مهندسی سیستم و بهره‌وری

مهندسی سیستم و بهره‌وری

طراحی مدل ارزیابی کیفیت خدمات سفارشی‌سازی‌شده با رویکرد تحلیل استراتژی‌ها و شناسایی چالش‌های اجرایی

نوع مقاله : پژوهشی

نویسندگان
دانشکده مهندسی صنایع، دانشگاه صنعتی خواجه نصیرالدین طوسی، تهران، ایران
چکیده
در عصر حاضر، سفارشی‌سازی خدمات از یک مزیت رقابتی انتخابی به یک ضرورت حیاتی برای بقای سازمان‌ها تبدیل شده است. بااین‌حال، مرور نظام‌مند ادبیات نشان می‌دهد که الگویی مدون برای ارزیابی کیفیت خدمات در شرایط سفارشی‌سازی شده وجود ندارد و فقدان چارچوبی که هم‌زمان کیفیت بالا و انطباق با نیازهای منحصربه‌فرد مشتری را پوشش دهد، به‌عنوان خلأ پژوهشی اصلی احساس می‌گردد. هدف این پژوهش، طراحی مدلی جامع برای ارزیابی کیفیت خدمات سفارشی‌سازی‌شده به‌منظور تحلیل استراتژی‌های موجود و شناسایی چالش‌های اجرایی سازمان‌ها می‌باشد. این پژوهش کاربردی و توصیفی-تحلیلی با رویکرد پیمایشی است. جامعه آماری مشتریان فعال در پلتفرم‌های تجارت الکترونیک بوده و. روش نمونه‌گیری در این پژوهش از نوع غیرتصادفی هدفمند است. تعیین حجم نمونه بر اساس قاعده‌ی سرانگشتی رایج در پژوهش‌های مبتنی بر مدل‌سازی معادلات ساختاری صورت گرفته است. ابزار گردآوری داده‌ها، پرسشنامه محقق ساخته بود که روایی محتوا و پایایی (آلفای کرونباخ 845/0) آن تأیید شد. داده‌ها با آزمون کلموگروف-اسمیرنوف و رگرسیون خطی چندگانه به روش گام‌به‌گام تحلیل شد. همچنین برای تأیید اعتبار مدل از روش معادلات ساختاری با نرم‌افزار SmartPLS استفاده گردید. یافته‌های روش معادلات ساختاری نشان داد از میان ۱۱ شاخص شناسایی‌شده، «آگاهی از انتظارات مشتری» و «مدیریت قوی سازمانی» بیشترین نقش را در پیش‌بینی کیفیت خدمات سفارشی‌سازی‌شده دارند. همچنین کلیه ابعاد یازده‌گانه تأثیر معناداری بر متغیر وابسته نشان دادند. نتایج این مطالعه می‌تواند مبنایی برای تدوین راهبردهای عملیاتی در سازمان‌های خدماتی جهت تحقق هم‌زمان کیفیت بالا و سفارشی‌سازی اثربخش قرار گیرد.

تازه های تحقیق

  • مدلی جامع کیفیت خدمات سفارشی‌سازی‌شده را ارزیابی می‌کند.
  • آگاهی از انتظارات مشتری و مدیریت قوی سازمانی قوی‌ترین پیش‌بین‌ها هستند.
  • تمامی یازده شاخص تأثیر مثبت و معنادار بر کیفیت خدمات سفارشی‌سازی‌شده دارند.
  • چارچوب پیشنهادی راهنمای عملی برای تعادل کیفیت و سفارشی‌سازی اثربخش است.

کلیدواژه‌ها
موضوعات

عنوان مقاله English

Designing a Customized Service Quality Evaluation Model with an Approach to Strategy Analysis and Identifying Implementation Challenges

نویسندگان English

Nasser Safaie
Mohammad-Moein Esfahaniyan
Faculty of Industrial Engineering, K. N. Toosi University of Technology, Tehran, Iran
چکیده English

In the present era, the service customization has transformed from an optional competitive advantage into a vital necessity for the survival of organizations. However, a systematic review of the literature indicates that no codified model exists for evaluating service quality under customized conditions, and the absence of a framework that simultaneously addresses high quality and adaptation to customers’ unique needs is perceived as the primary research gap. The aim of this research is to design a comprehensive model for evaluating the quality of customized services in order to analyze existing strategies and identify the operational challenges faced by organizations. This applied and descriptive-analytical study employs a survey approach. The statistical population consists of active customers on e-commerce platforms, and the sampling method used in this research is non-random purposive sampling. The sample size was determined based on the common rule of thumb in research employing structural equation modeling. The data collection instrument was a researcher-developed questionnaire whose content validity and reliability (Cronbach’s alpha = 0.845) were confirmed. The data were analyzed using the Kolmogorov-Smirnov test and multiple linear regression via the stepwise method. Furthermore, structural equation modeling with SmartPLS software was employed to validate the model. The findings of the structural equation modeling method revealed that, among the eleven identified indicators, “awareness of customer expectations” and “strong organizational management” play the greatest role in predicting the quality of customized services. Moreover, all eleven dimensions demonstrated a significant effect on the dependent variable. The results of this study can serve as a basis for formulating operational strategies in service organizations aimed at simultaneously achieving high quality and effective customization.

کلیدواژه‌ها English

Customized Service Quality
Strategy Analysis
Implementation Challenges
Stepwise Regression
Evaluation Model

Copyright © Nasser Safaie, Mohammad-Moein Esfahaniyan

 

License

This article is released under the Creative Commons Attribution (CC BY 4.0) license. Anyone is free to copy, share, translate, and adapt this article for any purpose, whether commercial or non-commercial, as long as proper citation is given to the authors and original publication.

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