تأثیر ویژگی‌های درونی و بیرونی محصول توت‌فرنگی بر رضایت‌مندی مشتریان (مصرف‌کنندگان) مطالعه موردی: شهرستان سنندج

الموضوعات : فصلنامه علمی -پژوهشی تحقیقات اقتصاد کشاورزی

آکو نادری ¹ (گروه اقتصاد کشاورزی)
صدیقه نبی ئیان ² (عضو هیئت علمی دانشگاه شهید باهنر کرمان)
محمدرضا زارع مهرجردی ³ (گروه اقتصاد کشاورزی، دانشکده کشاورزی، دانشگاه شهید باهنر کرمان.)
حامد قادرزاده ⁴ (استادیار گروه اقتصاد کشاورزی دانشگاه کردستان)

تاريخ الإرسال : 03 الخميس , شعبان, 1439 تاريخ التأكيد : 22 الجمعة , رمضان, 1441 تاريخ الإصدار : 01 الأربعاء , ذو الحجة, 1441

الکلمات المفتاحية: ویژگی‌های درونی و بیرونی محصول, رضایت‌مندی مشتریان, مدل لاجیت ‌ترتیبی,

ملخص المقالة :

یکی از مهم‌ترین اهداف هر کسب‌وکار تولیدی یا خدماتی دستیابی به رضایت مشتریان است. در این تحقیق تأثیر ویژگی‌های درونی و بیرونی ارقام توت‌فرنگی بر رضایت‌مندی مصرف‌کنندگان در شهرستان سنندج بررسی‌شده است. در این راستا 400 نفر به‌طور تصادفی در سال 1395 انتخاب، و جهت بررسی موضوع از مدل لاجیت ترتیبی استفاده گردید. یافته‌ها نشان می‌دهد که به‌جز متغیرهای میزان تحصیلات و شغل که اثر منفی بر میزان رضایت‌مندی مصرف‌کنندگان داشته، اثر سایر متغیرها مثبت و معنی‌دار بوده است. اثر نهایی متغیرهای کیفیت، طعم و مزه، برتری رقم کردستان، قیمت و بسته‌بندی کوچک‌تر و نام تجاری در سطح رضایت زیاد به ترتیب 031/0، 110/0 ، 195/0 ، 089/0 ، 067/0 ، 043/0 و 110/0 بوده و بیانگر این است که افزایش در سطح متغیرهای فوق احتمال رضایت‌مندی بیشتر مصرف‌کنندگان را افزایش می‌دهد. ازاین‌رو پیشنهاد می‌گردد نوع، قیمت، محل تولید و اطلاعات سلامتی محصول بر روی برچسب‌های آن ثبت گردد. همچنین با بسته‌بندی مناسب‌تر، ذکر نام تجاری و افزایش کیفیت، قیمت را افزایش داد چراکه افزایش قیمت برای مصرف‌کنندگان غیرمنطقی نبوده است.

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