نوع مقاله : مقاله پژوهشی (کمی)
نویسندگان
1 گروه مدیریت بازرگانی، واحد تهران جنوب، دانشگاه آزاد اسلامی، تهران، ایران
2 گروه مدیریت بازرگانی، واحد تهران جنوب، دانشگاه آزاد اسلامی، تهران، ایران.
3 گروه ریاضی، واحدکرمان، دانشگاه آزاد اسلامی، کرمان، ایران
کلیدواژهها
موضوعات
عنوان مقاله English
نویسندگان English
The aim of this research is to analyze the model of factors affecting customer experience in implementing Generation 4.0 retail. This research is applied in terms of purpose and descriptive-correlational in terms of method. The statistical population includes customers of the Etaka chain store, and the sample size was determined by using the Cochran formula to 384 people, and the simple random sampling method was used. The data collection tool was a researcher-made questionnaire, whose validity was confirmed by experts and its reliability was confirmed through Cronbach's alpha and composite reliability. In order to test the hypotheses and fit the conceptual model, structural equation modeling was used with AMOS software. The fit indices including CFI, GFI, IFI, and RMSEA were within acceptable limits, indicating the appropriate fit of the model. The research findings showed that technological progress and value creation have a significant impact on customer experience. Also, human and organizational factors play an effective role in implementing Generation 4.0 retail. Customer experience, as a key variable, plays a prominent role in improving store performance and strengthening customer relationships. The results indicate that intelligent use of new technologies, empowering human resources, and creating appropriate organizational infrastructure are essential prerequisites for achieving positive customer experience and sustainability in modern retail environments.
کلیدواژهها English
