نوع مقاله : مقاله استخراج شده از پایان نامه
1 دانشجوی دکتری مدیریت ,واحد سنندج دانشگاه آزاداسلامی، سنندج، ایران
2 دانشیار گروه مدیریت بازرگانی، دانشکده علوم انسانی و اجتماعی، دانشگاه کردستان
3 استادیار گروه مدیریت، واحد سنندج، دانشگاه آزاداسلامی، سنندج، ایران
عنوان مقاله [English]
Customer persuasion is one of the most important issues in selling the products of commercial companies. Social psychology techniques are designed to persuade customers to be able to easily select and purchase products and services when making a purchase decision. The principle of reciprocity has two techniques of door in the face and that's not all of them, which have been the subject of limited studies. The purpose of this study was to investigate and analyze the effects of retaliatory retaliation techniques on consumer behavior after purchase on the four structures of customer trust, commitment, satisfaction and loyalty. Morgan table was used to determine the sample size. To collect the required data, 386 questionnaires were distributed among the customers of selected travel and tourism services offices. SPSS software was used to analyze the research data in descriptive statistics, and Smart PLS software was used to analyze the model through structural equations and partial least squares method. The results of this study showed that the principle of reciprocity directly affected the trust, commitment and satisfaction of the customers of tourism offices and also indirectly affected customer loyalty. The final fit of the proposed research model was equal to 0.619, which showed that the research model was strong and the research hypotheses were confirmed.