بررسی نقش فعالیت بازاریابی رسانه‌های اجتماعی و تجربه مشتری بر قصد وفاداری و قصد مشارکت مشتری با در نظر گرفتن نقش میانجی کیفیت رابطه (مورد مطالعه: فروشگاه آنلاین آرایشی و بهداشتی بانی‌مد)
الموضوعات :زهرا اله وردی 1 , سعید لندران اصفهانی 2
1 - دانشجوی دکتری مدیریت بازرگانی گرایش بازاریابی، گروه مدیریت، دانشگاه آزاد اسلامی واحد مبارکه، مبارکه، ایران.
2 - عضو هیئت علمی و استادیار، گروه مدیریت، دانشگاه آزاد اسلامی واحد مبارکه، مبارکه، ایران.
الکلمات المفتاحية: بازاریابی رسانه‌های اجتماعی, کیفیت رابطه, تجربه مشتری, قصد وفاداری, قصد مشارکت,
ملخص المقالة :
پژوهش حاضر با هدف بررسی نقش فعالیت بازاریابی رسانه‌های اجتماعی و تجربه مشتری بر قصد وفاداری و قصد مشارکت مشتری با در نظر گرفتن نقش میانجی کیفیت رابطه صورت گرفته است. این پژوهش بر اساس هدف کاربردی و از نظر روش جمع‌آوری داده‌ها برای آزمون فرضیه‌ها از نوع توصیفی - همبستگی از شاخه میدانی می‌باشد. جامعه آماری پژوهش، همه مشتریان فروشگاه اینترنتی بانی‌مد شهر اصفهان است که با توجه عدم امکان دسترسی به کل جامعه آماری، از روش نمونه گیری در دسترس تعداد 380 نفر از طریق فرمول کوکران به عنوان نمونه آماری انتخاب شدند. جهت گردآوری داده‌ها از پرسشنامه‌های استاندارد استفاده شد که روایی آنها با محاسبه روایی همگرا و واگرا و پایایی آنها از طریق شاخص آلفای کرونباخ مورد تأیید قرار گرفت. در تجزیه و تحلیل آماری، از رویکرد مدل‌سازی معادلات ساختاری و نرم‌افزارهای SMART PLS و SPSS استفاده شده است. بر اساس نتایج حاصله، بازاریابی رسانه‌های اجتماعی بر کیفیت رابطه در مشتریان فروشگاه اینترنتی بانی‌مد تأثیر معنادار ندارد؛ اما تجربه مشتری بر کیفیت رابطه در مشتریان فروشگاه اینترنتی بانی‌مد تأثیر معنادار دارد. همچنین، کیفیت رابطه بر قصد وفاداری و قصد مشارکت مشتریان فروشگاه اینترنتی بانی‌مد تأثیر معنادار دارد. نتایج حاکی از آن است که بازاریابی رسانه‌های اجتماعی بر قصد وفاداری و قصد مشارکت از طریق متغیر میانجی کیفیت رابطه در مشتریان فروشگاه اینترنتی بانی مد تأثیر معنادار دارد و نیز تجربه مشتری بر قصد وفاداری و قصد مشارکت از طریق متغیر میانجی کیفیت رابطه در مشتریان فروشگاه اینترنتی بانی مد تأثیر معنادار دارد.
Agyei, S., Lartey, T., Danso, A., Adomako, S., & Amankwah-Amoah, J. (2020). CEOs' reputation, quality management and environmental innovation: The roles of stakeholder pressure and resource commitment. Business Strategy and the Environment, 29(6), 2310-2323.
Ahmad, A., Bosua, R., & Scheepers, R. (2016). Protecting organizational competitive advantage: a knowledge leakage perspective. Computers & Security 42, 27-39. https://doi.org/10.1016/j.cose.2014.01.001
Arasli, H. (2012). Diagnosing whether northernCyprus hotels are ready for TQM: anempirical analysis. . Total Quality Management, 13(3), 47- 64.
