The purpose of the research is to design gamification model for customer experience management of... more The purpose of the research is to design gamification model for customer experience management of customers of generetaion Y. The research is an applied one in terms of purpose. The method of the resesrch is qualitative for which meta-synthesis has been used to gather data. In the research, the population consisted of all researches published in reputable foreign and domestic databases. Sampling method was purposive and nonprobability sampling, by which 21 studies were selected using the input criteria. The method of data gathering was the library method and data gathering tool is a checklist. Cohen's Kapps coefficient was to assess reliability. The results of meta-synthesis included the extraction of 96 open codes, 9 themes (reward affordance, status affordance, competition affordance, selfexpression affordance, flow experience (immersion, time distoration, control, enjoyment), aesthetic experience (self expansion, active discovery, meaning), continuous intention to use, satisfaction and loyalty) and 3 cathegories (gamification affordances, Y generation customer experience management, and customer behavior outcomes). The research designs a model that show the prerequisites of both flow and aesthetic experiences and their role in explaining the continuous intention to use, satisfaction, and loyalty of a gamified system. Findings are useful for gamification designers and marketing managers who are looking for new ways to improve customer experience management in gameimifcation. In general, designing gamification affordances in an appropriate way can create a desirable flow and aesthetic experience in customers and increase their engagement so may lead to positive behavioral outcomes.
The aim of this research was to determine and assess several solutions to develop medical tourism... more The aim of this research was to determine and assess several solutions to develop medical tourism in Golestan Province, Iran. A qualitative method was adopted to collect data from the experts of tourism and medical sectors from February to August, 2015. The dependency among criteria and sub-criteria is identified using analytic network process. The obtained results revealed that the most effective criteria for medical tourism development in Golestan Province based on their rate of importance are as follows, respectively: structure, physician, quality, communication, hospital, promotion, advertising and distribution channels, and the country as the last effective criteria. Several solutions were considered based on the criteria importance that at the top of the list are: promoting private participation in medical tourism, specialized hospitals, and clinics for medical tourists with supportive facilities and public-private cooperation.
در این پژوهش به ارزیابی استراتژیهای بازاریابی کانالهای مختلف بازاریابی و فروش شرکت لبنی صباح با ر... more در این پژوهش به ارزیابی استراتژیهای بازاریابی کانالهای مختلف بازاریابی و فروش شرکت لبنی صباح با رویکرد ترکیبی ANP فازی و TOPSIS پرداخته شده است. به این منظور، ابتدا با بررسی ادبیات تحقیق و با استفاده از نظر صاحبنظران، کارشناسان وخبرگان بخش بازاریابی و فروش، عوامل مؤثر بر استراتژیهای بازاریابی چندکاناله شناسایی شده، سپس براساس میزان اهمیت آنها با روش ANP فازی وزن دهی رتبه بندی گردیده اند؛سپس براساس نتایج به دست آمده، هر یک از کانالهای فروش شرکت لبنی صباح نیز با روش تاپسیس رتبه بندی گردیده اند. در این راستا، برای جمع آوری اطلاعات لازم، از پنج نوع پرسشنامه استفاده شده است. پس از جمع آوری داده ها و اطلاعات لازم به وسیله پرسشنامه کد گذاری شده و سپس مورد تجزیه و تحلیل قرار گرفته است. نتایج نشان می دهد که از بین عوامل مؤثر بر استراتژیهای بازاریابی چندکاناله، هزینه برگشت کالا ، اعتماد بین کانالها ،هزینه هماهنگی کانالها ، تضاد بین کانالها از مهمترین عوامل شناسایی شده می باشند. در نهایت با بررسی کانالهای مختلف فروش، «کانال فروش از طریق شرکتهای توزیع در درجه اول اهمیت، و پس از آن کانال فروش از طریق بنکداران در رتبه دوم اهمیت و درنهایت کانال فروش از طریق مشتریان کلیدی در رتبه سوم اهمیت قرار گرفته اند.
