ارزیابی مولفه‎های موثر بر ادراک کیفیت خدمات آموزشی دیجیتال بر اساس مدل کانو (مورد مطالعاتی: خدمات آموزش طراحی)

نویسندگان

    بهناز فولادپنجه دانشجوی دکتری، گروه طراحی صنعتی، دانشگاه هنر اسلامی، تبریز، ایران.
    سجاد پاکزاد * استادیار، گروه طراحی صنعتی، دانشکده طراحی، دانشگاه هنر اسلامی، تبریز، ایران. s.pakzad@tabriziau.ac.ir
    میثم خداشناس استادیار، گروه طراحی صنعتی، دانشکده طراحی، دانشگاه هنر اسلامی، تبریز، ایران.

کلمات کلیدی:

طراحی خدمات, کیفیت خدمات, خدمات دیجیتال, آموزش طراحی, مدل کانو

چکیده

این مطالعه با هدف شناخت نیازها و انتظارات کاربران، بهبود کیفیت خدمات آموزش طراحی و ایجاد رضایت پایدار کاربر به شناسایی و ارزیابی دقیق مؤلفه‌های کیفی این خدمات پرداخته است. هدف این پژوهش، نه‌تنها ارائه تحلیلی جامع از نقاط قوت و ضعف پلتفرم‌های آموزشی طراحی، بلکه پیشنهاد راهکارهایی عملی برای بهبود کیفیت خدمات و افزایش رضایت کاربران است. این مطالعه به‌دنبال آن است که به شکاف موجود میان انتظارات کاربران و خدمات ارائه‌شده، پاسخ دهد و با ارائه مولفه‌های کیفی جذاب در جهت استفاده این مولفه‌ها در فرایند طراحی خدمات آموزشی، به ارتقای سطح خدمات دیجیتال آموزشی کمک کند. پژوهش حاضر به بررسی رضایت و ناراضایتی کاربران بر پایه مدل کانو می‌پردازد. با توجه به این‎که مدل کانو امکان تبدیل داده‎های کیفی به کمی را محیا می‎سازد و روشی کاربر محور است، به عنوان روش اصلی مطالعه، انتخاب گردید. مؤلفه‌های موثر بر کیفیت خدمات (آموزش طراحی) و تأثیر آن‌ها بر رضایت یا نارضایتی کاربران دارند. این مولفه‌ها بصورت دقیق، دسته بندی شدند و با ابعاد خدمات، تطبیق داده شدند. نتایج این پژوهش، راهنمایی عملی برای طراحان پلتفرم‌های آموزش دیجیتال تخصصی فراهم می‌کند تا با شناخت دقیق‌تر نیازها و انتظارات کاربران، طراحی کاربرمحور و خدمات تعاملی مؤثری ارائه دهند و مبنایی برای تحقیقات آتی در جهت توسعه خدمات و ارتقای پلتفرم‌های خدمات آموزشی باشد.

دانلودها

دسترسی به دانلود اطلاعات مقدور نیست.

مراجع

Abbasi, S., Azar, A. S., & Khalili, M. (2016). Designing a Model for Enhancing Service Quality in Statistical Centers. Research in Organizational Resource Management(4), 129-152. https://journals.modares.ac.ir/article_18173.html?lang=en

Ajzen, I., & Fishbein, M. (1977). Attitude Behavior Relations: A Theoretical Analysis and Review of Empirical Research. Psychological Bulletin, 84(5), 888. https://psycnet.apa.org/record/1978-20968-001

Anton, M. (2024). Components of Service-Dominant Logic in B2B Marketing. Management. https://doi.org/10.30857/2415-3206.2023.1.5

Besjon, Z. (2023). Service Dominant Logic Centered Brand Management. European Journal of Marketing and Economics. https://doi.org/10.2478/ejme-2023-0008

Chan, K. Y., Kwong, C. K., Dillon, T. S., & Fung, K. Y. (2011). An Intelligent Fuzzy Regression Approach for Affective Product Design that Captures Nonlinearity and Fuzziness. Journal of Engineering Design, 22(8), 523-542. https://doi.org/10.1080/09544820903550924

Chand, M. (2010). The Impact of HRM Practices on Service Quality, Customer Satisfaction and Performance in the Indian Hotel Industry. The International Journal of Human Resource Management, 21(4), 551-566. https://doi.org/10.1080/09585191003612059

Chen, C. C., & Chuang, M. C. (2008). Integrating the Kano Model into a Robust Design Approach to Enhance Customer Satisfaction with Product Design. International Journal of Production Economics, 114(2), 667-681. https://doi.org/10.1016/j.ijpe.2008.02.015

