بررسی تأثیر کیفیت وب‌سایت، هیجان و رضایت بر وفاداری الکترونیکی مشتریان در وب‌سایت‌های رزرو سفر
محورهای موضوعی : مدیریت بازاریابی
باقر عباسپور
1
(مربی، گروه مدیریت بازرگانی، واحد بوشهر- مرکز بندر کنگان، دانشگاه آزاد اسلامی، بوشهر، ایران)
نادره السادات نجفی زاده
2
(استادیار، گروه مدیریت بازرگانی، واحد اراک، دانشگاه آزاد اسلامی، اراک، ایران)
علی اکبر میرزایی
3
(کارشناس‌ارشد مدیریت بازرگانی، واحد اراک، دانشگاه آزاد اسلامی، اراک، ایران)
کلید واژه: کیفیت وب‌سایت, سفر, الکترونیکی, هیجان مشتری, رضایت مشتری, وفاداری الکترونیکی مشتری,
چکیده مقاله :
هدف ﭘﮋوﻫﺶ ﺣﺎﺿﺮ بررسی تأثیر کیفیت وب‌سایت، هیجان مشتری و رضایت‌مندی مشتری بر وفاداری الکترونیکی مشتری است. اﻳﻦ ﭘﮋوﻫﺶ ﺑﺮ اﺳﺎس ﻫﺪف ﻳﻚ ﺗﺤﻘﻴﻖ ﻛﺎرﺑﺮدی و از ﻧﻈﺮ ﺟﻤﻊآوری دادهﻫﺎ ﺗﺤﻘﻴﻘﻲ ﭘﻴﻤﺎﻳﺸﻲ - ﺗﻮﺻﻴﻔﻲ اﺳﺖ. ﺟﺎﻣﻌﻪ آﻣﺎری این پژوهش دانشجویان دانشگاه‌های استان بوشهر که حداقل یک بار تجربه استفاده از وب‌سایت‌های رزور آنلاین تورهای مسافرتی را داشته‌اند می‌باشند ﻛﻪ ﺑﺎ اﺳﺘﻔﺎده از روش نمونه‌گیری در دسترس 367 نفر از آنان در پژوهش شرکت کردند. در پژوهش حاضر جهت آزمون الگوی اندازه‌گیری و فرضیه‌های پژوهش از مدل یابی معادلات ساختاری به روش کمترین مجذورات جزئی با نرم‌افزار SMARTPLS استفاده شده است. ﻧﺘﺎﻳﺞ تحقیق حاضر نشان می‌دهد که کیفیت وب‌سایت، هیجان و رضایت مشتری بر وفاداری مشتری تأثیر دارد و بین آنها رابطه مثبت و معناداری وجود دارد. در مجموع یافته‌ها نقش کیفیت وب‌سایت، هیجان مشتری و رضایت مشتری الکترونیکی بر وفاداری الکترونیکی مشتری را مورد تأکید قرار می‌دهند. نتایج این تحقیق هم دربعد علمی هم از بعد مدیریتی به این رشته کمک نموده است. از بعد علمی به دانش موجود در خصوص وب‌سایت و از بعد مدیریتی به مدیران شرکت‌های مسافرتی آنلاین برای بهبود قابلیت استفاده از وب‌سایت با ارایه‌ی اطلاعات مفید، ایجاد اعتماد، خلق هیجان و جذابیت در وب‌سایت کمک می‌کند.
The present study is aimed to evaluate the impact of website quality, customer emotion and E- satisfaction on E- loyalty. This study is an applied study based on purpose and it is a survey-descriptive in terms of data collection. The study population was Students of Bushehr Province universities with previous experience using online travel website. By convenience sampling, 367 customers were selected. The relationship between those constructs were tested using structural equations modeling by the partial least squares SMARTPLS software. The results showed that the quality of website, customer emotion and customer satisfaction Impact on E-loyalty and there was positive and significant relationship between variables. The results of this study contribute to academic and managerial fields. Academically, the findings add to existing knowledge. The findings help managers of travel companies to improve their travel website usability, by providing useful information, making trust, generating emotion and attractiveness.
