process. New York: McGraw-Hill
Schiffman, L. G., & Wisenblit, J. (2015). Consumer behavior (11th ed.). Boston: Pearson Education Limited.
Shadmaan S., Ibne Islam A., (2021).Estimation of earthquake vulnerability by using analytical hierarchy process , Natural Hazards Research,Volume 1, Issue 4,2021, 153-160.
Shadmaan, Md.S., Islam, Md.A.I.,(2021) Estimation of earthquake vulnerability by using analytical hierarchy process, Natural Hazards Research, https://doi.org/10.1016/j.nhres.2021.10.005
Solomon, M. R. (2013). Consumer behavior: Buying, having, and being (10th ed.). Boston: Pearson Education
Tabatabai, S. V.; Akhavan, N. (2010), A Study of the Relationship between Internal Marketing and Service Quality: A Case Study of Keshavarzi Bank, National Conference on Management and Leadership Challenges in Iranian Organizations, Islamic Azad University, Isfahan Science and Research Branch.
Tewabe Melkamu Fentahun, Murugesan Bagyaraj, Melkamu Adimaw Melesse, Tesfaye korme,(2021) Seismic hazard sensitivity assessment in the Ethiopian Rift, using an integrated approach of AHP and DInSAR methods, The Egyptian Journal of Remote Sensing and Space Science,24(3)2021,735-744,doi: doi.org/10.1016/j.ejrs.2021.05.001.
Tyrväinen,O., Karjaluoto, H. & Saarijärvi,H. (2020).Personalization and hedonic motivation in creating customer experiences and loyalty in omnichannel retail, Journal of Retailing and Consumer Services,57, https://doi.org/10.1016/j.jretconser.2020.102233.