Chen, C. C., & Li, Y. J. (2008). The Application of Kano Model on Exploring the Attractive Attributes of Cultural Product Design. J. Des., 13(4), 25-41. https://www.researchgate.net/publication/370172065_Exploiting_Service_Design_in_Service_Quality_Escorting_the_Customer's_Experiential_Value_in_the_Journey_of_a_Star-Rated_Hotel

Cheng, C. C., Chang, Y. Y., & Chen, C. T. (2021). Construction of a Service Quality Scale for the Online Food Delivery Industry. International Journal of Hospitality Management, 95, 102938. https://doi.org/10.1016/j.ijhm.2021.102938

Churchill, G. A., & Surprenant, C. (1982). An Investigation into the Determinants of Customer Satisfaction. J. Mark. Res., XIX, 491-504. https://doi.org/10.1177/002224378201900410

Deng, Z., Lu, Y., Wei, K. K., & Zhang, J. (2010). Understanding Customer Satisfaction and Loyalty: An Empirical Study of Mobile Instant Messages in China. International Journal of Information Management, 30(4), 289-300. https://doi.org/10.1016/j.ijinfomgt.2009.10.001

Eka, Y., Utomo, S. P., Pri, H., & Astri, G. (2024). Service-Dominant Logic Perspective on Technology-Based Business Incubator. https://doi.org/10.1080/23311975.2024.2320996

Farsijani, H. (2016). Clarifying Strategies for Enhancing Service Quality Based on World-Class Standards. Strategic Management Studies(26), 127-146. https://ensani.ir/fa/article/405175/

Flint, D. J., Blocker, C. P., & Boutin Jr, P. J. (2011). Customer Value Anticipation, Customer Satisfaction and Loyalty: An Empirical Examination. Industrial Marketing Management, 40(2), 219-230. https://doi.org/10.1016/j.indmarman.2010.06.034

Fong, D. (1996). Using the Self-Stated Importance Questionnaire to Interpret Kano Questionnaire Results. The Center for Quality Management Journal, 5(3), 21-24. https://blog.seeburger.com/how-can-you-interpret-your-kano-results/

Fornell, C., Johnson, M. D., Anderson, E. W., Cha, J., & Bryant, B. E. (1996). The American Customer Satisfaction Index: Nature, Purpose, and Findings. Journal of Marketing, 60(4), 7-18. https://doi.org/10.1177/002224299606000403

Fuchs, M., & Weiermair, K. (2003). New Perspectives of Satisfaction Research in Tourism Destinations. Tourism Review, 58(3), 6-14. https://doi.org/10.1108/eb058411

Fynes, B., & Burca, S. (2005). The Effects of Design Quality on Quality Performance. International Journal of Production Economics, 96(1), 1-14. https://doi.org/10.1016/j.ijpe.2004.02.008

Griffin, A., & Hauser, J. R. (1993). The Voice of the Customer. Marketing Science(Winter), 1-27. https://doi.org/10.1287/mksc.12.1.1

Gro, B., & Kautz, K. (2022). A Service-Dominant Logic Perspective on Information Systems Development as Service Ecosystems of Value Co-Creation. https://doi.org/10.1007/978-3-031-17968-6_3

Grönroos, C. (1984). A Service Quality Model and Its Marketing Implications. European Journal of Marketing, 18(4), 36-44. https://doi.org/10.1108/EUM0000000004784

Haghighi, M. Y. S., Mahi, M., & Bastan Pour Magham, J. (2014). The Role of Internal Marketing in Service Quality. Business Management Perspective(53), 141-157. https://scj.sbu.ac.ir/article_95918.html

Hsu, S. H. (2008). Developing an Index for Online Customer Satisfaction: Adaptation of American Customer Satisfaction Index. Expert Systems with Applications, 34(4), 3033-3042. https://doi.org/10.1016/j.eswa.2007.06.036

Hsu, Y. (2011). Design Innovation and Marketing Strategy in Successful Product Competition. Journal of Business & Industrial Marketing, 26(4), 223-236. https://doi.org/10.1108/08858621111126974

Irfan, A., Endy, G., & Marsasi. (2023). The Role of Value Co-Creation in the Application of Service-Dominant Logic Theory in Odoo Innovation Marketing Programs. https://doi.org/10.31955/mea.v7i3.3446

Jiao, J. R., & Chen, C. H. (2006). Customer Requirement Management in Product Development: A Review of Research Issues. Concurrent Engineering: Research and Applications, 14(3), 173-185. https://doi.org/10.1177/1063293X06068357

Jörg, S. (2021). Dimension 3: Co-Creation. https://doi.org/10.1007/978-3-658-20176-0_5