جوانمرد، ح.ا. و سلطان‌زاده، ع.ا. (1388). "بررسی ویژگی‌های برند اینترنتی و وب‌سایت‌ها و تأثیر آن بر اعتماد و وفاداری مشتریان (مطالعه موردی: خرید محصولات فرهنگی از طریق اینترنت)"، فصلنامه پزوهشنامه بازرگانی، شماره 225، صص. 56-53.
سیدعباس‌زاده، م.م.، امانی ساری‌بگلو، ج.، هیمن‌خضری، آ. و پاشوی، ق. (1391). "مقدمه‌ای بر مدل‌یابی معادلات ساختاری به روش PLS و کاربرد آن در علوم رفتاری"، ارومیه: انتشارات دانشگاه ارومیه.
Ali, F., Amin, M. & Ryu, K. (2016). “The role of physical environment, price perceptions, and consumption emotions in developing customer satisfaction in Chinese resort hotels”, Journal of Quality Assurance in Hospitality & Tourism, 17(1), PP. 45-70.
Awiagah, R., Kang, J. & Lim, J.I. (2016). “Factors affecting e-commerce adoption among SMEs in Ghana”, Information Development, 32(4), PP. 815-836.
Bai, B., Law, R. & Wen, I. (2008). “The impact of website quality on customer satisfaction and purchase intentions: Evidence from Chinese online visitors”, International Journal of Hospitality Management, 27(3), PP. 391-402.
Bansal, H.S. & Taylor, S.F. (2015). “Beyond service quality and customer satisfaction: investigating additional antecedents of service provider switching intentions”, In Proceedings of the 1999 Academy of Marketing Science (AMS) Annual Conference (PP. 75-82). Springer International Publishing.
Carlson, J. & O’Cass, A. (2010). “Exploring the relationships between e-service quality, satisfaction, attitudes and behaviours in content-driven e-service web sites”, Journal of Services Marketing, 24(2), PP. 112-127.
Chen, X., Huang, Q. & Davison, R.M. (2017). “The role of website quality and social capital in building buyers’ loyalty”, International Journal of Information Management, 37(1), PP. 1563-1574.
Chin, W.W. (1998). “Commentary: Issues and opinion on structural equation modeling”.
Chin, W.W., Marcolin, B.L. & Newsted, P.R. (1996). “A partial least squares latent variable modelling approach for measuring interaction effects: Results from a Monte Carlo simulation study and an electronic-mail emotion/adoption study”, Information Systems Research, 14, PP. 189-217.
Consoli, D. (2010). “A new concept of marketing: The emotional marketing. BRAND”, Broad Research in Accounting, Negotiation, and Distribution, 1(1), PP. 52-59.
Denni, A., Scott, W. & Irina, V.K. (2019). “Online relationship marketing”, Journal of Academy of Marketing Science, 17(3), PP. 369-393.
Dolbec, P.Y. & Chebat, J.C. (2013). “The Impact of a Flagship vs. a Brand Store on Brand Attitude, Brand Attachment and Brand Equity”, Journal of Retailing, 89(4), PP. 460-466.
Eisingerich, A., Merlo, O., Heide, J. & Tracey, P. (2016). “Customer satisfaction and purchase behavior: The role of customer input”, In looking forward, looking back: Drawing on the past to shape the future of marketing (PP. 220-220). Springer International Publishing.
Ennew, C.T., Binks, M.R. & Chiplin, B. (2015). “Customer satisfaction and customer retention: An examination of small businesses and their banks in the UK”, In Proceedings of the 1994 Academy of Marketing Science (AMS) Annual Conference (PP. 188-192). Springer International Publishing.
Fornell, C. & Larcker, D.F. (1981). “Evaluating structural equations models with unobservable variables and measurement error”, Journal of Marketing Research, 18(1), PP. 39-50.
Gefen, D. & Straub, D.W. (2005). “A practical guide to factorial validity using PLS-Graph: Tutorial and annotated example”, Communications of the AIS, 16 (5), PP. 91-109.
G Tomas, M., Hult, P., Nidhishama, F.V. & Yufei Zhang, M. (2019). “Antecedents and Consequences of Customer Satisfaction: Do They Differ Across Online And Offline Purchases?”, Journal of Retailing, 95(1), PP. 10-23.