Baird, C. H., & Parasnis, G. (2011). From Social Media to Social Customer Relationship Management. . Strategy and Leadership, 39, 30-37. https://doi.org/10.1108/10878571111161507
Baloochi, H., Maleki Minbash, M., Feiz, D., & Hasangholipour, T. (2019). Strategic Pricing and its Effect on Company Performance. Journal of new Marketing research, 9(1), 1-24 (In Persian)
Begalle, M. S. (2008). Effectiveness of relationship marketing bonding tactics in predicting customer share in the public sector school foodservice market. [A dissertation submitted for the degree of Doctor of Philosophy, Iowa State University].
Bejoy, N. (2001). Hydrotalcite. Resonance, 6(2), 57-61.
Ben Yahia, I., Al-Neama, N., & Kerbache, L. (2018). Investigating the drivers for social commerce in social media platforms: Importance of trust, social support and the platform perceived usage. J. Retail. Consum., 14, 11–19.
Cabiddu, F., De Carlo, M., & Piccoli, G. (2014). Social media affordances: Enabling customer engagement. Annals of Tourism Research, 48(C), 175-192 https://doi.org/10.1016/j.annals.2014.06.003
Chaudhuri, A., & Holbrook, B. (2000). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing, 65(1).
Chen, S.-C., & Lin, C.-P. (2019). Understanding the effect of social media marketing activities: The mediation of social identification, perceived value, and satisfaction Technol. Forecast. Soc. Chang. , 140, 22–32.
Davari, A., & Rezazadeh, A. (2015). Structural equation modeling with smart pls software. Jihad Daneshgahi Publications Tehran.
Domb, M., Bhatia, S., Joshi, S., Arindam, R., & Jypti, S. (2015). An empirical study to measure customer experience for telecom operators in Indian telecom industry. . GSTF Journal on Business Review (GBR), 4(2).
Doney, P. M., & Cannon, J. P. (1997). An examination of the nature of trust in buyerseller relationships. . Journal of Marketing, 61(2), 35-51.
Duarte, P., Silva, S. C. E., & Ferreira, M. B. (2018). How convenient is it? Delivering online shopping convenience to enhance customer satisfaction and encourage. e-WOM. . J. Retail. Consum. Serv., 44, 161–169.
Ebrahimy, H., & Aali, S. (2016). Effects of relationship quality on Customer behavioral responses at different stages of the customer relationship life cycle: case study of Tabriz Kheshavarzy Bank. . Journal of Business Management perspctive, 8(3), 503-528. https://doi.org/10.22059/jibm.2016.60625
Gentile, C., Spiller, N., & Noci, G. (2007). How to sustain the customer experience: an overview of experience components that co-create value with the customer. European Management Journal, 25(5), 395-410.
Hair, J. F., Ringle, C. M., Gudergan, S. P., Fischer, A., Nitzl, C., & Menictas, C. (2019). Partial least squares structural equation modeling-based discrete choice modeling: an illustration in modeling retailer choice. Business Research, Springer;German Academic Association for Business Research, 12(1), 115-142. https://doi.org/10.1007/s40685-018-0072-4
Hajli, M. N. (2014). The role of social support on relationship quality and social commerce. Technological Forecasting and Social Change, Elsevier, 87(C), 17–27. https://doi.org/10.1016/j.techfore.2014.05.012
Henseler, J. A. R., Christian, M., & Sinkovics, R. R. (2009). The Use of Partial Least Squares Path Modeling in International Marketing. . Advances in International Marketing (AIM), 20, 277-320.
Hinnawi, R. S. (2011). The impact of relationship marketing underpinnings on customer’s loyalty Case study - Bank of Palestine. [Master’s Dissertation in business administration, The Islamic University-Gaza].
Hosseini, E., & Kalate Seyfari, M. (2017). The Effect of Social Media Marketing on Brand Loyalty. . Journal of Sport Management, 9(1), 169-174. https://doi.org/10.22059/jsm.2017.62137
Hwang, J., & Seo, S. (2016). A critical review of research on customer experience management: Theoretical, methodological and cultural perspectives. International Journal of Contemporary Hospitality Management, 28(10), 2218-2246. https://doi.org/10.1108/IJCHM-04-2015-0192
Jacobson, J., Gruzd, A., & Hernández-García, Á. (2020). Social media marketing: Who is watching the watchers? . Journal of Retailing and Consumer Services 53, 1-12.
