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نقش بازاریابی رابطه مند و ابعاد آن در رفتار مصرفکننده و قدردانی از مشتری در نمایندگیهای گروه خودروسازی سایپا | ||
| پژوهش های مدیریت عمومی | ||
| مقاله 9، دوره 11، شماره 41، آذر 1397، صفحه 217-240 اصل مقاله (709.37 K) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22111/jmr.2018.4457 | ||
| نویسندگان | ||
| سمیه صائب نیا* 1؛ محمد فیضی2 | ||
| 1مربی مدیریت بازرگانی، گروه مدیریت، موسسه آموزش عالی نوین- اردبیل- ایران. | ||
| 2استادیار مدیریت دولتی، گروه مدیریت، دانشکده علوم انسانی، واحد اردبیل، دانشگاه آزاد اسلامی، اردبیل، ایران. | ||
| چکیده | ||
| استفاده از بازاریابی رابطهمند برای کسب سود در سازمانها/ شرکتها رو به افزایش است. در دنیای امروز استفاده از این نوع بازاریابی برای بازاریابان، در کنار درک صحیح رفتار مصرفکننده و رفع بهموقع و بهینه خواسته و نیاز آنان میسر میباشد . این بازاریابی یکی از راهکارهای شناختهشده در بازاریابی است که مشتریان ناراضی را با تقویت قدردانی در بین آنان، محدود کرده و بدینوسیله باعث فزونی مشتریان وفادار گردیده است. در این پژوهش قصد بر این است تا تأثیر بازاریابی رابطهمند و ابعاد آن از قبیل اعتماد، تعهد، ارتباطات، مدیریت تعارض، شایستگی، رضایت مشتریان بر رفتار مصرفکننده و قدردانی از مشتریان بررسی شود. پژوهش حاضر ازلحاظ هدف، کاربردی و ازلحاظ روش گردآوری داده توصیفی، از نوع همبستگی است. بر اساس فرمول کوکران حجم نمونه 384 نفر به دست آمد؛ ولیکن جهت اعتبار بخشیدن به نتایج تحقیق تعداد 400 پرسشنامه به روش نمونهگیری تصادفی ساده در بین مشتریان نمایندگیهای سایپا در استان اردبیل توزیع و بهصورت تکمیلشده جمعآوری گردید. گردآوری دادههای موردنیاز با پرسشنامه استاندارد انجام گرفت. بهمنظور اندازهگیری مؤلفههای بازاریابی رابطهمند از پرسشنامه اندوبیسی (2013)، (2005) استفاده شد. همچنین سنجش شاخصهای رفتار مصرفکننده بر اساس پرسشنامه آجزن (1977) انجام گردید. نهایتاً پرسشنامه مک کالوکو همکاران (2002) برای اندازهگیری قدردانی از مشتریان مورداستفاده قرار گرفت. آزمون مدل پژوهش بر اساس روش معادلات ساختاری و نرمافزار LISREL انجام گرفت. نتایج نشان داد که بازاریابی رابطهمند و ابعاد آن بر قدردانی از مشتری و همچنین بازاریابی رابطهمند و ابعاد آن بهجز مدیریت تعارض بر رفتار مصرفکننده تأثیر مثبت و معناداری دارد. بر اساس نتایج تحقیق پیشنهادهایی برای ارتقای وضعیت رفتار مصرفکننده ارائه گردید. | ||
| کلیدواژهها | ||
| بازاریابی رابطهمند؛ قدردانی از مشتری؛ رفتار مصرفکننده؛ نمایندگیهای گروه خودروسازی سایپا | ||
| مراجع | ||
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