اولویت بندی کارکردهای واقعیت مجازی در سفر مشتری کسب‌وکارهای B2B با استفاده از روش سوارای فازی
محورهای موضوعی : فناوری اطلاعات و ارتباطات
زهرا نیکوصفت راد
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پژمان جعفری
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فرید احمدی
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1 - دانشجوی دکتری تخصصی رشته مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران
2 - استادیار، گروه مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران
3 - دانشیار، گروه مهندسی فناوری اطلاعات، دانشکده فناوری‌های صنعتی، دانشگاه صنعتی ارومیه، ارومیه، ایران
کلید واژه: سفر مشتری B2B, واقعیت مجازی, سوارای فازی,
چکیده مقاله :
در دهه اخیر، با انتشار روزافزون فناوری واقعیت مجازی در بخش B2B و ارزش های جدید و منحصر به فردی که در طول سفر مشتری ایجاد کرده است. کسب و کارها به لزوم بهره برداری هرچه بیشتر و بهتر از کارکردهای این فناوری به منظور باقی‌ماندن در فضای رقابت و برآورده کردن نیازها و انتظارات جدید مشتریان پی برده اند. از آنجایی که پیاده سازی واقعیت مجازی در سفر مشتری، نیازمند صرف زمان و هزینه زیادی هست، اولویت بندی کارکردهای آن در مراحل سفر مشتری ضرورت دارد. بدین ترتیب هدف این پژوهش، اولویت بندی کارکردهای واقعیت مجازی در طول سفر مشتری کسب و کارهای B2B است. بدین منظور، این کارکردها با استفاده از نظر خبرگان و روش سوارای فازی رتبه بندی شدند. نتایج این مطالعه نشان داد که در مرحله پیش از خرید، ارتباطات بازاریابی دیجیتال، بهینه سازی توسعه محصول و جلسات مجازی به ترتیب رتبه های اول تا سوم را کسب کردند. با توجه به این که واقعیت مجازی تنها یک کارکرد در مرحله خرید دارد، برای این مرحله رتبه بندی انجام نشد و در مرحله پس از خرید، آموزش کارکنان و مشتریان در رتبه اول و بهینه سازی عملیات تعمیر و نگهداری در رتبه دوم قرار گرفتند.
In the last decade, the increasing diffusion of virtual reality technology in the B2B sector has created new and unique values along the customer journey. Therefore, businesses have realized the need to exploit the functions of this technology more and better to remain competitive and meet the new needs and expectations of customers. Since implementing virtual reality in the customer journey requires a lot of time and money, it is necessary to prioritize its functions in the stages of the customer journey. Therefore, the present study was conducted with the aim of prioritizing the functions of virtual reality during the customer journey of B2B businesses. For this purpose, the identified functions were ranked using expert opinion and the fuzzy SWARA method. The results of this study showed that in the pre-purchase stage, digital marketing communications, product development optimization, and virtual meetings were ranked first to third, respectively. Given that VR only had one function in the purchase phase, it was not ranked for this phase, and in the post-purchase phase, employee and customer training and maintenance optimization ranked first and second, respectively. Business leaders can leverage these insights to improve their marketing strategies, especially in the pre-purchase and post-purchase phases, where VR’s ability to deliver immersive product experiences significantly enriches customer understanding and builds trust.
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