تاکتیک مدیریت ارتباط با مشتری آنلاین و تمایل مشتری به حمایت سبز: نقش میانجی ریسک درک‌شده سبز(مطالعه موردی: در استان لرستان)
محورهای موضوعی :
مدیریت محیط زیست
لیلا آندرواژ
1
(استادیار گروه مدیریت بازرگانی، واحد بین المللی خرمشهر، دانشگاه آزاد اسلامی، خرمشهر، ایران. *(مسوول مکاتبات))
امید زمان پور
2
(دانشجوی دکتری مدیریت بازرگانی، واحد رودهن، دانشگاه آزاد اسلامی، رودهن، ایران.)
ایمان قاسمی همدانی
3
(دانشجوی دکتری بازاریابی گروه مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران.)
تاریخ دریافت : 1398/12/01
تاریخ پذیرش : 1399/05/19
تاریخ انتشار : 1401/06/01
کلید واژه:
مدیریت ارتباط با مشتری آنلاین,
ریسک درک‌شده سبز,
حمایت سبز,
چکیده مقاله :
زمینه و هدف: هدف پژوهش حاضر بررسی تأثیر تاکتیک مدیریت ارتباط با مشتری آنلاین بر تمایل مشتری به حمایت سبز با نقش میانجی ریسک درک شده سبز است.روش بررسی: این تحقیق از لحاظ هدف کاربردی، از لحاظ نحوه گردآوری داده ها توصیفی همبستگی و از نوع تحقیقات کمّی می باشد. جامعه آماری تحقیق مشتریان لوازم خانگی سبز در استان لرستان بودند که با توجه به حجم نامشخص و نامحدود جامعه، 384 نفر با استفاده از فرمول کوکران به عنوان نمونه تحقیق در نظر گرفته شد. این افراد به روش تصادفی دردسترس انتخاب شدند.یافته ها: ابزار گردآوری داده ها پرسشنامه بود که پایایی آن از طریق آزمون آلفای کرونباخ مورد تأیید قرار گرفت. برای تجزیه و تحلیل داده ها از آزمون نرمال بودن، آزمون همبستگی و مدل معادلات ساختاری از طریق نرم افزار ایموس و اس پی اس اس استفاده شد.بحث و نتیجه گیری: نتایج آزمون مدل معادلات ساختاری نشان داد که تاکتیک مدیریت ارتباط با مشتری آنلاین بر ریسک درک شده سبز مشتری تأثیر منفی و معنادار و بر تمایل به حمایت سبز از سوی مشتری تأثیر مثبت و معناداری دارد. همچنین ریسک درک‌شده بر تمایل مشتری به حمایت سبز تأثیر منفی و معناداری دارد. در این پژوهش نقش میانجی ریسک درک شده سبز در تأثیر تاکتیک مدیریت ارتباط با مشتری آنلاین بر تمایل مشتری به حمایت سبز رد شد.
چکیده انگلیسی:
Background and Objective: The purpose of this research is to investigate the effect of online customer relationship management tactics on customer's willingness to support green with the mediating role of perceived green risk.Material and Methodology: This research is descriptive-correlational in terms of practical purpose, in terms of data collection method and quantitative research. The statistical population of the research was the customers of green household appliances in Lorestan province, and due to the unknown and unlimited size of the population, 384 people were considered as the research sample using Cochran's formula. These people were randomly selected.Findings: The data collection tool was a questionnaire, the reliability of which was confirmed through Cronbach's alpha test. For data analysis, the normality test, correlation test and structural equation model were used through Imus and SPS software.Discussion and Conclusion: The results of the structural equation model test showed that the online customer relationship management tactic has a negative and significant effect on the customer's perceived green risk and a positive and significant effect on the customer's desire to support green. Also, the perceived risk has a negative and significant effect on the customer's willingness to support green. In this research, the mediating role of perceived green risk in the effect of online customer relationship management tactics on customer willingness to support green was rejected.
منابع و مأخذ:
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Michael, L. (2015). e-CRM: Latest Paradigm in the world of CRM, IRACST – International Journal of Commerce, Business and Management (IJCBM), 4(2): 1079-1088.
Desrochers, J., & François Outreville, J. (2019). Perceived risk and insurance decision taking for small losses. Journal of Risk Research, 1-14.
