Management
Yousef Ramezani; Amirhossien Okhravi; Tahereh Heydarnejad; Sepideh Salarpanah
Abstract
Customer contact points are known as the building blocks of the customer experience and for designing and enhancing the customer experience. The purpose of this study is to investigate the causal relationships between customer contact points and word of mouth through customer experience in the insurance ...
Read More
Customer contact points are known as the building blocks of the customer experience and for designing and enhancing the customer experience. The purpose of this study is to investigate the causal relationships between customer contact points and word of mouth through customer experience in the insurance industry in 2021. The present study is applied in terms of purpose and descriptive-correlational in terms of implementation method. This survey included Mashhad insurance clients. As the number of customers is unlimited, the sample size 384 was calculated using Morgan table. Samples were selected using the non-probability Convenience sampling method. Confirmatory factor analysis was used to determine the validity of the questionnaires. The reliability of the questionnaires was obtained using Cronbach's alpha coefficient for all research variables above 0.7. Structural equation method was employed using PLS software. The results showed that customer contact points and their dimensions affect customer experience. Customer experience also had a significant effect on word of mouth. Ultimately, the customer experience mediated the impact of customer contact points and their dimensions on word of mouth. Finally, suggestions were presented based on the research findings.
Management
Nasim Bagheripour Salamat; Maryam Pournasir Roudbaneh
Abstract
The main purpose of this research is to identify the concerns of Digikala's online customers during Corona Crisis, which has been discussed and shared among Twitter users. This study collects hashtag-based tweets related to digital goods that cover the 2020 period. To analyze the tweets, text analytical ...
Read More
The main purpose of this research is to identify the concerns of Digikala's online customers during Corona Crisis, which has been discussed and shared among Twitter users. This study collects hashtag-based tweets related to digital goods that cover the 2020 period. To analyze the tweets, text analytical methods such as thematic modeling, emotion analysis, and word clouds are used. In this way, the most important topics discussed on Twitter have been discovered, then customer dissatisfaction has been determined. Afterward, the obtained results were compared with previous in the field of online retail services. Further, noticed that the trend of unforeseen trending hashtags related to digital goods in the last year, which identifies other factors that users are discussing. This study gives us an insight into how the brand operates in the Covid-19 crisis. Analysis of this information can be used to improve online retail services and access to customer needs.