مدل ساختار علیت کیفیت خدمات و ارزش درک شده بر قصد خرید مجدد با میانجی‌گری رضایت مشتریان (مورد مطالعه: داروخانه‌های شهر تهران)
محورهای موضوعی : -مدارک پزشکی
سهیلا سردار
1
(استادیار ، گروه مدیریت صنعتی، واحد تهران شمالَ، دانشگاه آزاد اسلامی، تهران، ایران)
کلید واژه: ارزش درک شده, کیفیت خدمات, داروخانه‌های تهران, رضایت مشتریان, قصد خرید مجدد,
چکیده مقاله :
مقدمه: با رقابتی شدن بازارها و عدم تمایز محصولات، کیفیت خدمات به عنوان مزیت رقابتی شناخته شده و تاثیر مستقیم بر رضایت‌مندی مشتریان دارد. اطلاع از تصویر ذهنی سازمان نزد مشتریان و روابط حاکم برآنها ضمن اینکه نقاط قوت و ضعف یک سازمان را آشکار می‌سازد، زمینه را برای اتخاذ راهبردهای مناسب و ارتقای سطح عملکرد فراهم می‌آورد. هدف این مقاله ارائه مدل ساختار علیت کیفیت خدمات و ارزش درک شده بر قصد خرید مجدد با میانجی‌گری رضایت مشتریان می‌باشد. روش پژوهش: پژوهش حاضر از لحاظ هدف کاربردی و از لحاظ روش توصیفی پیمایشی از نوع علی و معلولی می‌باشد. جامعه آماری این پژوهش را مشتریان داروخانه‌های شهر تهران تشکیل می‌دهد و حجم نمونه آماری با فرض جامعه نامحدود با استفاده از فرمول کوکران 384 نفر محاسبه گردید. روش نمونه‌گیری خوشه‌ای تصادفی می‌باشد. ابزار گردآوری داده‌ها پرسشنامه می‌باشد. که اعتبار آن به روش اعتبار محتوا و پایایی آن با روش‌های پایایی ترکیبی، میانگین واریانس استخراج شده (AVE) و ضریب آلفای کرونباخ تایید گردید. جهت تجزیه و تحلیل داده‌ها از روش مدل‌سازی معادلات ساختاری و نرم‌افزار Smart PLS استفاده گردیده است. یافته‌ها: پس از تجزیه و تحلیل نتایج مشخص گردید که "کیفیت خدمات" و "ارزش درک شده" بر "قصد خرید مجدد" تاثیر دارند، هم‌چنین نتایج نشان داد که کیفیت خدمات با میانجی‌گری متغیر"رضایت مشتریان" بر "قصد خرید مجدد" تاثیر دارد و روی هم رفته توانسته‌اند که 61% از تغییرات متغیر قصد خرید مجدد را توضیح دهند. و متغیر "ارزش درک شده" با میانجی‌گری متغیر "رضایت مشتریان" بر "قصد خرید مجدد" تاثیر ندارد. نتیجه‌گیری: بر اساس یافته‌های تحقیق می‌توان نتیجه گرفت، متغیرهای کیفیت خدمات و ارزش درک شده بر قصد خرید مجدد تاثیر داشته هم‌چنین به این نتیجه رسیدیم که متغیر "ارزش درک شده" بیشتر از دو متغیر دیگر بر قصد خرید مجدد تاثیر دارد.
introduction: Service quality is known as a competitive advantage and impacts on customer satisfactiondirectly because of competitive markets and lack of product differentiation. Knowing the mental image of the organization by customers reveals the strengths and weakness points of organization, adopt strategies and enhance performances. The purpose of this article is investigating the impact of service quality and perceived value on the post-purchase intention with the mediation of customer satisfaction. Methods: two questionnaires were designed according to the SERVQUAL model and effective factors of research variables. These two questionnaires were collected from 384 customers of pharmacies in Tehran city and analyzed by structural equation modeling and Smart PLS software used. Results: The results show that service quality and perceived value affect post-purchase intention. Customer satisfaction affects post-purchase intention as a mediator. Conclusion: The share of customer satisfaction is more than the two other variables and the share of service quality is less than perceived value.
1- Zeithaml VA. Customer’s perceptions of price quality and value: a means-end model and synthesis of evidence. Journal of Marketingو 1988;77: 203-220.
2- Rust RT and Oliver RL. Service Quality: insights and managerial implications from the frontier Service Quality, New Directions in Theory and Practice, Sage, London; 1994: 1-20
3- Cronin J, Brady M, & Hult G. Assessing the effects of quality, Value and customer satisfaction on consumer behavioral intentions in service environments, Journal of Retailing, 2000; 76(2): 193-218.
4- Brady M, Cronin J. New thoughts on conceptualizing perceived service quality: a hierarchical approach, Journal of Marketing, 2001; 65(5): 34-49.
5- Kuo YF, Wu CM, & Deng WJ. The relationships among service quality, perceived value, customer satisfaction, and post-purchase intention in mobile value added services. Computers in Human Behavior, 2009; 25(4): 887-896.
6- Ranjbarian B, Abdollahi, SM, Khorsandnejad A. The Impact of Brand Equity on Advertising Effectiveness (Samsung and Snowa brand names as a case study, Interdisciplinary Journal of Contemporary Research in Business, 2011; 3(5): 23-34.
7- Alvani M & Riahi B. Measuring the quality of services in the public sector, Training Centre and Industrial Research of Iran press, Tehran; 2003. [In Persian]
8- Dulawat MS & Rai RS. Satisfaction level of students as a tool for performance measurement. Presented and published in international seminar on strategic Role of HRM in new millennium. IPS academy; 2005.