Harris, L.C. & Goode, M.M. (2004). “The four levels of loyalty and the pivotal role of trust: a study of online service dynamics”, Journal of retailing, 80(2), PP. 139-158.
Hart, S., Smith, A., Spark, L. & Tzokas, N. (1999). “Are loyalty schemes a manifestation of relationship marketing?”, Journal of marketing management, vol.15, PP. 541-562.
Hudson, S., Roth, M.S., Madden, T.J. & Hudson, R. (2015). “The effects of social media on emotions, brand relationship quality, and word of mouth:”, An empirical study of music festival attendees. Tourism Management, 47, PP. 68-76.
James, E., Bartlett, ll., Joe, W.K., Chdwick, C.H. (2001). “Organizational Research: Determining Appropriate Sample Size in Survey”, Research Information Technology, and Performance Journal, 19(1): PP. 44-46.
Kandampully, J., Zhang, T. & Bilgihan, A. (2015). “Customer loyalty: a review and future directions with a special focus on the hospitality industry”, International Journal of Contemporary Hospitality Management, 27(3), PP. 379-414.
Kim, C., Tao, W., Shin, N. & Kim, K.S. (2010). “An empirical study of customers’ perceptions of security and trust in e-payment systems”, Electronic Commerce Research and Applications, 9(1), PP. 84-95.
Kim, J. & Lennon, S.J. (2013). “Effects of reputation and website quality on online consumers’ emotion, perceived risk and purchase intention: Based on the stimulus-organism-response model”, Journal of Research in Interactive Marketing, 7(1), PP. 33-56.
Kim Min, G., Hyunjoo, Y, Anna, S.M. (2018). “The Impact of Customer Loyalty and Restaurant Sanitation Grades on Revisit”, Intention and the Importance of Narrative Information, Cornell Hospitality Quarterly, 59. (3), PP. 275-284.
Kim, M., Vogt, C.A. & Knutson, B.J. (2015). “Relationships among customer satisfaction, delight, and loyalty in the hospitality industry”, Journal of Hospitality & Tourism Research, 39(2), PP. 170-197.
Kim, Y. & Peterson, R.A. (2017). “A Meta-analysis of Online Trust Relationships in E-commerce”, Journal of Interactive Marketing, 38, PP. 44-54.
Kotler, P., Keller, K.L., Manceau, D. & Hémonnet-Goujot, A. (2015). “Marketing management”, (Vol. 14). Englewood Cliffs, NJ: Prentice Hall.
Larson. & Susanna. (2004). “Managing Customer Loyalty in the Automative Industry”, Department of Business Administration and Social Sciences، P. 6.
Lee, Y. & Kozar, K.A. (2006). “Investigating the effect of website quality on e-business success: an analytic hierarchy process (AHP) approach”, Decision support systems, 42 (3), PP. 1383-1401.
Luo, H., Han, X. & Yu, Y. (2016). “The impact of website quality on user loyalty through perceived value and commitment”, In Service Systems and Service Management (ICSSSM), 2016 13th International Conference on (PP. 1-5). IEEE.
Martensen, A., Martensen, A., Grønholdt, L. & Grønholdt, L. (2016). “The effect of word-of-mouth on consumer emotions and choice: findings from a service industry”, International Journal of Quality and Service Sciences, 8(3), PP. 298-314.
Miquel-Romero, M.J., Caplliure-Giner, E.M. & Adame-Sánchez, C. (2014). “Relationship marketing management: Its importance in private label extension”, Journal of Business Research, 67(5), PP. 667-672.
Abdul Hamid, N.A., Cheun, C.H., Abdullah, N.H., Ahmad, M.F., Ngadiman, Y. (). “Does Persuasive E-commerce Website Influence Users’ Acceptance and Online Buying Behavior?”, The Findings of the Largest E- commerce Website in Malaysia, ICT for a Better Life and a Better World, 30(1), PP. 263-279.
Pandey, S. & Chawla, D. (2016). “Impact of changing consumer lifestyles and website quality on online satisfaction and loyalty-an emerging market framework”, International Journal of Indian Culture and Business Management, 12(1), PP. 50-71.
Park, C. Whan, Deborah J. MacInnis and Joseph R. Priester. (2006). “Brand Attachment: Constructs, Consequences and Causes”, Foundations and Trends in Marketing, 1 (3), PP. 191-230.
