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
زارع، رحیم. اسفیدانی رحیم. تحلیل و بررسی رفتار شاکیانه مشتریان از خدمات پس از فروش سایپا. مدیریت فرهنگ سازمانی، بهار و تابستان 91، 145-174

Bayraktar, E., Tatoglu, E., Turkyilmaz, A., Delen, D., and Zaim, S. (2012). Measuring the efficiency of customer satisfaction and loyalty for mobile phone brands with DEA, Expert Systems with Applications, 39, 99–106.

Bloemer J., Ruyter K.,(2015). On the relationship between store image, store satisfaction and store loyalty, European Journal of Marketing, 32, 499 – 513

Bonnefoy L.C., Ghantous Nabil,.(2013), Emotions' impact on tourists' satisfaction with ski resorts. The mediating role of perceived value, Journal of travel & tourism marketing, 6(30), pp 624-637

Brown R. M., Mazzarol, T.W (2008), The importance of image to student satisfaction and loyalty within higher education, Springer Science Business Media B.V, 58:81_95

Chahal H., Kumari N.,(2011) Consumer perceived value and consumer loyalty in the healthcare sector, journal of relationship marketing for Routledge, 10:88-112

Chan Wu C., (2011) The impact of hospital brand image on service quality patient satisfaction and loyalty, Africa journal business management. Vol. 5(12), pp. 4873-4882, 18 June, 2011

Ching Lin, T. Chih Huang, C. (2009). Understanding social loafing in knowledge contribution from the perspectives of justice and trust, Expert Systems with Applications, 36, 6156–6163.

Chow S. H., Lau P., Wing-Chun T. Sha Z., (2007), Service quality in restaurant operations in China: Decision- and experiential-oriented perspectives, Hospitality Management of ELSEVIER 26. pp:698-710

Dahiyer E. S., Akroush N.M., Abu-Lail N.B(2011), An integrated model of perceived service quality and customer loyalty, service and operations management, 9(4) pp: 453-490

Eakuru  N., Nik Mat K., (2008), The application of structural equation modeling (SEM) in determining the antecedents of customer loyalty in banks in South Thailand, the business review, Cambridge, 10(2), 130-139

Edward M., George P.B., Sarkar K.S., (2010), the impact of switching costs upon the service quality_ perceived value_ customer satisfaction_ service loyalty chain: a study in the context of cellular services in India, services marketing quarterly for Routledge (Taylor & Francis Group), 31:151-173

Garretson J. A., Fisher D. Burton S. (2002), Antecedents of private label attitude and national brand promotion attitude: similarities and differences , Journal of retailing 78, 91-99

Goni E., Madariaga J.M., Axpe I. Goni A. (2011), Structure of personal self-concept (PSC) questionnaire, International journal of clinical and health psychology, voll 11,n 3, 509-522

Hang Lee T., Ling Shen Y., (2013), The influence of leisure involvement and place attachment on destination loyalty: Evidence from recreationists walking their dogs in urban parks, journal of environmental psychology, 33, 76-85

Hulland, J. 1999. “Use of Partial Least Squares (PLS) in Strategic Management Research: A Review of Four Recent Studies,” Strategic Management Journal (20:2), pp. 195-204.

Hur W., Kim Y., Park K., (2013), Assessing the effects of perceived value and satisfaction on customer loyalty: A Green perspective, corporate social responsibility and environmental management, 20, 146-156

Kim J., Damhorst L.M.,(2006) Effects of level of internet retailer's service quality on perceived apparel quality, perceived service quality, perceived value, satisfaction, and behavioral intentions towards an internet retailer, clothing & textiles research journal for SAGE, 28(1) 56-73

Ko E., Zhang H., (2009), The moderating effects of nationality and lifestyle on the relationship between brand equity and purchase intentions, international journal of human ecology10(2), 39-54

Koller M., Floh A. Zauner A. (2011), Further insights into perceived value and consumer loyalty: A "Green" perspective, psychology & marketing, Vol 28(12): 1154- 1147, December 2011

Lee K.Y. Liu T.L.(2008), The effects of innovation diffusion on customer loyalty, The business review Cambridge 10(1), 254-262

Lin H. Wang Y.S., (2006), An examination of the determinants of customer loyalty in mobile commerce contexts, information & management for ELSEVIER, 43 , 271-282

Malik, S., U.,(2012), customer satisfaction, perceived service qualityand mediating role of perceived value, International Journal of Marketing Studies, Vol. 4, No. 1; February 2012, 68-76

Maria S., Loureiro C., Kastenholz E. (2011), Corporate reputation, satisfaction, delight, and loyalty towards rural lodging units in Portugal, International journal of hospitality management (ELSEVIER),30 pp:575-583

McQuilken, Lisa & Robertson, Nichola, (2011). The influence of guarantees, active requests to voice and failure severity on customer complaint behavior, International Journal of Hospitality Management, p. 10

Oja O., Okuku P.M.B (2010).The relationship between service quality and customer satisfaction in the telecommunication industry: Evidence from Nigeria, BRAND. Broad research in accounting, negotiation and distribution, vol1. Iss 1, 88-100

Osman Z., Sentosa I. (2013).Mediating effect of customer satisfaction on service quality and customer loyalty, relationship in Malaysian rural tourism, International Journal of Economics Business and Management Studies, 2(1), 25-37.

Sirgy, M.J, self-concept in consumer behavior: a critical review, Journal of consumer research(pre-1986), Dec 1982,9,3 287-295

Wang Y.c., (2010),Service quality, perceived value, corporate image, and customer loyalty in the context of varying levels of switching costs, psychology & marketing, Vol 27(3): 252-262

Woodward T., (2000), Using brand awareness and brand image in tourism channels of distribution , Journal of Vacation Marketing  , Vol. 6 No. 6 , pp. 119-130