Jafari, M. B., & Jahromi, Z. (2019). The Influence of Social Customer Relationship Management (SCRM) on Customer Relationship Performance. Journal of Business Administration Researches, 10(20), 115-134 (In Persian)
Karimi, A., Shami Zanjani, M., Kimasi, M., & Hassanzadeh, A. (2020). Designing a framework to enhance the customer's digital experience in Internet banking. Business Management Perspectives, 73(18), 37-56. (In Persian)
Khodaei Gargari, M. T., & Abbasi Esfanjani, H. (2019). Designing a Roadmap for Improving Customer Experience in Service Organizations Based on Grounded Theory. ORMR, 9(2), 19-39. http://ormr.modares.ac.ir/article-28-38849-fa.html
Kim, W. G., & Cha, Y. (2002). Antecedents and consequences of relationship quality in hotel industry. . Hospitality Management, 21(4), 321-338.
Kuppelwieser, V. G., & Klaus, P. (2020). Measuring customer experience quality: The EXQ scale revisited. . Journal of Business Research, 126, 624-633. https://doi.org/10.1016/j.jbusres.2020.01.042
Lee, W. O., & Wong, L. S. (2017). Determinants of Mobile Commerce Customer Loyalty in Malaysia. Perocedia-Social and Behavioral Sciences, 334, 70-76.
Lemon, K. N., & Verhoef, P. C. (2016). Understanding Customer Experience Throughout the Customer Journey. . Journal of Marketing, 80(6), 69-96. https://doi.org/10.1509/jm.15.0420
Liang, C., & Wang, W. (2005). Integrative research into the financial services industry in Taiwan: Relationship bonding tactics, relationship quality and behavioural loyalty. Journal of Financial Services Marketing, 10(1), 65-83.
Mansoor, M., Awan, T. M., & Alobidyeen, B. (2020). Structure and measurement of customer experience management. . International Journal of Business and Administrative Studies, 6(4), 171-182.
McLean Graeme, J. (2017). Investigating the online customer experience – a B2B perspective. . Marketing Intelligence & Planning, 35(5), 657-672. https://doi.org/10.1108/MIP-12-2016-0222
Minbashrazgah, M. M., Zarei, A., & Ghazvini, H. (2017). Identifying and Prioritizing Indicators of Macro-Environmental Factors in Entry of Semnan Plaster Plants into the Markets of Neighboring Countries International Journal of Environmental and Science Education, 12(2), 267-278.
Mirahmad Babahidari, S. M., & Tabatabai Nasab, S. M. (2016). The Effect of Marketing Measures on the Quality of Organizational Brand Relationship in the Banking Industry Study: Private Banks in Yazd. Marketing Management, 10(31), 97-114.
Motameni, R., & Shahrokhi, M. (2014). Brand equity valuation: a global perspective. . Journal of Product & Brand Management, 7(4), 275-290.
Pareigis, J. (2012). Customer experiences of resource integration: Reframing servicescapes using scripts and practices [Doctoral dissertation, Karlstads University].
Rajaobelina, L. (2017). The Impact of Customer Experience on Relationship Quality with Travel Agencies in a Multichannel Environment. J. Travel Res., 57, 206–217.
Seo, E. J., & Park, J. W. (2018). A study on the effects of social media marketing activities on brand equity and customer response in the airline industry. Journal of Air Transport Management, 66, 36–41.
Sharma, S., & Verma, H. V. (2018). Social Media Marketing: Evolution and Change. Springer, Singapore.
Solomon Olajide, F. (2014). Corporate Social Responsibility (CSR) Practices and Stakeholders Expectations: The Nigerian Perspectives. . Research in Business and Management, 1(2), 240- 261.
Toor, A., Husnain, M. A., & Hussain, T. (2017). The Impact of Social Network Marketing on Consumer Purchase Intention in Pakistan: Consumer Engagement as a Mediator. Asian Journal of Business and Accounting, 10(1).