Park, C. Whan, Deborah J. MacInnis and Joseph R. Priester, Eisingerich, Andreas. B., Lacobucci, D. (2010). “Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers”, JOURNAL OF Marketing.
Pawle, J. & Cooper, P. (2006). “Measuring emotion e lovemarks, the future beyond brands”. Journal of Advertising Research, 46(1), PP. 38-48.
Pereira, H. G., de Fátima Salgueiro, M., & Rita, P. (2016). “Online purchase determinants of loyalty: The mediating effect of satisfaction in tourism”, Journal of Retailing and Consumer Services, 30, PP. 279-291.
Shin, J.I., Chung, K.H., Oh, J.S. & Lee, C.W. (2013). “The effect of site quality on repurchase intention in Internet shopping through mediating variables: The case of university students in South Korea”, International Journal of Information Management, 33(3), PP. 453-463.
Sun, P., Cárdenas, D.A. & Harrill, R. (2016). “Chinese Customers’ Evaluation of Travel Website Quality: A Decision-Tree Analysis”, Journal of Hospitality Marketing & Management, 25(4), PP. 476-497.
Towhidi, G. & Srite, M. (2016). “The Effect of Website Quality on Repurchase Intention: The Moderating Role of Espoused Cultural Differences”, Human-Computer Interaction (SIGHCI).
Turban, Efraim, king, David, Lee, Jae, Ting peng Liang. (2010). “Electronic commerce”, A managerail perspective. PP. 108-124.
Venkatesh, R. (2019). “A study on Marketing Strategies to Increase Customer Base:A Case Study”, International Journal of Business Economics & Management Research, 9(3), PP. 1-8.
Vijay, T.S, Sanjeev, P. &Vinita, S. (2019) “The Influence of Online Shopping Values and Web Atmospheric Cues on E-Loyalty: Mediating Role of E-Satisfaction”, Journal of Theoretical and Applied Electronic Commerce Research, 14(1), PP. 1-15.
_||_جوانمرد، ح.ا. و سلطان‌زاده، ع.ا. (1388). "بررسی ویژگی‌های برند اینترنتی و وب‌سایت‌ها و تأثیر آن بر اعتماد و وفاداری مشتریان (مطالعه موردی: خرید محصولات فرهنگی از طریق اینترنت)"، فصلنامه پزوهشنامه بازرگانی، شماره 225، صص. 56-53.
سیدعباس‌زاده، م.م.، امانی ساری‌بگلو، ج.، هیمن‌خضری، آ. و پاشوی، ق. (1391). "مقدمه‌ای بر مدل‌یابی معادلات ساختاری به روش PLS و کاربرد آن در علوم رفتاری"، ارومیه: انتشارات دانشگاه ارومیه.
Ali, F., Amin, M. & Ryu, K. (2016). “The role of physical environment, price perceptions, and consumption emotions in developing customer satisfaction in Chinese resort hotels”, Journal of Quality Assurance in Hospitality & Tourism, 17(1), PP. 45-70.
Awiagah, R., Kang, J. & Lim, J.I. (2016). “Factors affecting e-commerce adoption among SMEs in Ghana”, Information Development, 32(4), PP. 815-836.
Bai, B., Law, R. & Wen, I. (2008). “The impact of website quality on customer satisfaction and purchase intentions: Evidence from Chinese online visitors”, International Journal of Hospitality Management, 27(3), PP. 391-402.
Bansal, H.S. & Taylor, S.F. (2015). “Beyond service quality and customer satisfaction: investigating additional antecedents of service provider switching intentions”, In Proceedings of the 1999 Academy of Marketing Science (AMS) Annual Conference (PP. 75-82). Springer International Publishing.
Carlson, J. & O’Cass, A. (2010). “Exploring the relationships between e-service quality, satisfaction, attitudes and behaviours in content-driven e-service web sites”, Journal of Services Marketing, 24(2), PP. 112-127.
Chen, X., Huang, Q. & Davison, R.M. (2017). “The role of website quality and social capital in building buyers’ loyalty”, International Journal of Information Management, 37(1), PP. 1563-1574.
