بررسی تاثیر تصویر برند بر سودآوری مشتری برای سازمان مبتنی بر کیفیت خدمات و ارزش ادراک شده مشتری

نویسندگان

دانشگاه خوارزمی

چکیده

چکیده
مدیریت سودآوری مشتریان یک فرآیند مستمر برای دنبال کردن و توسعه دادن مسیری جهت به دست آوردن ارزش از مشتریان است. امروزه سازمان‌ها علاوه بر تدوین استراتژی هایی برای جذب مشتریان جدید و انجام معامله با آنها درصدد برآمده اند که مشتریان کنونی را نیز حفظ کنند و رابطه ای دائمی با آنها ایجاد نمایند. تشدید روزافزون رقابت در عرصه تجارت موجب گردیده که سازمان‌ها خواستار مشتریانی باشند که علاوه بر حجم خرید بالا، ارتباطی منسجم و پایدار با عرضه‌کنندگان داشته باشند. بدین منظور سازمان‌ها می‌بایست به منظور دستیابی به فرصت‌های جدید سودآوری روابط خود را با مشتریان مدیریت نمایند. تحقیق حاضر از جمله تحقیقات کاربردی-توصیفی است که با هدف بررسی تاثیر تصویر برند بر سودآوری مشتری برای سازمان در بنگاه‌های ایران انجام شده است. ابزار جمع آوری اطلاعات در این تحقیق پرسشنامه و روش تجزیه و تحلیل اطلاعات روش معادلات ساختاری است. نتایج تحقیق عوامل تصویر برند، کیفیت خدمات، ارزش ادراک شده مشتری و وفاداری مشتری را به عنوان عوامل تاثیرگذار بر سودآوری مشتری برای سازمان معرفی کرده است.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Considering the effect of brand image on customer profitability based on service quality and customer perceived value

چکیده [English]

Abstract
In order to achieve new opportunities for profitability, organizations should manage their relationships with customers.Despite the importance of customer profitability concept for organizations, so far this issue has been generally considered from financial management point of view and the role of marketing management in this field has not been taken into consideration as much. This study with the aim of investigating the effect of brand image on customer profitability, designed the model of customer profitability for organizations in the field of marketing.This is a developmental-applied research with the nature of descriptive-survey. Data collection tool is questionnaire that its reliability has been confirmed using Cronbach's alpha (95%). The statistical population is active firms in the field of Information Technology in Tehran that 203 companies of these based on Kendall definition have been chosen randomly as sample. Data were analyzed using structural equation modeling and the results introduce brand image, service quality, customer perceived value and customer loyalty in the field of marketing management as variables affecting customer profitability of organizations.



کلیدواژه‌ها [English]

  • Keywords: Customer profitability
  • Customer loyalty
  • Brand Image
  • service quality
  • Customer perceived value
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