Walter, A., Ritter, T., & Gumenden, H. G. (2003). Value creation in buyer–seller relationships. Industrial Marketing Management, 30, 365−377.
Wibowo, A., S., C., Wiangin, U., Ma, Y., & Ruangkanjanases, A. (2020). Customer Behavior as an Outcome of Social Media Marketing: The Role of Social Media Marketing Activity and Customer Experience. Sustainable Food Marketing and Supply Chain Organization, 13.
Yoo, B., Donthu, N., & Lee, S. (2000). An Examination of Selected Marketing Mix Elements and Brand Equity. Journal of the academy of marketing science, 28(2), 195-211.
Zarantonello, L., & Schmitt, B. H. (2010). Using the brand experience scale to profile consumers and predict consumer behavior. Journal of brand Management, 17(7), 532-540.
Zare, J., & Mokhtari, H. (2021). Investigating the components affecting customer experience in Khorasan Razavi Telecommunication Company. Journal of Strategic Management Studies, 12(46), 173-187.
Zehir, C., Sahin, A., & Kitapç ı, H. (2011). The effects of brand experiences, trust and satisfaction on building brand loyalty; An empirical research on global brands. ProcediaSocial and Behavioral Sciences, 24.
Zhan, L., Sun, Y., Wang, N., & Zhang, X. (2016). Understanding the influence of social media on people’s life satisfaction through two competing explanatory mechanisms. . Aslib J. Inf. Manag., 68, 347–361.
Zhang, M., Guo, L., Hu, M., & Liu, W. (2017). Influence of customer engagement with company social networks on stickiness: Mediating effect of customer value creation. . International journal of information management, 37(3), 229-240.
_||_Agyei, S., Lartey, T., Danso, A., Adomako, S., & Amankwah-Amoah, J. (2020). CEOs' reputation, quality management and environmental innovation: The roles of stakeholder pressure and resource commitment. Business Strategy and the Environment, 29(6), 2310-2323.
Ahmad, A., Bosua, R., & Scheepers, R. (2016). Protecting organizational competitive advantage: a knowledge leakage perspective. Computers & Security 42, 27-39. https://doi.org/10.1016/j.cose.2014.01.001
Arasli, H. (2012). Diagnosing whether northernCyprus hotels are ready for TQM: anempirical analysis. . Total Quality Management, 13(3), 47- 64.
Baird, C. H., & Parasnis, G. (2011). From Social Media to Social Customer Relationship Management. . Strategy and Leadership, 39, 30-37. https://doi.org/10.1108/10878571111161507
Baloochi, H., Maleki Minbash, M., Feiz, D., & Hasangholipour, T. (2019). Strategic Pricing and its Effect on Company Performance. Journal of new Marketing research, 9(1), 1-24 (In Persian)
Begalle, M. S. (2008). Effectiveness of relationship marketing bonding tactics in predicting customer share in the public sector school foodservice market. [A dissertation submitted for the degree of Doctor of Philosophy, Iowa State University].
Bejoy, N. (2001). Hydrotalcite. Resonance, 6(2), 57-61.
Ben Yahia, I., Al-Neama, N., & Kerbache, L. (2018). Investigating the drivers for social commerce in social media platforms: Importance of trust, social support and the platform perceived usage. J. Retail. Consum., 14, 11–19.
Cabiddu, F., De Carlo, M., & Piccoli, G. (2014). Social media affordances: Enabling customer engagement. Annals of Tourism Research, 48(C), 175-192 https://doi.org/10.1016/j.annals.2014.06.003
Chaudhuri, A., & Holbrook, B. (2000). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing, 65(1).
Chen, S.-C., & Lin, C.-P. (2019). Understanding the effect of social media marketing activities: The mediation of social identification, perceived value, and satisfaction Technol. Forecast. Soc. Chang. , 140, 22–32.
Davari, A., & Rezazadeh, A. (2015). Structural equation modeling with smart pls software. Jihad Daneshgahi Publications Tehran.
Domb, M., Bhatia, S., Joshi, S., Arindam, R., & Jypti, S. (2015). An empirical study to measure customer experience for telecom operators in Indian telecom industry. . GSTF Journal on Business Review (GBR), 4(2).