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Aghekyan-Simonian, M., Forsythe, S., Kwon, W. S., & Chattaraman, V. (2012). The role of product brand image and online store image on perceived risks and online purchase intentions for apparel. Journal of Retailing and Consumer Services, 19(3), 325-331.
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Klöckner, C. A. (2013). A comprehensive model of the psychology of environmental behavior: A meta-analysis. Global Environmental Change, 23(5): 1028-1038.
Mostafa Mohamed M (2009). A Hierarchical Analysis of the Green Consciousness of the Egyptian Consumer, Psychology & Marketing, 24(5): 445-473.
Qasem, M. F., & Abukhadijeh, M. A. (2016). Customer Relationship Management and Customer Retention in Jordanian Bank. International Business Research, 9(9), 41.
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Hong, I. B., & Cha, H. S. (2013). The mediating role of consumer trust in an online merchant in predicting purchase intention. International Journal of Information Management, 33(6), 927-939.
Ha, H. Son, G. (2011), “Effects of online consumer’s perceived risk on two types of intentions: the moderating role of social network services”, Journal of Korean Service Management Society, Vol. 12 No. 2, pp. 121-144.
Ladhari, R., Ladhari, I., & Morales, M. (2011). Bank service quality: comparing Canadian and Tunisian customer perceptions. International Journal of Bank Marketing, 29(3), 224-246.
Shin, D. H. (2014). Effect of the customer experience on satisfaction with smartphones: Assessing smart satisfaction index with partial least squares. Telecommunications Policy.
Pappas, N. (2016). Marketing strategies, perceived risks, and consumer trust in online buying behaviour. Journal of Retailing and Consumer Services, 29, 92-103.
Paul, J., Modi, A., & Patel, J. (2016). Predicting green product consumption using theory of planned behavior and reasoned action. Journal of retailing and consumer services, 29, 123-134.
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Shen, L., Olfat, L., Govindan, K., Khodaverdi, R., & Diabat, A. (2013). A fuzzy multi criteria approach for evaluating green supplier's performance in green supply chain with linguistic preferences. Resources, Conservation and Recycling, 74, 170-179.
Tseng, M. L., Islam, M. S., Karia, N., Fauzi, F. A., & Afrin, S. (2019). A literature review on green supply chain management: Trends and future challenges. Resources, Conservation and Recycling, 141, 145-162.
Chang, S.H. (2015). The Influence of Green Viral Communications on Green Purchase Intentions: The Mediating Role of Consumers’Susceptibility to Interpersonal Influences, Sustainability, 7: 4829-4849.
Agarwal, A., & Kumar, S. (2019), Dissecting the effect of Green Marketing Stratagem on Buying Behaviour of Indian Consumers', International Journal of Applied Engineering Research, 14(2),277-281.
Sakka, S. (2016). The Impact of University Student’s Green Awareness Purchasing on Green Marketing in Egypt, Journal of Climatology & Weather Forecasting, 4(2): 2-5.
Shabani, N., Ashoori, M., Taghinejad, M., Beyrami, H., & Noor Fekri, M. (2015). The study of green consumers’ characteristics and available green sectors in the market, International Research Journal of Applied and Basic Sciences, 4(7): 1880-1883.
Shahri pour, S.B., & Andervazh, L. (2015). Investigating the Impact of Internal Marketing on Customer Orientation (Case Study: Insurance Industry of Abadan City), European Online Journal of Natural and Social Scinces, 4(3): 546-552.
Waskito, K. S. (2018). The Impact of Customer Relationship Management on Organization Profit of in Somali. J Entrepren Organiz Manag, 7(221), 2.
Kim, H., & Lee, Y. (2019). A structural model of customer relationship management (CRM) strategies, rapport, and learner intentions in lifelong education. Asia Pacific Education Review, 1-10.
Harryani, S. (2017). Customer Relationship Management Influence on Customer Value, Product Quality And Service quality In Improving Customer Satisfaction And Its Implication On The Customer Loyalty. Jurnal Ilmiah Ekonomi Bisnis, 22(2).
Dimitriadis, S. Stevens, E. (2008), Integrated Customer Relationship Management for Service Activities: An Internal/External Gap Model, Managing Service Quality, 18(5): 496-511.