Chin, W.W. (1998). “Commentary: Issues and opinion on structural equation modeling”.
Chin, W.W., Marcolin, B.L. & Newsted, P.R. (1996). “A partial least squares latent variable modelling approach for measuring interaction effects: Results from a Monte Carlo simulation study and an electronic-mail emotion/adoption study”, Information Systems Research, 14, PP. 189-217.
Consoli, D. (2010). “A new concept of marketing: The emotional marketing. BRAND”, Broad Research in Accounting, Negotiation, and Distribution, 1(1), PP. 52-59.
Denni, A., Scott, W. & Irina, V.K. (2019). “Online relationship marketing”, Journal of Academy of Marketing Science, 17(3), PP. 369-393.
Dolbec, P.Y. & Chebat, J.C. (2013). “The Impact of a Flagship vs. a Brand Store on Brand Attitude, Brand Attachment and Brand Equity”, Journal of Retailing, 89(4), PP. 460-466.
Eisingerich, A., Merlo, O., Heide, J. & Tracey, P. (2016). “Customer satisfaction and purchase behavior: The role of customer input”, In looking forward, looking back: Drawing on the past to shape the future of marketing (PP. 220-220). Springer International Publishing.
Ennew, C.T., Binks, M.R. & Chiplin, B. (2015). “Customer satisfaction and customer retention: An examination of small businesses and their banks in the UK”, In Proceedings of the 1994 Academy of Marketing Science (AMS) Annual Conference (PP. 188-192). Springer International Publishing.
Fornell, C. & Larcker, D.F. (1981). “Evaluating structural equations models with unobservable variables and measurement error”, Journal of Marketing Research, 18(1), PP. 39-50.
Gefen, D. & Straub, D.W. (2005). “A practical guide to factorial validity using PLS-Graph: Tutorial and annotated example”, Communications of the AIS, 16 (5), PP. 91-109.
G Tomas, M., Hult, P., Nidhishama, F.V. & Yufei Zhang, M. (2019). “Antecedents and Consequences of Customer Satisfaction: Do They Differ Across Online And Offline Purchases?”, Journal of Retailing, 95(1), PP. 10-23.
Harris, L.C. & Goode, M.M. (2004). “The four levels of loyalty and the pivotal role of trust: a study of online service dynamics”, Journal of retailing, 80(2), PP. 139-158.
Hart, S., Smith, A., Spark, L. & Tzokas, N. (1999). “Are loyalty schemes a manifestation of relationship marketing?”, Journal of marketing management, vol.15, PP. 541-562.
Hudson, S., Roth, M.S., Madden, T.J. & Hudson, R. (2015). “The effects of social media on emotions, brand relationship quality, and word of mouth:”, An empirical study of music festival attendees. Tourism Management, 47, PP. 68-76.
James, E., Bartlett, ll., Joe, W.K., Chdwick, C.H. (2001). “Organizational Research: Determining Appropriate Sample Size in Survey”, Research Information Technology, and Performance Journal, 19(1): PP. 44-46.
Kandampully, J., Zhang, T. & Bilgihan, A. (2015). “Customer loyalty: a review and future directions with a special focus on the hospitality industry”, International Journal of Contemporary Hospitality Management, 27(3), PP. 379-414.
Kim, C., Tao, W., Shin, N. & Kim, K.S. (2010). “An empirical study of customers’ perceptions of security and trust in e-payment systems”, Electronic Commerce Research and Applications, 9(1), PP. 84-95.
Kim, J. & Lennon, S.J. (2013). “Effects of reputation and website quality on online consumers’ emotion, perceived risk and purchase intention: Based on the stimulus-organism-response model”, Journal of Research in Interactive Marketing, 7(1), PP. 33-56.
Kim Min, G., Hyunjoo, Y, Anna, S.M. (2018). “The Impact of Customer Loyalty and Restaurant Sanitation Grades on Revisit”, Intention and the Importance of Narrative Information, Cornell Hospitality Quarterly, 59. (3), PP. 275-284.
Kim, M., Vogt, C.A. & Knutson, B.J. (2015). “Relationships among customer satisfaction, delight, and loyalty in the hospitality industry”, Journal of Hospitality & Tourism Research, 39(2), PP. 170-197.