Doney, P. M., & Cannon, J. P. (1997). An examination of the nature of trust in buyerseller relationships. . Journal of Marketing, 61(2), 35-51.
Duarte, P., Silva, S. C. E., & Ferreira, M. B. (2018). How convenient is it? Delivering online shopping convenience to enhance customer satisfaction and encourage. e-WOM. . J. Retail. Consum. Serv., 44, 161–169.
Ebrahimy, H., & Aali, S. (2016). Effects of relationship quality on Customer behavioral responses at different stages of the customer relationship life cycle: case study of Tabriz Kheshavarzy Bank. . Journal of Business Management perspctive, 8(3), 503-528. https://doi.org/10.22059/jibm.2016.60625
Gentile, C., Spiller, N., & Noci, G. (2007). How to sustain the customer experience: an overview of experience components that co-create value with the customer. European Management Journal, 25(5), 395-410.
Hair, J. F., Ringle, C. M., Gudergan, S. P., Fischer, A., Nitzl, C., & Menictas, C. (2019). Partial least squares structural equation modeling-based discrete choice modeling: an illustration in modeling retailer choice. Business Research, Springer;German Academic Association for Business Research, 12(1), 115-142. https://doi.org/10.1007/s40685-018-0072-4
Hajli, M. N. (2014). The role of social support on relationship quality and social commerce. Technological Forecasting and Social Change, Elsevier, 87(C), 17–27. https://doi.org/10.1016/j.techfore.2014.05.012
Henseler, J. A. R., Christian, M., & Sinkovics, R. R. (2009). The Use of Partial Least Squares Path Modeling in International Marketing. . Advances in International Marketing (AIM), 20, 277-320.
Hinnawi, R. S. (2011). The impact of relationship marketing underpinnings on customer’s loyalty Case study - Bank of Palestine. [Master’s Dissertation in business administration, The Islamic University-Gaza].
Hosseini, E., & Kalate Seyfari, M. (2017). The Effect of Social Media Marketing on Brand Loyalty. . Journal of Sport Management, 9(1), 169-174. https://doi.org/10.22059/jsm.2017.62137
Hwang, J., & Seo, S. (2016). A critical review of research on customer experience management: Theoretical, methodological and cultural perspectives. International Journal of Contemporary Hospitality Management, 28(10), 2218-2246. https://doi.org/10.1108/IJCHM-04-2015-0192
Jacobson, J., Gruzd, A., & Hernández-García, Á. (2020). Social media marketing: Who is watching the watchers? . Journal of Retailing and Consumer Services 53, 1-12.
Jafari, M. B., & Jahromi, Z. (2019). The Influence of Social Customer Relationship Management (SCRM) on Customer Relationship Performance. Journal of Business Administration Researches, 10(20), 115-134 (In Persian)
Karimi, A., Shami Zanjani, M., Kimasi, M., & Hassanzadeh, A. (2020). Designing a framework to enhance the customer's digital experience in Internet banking. Business Management Perspectives, 73(18), 37-56. (In Persian)
Khodaei Gargari, M. T., & Abbasi Esfanjani, H. (2019). Designing a Roadmap for Improving Customer Experience in Service Organizations Based on Grounded Theory. ORMR, 9(2), 19-39. http://ormr.modares.ac.ir/article-28-38849-fa.html
Kim, W. G., & Cha, Y. (2002). Antecedents and consequences of relationship quality in hotel industry. . Hospitality Management, 21(4), 321-338.
Kuppelwieser, V. G., & Klaus, P. (2020). Measuring customer experience quality: The EXQ scale revisited. . Journal of Business Research, 126, 624-633. https://doi.org/10.1016/j.jbusres.2020.01.042
Lee, W. O., & Wong, L. S. (2017). Determinants of Mobile Commerce Customer Loyalty in Malaysia. Perocedia-Social and Behavioral Sciences, 334, 70-76.
