اثر استراتژی قیمت‌گذاری پویا بر رضایت مشتری از بازیابی خدمات از طریق عدالت ادراک شده در پلتفرم‌های تاکسی اینترنتی (مورد مطالعه: سامانه هوشمند حمل و نقل اسنپ)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار گروه مدیریت بازرگانی دانشکده مدیریت و حسابداری دانشگاه علامه طباطبائی، تهران، ایران

2 کارشناسی ارشد ، مدیریت بازرگانی،دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبائی، ایران

3 کارشناس ارشد مدیریت بازرگانی، مؤسسه آموزش عالی مولانا، آبیک، ایران

چکیده

هدف: استراتژی قیمت‌گذاری به یک وسیله‌ی مهم و ضروری برای مدیریت کسب وکار برای بهبود و ارتقاء توانایی رقابت سازمان تبدیل شده است. به همین جهت بررسی موفق‌ترین پلتفرم تاکسی اینترنتی در کشور از لحاظ سهم بازار، یعنی سامانه هوشمند حمل و نقل اسنپ، از جهت قیمت‌گذاری و تاثیر آن بر رضایت مسافران به منظور توسعه و بهبود آن در کشور مهم به نظر می‌رسد. این پلتفرم‌ها برای بهبود قیمت‌گذاری خود از قیمت‌گذاری پویا استفاده می‌کنند. برهمین اساس جهت سنجش رضایت مسافران از این پلتفرم، به بررسی تاثیر قیمت‌گذاری پویا و عدالت ادراک شده توسط مسافران و تاثیر آن بر رضایت افراد از بازیابی خدمات پرداخته شد. همچنین متغیرهای اعتماد، تکرار خرید و تبلیغات توصیه‌ای و ارتباط آن با رضایت مسافران از بازیابی خدمات بررسی شد.
روش شناسی: این پژوهش از نظر هدف کاربردی، از نظر ماهیت و روش یک پژوهش توصیفی از نوع پیمایشی می­باشد. برای بررسی مدل از پیمایشی در سطح کشور و در میان مسافران اسنپ و در طراحی پرسشنامه از مقیاس لیکرت استفاده شده است. در این پژوهش روش نمونه‌گیری، نمونه گیری تصادفی ساده است و با توجه به حجم نامحدود جامعه و با استفاده از جدول مورگان تعداد نمونه 384 نفر تخمین زده شده است. روش تحلیل داده­ها، مدلسازی معادلات ساختاری به کمک نرم­افزار اسمارت پی ال اس بوده است.
 یافته ­ها: نتایج نشان داد قیمت‌گذاری پویا بر عدالت ادراک شده تاثیر  مثبت و معناداری دارد. همچنین عدالت ادراک شده بر رضایت مشتری از بازیابی خدمات اثر مثبت و معناداری دارد و در نهایت مشخص شد رضایت مشتری از بازیابی خدمات بر اعتماد، تکرار خرید و تبلیغات توصیه‌ای تاثیر مثبت و معناداری دارد.
نتیجه­گیری: براساس نتایج بدست آمده میتوان بیان کرد استفاده از استراتژی قیمت گذاری پویا از طریق عدالت ادراک شده در پلتفرم‌های تاکسی اینترنتی سامانه هوشمند حمل و نقل اسنپ منجر به رضایت مشتری از بازیابی خدمات می­شود.