Kim, Y. & Peterson, R.A. (2017). “A Meta-analysis of Online Trust Relationships in E-commerce”, Journal of Interactive Marketing, 38, PP. 44-54.
Kotler, P., Keller, K.L., Manceau, D. & Hémonnet-Goujot, A. (2015). “Marketing management”, (Vol. 14). Englewood Cliffs, NJ: Prentice Hall.
Larson. & Susanna. (2004). “Managing Customer Loyalty in the Automative Industry”, Department of Business Administration and Social Sciences، P. 6.
Lee, Y. & Kozar, K.A. (2006). “Investigating the effect of website quality on e-business success: an analytic hierarchy process (AHP) approach”, Decision support systems, 42 (3), PP. 1383-1401.
Luo, H., Han, X. & Yu, Y. (2016). “The impact of website quality on user loyalty through perceived value and commitment”, In Service Systems and Service Management (ICSSSM), 2016 13th International Conference on (PP. 1-5). IEEE.
Martensen, A., Martensen, A., Grønholdt, L. & Grønholdt, L. (2016). “The effect of word-of-mouth on consumer emotions and choice: findings from a service industry”, International Journal of Quality and Service Sciences, 8(3), PP. 298-314.
Miquel-Romero, M.J., Caplliure-Giner, E.M. & Adame-Sánchez, C. (2014). “Relationship marketing management: Its importance in private label extension”, Journal of Business Research, 67(5), PP. 667-672.
Abdul Hamid, N.A., Cheun, C.H., Abdullah, N.H., Ahmad, M.F., Ngadiman, Y. (). “Does Persuasive E-commerce Website Influence Users’ Acceptance and Online Buying Behavior?”, The Findings of the Largest E- commerce Website in Malaysia, ICT for a Better Life and a Better World, 30(1), PP. 263-279.
Pandey, S. & Chawla, D. (2016). “Impact of changing consumer lifestyles and website quality on online satisfaction and loyalty-an emerging market framework”, International Journal of Indian Culture and Business Management, 12(1), PP. 50-71.
Park, C. Whan, Deborah J. MacInnis and Joseph R. Priester. (2006). “Brand Attachment: Constructs, Consequences and Causes”, Foundations and Trends in Marketing, 1 (3), PP. 191-230.
Park, C. Whan, Deborah J. MacInnis and Joseph R. Priester, Eisingerich, Andreas. B., Lacobucci, D. (2010). “Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers”, JOURNAL OF Marketing.
Pawle, J. & Cooper, P. (2006). “Measuring emotion e lovemarks, the future beyond brands”. Journal of Advertising Research, 46(1), PP. 38-48.
Pereira, H. G., de Fátima Salgueiro, M., & Rita, P. (2016). “Online purchase determinants of loyalty: The mediating effect of satisfaction in tourism”, Journal of Retailing and Consumer Services, 30, PP. 279-291.
Shin, J.I., Chung, K.H., Oh, J.S. & Lee, C.W. (2013). “The effect of site quality on repurchase intention in Internet shopping through mediating variables: The case of university students in South Korea”, International Journal of Information Management, 33(3), PP. 453-463.
Sun, P., Cárdenas, D.A. & Harrill, R. (2016). “Chinese Customers’ Evaluation of Travel Website Quality: A Decision-Tree Analysis”, Journal of Hospitality Marketing & Management, 25(4), PP. 476-497.
Towhidi, G. & Srite, M. (2016). “The Effect of Website Quality on Repurchase Intention: The Moderating Role of Espoused Cultural Differences”, Human-Computer Interaction (SIGHCI).
Turban, Efraim, king, David, Lee, Jae, Ting peng Liang. (2010). “Electronic commerce”, A managerail perspective. PP. 108-124.
Venkatesh, R. (2019). “A study on Marketing Strategies to Increase Customer Base:A Case Study”, International Journal of Business Economics & Management Research, 9(3), PP. 1-8.
Vijay, T.S, Sanjeev, P. &Vinita, S. (2019) “The Influence of Online Shopping Values and Web Atmospheric Cues on E-Loyalty: Mediating Role of E-Satisfaction”, Journal of Theoretical and Applied Electronic Commerce Research, 14(1), PP. 1-15.