وفاداری مشتریان: بررسی نقش نوآوری، ارزش ویژه مشتری، فرهنگ پذیری و تبلیغات

نوع مقاله: مدیریت استراتژیک(استراتژهای منابع انسانی- استراتژی های تولید- استراتژی های سرمایه گذاری- استراتژی های بازار و رقابتی)

نویسندگان

1 دانشجوی کارشناسی ارشد، مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، دانشگاه تربیت مدرس، تهران، ایران

2 استادیار گروه مدیریت، مرکز مطالعات مدیریت و توسعه فناوری، دانشگاه تربیت مدرس، تهران، ایران،

3 استادیار مرکز مطالعات مدیریت و توسعه فناوری، دانشگاه تربیت مدرس، تهران، ایران.

10.22080/jem.2020.17117.2983

چکیده

دنیای امروز دنیای رقابت نزدیک است و شرکتها نیازمند ماندگاری مشتریان یرای بقا و ادامه حیات خود هستند. این حقیقت که نیازها، خواسته ها و انتظارات مشتریان در حال تغییر است، نیاز به پایش مستمر وفاداری مشتریان ضروری است. جلب وفاداری مشتریان نیازمند کشف و اجرای موفقیت آمیز ایده های جدید نوآورانه است. همچنین با توجه به اهمیت ارزش ویژه مشتری، باید تلاش در جهت بهبود وفاداری مشتریان را مد نظر قرار داد. از این رو، در پژوهش حاضر سعی شده اثر نوآوری بر وفاداری مشتریان با در نظرگرفتن نقش میانجی‌گری ارزش ویژه مشتری، سنجیده شود. البته برای سنجش آن، از متغیر تبلیغات به عنوان تعدیل‌گر اثر نوآوری بر ارزش ویژه مشتری و از متغیر فرهنگ‌پذیری نیز به عنوان تعدیل‌گر اثر ارزش ویژه مشتری بر وفاداری، استفاده شده است. پژوهش حاضر از منظر هدف، کاربردی و از منظر روش، توصیفی از نوع پیمایشی است. برای جمع آوری داده‌ها از ترکیب و بومی‌سازی پرسشنامه‌های استاندارد استفاده شده است که میان 392 نفر از قومیت‌های مختلف مصرف کننده محصولات کاله در شهر تهران توزیع گردید. جهت تجزیه و تحلیل داده‌ها نیز از آزمون‌های مدل‌سازی معادلات ساختاری استفاده شده و دو بسته نرم افزاری SPSS و PLS به‌کار گرفته شدند. نتیجه این مطالعه حاکی از اثرگذاری ارزش ویژه مشتری و تبلیغات بر رابطه میان نوآوری و ارزش ویژه مشتری است. این درحالی است که فرهنگ‌پذیری تاثیر معناداری در ارتباط بین ارزش ویژه مشتری و وفاداری ندارد.

کلیدواژه‌ها


عنوان مقاله [English]

Customer Loyalty: The Role of Innovation, Customer Equity, Acculturation and Advertising

نویسندگان [English]

  • Nasrin Mohammad Hosseini 1
  • Fereshteh Mansoori Moayyed 2
  • Jalil Delkhah 3
1 MA student, Faculty of Management and Economics, Tarbiat Modares University, Tehran, Iran
2 Assistant professor, Department of Management , Tarbiat Modares University, Tehran, Iran
3 Assistant Professor of Management Studies and Technology Development Center, Tarbiat Modares University, Tehran, Iran.
چکیده [English]

Today competition is very intense and companies are looking for customer retention to survive. The fact that customers' demands, needs, and expectations change emphasizes the necessity of checking customer loyalty continuously. Attracting customer loyalty requires the exploitation and successful implementation of new ideas that called innovation. Also, considering the importance of special customer equity, it tries to improve customer loyalty. Therefore, the purpose of this study is to measure the impact of innovation on customer loyalty by considering the role of customer equity. Advertising has been considered as a moderator variable. This study is an applied and descriptive study. For data collection, a standard questionnaire was used to collect data. A sample of 392 people who were the consumers of Kale products, were selected from different ethnic groups in Tehran. Structural Equation Modeling (SEM) and Confirmatory Factor Analysis (CFA) were used to analyze the data by SPSS and Smart-PLS soft wares. The results of the research showed that innovation affects customer equity, and advertisements moderate their relationship. Also, a customer’s equity influences customer loyalty.

کلیدواژه‌ها [English]

  • Innovation
  • Customer equity
  • Customer loyalty
  • Advertising
  • Acculturation

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