Kano, N., Seraku, N., Takahashi, F., & Tsuji, S. (1984). Attractive Quality and Must-Be Quality. The Journal of the Japanese Society for Quality Control, 14(2), 39-48. https://www.scirp.org/reference/referencespapers?referenceid=2074675

Karimi Alavijeh, M. R., & Mohammadi Amin, M. (2017). The Relationship Between Fair Service and Service Quality with Customer Satisfaction, Trust, and Loyalty in Banks. Business Management Perspective(63), 89-108. https://jbmp.sbu.ac.ir/article_96638.html

Lee, M. C., Newcomb, J. F., Nilsson-Witell, L., & Fundin, A. (2005). Dynamics of Service Attributes: A Test of Kano's Theory of Attractive Quality. International Journal of Service Industry Management, 16(2), 152-168. https://doi.org/10.1108/09564230510592289

Lin, Y. H., Cheng, H. P., Tseng, M. L., & Tsai, C. C. (2010). Using QFD and ANP to Analyze the Environmental Production Requirements in Linguistic Preferences. Expert Systems with Applications, 2186-2196. https://doi.org/10.1016/j.eswa.2009.07.065

Liu, Y., & Jang, S. (2009). Perceptions of Chinese Restaurants in the US: What Affects Customer Satisfaction and Behavioral Intentions? International Journal of Hospitality Management, 28(3), 338-348. https://doi.org/10.1016/j.ijhm.2008.10.008

Maria, d. F. C., Helena, A., & Ricardo, G. R. (2022). A Service-Dominant Logic of Co-Creation in Higher Education: Emerging Topics and Conceptualizations. Journal of Marketing for Higher Education. https://doi.org/10.1080/08841241.2022.2134957

Melissa, A. A., Kaisa, K.-H., & Stephen, L. V. (2019). Further Advancing Service Science with Service-Dominant Logic: Service Ecosystems, Institutions, and Their Implications for Innovation. https://doi.org/10.1007/978-3-319-98512-1_28

Merrilyn, C. (2011). The Logic of 'Service': Conceptualising Service as a Discourse Rather than an Act.

Mikulić, J. (2007). The Kano Model: A Review of Its Application in Marketing Research from 1984 to 2006. https://www.researchgate.net/publication/228434290_The_Kano_model-A_review_of_its_application_in_marketing_research_from_1984-2006

Mittal, V., & Kamakura, W. A. (2001). Satisfaction, Repurchase Intent, and Repurchase Behavior: Investigating the Moderating Effect of Customer Characteristics. Journal of Marketing Research, 38(1), 131-142. https://doi.org/10.1509/jmkr.38.1.131.18832

Mojafari, M. M. (2017). Service Quality and Electronic Banking in the Agile Banking Industry. Business Management Investigations(17), 81-97. https://doi.org/10.29252/bar.9.17.81

Nik Sajal, N. (2017). Providing a Conceptual Model for Management of Designing and Developing New Services Based on After-Sales Service Processes in Companies Active in the Home Appliances Industry: A Case Study of Madiaran Company Master's Thesis, Entrepreneurship Faculty, University of Tehran, Tehran].

Nilsson-Witell, L., & Fundin, A. (2005). Dynamics of Service Attributes: A Test of Kano's Theory of Attractive Quality. International Journal of Service Industry Management, 16(2), 152-168. https://doi.org/10.1108/09564230510592289

Oliver, R. L. (1980). A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions. Journal of Marketing Research, 460-470. https://doi.org/10.2307/3150499

Oliver, R. L. (1993). Cognitive, Affective, and Attribute Bases of the Satisfaction Response. Journal of Consumer Research, 20. https://doi.org/10.1086/209358

Parasuraman, A. (2002). Service Quality and Productivity: A Synergic Perspective. Managing Service Quality, 12(1), P6. http://biblioteca.ucf.edu.cu/biblioteca/articulos-descargados/turismo/Service%20quality%20and.pdf

Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, 41-50. https://doi.org/10.1177/002224298504900403

Park, S., Lee, J. S., & Nicolau, J. L. (2020). Understanding the Dynamics of the Quality of Airline Service Attributes: Satisfiers and Dissatisfiers. Tourism Management, 81, 104163. https://doi.org/10.1016/j.tourman.2020.104163

Pribadi, R. T., Saufi, A., & Herman, L. E. (2022). Effect of Service Innovation on Consumer Satisfaction with Quality of Service and Perceived Value as Intervening Variables. International Journal of Social Science Research and Review, 5(3), 199-211. https://doi.org/10.47814/ijssrr.v5i3.171