9- Hellier PK, Geursen GM, Carr RA, Rickard JA. Customer repurchase intention: a general structural equation model. European Journal of Marketing; 2003: 37(2): 1762-1800.
10- Wang Y. Lo H, and Yang Y. An Integrated framework for service quality, customer value, satisfaction, Evidence from china's telecommunications industry, Information Systems Frontiers, 2004; 6(4); 45-55.
11- Turel O, & Serenko A. Satisfaction with mobile services in Canada: An empirical investigation. Telecommunications Policy, 2006; 30(5): 314-331.
12- Ibrahimi A & Mansouri H. Effect of service quality, perceived value and customer behavior mood emotion pleasure, Journal of Management; 2013: 32-45.
13- Lee GG & Lin HF. Customer perceptions of e-service quality in online shopping. International Journal of Retail and Distribution Management, 2005; 33(2/3): 161-176.
14- Eggert A & Ulaga W. Customer perceived value: A substitute for satisfaction in business markets. The Journal of Business and Industrial Marketing;, 2002; 17(2/3): 107-118.
15- Petrick JF. Development of a multi-dimensional scale for measuring the perceived value of a service. joumal of Leisure Research, 2002;34(2): 119-134.
16- Taghavi Fard MT, Masserat N & Sanei Monfared MA. This model predicts customer purchasing behavior, Journal of Business Management, 2011; 10 (3): 74-55.
17- Allameh S & Noktehdan A. The effect of service quality on customer loyalty, Journal of Business Management, 2009; 2(5): 124-109.
18- Collier JE & Bienstock CC. Measuring service quality in e-retailing, Journal of Service Research, 2006; 3(8): 260-275.
19- Sanayei A, Pvrmstfy Khoshkrud M, Ghazi Monfared A & Nasirzadeh M. The effect of electronic service quality on customer satisfaction and repurchase intention (Case Study: Electronic payments Enterprise Bank), Journal of Outlook Business Management, 2012; 12(3): 223-243.
_||_1- Zeithaml VA. Customer’s perceptions of price quality and value: a means-end model and synthesis of evidence. Journal of Marketingو 1988;77: 203-220.
2- Rust RT and Oliver RL. Service Quality: insights and managerial implications from the frontier Service Quality, New Directions in Theory and Practice, Sage, London; 1994: 1-20
3- Cronin J, Brady M, & Hult G. Assessing the effects of quality, Value and customer satisfaction on consumer behavioral intentions in service environments, Journal of Retailing, 2000; 76(2): 193-218.
4- Brady M, Cronin J. New thoughts on conceptualizing perceived service quality: a hierarchical approach, Journal of Marketing, 2001; 65(5): 34-49.
5- Kuo YF, Wu CM, & Deng WJ. The relationships among service quality, perceived value, customer satisfaction, and post-purchase intention in mobile value added services. Computers in Human Behavior, 2009; 25(4): 887-896.
6- Ranjbarian B, Abdollahi, SM, Khorsandnejad A. The Impact of Brand Equity on Advertising Effectiveness (Samsung and Snowa brand names as a case study, Interdisciplinary Journal of Contemporary Research in Business, 2011; 3(5): 23-34.
7- Alvani M & Riahi B. Measuring the quality of services in the public sector, Training Centre and Industrial Research of Iran press, Tehran; 2003. [In Persian]
8- Dulawat MS & Rai RS. Satisfaction level of students as a tool for performance measurement. Presented and published in international seminar on strategic Role of HRM in new millennium. IPS academy; 2005.
9- Hellier PK, Geursen GM, Carr RA, Rickard JA. Customer repurchase intention: a general structural equation model. European Journal of Marketing; 2003: 37(2): 1762-1800.
10- Wang Y. Lo H, and Yang Y. An Integrated framework for service quality, customer value, satisfaction, Evidence from china's telecommunications industry, Information Systems Frontiers, 2004; 6(4); 45-55.
11- Turel O, & Serenko A. Satisfaction with mobile services in Canada: An empirical investigation. Telecommunications Policy, 2006; 30(5): 314-331.
12- Ibrahimi A & Mansouri H. Effect of service quality, perceived value and customer behavior mood emotion pleasure, Journal of Management; 2013: 32-45.
13- Lee GG & Lin HF. Customer perceptions of e-service quality in online shopping. International Journal of Retail and Distribution Management, 2005; 33(2/3): 161-176.
14- Eggert A & Ulaga W. Customer perceived value: A substitute for satisfaction in business markets. The Journal of Business and Industrial Marketing;, 2002; 17(2/3): 107-118.
15- Petrick JF. Development of a multi-dimensional scale for measuring the perceived value of a service. joumal of Leisure Research, 2002;34(2): 119-134.
16- Taghavi Fard MT, Masserat N & Sanei Monfared MA. This model predicts customer purchasing behavior, Journal of Business Management, 2011; 10 (3): 74-55.
17- Allameh S & Noktehdan A. The effect of service quality on customer loyalty, Journal of Business Management, 2009; 2(5): 124-109.
18- Collier JE & Bienstock CC. Measuring service quality in e-retailing, Journal of Service Research, 2006; 3(8): 260-275.
19- Sanayei A, Pvrmstfy Khoshkrud M, Ghazi Monfared A & Nasirzadeh M. The effect of electronic service quality on customer satisfaction and repurchase intention (Case Study: Electronic payments Enterprise Bank), Journal of Outlook Business Management, 2012; 12(3): 223-243.