شناسايي مؤلفه‌هاي مؤثر بر نارضايتي مشتريان به‌منظور طراحي راهبردهاي رقابتي ( موردمطالعه: سكوهاي ويدئو درخواستي (VOD) در ايران)

Identifying the Components Affecting Customer Dissatisfaction in Order to Design Competitive Strategies to be Studied: Requested Video Platforms (VOD) in Iran

در ﺑﺤﺚ از رﻓﺘﺎر ﻣﺼﺮف ﮐﻨﻨﺪه در ﺑﺎزارﯾﺎﺑﯽ و ﺑﺎﺗﻮﺟﻪ ﺑﻪ اﻫﻤﯿﺖ رﺿﺎﯾﺖ ﻣﺸﺘﺮﯾﺎن در رﻓﺘﺎر ﺧﺮﯾﺪ آﺗﯽ و ﻣﯿـﺰان وﻓﺎداري ﻣﺸﺘﺮﯾﺎن ﺑﺮاي ﺧﺮﯾﺪ ﻣﺠﺪد، ﺑﺮرﺳﯽ ﻋﻮاﻣﻞ ﻣﺆﺛﺮ ﺑﺮ رﺿﺎﯾﺖ و ﻧﺎرﺿﺎﯾﺘﯽ ﻣﺸـﺘﺮﯾﺎن در ﮐﺴـﺐ وﮐﺎرﻫـﺎ ﺿﺮورﺗﯽ روزاﻓﺰون ﯾﺎﻓﺘﻪ اﺳﺖ. اﯾﻦ ﭘﮋوﻫﺶ در ﭼﺎرﭼﻮب ﻧﻈﺮﯾﻪ دوﻋﺎﻣﻠﯽ )دو ﻃﯿﻔـﯽ( رﺿـﺎﯾﺖ ﻣﺸـﺘﺮﯾﺎن ﺑـﻪ ﺷﻨﺎﺳﺎﯾﯽ ﻋﻮاﻣﻞ ﻣﺆﺛﺮ ﺑﺮ ﻧﺎرﺿﺎﯾﺘﯽ ﻣﺸﺘﺮﯾﺎن در ﺻﻨﻌﺖ ﺳﮑﻮﻫﺎي وﯾـﺪﺋﻮ درﺧﻮاﺳـﺘﯽ )وي.اُ.دي.ﻫـﺎ( در اﯾـﺮان ﻣﯽ ﭘﺮدازد. ﺑﺮاي ﺗﺤﻘﻖ اﯾﻦ ﻣﻨﻈﻮر، ﺣﺪود 44 ﻫﺰار دادة ﺑﺮﺧﻂ ﻣﺸﺘﺮﯾﺎنِ دو رﻫﺒـﺮ اﯾـﻦ ﺑـﺎزار در اﯾـﺮان ﯾﻌﻨـﯽ ﺷﺮﮐﺖ ﻫﺎي ﻓﯿﻠﯿﻤﻮ و ﻧﻤﺎوا از ﺳﻪ ﺑﺴﺘﺮ ﮐﺎﻓﻪ ﺑﺎزار، ﺗﻮﯾﯿﺘﺮ و اﯾﻨﺴﺘﺎﮔﺮام ﺑﺎ روش ﺧﺰﺷﮕﺮي داده ﮔﺮدآوري و ﭘﺲ از ﭘﺎﻻﯾﺶ روﺷﻤﻨﺪ اوﻟﯿﻪ ﺗﻌﺪاد ﺣﺪود 3500 داده ﻣﺮﺗﺒﻂ ﺑﺎ روش ﺗﺤﻠﯿﻞ ﻣﻀﻤﻮن ﺑﺮرﺳﯽ و ﻧﻘﺸﻪ ي ﻣﻀﺎﻣﯿﻦ اﯾـﻦ ﭘﮋوﻫﺶ ﺗﺮﺳﯿﻢ ﺷﺪ. ﯾﺎﻓﺘﻪ ﻫﺎ ﻧﺸﺎن ﻣﯽ دﻫﻨﺪ ﭼﻬﺎر ﻋﺎﻣﻞ »ﺿﻌﻒ ﻫﺎي ﻣﺤﺘﻮاﯾﯽ«، »ﺿﻌﻒ ﻫـﺎي ﻧـﺮم اﻓـﺰاري «، »ﻫﺰﯾﻨﻪ ﻫﺎي ﺑﺎﻻي ﻣﺼﺮف ﮐﻨﻨﺪه« و »رواﺑﻂ ﻋﻤﻮﻣﯽ و ارﺗﺒﺎط ﺑﺎ ﻣﺸﺘﺮﯾﺎن ﺿﻌﯿﻒ« از ﻋﻮاﻣﻞ ﻣﺆﺛﺮ ﺑﺮ ﻧﺎرﺿﺎﯾﺘﯽ ﻣﺸﺘﺮﯾﺎن وي.اُ.دي.ﻫﺎي اﯾﺮاﻧﯽ ﻫﺴﺘﻨﺪ. درﻧﺘﯿﺠﻪ ﻣﯽ ﺗﻮان ﮔﻔﺖ اﮔﺮﭼﻪ ﺑﻬﺒﻮد وﺿﻌﯿﺖ اﯾﻦ ﻋﻮاﻣﻞ از ﺳـﻮي ﻫـﺮ ﯾﮏ از ﺳﮑﻮﻫﺎ ﻟﺰوﻣﺎً رﺿﺎﯾﺖ ﻣﺸﺘﺮﯾﺎن را ﺑﻪ ﻫﻤﺮاه ﻧﺨﻮاﻫﺪ داﺷﺖ، اﻣﺎ ﻫﺮﮔﻮﻧﻪ ﺗﻼﺷﯽ از ﺳﻮي اﯾﻦ ﺷـﺮﮐﺖ ﻫـﺎ ﺑﺮاي رﻓﻊ ﯾﺎ ﮐﺎﻫﺶ ﻋﻮاﻣﻞ ﻧﺎرﺿﺎﯾﺘﯽ ﯾﺎ ﺑﻬﺒﻮد آن ﻫﺎ ﻣﯽ ﺗﻮاﻧﺪ در ﻣﺴﯿﺮ ارﺗﻘﺎي رﺿﺎﯾﺖ ﻣﺸﺘﺮﯾﺎن و ارﺗﻘﺎء ﺟﺎﯾﮕﺎه رﻗﺎﺑﺘﯽ آن ﻫﺎ ﮐﺎرﺳﺎز ﺷﻮد

In discussing consumer behavior in marketing, and considering the importance of customer satisfaction in future buying behavior and customer loyalty for repurchase, the study of factors affecting customer satisfaction and dissatisfaction in businesses has become increasingly necessary. this research identifies the factors affecting customer dissatisfaction in the industry of requested video platforms (VODs) in Iran by accepting the framework of the two-factor (two-spectrum) theory of customer satisfaction. To achieve this goal, about 44,000 online data of customers of the two leaders of this market in Iran, namely Filimo and Nemava companies, were collected from three platforms: Bazaar Cafe, Twitter, and Instagram by crawling data method. an‎d mapped the themes of this research were drawn. Findings show that four factors "content weaknesses", "software weaknesses", "high consumer costs", and "poor public relations and communication" are among the factors affecting customer dissatisfaction with Iranian VODs. As a result, it can be said that although improving the status of these factors by each platform will not necessarily lead to customer satisfaction, any effort by these companies to eliminate or reduce the causes of dissatisfaction or improve them can be effective in improving customer satisfaction and improving their competitive position.