The purpose of the research is to design a gamification model for customer experience management ... more The purpose of the research is to design a gamification model for customer experience management of customers of generation Y. The research is an applied one in terms of purpose. The method of the research is qualitative for which meta-synthesis has been used to gather data. In the research, the population consisted of all research published in reputable foreign and domestic databases. The sampling method was purposive and nonprobability sampling, by which 21 studies were selected using the input criteria. The method of data gathering was the library method and data gathering tool is a checklist. Cohen's Kapps coefficient was to assess reliability. The results of meta-synthesis included the extraction of 96 open codes, 9 themes (reward affordance, status affordance, competition affordance, self-expression affordance, flow experience (immersion, time distortion, control, enjoyment), aesthetic experience (self-expansion, active discovery, meaning), continuous intention to use, satisfaction and loyalty) and 3 categories (gamification affordances, Y generation customer experience management, and customer behavior outcomes). The research designs a model that show the prerequisites of both flow and aesthetic experiences and their role in explaining the continuous intention to use, satisfaction, and loyalty of a gamified system. Findings are useful for gamification designers and marketing managers who are looking for new ways to improve customer experience management in gamification. In general, designing gamification affordances in an appropriate way can create a desirable flow and aesthetic experience in customers and increase their engagement so may lead to positive behavioral outcomes.
The purpose of the research is to design gamification model for customer experience management of... more The purpose of the research is to design gamification model for customer experience management of customers of generetaion Y. The research is an applied one in terms of purpose. The method of the resesrch is qualitative for which meta-synthesis has been used to gather data. In the research, the population consisted of all researches published in reputable foreign and domestic databases. Sampling method was purposive and nonprobability sampling, by which 21 studies were selected using the input criteria. The method of data gathering was the library method and data gathering tool is a checklist. Cohen's Kapps coefficient was to assess reliability. The results of meta-synthesis included the extraction of 96 open codes, 9 themes (reward affordance, status affordance, competition affordance, selfexpression affordance, flow experience (immersion, time distoration, control, enjoyment), aesthetic experience (self expansion, active discovery, meaning), continuous intention to use, satisfaction and loyalty) and 3 cathegories (gamification affordances, Y generation customer experience management, and customer behavior outcomes). The research designs a model that show the prerequisites of both flow and aesthetic experiences and their role in explaining the continuous intention to use, satisfaction, and loyalty of a gamified system. Findings are useful for gamification designers and marketing managers who are looking for new ways to improve customer experience management in gameimifcation. In general, designing gamification affordances in an appropriate way can create a desirable flow and aesthetic experience in customers and increase their engagement so may lead to positive behavioral outcomes.
The aim of this research was to determine and assess several solutions to develop medical tourism... more The aim of this research was to determine and assess several solutions to develop medical tourism in Golestan Province, Iran. A qualitative method was adopted to collect data from the experts of tourism and medical sectors from February to August, 2015. The dependency among criteria and sub-criteria is identified using analytic network process. The obtained results revealed that the most effective criteria for medical tourism development in Golestan Province based on their rate of importance are as follows, respectively: structure, physician, quality, communication, hospital, promotion, advertising and distribution channels, and the country as the last effective criteria. Several solutions were considered based on the criteria importance that at the top of the list are: promoting private participation in medical tourism, specialized hospitals, and clinics for medical tourists with supportive facilities and public-private cooperation.