Rahmani, M. (2018). The Impact of Success Variables of Information Systems on Continuous Use of Electronic Banking. PARS Manager Marketing Journal(13), 84-95. http://parsmodir.ir/pmq-981308/

Rendy, A. P., Budiyanto, & Suhermin. (2023). The Role of Value Co-Creation in Sustaining Partner Loyalty in B2B Business: A Service-Dominant Logic Approach. International Journal of Research in Business and Social Science. https://doi.org/10.20525/ijrbs.v12i9.3056

Ritonga, R. R., Ardy, C., Chandra, F. G., Cendana, N. G., & Purba, E. S. (2022). The Effect of Promotion, Price, and Quality of Service on Customer Satisfaction of PT. Aseng Keto Sukses Medan. International Journal of Science, Technology & Management, 3(1), 100-103. https://doi.org/10.46729/ijstm.v3i1.422

Robert, F., Lusch, S. L., & Vargo, S. L. (2014). Service-Dominant Logic: Axioms and Foundational Premises. https://doi.org/10.1017/CBO9781139043120.006

Schvaneveldt, S. J., Enkawa, T., & Miyakawa, M. (1991). Consumer Evaluation Perspectives of Service Quality: Evaluation Factors and Two-Way Model of Quality. Total Quality Management, 2(2), 149-161. https://doi.org/10.1080/09544129100000016

Seyedi, S. M., Shirazifar, M., Dalvand, M. R., & Zohdi, M. H. (2012). Optimal Examination and Prioritization of the Factors Affecting Customers' Satisfaction Using Integrated Quality Function Deployment (QFD) and Kano's Model: Case Study of Shiraz's Refah Bank. African Journal of Business Management, 6(35), 9762-9772. https://doi.org/10.5897/AJBM12.113

Shahin, A. (2013). Typology of Kano Models: A Critical Review of Literature and Proposition of a Revised Model. International Journal of Quality & Reliability Management, 30(3), 341-358. https://doi.org/10.1108/02656711311299863

Shiba, S., Graham, A., & Walden, D. (1993). A New American TQM: Four Practical Revolutions in Management. Productivity Press, Oregon.

Stephen, L. V., Wieland, H., & O'Brien, M. (2023). Service-Dominant Logic as a Unifying Theoretical Framework for the Re-Institutionalization of the Marketing Discipline. Journal of Business Research. https://doi.org/10.1016/j.jbusres.2023.113965

Steven, A. B., Dong, Y., & Dresner, M. (2012). Linkages Between Customer Service, Customer Satisfaction and Performance in the Airline Industry: Investigation of Non-Linearities and Moderating Effects. Transportation Research Part E: Logistics and Transportation Review, 48(4), 743-754. https://doi.org/10.1016/j.tre.2011.12.006

Taylor, S. A., & Baker, T. L. (1994). An Assessment of the Relationship Between Service Quality and Customer Satisfaction in the Formation of Consumers' Purchase Intentions. Journal of Retailing, 163-178. https://doi.org/10.1016/0022-4359(94)90013-2

Um, K. H., & Kim, S. M. (2018). Application of Fairness Theory to Medical Tourists' Dissatisfaction and Complaint Behaviors: The Moderating Role of Patient Participation in Medical Tourism. Journal of Social Service Research, 44(2), 191-208. https://doi.org/10.1080/01488376.2018.1436633

Um, K. H., & Lau, A. K. W. (2018). Healthcare Service Failure: How Dissatisfied Patients Respond to Poor Service Quality. International Journal of Operations & Production Management, 38(5), 1245-1270. https://doi.org/10.1108/IJOPM-11-2016-0669

Zheng, P., Xu, X., & Xie, S. Q. (2015). Integrate Product Planning Process of OKP Companies in the Cloud Manufacturing Environment. https://doi.org/10.1007/978-3-319-22759-7_49

دانلود

چاپ شده

1405-08-01

ارسال

1404-02-28

بازنگری

1404-07-21

پذیرش

1404-07-28

شماره

نوع مقاله

مقالات

ارجاع به مقاله

فولادپنجه ب. .، پاکزاد س.، و خداشناس م. . . (1405). ارزیابی مولفه‎های موثر بر ادراک کیفیت خدمات آموزشی دیجیتال بر اساس مدل کانو (مورد مطالعاتی: خدمات آموزش طراحی). مدیریت، آموزش و توسعه در عصر دیجیتال، 1-21. https://jmedda.com/jmedda/article/view/335

مقالات مشابه

1-10 از 222

همچنین برای این مقاله می‌توانید شروع جستجوی پیشرفته مقالات مشابه.