کلیدواژه‌ها

عنوان مقاله [English]

The Effect of Dynamic Pricing Strategy on Customer Satisfaction with Service Recovery Through Perceived Justice in Internet Taxi Platforms (Case Study: Snap Intelligent Transportation System)

نویسندگان [English]

  • Kobra Bakhshizadeh Borj 1
  • Mohammad Binai Rad 2
  • Ruqieh Salehian Fard 3
1 Associate professor, faculty of management and accounting, Allameh Tabataba’i University, Tehran, Iran.
2 M.A student in business management, faculty of Management and accounting, Allameh Tabataba'i University, Tehran, Iran.
3 M.A student in business management, Maulana Institute of Higher Education, Abik, Iran
چکیده [English]

Aim and Introduction: In line with the increase of competition in the business field, the importance of customer satisfaction as the most important determinant of the business success of companies has increased dramatically. Customer satisfaction is based on a combination of feelings and perceptions; therefore, the perception of justice by the service provider has a potentially positive effect on customer satisfaction both emotionally and perceptually. The price offered to buy a product/service is the first indicator to measure the level of justice and fairness of the organization. Therefore, many companies try to show their fairness to customers by offering a fair price. Pricing strategy has become an important and necessary tool for business management to improve and enhance the organization's competitive ability. For this reason, it seems important to investigate the most successful internet taxi platform in the country in terms of market share, i.e. Snap intelligent transportation system, in terms of pricing and its impact on passenger satisfaction in order to develop and improve it in the country. These platforms use dynamic pricing to improve their pricing. Accordingly, in order to measure the satisfaction of passengers from this platform, the effect of dynamic pricing and justice perceived by passengers and its effect on people's satisfaction with service recovery was investigated. Also, variables of trust, repeated purchases and recommended advertisements, and their relationship with passengers' satisfaction with service recovery were investigated.
Methodology: In terms of practical purpose, this research is survey-type descriptive research in terms of nature and method. To check the model, a nationwide survey was conducted among SNAP passengers, and a Likert scale was used to design the questionnaire. The questionnaire used had 35 items. To check the validity of the questionnaire, the method of content validity and construct validity was used; this means that the questionnaire was given to several professors who unanimously confirmed the validity of the questionnaire. Convergent and divergent validity were used to check the construct validity and the results showed that the questions have good validity. To evaluate the reliability of the questionnaire. Based on the results, Cronbach's alpha coefficient was obtained for all research variables above 0.7. In this research, the sampling method is simple random sampling, and considering the unlimited size of the population and using Morgan's table, the number of samples is estimated at 384 people. The method of
 data analysis was structural equation modeling with the help of SmartPLS software.
 
Findings: The results showed that dynamic pricing has a positive and significant effect on perceived justice. Also, perceived justice has a positive and significant effect on customer satisfaction from service recovery, and finally, it was found that customer satisfaction from service recovery has a positive and significant effect on trust, repeat purchases, and recommended advertising. Overall, the results obtained from this research showed that the dynamic pricing strategy had a significant effect on customer satisfaction from service recovery and perceived justice mediates this relationship. The Gof formula was used to fit the model and based on this formula, the GOF value (0.459) was obtained, which was higher than the acceptable limit (0.3), and based on this, it can be said that the model has a good fit.
 
Conclusion: Based on the obtained results, it can be stated that the use of a dynamic pricing strategy through the perceived justice in the Internet taxi platforms of the Snap intelligent transportation system leads to customer satisfaction with service recovery. Considering the direct effect of the research variables on each other and their proof, it can be said that improvement in dynamic pricing will lead to the perception of justice in passengers and customer satisfaction from service recovery. Recommended advertising will grow the company with zero cost, while it will be one of the most important ways to increase the audience in any company in terms of effectiveness. The dynamic pricing process on online taxi platforms should be viewed as the funnel of a travel process. At the beginning of the travel process, the customer checks the price and if he agrees with it, registers the request and the request is sent to the nearby drivers. If the driver agrees and accepts the trip from the driver's side, the driver moves to the passenger's side. The output of this process is the input of the dynamic pricing process. According to the obtained results and considering the competition between internet taxis, our findings can have practical guidelines to increase the competitiveness of internet taxi platforms.

کلیدواژه‌ها [English]

  • Pharmaceutical Industry
  • Future Plans
  • Annual Reports
  • Content Analysis

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نشریه علمی راهبردهای بازرگانی
دوره 19، شماره 19
شهریور 1401
صفحه 107-128

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