بررسی رابطه بین بازاریابی رابطهمند و مدیریت ارتباط با مشتری با نقش میانجی تجربه مشتری
محورهای موضوعی : بازاریابی
1 - دانشجوی دکتری تخصصی مدیریت بازرگانی، دانشگاه آزاد اسلامی، واحد تربت حیدریه، ایران.
کلید واژه: بازاریابی رابطهمند, مدیریت ارتباط با مشتری, تجربه مشتری, وفاداری مشتری, اسنپ فود.,
چکیده مقاله :
بازاریابی رابطهمند به عنوان رویکردی که بر ایجاد و حفظ ارتباطات بلندمدت با مشتریان تمرکز دارد، میتواند با نگرش، رفتار و تجربه مصرفکنندگان در ارتباط بوده و موجب بهبود مدیریت ارتباط با مشتریان شود. بر این اساس، پژوهش حاضر با هدف بررسی رابطه بین بازاریابی رابطهمند و مدیریت ارتباط با مشتری با نقش میانجی تجربه مشتری انجام شده است. پژوهش از نظر هدف کاربردی، از نوع توصیفی و از نظر شیوه گردآوری دادهها پیمایشی است. جامعه آماری شامل مشتریان سرویس اسنپ فود در شهر مشهد بوده است که تعداد آنها ۴۵۰ نفر بوده که با استفاده از روش نمونهگیری هدفمند، ۲87 نفر از افرادی که حداقل یک بار از خدمات اسنپفود استفاده کرده بودند به عنوان نمونه انتخاب شدند. برای سنجش متغیر بازاریابی رابطهمند از پرسشنامه استاندارد ندوبیسی (2007)، مدیریت ارتباط با مشتری از پرسشنامه استاندارد مورگان و هانت (1994) و تجربه مشتری از پرسشنامه استاندارد براکوس، اشمیت و زارانتونلو (2009) استفاده شد. روایی صوری و سازه پرسشنامهها تأیید گردید و پایایی آنها با استفاده از ضریب آلفای کرونباخ تأیید شد. تحلیل دادهها از روش مدلیابی معادلات ساختاری با استفاده از نرمافزارهای SPSS و Smart-PLS انجام شد. نتایج نشان داد بازاریابی رابطهمند تأثیر مستقیم و معناداری بر مدیریت ارتباط با مشتری و تجربه مشتری دارد. تجربه مشتری نیز اثر مستقیم و معناداری بر مدیریت ارتباط با مشتری دارد. همچنین اثر غیرمستقیم بازاریابی رابطهمند بر مدیریت ارتباط با مشتری از مسیر تجربه مشتری معنادار است؛ بنابراین تجربه مشتری در رابطه میان بازاریابی رابطهمند و مدیریت ارتباط با مشتری نقش میانجی ایفا میکند.
Relationship marketing, as an approach focusing on establishing and maintaining long-term connections with customers, can influence consumer attitudes, behaviors, and experiences, thereby enhancing Customer Relationship Management (CRM). This study aimed to investigate the relationship between relationship marketing and CRM, with customer experience as a mediating variable. The research is applied in purpose, descriptive in nature, and survey-based in data collection. The statistical population comprised SnappFood service customers in Mashhad, totaling 450 individuals, from which 287 participants who had used the service at least once were selected through purposive sampling. Standardized questionnaires were employed to measure relationship marketing (Ndubisi, 2007), CRM (Morgan & Hunt, 1994), and customer experience (Brakus, Schmitt, & Zarantonello, 2009). Both face and construct validity of the instruments were confirmed, and reliability was verified using Cronbach’s alpha. Data were analyzed using Structural Equation Modeling (SEM) via SPSS and Smart-PLS software. The results indicated that relationship marketing has a significant direct effect on both CRM and customer experience. Furthermore, customer experience significantly affects CRM. The indirect effect of relationship marketing on CRM through customer experience was also significant, indicating that customer experience mediates the relationship between relationship marketing and CRM. These findings underscore the critical role of customer experience in leveraging relationship marketing strategies to enhance CRM outcomes.
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