طراحی الگوی نوآوری مدل کسبوکار مبتنی بر تجربه مشتری در صنعت پرداختهای الکترونیک (مورد مطالعه: شرکت به پرداخت ملت) | ||
| چشم انداز مدیریت بازرگانی | ||
| مقاله 2، دوره 24، شماره 61، فروردین 1404، صفحه 22-45 اصل مقاله (981.23 K) | ||
| نوع مقاله: علمی - پژوهشی | ||
| شناسه دیجیتال (DOI): 10.48308/jbmp.2025.237655.1650 | ||
| نویسندگان | ||
| پری ناز شریفی1؛ عباسعلی رستگار* 2؛ محسن شفیعی نیکابادی2 | ||
| 1گروه مدیریت، دانشکده اقتصاد، مدیریت و علوم اداری دانشگاه سمنان، سمنان، ایران. | ||
| 2گروه مدیریت، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران. | ||
| چکیده | ||
| اهداف: نوآوری مدل کسبوکار، برای توانایی یک شرکت جهت دستیابی به رشد و دوام بلندمدت حیاتی است چرا که به بهبود ارزش محصولات یا خدمات و یا ارائه این پیشنهادات به مشتریان کمک میکند. هدف پژوهش حاضر، طراحی الگوی نوآوری مدل کسبوکار مبتنی بر تجربه مشتری در صنعت پرداختهای الکترونیک با استفاده از رویکرد نظریه داده بنیاد است. روش پژوهش: روش پژوهش کیفی و رویکرد نظریه داده بنیاد است. ابزارگردآوری دادهها، مصاحبه نیمه ساختاریافته است. جامعه آماری شامل خبرگان فعال در حوزه نوآوری، برنامهریزی کسبوکار، توسعه کسبوکار و محصول، مدیریت توسعه خدمات نوین و اعضای VIP باشگاه مشتریان در شرکت به پرداخت ملت تهران بودند. اعضای نمونه از طریق نمونهگیری هدفمند انتخاب و در 12 اُمین مصاحبه به اشباع داده رسیده است. دادهها با نرمافزار مکس کیودا تحلیل و در سه مرحله باز، محوری و انتخابی کدگذاری شد. کدها بیانگر روایتها، مفاهیم و مقولههای پژوهش بودند که از درون آن الگوی نوآوری مدل کسبوکار مبتنی بر تجربه مشتری استخراج شد. یافتهها: الگوی پارادایمی حاصل بر اساس پدیده محوری متأثر از شرایط علّی و متغیرهای مداخلهگر به همراه راهبردهای کنش و واکنش و پیامدها شکل گرفت. نتیجهگیری: استراتژیهایی همانند ارائه خدمات و محصولات تشویقی، افزایش امنیت مشتریان، درک عمیق از مشتری، طراحی تجربه منحصربفرد و تعریف فعالیتهای تحقیق و توسعه مداوم میتواند در سطح مشتری به ایجاد نمایه تجربه مشتری، افزایش وفاداری مشتری و افزایش رضایت مشتری و همچنین در سطح کسب و کار به نتایجی همانند تمایز رقابتی، افزایش سهم بازار، کاهش هزینهها و افزایش درآمد کسبوکارها بهویژه در حوزه پرداختهای الکترونیک منجر شود. | ||
| کلیدواژهها | ||
| صنعت پرداختهای الکترونیک؛ تجربه مشتری؛ نوآوری مدل کسبوکار | ||
| عنوان مقاله [English] | ||
| A Customer Experience-driven Business Model Innovation Model in Electronic Payments Industry (Case Study: Behpardakht Mellat Company) | ||
| نویسندگان [English] | ||
| Parinaz Sharifi1؛ Abbasali Rastgar2؛ Mohsen Shafiei Nikabadi2 | ||
| 1Department of Management, Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Semnan, Iran. | ||
| 2Department of Management, Faculty of Economics, Management and Administrative sciences, Semnan University, Semnan, Iran. | ||
| چکیده [English] | ||
| Objectives: Business model innovation is essential for achieving long-term growth and sustainability, as it enhances the value of products and services and delivers them effectively to customers. This study aims to design a business model innovation framework based on customer experience in the field of electronic payments using the grounded theory approach. Method: This qualitative research employs a grounded theory methodology to develop a conceptual model. Data were collected through semi-structured interviews with experts active in innovation, business planning, business and product development, new service development management, and VIP members of the customer club at Behpardakht Mellat. Participants were selected using purposive sampling, and data saturation was achieved by the 12th interview. The collected data were analyzed using MAXQDA software and coded in three stages: open, axial, and selective coding. The extracted codes represented narratives, concepts, and categories that formed the basis of the proposed innovation model. Results: The analysis revealed that strategies such as offering incentive-based services and products, enhancing customer security, developing a deep understanding of customers, designing unique experiences, and maintaining continuous research and development activities contribute to customer-level outcomes. These include creating customer experience profiles, increasing customer satisfaction and loyalty, and fostering sustained engagement. Conclusion: At the business level, implementing these strategies leads to competitive differentiation, market share growth, cost reduction, and increased revenue—particularly in the electronic payments industry. The proposed model provides valuable insights for organizations seeking to align customer experience with business model innovation to achieve sustainable competitive advantage. | ||
| کلیدواژهها [English] | ||
| Electronic Payments, Customer Experience, Business Model Innovation | ||
| مراجع | ||
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