طراحی الگوی خدمات پس از فروش در کلاس جهانی با رویکرد ترکیبی مدل‌یابی ساختاری تفسیری- دلفی فازی (مورد مطالعه: صنعت گاز مایع ایران)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانش آموخته دکتری مدیریت صنعتی، دانشگاه آزاد اسلامی واحد تهران جنوب، تهران، ایران

2 استاد دانشگاه تربیت مدرس، دانشکده اقتصاد و مدیریت، تهران، ایران

3 دانشیار دانشگاه آزاد اسلامی واحد تهران جنوب، تهران، ایران

4 استادیار دانشگاه آزاد اسلامی واحد تهران جنوب، تهران، ایران

چکیده

بسیاری از صنایع در مورد ویژگی‌های خدمات پس از فروش و تاثیر آن در رابطه با رضایت مشتری آگاهی ندارند. مشتریان ناامید به منظور رقابت بهتر خدمات پس از فروش به رقبا تبدیل شده‌اند. به دلیل شرایط خاص صنعت گاز مایع(LPG)(برداشت، تحویل، حمل و نقل، بارگیری، استانداردسازی و ...)، محققین در حوزه خدمت رسانی به مشتریان نظرات متفاوتی دارند. از این حیث، پژوهش حاضر با هدف طراحی یک الگوی مناسب خدمات پس از فروش در صنعت گاز مایع ایران نگارش شده است. از ترکیب روش دلفی فازی و مدل سازی ساختاری- تفسیری با رویکرد محتوایی در طراحی این مدل استفاده شده است. از آنجایی که این روش بر مینای نظر خبرگان می باشد، از نظرات مدیران و کارشناسان درگیر در حوزه صنعت گاز مایع ایران که شامل 10 نفر بودند استفاده شد. در این پژوهش برای غربال­گری شاخص ها از روش دلفی فازی استفاده شد که از بین 20 شاخص شناسایی شده، تنها 3 شاخص میانگین دی فازی شده آنها کمتر از 0.7 بود و 17 شاخص اصلی در این صنعت شناسایی شدند. سپس در ادامه برای خوشه بندی مولفه های شناسایی شده از مدل سازی ساختاری- تفسیری (ISM) و تحلیل MICMAC استفاده شد. پس از تحلیل داده ها، متغیرها در شش سطح مختلف طبقه بندی شدند و با توجه به روابط گرافISM  ترسیم شد. پس از تحلیلMICMAC  متغیرها در سه گروه متغیرهای مستقل یا کلیدی، پیوندی و وابسته قرار گرفتند و هیچ متغیری در گروه متغیرهای خودگردان قرار نگرفت. نتایج پژوهش در تعیین روابط بین متغیرها و نوع متغیرها می تواند به درک بهتر موضوع و اتخاذ تصمیمات مناسب در شناسایی شاخص های خدمات پس از فروش کمک نماید. توجه روی شاخص های قابلیت اطمینان، واکنش پذیری، کیفیت تعاملات، نمایندگی‌ها و زمانبندی بازدیدها با توجه به خروجی مدل ساختاری نشان از اثرگذاری این شاخص‌ها در حوزه خدمات و در صنعت گاز مایع دارند.

کلیدواژه‌ها


عنوان مقاله [English]

Design of After-Sales Service Model with Combined ISM-Delphi Fuzzy (Case Study: LPG Industry of Iran) 

نویسندگان [English]

  • Amir Mehdiabadi 1
  • Adel Azar 2
  • Aboutorab Alirezaei 3
  • Ghanbar Abbaspour Asfadan 4
1 PhD student of Industrial Management, Department of Management, Tehran South Branch, Tehran, Iran   
2 Professor at Tarbiat Modarres University, Department of Management, Tarbiat Modarres University, Tehran, Iran   
3 Associate Professor, Department of Management, Tehran South Branch, Tehran, Iran 
4 Assistant Professor, Department of Management, Tehran South Branch, Tehran, Iran   
چکیده [English]

Many industries are not aware of the after-sales service features and their impact on customer satisfaction. Disappointed customers have become competitors in order to better compete after-sales service. Due to the specific conditions of the liquefied petroleum gas (LPG) industry (harvesting, delivery, transportation, loading, standardization, etc.), researchers have different opinions in the field of customer service. In this regard, the present study was written with the aim of designing an appropriate after-sales service model in the Iranian liquefied gas industry. The combination of fuzzy Delphi method and structural-interpretive modeling with content approach has been used in the design of this model. Since this method is based on the opinion of experts, the opinions of managers and experts involved in the field of liquefied gas industry in Iran, which included 10 people, were used. In this study, fuzzy Delphi method was used to screen the indices. Out of 20 identified indices, only 3 indices of de-fuzzy mean were less than 0.7 and 17 main indices were identified in this industry. Then, structural-interpretive modeling (ISM) and MICMAC analysis were used to cluster the identified components. After analyzing the data, the variables were classified into six different levels and plotted according to the ISM graph relationships. After MICMAC analysis, the variables were divided into three groups of independent or key variables, linked and dependent, and no variables were included in the group of autonomous variables. The results of research in determining the relationships between variables and the type of variables can help to better understand the issue and make appropriate decisions in identifying after-sales service indicators. Attention to the indicators of reliability, reactivity, quality of interactions, agencies and visits according to the output of the structural model show the impact of these indicators in the field of services and in the liquefied gas industry. 

کلیدواژه‌ها [English]

  • Services
  • After Sales Services
  • Iran Liquefied Gas Industry
  • F-Delphi
  • ISM
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