با توجه به ادبیات مدیریت خدمات، "آنچه مشتری انتظار دارد از ارائه­دهنده خدمات دریافت کند، می­تواند انتظارات مشتری را تعریف کند" (هسیه و یوان[1]، 2021). انتظارات را می­توان از نظر محتوایی بررسی کرد; به عنوان مثال، آنها به جنبه­های فنی، اجتماعی، اقتصادی و سیاسی تعامل بین یک ارائه­دهنده خدمات و مشتریان یا زمینه مرتبط بوده­اند. از نظر فنی، انتظارات را می­توان در رابطه با استانداردهای کیفیت ارائه خدمات، محیط فیزیکی، مهارت­های حرفه­ای کارکنان و کارایی داخلی تحلیل کرد. از نظر اجتماعی، انتظارات می‌توانند به فرهنگ‌های سازمانی یا مشارکت‌های مختلف مربوط باشند، در حالی که نوسانات کلی اقتصادی می‌توانند انتظارات از دیدگاه اقتصادی را تحت تأثیر قرار دهند. در نهایت انتظارات را می­توان از منظر سیاسی بررسی کرد (پال[2] و همکاران، 2022).

اگرچه انتظارات مشتری ریشه در مرحله قبل از خرید دارد، اما بر مراحل بعدی خرید و پس از خرید و تجربه خرید مجدد نیز تأثیر می­گذارد. با توجه به اینکه برخی از نقاط تماس در طول سفر مشتری توسط ارائه­دهنده پیشنهاد و شرکای خارجی مدیریت می­شوند، خرده­فروشان می­توانند بر رضایت مشتری و در نهایت وفاداری آنها تأثیر بگذارند (لیمون و ورهوف[3]، 2016).

مرحله پیش خرید احتمالاً پیچیده‌ترین بخش طراحی و مدیریت تجربه مشتری است، زیرا در این مرحله مشتری انتظارات متوالی را نسبت به پیشنهاد و خدمات مرتبط با آن ایجاد می‌کند. هنگامی که طراحی و ارائه خدمات بین چندین عامل تقسیم می­شود، مدیریت انتظارات مشتری حتی پیچیده­تر می­شود. ریشه در نظریه ناهماهنگی شناختی و پارادایم عدم تایید، چندین مدل مفهومی و تئوری برای بررسی چگونگی تأثیر انتظارات مشتری بر خرید ایجاد شده‌اند. هنگامی که رویکرد عدم تأیید انتظار برای تجزیه و تحلیل تجربه خدمات مصرف­کننده استفاده شد، نتایج نشان داد که هم انتظارات و هم تأیید (عدم) به­طور مستقیم بر رضایت مشتری تأثیر می­گذارد. از نظر عملی، این بدان معنی است که وقتی یک مصرف­کننده یک سفارش محصول می­دهد، این مشتری ممکن است انتظاراتی نسبت به کیفیت محصولات انتخابی و تجربه تحویل داشته باشد. به­طور خاص، محصولات باید مطابق با شرایط مطلوب خود و در بازه زمانی وعده داده شده تحویل شوند. هنگامی که مصرف­کننده تجربه واقعی را با این انتظارات مقایسه می­کند، به سطح رضایت خاصی می­رسد. انتظارات مشتری در طول تداوم تجربه تغییر می­کند و سه نوع انتظار که بیشتر مورد تحقیق قرار گرفته­اند عبارتند از انتظارات استاندارد، پیش­بینی کننده و انتظارات مطلوب. استاندارد مورد انتظار به سطح عملکرد قابل قبول، انتظارات پیش‌بینی‌کننده به سطح عملکرد پیش‌بینی‌شده و انتظارات مطلوب به سطح عملکردی که مشتری امیدوار است محصول یا خدمات به آن برسد اشاره دارد. این نوع انتظارات را می­توان از طرق مختلفی شکل داد، مانند مقایسه محصولات مشابه، باورهای قبلی یک محصول یا خدمات از طریق تبلیغات یا دهان­به­دهان و همچنین خواسته­ها یا اهداف شخصی برای اینکه چگونه محصول یا خدمات ممکن است بر زندگی آنها تأثیر بگذارد (اسویاد و اوربی[4]، 2016).

 

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[1] Hsie and Yuan

[2] Pal

[3] Lemon and Verhoef

[4] Assouad and Overby

2-1-1- مفهوم انتظارات مشتری.. 4

2-1-2- رضایت مشتری.. 8

2-1-3- تئوری های رضایت مشتری.. 16

2-1-3-1-عدم تأیید انتظار. 16

2-1-3-2- تئوری چرخه عمر محصول. 17

2-1-3-3- نظریه تبادل اجتماعی.. 18

2-1-4- رابطه انتظارات مشتری و رضایت مشتری.. 18

2-1-5- تجربه و انتظارات مشتری.. 19

2-1-6- کیفیت خدمات و انتظارات مشتری.. 22

2-1-7- ابعاد کیفیت خدمات.. 25

2-1-7-1- ملموس: ارائه خدمات به صورت فیزیکی.. 25

2-1-7-2- قابلیت اطمینان: عمل به وعده ها 25

2-1-7-3- اطمینان: الهام بخش اعتماد. 26

2-1-7-4- پاسخگویی: تمایل به کمک کردن. 26

2-1-7-5- همدلی: رفتار با مشتریان به عنوان فردی.. 27

2-1-8- نظریه های مرتبط با انتظارات مشتری.. 29

2-1-8-1- نظریه انتظار-تأیید. 29

2-1-9- تقسیم بندی انتظارات مشتری.. 30

2-2- پیشینه پژوهش... 32

2-2-1- پیشینه داخلی.. 32

2-2-2- پیشینه خارجی.. 36

منابع. 41

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