Lemon, K. N., & Verhoef, P. C. (2016). Understanding Customer Experience Throughout the Customer Journey. . Journal of Marketing, 80(6), 69-96. https://doi.org/10.1509/jm.15.0420
Liang, C., & Wang, W. (2005). Integrative research into the financial services industry in Taiwan: Relationship bonding tactics, relationship quality and behavioural loyalty. Journal of Financial Services Marketing, 10(1), 65-83.
Mansoor, M., Awan, T. M., & Alobidyeen, B. (2020). Structure and measurement of customer experience management. . International Journal of Business and Administrative Studies, 6(4), 171-182.
McLean Graeme, J. (2017). Investigating the online customer experience – a B2B perspective. . Marketing Intelligence & Planning, 35(5), 657-672. https://doi.org/10.1108/MIP-12-2016-0222
Minbashrazgah, M. M., Zarei, A., & Ghazvini, H. (2017). Identifying and Prioritizing Indicators of Macro-Environmental Factors in Entry of Semnan Plaster Plants into the Markets of Neighboring Countries International Journal of Environmental and Science Education, 12(2), 267-278.
Mirahmad Babahidari, S. M., & Tabatabai Nasab, S. M. (2016). The Effect of Marketing Measures on the Quality of Organizational Brand Relationship in the Banking Industry Study: Private Banks in Yazd. Marketing Management, 10(31), 97-114.
Motameni, R., & Shahrokhi, M. (2014). Brand equity valuation: a global perspective. . Journal of Product & Brand Management, 7(4), 275-290.
Pareigis, J. (2012). Customer experiences of resource integration: Reframing servicescapes using scripts and practices [Doctoral dissertation, Karlstads University].
Rajaobelina, L. (2017). The Impact of Customer Experience on Relationship Quality with Travel Agencies in a Multichannel Environment. J. Travel Res., 57, 206–217.
Seo, E. J., & Park, J. W. (2018). A study on the effects of social media marketing activities on brand equity and customer response in the airline industry. Journal of Air Transport Management, 66, 36–41.
Sharma, S., & Verma, H. V. (2018). Social Media Marketing: Evolution and Change. Springer, Singapore.
Solomon Olajide, F. (2014). Corporate Social Responsibility (CSR) Practices and Stakeholders Expectations: The Nigerian Perspectives. . Research in Business and Management, 1(2), 240- 261.
Toor, A., Husnain, M. A., & Hussain, T. (2017). The Impact of Social Network Marketing on Consumer Purchase Intention in Pakistan: Consumer Engagement as a Mediator. Asian Journal of Business and Accounting, 10(1).
Walter, A., Ritter, T., & Gumenden, H. G. (2003). Value creation in buyer–seller relationships. Industrial Marketing Management, 30, 365−377.
Wibowo, A., S., C., Wiangin, U., Ma, Y., & Ruangkanjanases, A. (2020). Customer Behavior as an Outcome of Social Media Marketing: The Role of Social Media Marketing Activity and Customer Experience. Sustainable Food Marketing and Supply Chain Organization, 13.
Yoo, B., Donthu, N., & Lee, S. (2000). An Examination of Selected Marketing Mix Elements and Brand Equity. Journal of the academy of marketing science, 28(2), 195-211.
Zarantonello, L., & Schmitt, B. H. (2010). Using the brand experience scale to profile consumers and predict consumer behavior. Journal of brand Management, 17(7), 532-540.
Zare, J., & Mokhtari, H. (2021). Investigating the components affecting customer experience in Khorasan Razavi Telecommunication Company. Journal of Strategic Management Studies, 12(46), 173-187.
Zehir, C., Sahin, A., & Kitapç ı, H. (2011). The effects of brand experiences, trust and satisfaction on building brand loyalty; An empirical research on global brands. ProcediaSocial and Behavioral Sciences, 24.
Zhan, L., Sun, Y., Wang, N., & Zhang, X. (2016). Understanding the influence of social media on people’s life satisfaction through two competing explanatory mechanisms. . Aslib J. Inf. Manag., 68, 347–361.
Zhang, M., Guo, L., Hu, M., & Liu, W. (2017). Influence of customer engagement with company social networks on stickiness: Mediating effect of customer value creation. . International journal of information management, 37(3), 229-240.