در این پژوهش به ارزیابی استراتژیهای بازاریابی کانالهای مختلف بازاریابی و فروش شرکت لبنی صباح با ر... more در این پژوهش به ارزیابی استراتژیهای بازاریابی کانالهای مختلف بازاریابی و فروش شرکت لبنی صباح با رویکرد ترکیبی ANP فازی و TOPSIS پرداخته شده است. به این منظور، ابتدا با بررسی ادبیات تحقیق و با استفاده از نظر صاحبنظران، کارشناسان وخبرگان بخش بازاریابی و فروش، عوامل مؤثر بر استراتژیهای بازاریابی چندکاناله شناسایی شده، سپس براساس میزان اهمیت آنها با روش ANP فازی وزن دهی رتبه بندی گردیده اند؛سپس براساس نتایج به دست آمده، هر یک از کانالهای فروش شرکت لبنی صباح نیز با روش تاپسیس رتبه بندی گردیده اند. در این راستا، برای جمع آوری اطلاعات لازم، از پنج نوع پرسشنامه استفاده شده است. پس از جمع آوری داده ها و اطلاعات لازم به وسیله پرسشنامه کد گذاری شده و سپس مورد تجزیه و تحلیل قرار گرفته است. نتایج نشان می دهد که از بین عوامل مؤثر بر استراتژیهای بازاریابی چندکاناله، هزینه برگشت کالا ، اعتماد بین کانالها ،هزینه هماهنگی کانالها ، تضاد بین کانالها از مهمترین عوامل شناسایی شده می باشند. در نهایت با بررسی کانالهای مختلف فروش، «کانال فروش از طریق شرکتهای توزیع در درجه اول اهمیت، و پس از آن کانال فروش از طریق بنکداران در رتبه دوم اهمیت و درنهایت کانال فروش از طریق مشتریان کلیدی در رتبه سوم اهمیت قرار گرفته اند.
The purpose of the research is to design a gamification model for customer experience management ... more The purpose of the research is to design a gamification model for customer experience management of customers of generation Y. The research is an applied one in terms of purpose. The method of the research is qualitative for which meta-synthesis has been used to gather data. In the research, the population consisted of all research published in reputable foreign and domestic databases. The sampling method was purposive and nonprobability sampling, by which 21 studies were selected using the input criteria. The method of data gathering was the library method and data gathering tool is a checklist. Cohen's Kapps coefficient was to assess reliability. The results of meta-synthesis included the extraction of 96 open codes, 9 themes (reward affordance, status affordance, competition affordance, self-expression affordance, flow experience (immersion, time distortion, control, enjoyment), aesthetic experience (self-expansion, active discovery, meaning), continuous intention to use, satisfaction and loyalty) and 3 categories (gamification affordances, Y generation customer experience management, and customer behavior outcomes). The research designs a model that show the prerequisites of both flow and aesthetic experiences and their role in explaining the continuous intention to use, satisfaction, and loyalty of a gamified system. Findings are useful for gamification designers and marketing managers who are looking for new ways to improve customer experience management in gamification. In general, designing gamification affordances in an appropriate way can create a desirable flow and aesthetic experience in customers and increase their engagement so may lead to positive behavioral outcomes.
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Papers by farnaz badiei
کد گذاری شده و سپس مورد تجزیه و تحلیل قرار گرفته است. نتایج نشان می دهد که از بین عوامل مؤثر بر استراتژیهای بازاریابی چندکاناله، هزینه برگشت کالا ، اعتماد بین کانالها ،هزینه هماهنگی کانالها ، تضاد بین کانالها از مهمترین عوامل شناسایی شده می باشند. در
نهایت با بررسی کانالهای مختلف فروش، «کانال فروش از طریق شرکتهای توزیع در درجه اول اهمیت، و پس از آن کانال فروش از طریق بنکداران در رتبه دوم اهمیت و درنهایت کانال فروش از طریق مشتریان کلیدی در رتبه سوم اهمیت قرار گرفته اند.
کد گذاری شده و سپس مورد تجزیه و تحلیل قرار گرفته است. نتایج نشان می دهد که از بین عوامل مؤثر بر استراتژیهای بازاریابی چندکاناله، هزینه برگشت کالا ، اعتماد بین کانالها ،هزینه هماهنگی کانالها ، تضاد بین کانالها از مهمترین عوامل شناسایی شده می باشند. در
نهایت با بررسی کانالهای مختلف فروش، «کانال فروش از طریق شرکتهای توزیع در درجه اول اهمیت، و پس از آن کانال فروش از طریق بنکداران در رتبه دوم اهمیت و درنهایت کانال فروش از طریق مشتریان کلیدی در رتبه سوم اهمیت قرار گرفته اند.