بررسی رابطه ویژگی‌های رفتار مصرف کننده و وفاداری مشتریان مورد مطالعه: مرکز خدمات پس از فروش گروه بهمن

نوع مقاله : مقاله مستقل

نویسندگان

1 کارشناسی ارشد مدیریت بازرگانی موسسه عالی آموزش وپژوهش مدیریت و برنامه‌ریزی.

2 استادیار دانشکده مدیریت دانشگاه تهران

3 استادیار موسسه عالی آموزش و پژوهش مدیریت و برنامه‌ریزی

چکیده

چکیده
اندازه‌گیری وفاداری مشتریان و شناسایی عوامل مؤثر بر حفظ مشتری، عامل کلیدی و محوری برای بقاء و سودآوری سازمان‌ها محسوب می‌شود. بر اساس این پیشفرض، شناسایی عوامل مؤثر بر وفاداری مشتری و ارائه راهکارهایی متناسب برای آن، بر حفظ مشتریان و موفقیت نمایندگی‌های شرکت خودروساز که موضوع این مطالعه است، تأثیرگذار خواهد بود. در این مقاله، چهار عامل مؤثر بر وفاداری مشتریان; کیفیت ادراکی، تصویر ذهنی، خودانگاره و سبک زندگی، با استفاده از متغیر میانجی ارزش ادراکی خدمات، موردمطالعه قرارگرفته است. داده‌های پژوهش با نظرسنجی از 400 نفر از مشتریان مراجعه‌کننده به شبکه خدمات پس از فروش گروه خودروسازی بهمن در شهر تهران، جمع‌آوری‌شده و از رویکرد تحلیل معادلات ساختاری جهت آزمون فرضیه‌ها و تأیید مدل پیشنهادی از نرم‌افزار PLS استفاده شد. نتایج تحقیق نشان می‌دهد که رابطه مثبتی میان ویژگی‌های رفتاری، تصویر ذهنی و کیفیت ادراکی مشتریان، و ارزش ادراک‌شده آنان وجود دارد که در نهایت به وفاداری مشتری می انجامد. بر اساس یافته های پژوهش، پیشنهاد‌اتی برای افزایش وفاداری مشتریان ارائه‌شده است.

کلیدواژه‌ها


عنوان مقاله [English]

A study on relationship between consumer behavior characteristics and consumer loyalty: The mediating role of perceived value.(The case of Bahman Co.)

نویسندگان [English]

  • Faezeh Khadem 1
  • Mohammad Rahim Esfidani 2
  • Mahdi Khademi 3
چکیده [English]

Identifying and measuring customer loyalty are key to the survival and profitability of organizations. Given this fact, we hypothesized that identification of factors affecting consumer retention and presenting tailored solutions, might contribute to customer loyalty and the success of automotive companies. By reviewing the relative literature, we found that; perceived service value, perceived service quality, mindful imagery, self-image, and lifestyle are key factors affecting customer loyalty. Data was gathered through a sample survey from 400 referred customers to Bahman Group after-sales services. The results show that external behavior variables, such as mindful imagery and perceived service quality, will affect customer loyalty through customer’s perceived value. Based on the results, recommendations are offered to increase customer loyalty.

کلیدواژه‌ها [English]

  • Customer loyalty
  • customer perceived value
  • lifestyle
  • self-image
  • perceived quality
  • after-sales service
  • Bahman Group
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