Alhaiou, T., Irani, Z., & Ali, M. (2009). The relationship between ecrm implementation and eloyalty at different adoption stages of transaction cycle: A conceptual framework and hypothesis.
Lam, A., Cheung, R., & Lau, M. M. (2013). The Influence of Internet-Based Customer Relationship Management on Customer Loyalty. Contemporary Management Research, 9(4): 419-440.
Michael, L. (2015). e-CRM: Latest Paradigm in the world of CRM, IRACST – International Journal of Commerce, Business and Management (IJCBM), 4(2): 1079-1088.
Desrochers, J., & François Outreville, J. (2019). Perceived risk and insurance decision taking for small losses. Journal of Risk Research, 1-14.
Tsiakis, T. (2012). Consumers’ issues and concerns of perceived risk of information security in online framework. The marketing strategies. Procedia-Social and Behavioral Sciences, 62, 1265-1270.
Salemi, M. (2013), Evaluation of Effect of Perceived Green Risk and Value on Automobile Purchase Intention with the Mediation of Green Confidence, a Master’s Thesis in the Field of Business Management, Ferdowsi University of Mashhad. (In Persian)
Aghekyan-Simonian, M., Forsythe, S., Kwon, W. S., & Chattaraman, V. (2012). The role of product brand image and online store image on perceived risks and online purchase intentions for apparel. Journal of Retailing and Consumer Services, 19(3), 325-331.
Ghazian, Asieh; Hossaini, Mirza Hasan; Farsijani, Hasan. (2016). The effect of customer relationship management and its significant relationship by customers’ reactions in LG Company. Procedia Economics and Finance 36 , 42 – 50.
Ghotbabadi, A. R., Feiz, S., & Baharun, R. (2016). The relationship of customer perceived risk and customer satisfaction. Mediterranean Journal of Social Sciences, 7(1 S1), 161.
Pradana, L., & Tambunan, D. B. ANALYSIS OF RELATIONAL MARKETING EFFECT ON CUSTOMER LOYALTY MEDIATED BY PERCEIVED RISK AND PERCEIVED VALUE FOR THE USERS OF INFRAME PHOTO & VIDEO SERVICE IN SURABAYA. In Welcome to the 5th International Conference on Entrepreneurship (p. 189).
Klöckner, C. A. (2013). A comprehensive model of the psychology of environmental behavior: A meta-analysis. Global Environmental Change, 23(5): 1028-1038.
Mostafa Mohamed M (2009). A Hierarchical Analysis of the Green Consciousness of the Egyptian Consumer, Psychology & Marketing, 24(5): 445-473.
Qasem, M. F., & Abukhadijeh, M. A. (2016). Customer Relationship Management and Customer Retention in Jordanian Bank. International Business Research, 9(9), 41.
Young M. Kang, Jieun Kim, (2017) "Online customer relationship marketing tactics through social media and perceived customer retention orientation of the green retailer", Journal of Fashion Marketing and Management: An International Journal, Vol. 21 Issue: 3, doi: 10.1108/JFMM-08-2016-0071
Hong, I. B., & Cha, H. S. (2013). The mediating role of consumer trust in an online merchant in predicting purchase intention. International Journal of Information Management, 33(6), 927-939.
Ha, H. Son, G. (2011), “Effects of online consumer’s perceived risk on two types of intentions: the moderating role of social network services”, Journal of Korean Service Management Society, Vol. 12 No. 2, pp. 121-144.
Ladhari, R., Ladhari, I., & Morales, M. (2011). Bank service quality: comparing Canadian and Tunisian customer perceptions. International Journal of Bank Marketing, 29(3), 224-246.
Shin, D. H. (2014). Effect of the customer experience on satisfaction with smartphones: Assessing smart satisfaction index with partial least squares. Telecommunications Policy.
Pappas, N. (2016). Marketing strategies, perceived risks, and consumer trust in online buying behaviour. Journal of Retailing and Consumer Services, 29, 92-103.
Paul, J., Modi, A., & Patel, J. (2016). Predicting green product consumption using theory of planned behavior and reasoned action. Journal of retailing and consumer services, 29, 123-134.
