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.

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