تأثیر ویژگی‌های درونی و بیرونی محصول توت‌فرنگی بر رضایت‌مندی مشتریان (مصرف‌کنندگان) مطالعه موردی: شهرستان سنندج
الموضوعات : فصلنامه علمی -پژوهشی تحقیقات اقتصاد کشاورزیآکو نادری 1 , صدیقه نبی ئیان 2 , محمدرضا زارع مهرجردی 3 , حامد قادرزاده 4
1 - گروه اقتصاد کشاورزی
2 - عضو هیئت علمی دانشگاه شهید باهنر کرمان
3 - گروه اقتصاد کشاورزی، دانشکده کشاورزی، دانشگاه شهید باهنر کرمان.
4 - استادیار گروه اقتصاد کشاورزی دانشگاه کردستان
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.
Agricultural Statistics. (2015). Organization of Agricultur- Jehad- Kurdestan. (In Persian)
- Akiva, M. and Lerman, S. (1985). Discrete choice analysis. MIT press, Cambridge.
- Allison, C and Uhl, R. (1964). Influence of beer brand identification on taste perception. Journal of Marketing Research, 1(3): 36-39.
- Aswaney, M .(2007). Forced – air precooling of fruits and vegetables. Air Conditioning Refrigeration Journal, 96(3): 57-62.
- Baba Akbari Sari, M. (2008). Investigation of consumer attitudes and factors affecting acceptance of organic agricultural products, Iranian Journal of Agricultural Economics and Development Research, 39(1): 13-144.
- Barshan, S., Nooradini, M., Poormehrabani, A., and Boomi J. (2017). The importance of food packaging. The first National Conference on new Technologies in Science of Food Industry & Tourism of Iran. Babolsar. Mazandaran. (In Persian)
- Bialkova, S., Sasse, L., Fenko, A. (2016). The role of nutrition labels and advertising claims in altering consumers' evaluation and choice. Department of Corporate and Marketing Communication, 96(3): 38-46.
- Culiberg, B., and Rojsek, I. (2010). Identifying Service quality dimensions as antecedents to customer satisfaction in retail banking. Economic and Business Review, 12(3): 155-166.
- Darko, F., Quarainie K., Olynk, N., Dennis, J., and Doering, O. (2011). Consumer preference for farmed Tilapia and Catfish in Ghana and Kenya. Aquaculture America, 18(3): 393–402.
- Edrisi, M. R., and Ardeli, J. A. (2004). Comparison of satisfaction and efficiency of staff and non-faculty managers in Isfahan University of Technology. Research Bulletin of Isfahan University (Humanities), 7(2): 155-168. (In Persian)
- Enneking, U., Neumann, C., & Henneberg, S. (2007). How important intrinsic and extrinsic product attribute affect purchase decision. Food Quality and Preference, 18(1): 133-138.
- Faghihi, A. S., & Boreymnejad, V. (2013). Investigating factors affecting consumer acceptance for specific products. Marketing Management Journal, 21: 133-144. (In Persian)
- Filli, J. (2009). Investigating and assessing the quality of hotel services and their relationship with customers' satisfaction in three star hotels using the SERVQUAL model (case study of Qom province). Master Thesis of Business Administration, Faculty of Management. Shahid Bahonar University of Kerman. (In Persian)
- Franses, P. H., & Paap, R. (2004). Quantitative models in marketing research. Cambridge University Press.
- Ghasemzadeh Mirkalaei, A., Amirnejad, S., & Razavi, G. (2013). Assessment of satisfaction with the quality of services provided in public private indoor pools. Journal of Management and Physiology of North Sports, 1(1): 49-58. (In Persian)
- Ham, L., & Hayduk, S. (2003). Gaining Competitive advantages in higher education: Analyzing the gap between expectations and perceptions of Service Quality. International Journal of Value-Based Management, 16(1): 223-242.
- Hasani, R., & Feizi, M. (2012). Student satisfaction with educational services at Islamic Azad University, Sanandaj Branch. Quarterly of New Thoughts in Educational Sciences, 2(26): 35-51. (In Persian)
- Giovannucci, D. (2006). Salient trends in organic standards: Opportunities and challenges for developing countries, Paper prepared for the World Bank/USAID Trade and Standards E-learning Course, Jan-March (2006), Available: SSRN: http://ssrn.com/abstract=996093 (July 2009).
- Johnson, M. D., & Nilsson, L. (2003). The Importance of reliability and customization from goods to services. The Quality Management Journal, Milwaukee, 10(1): 8-19.
- Kassim, N., & Scuiden, N. (2007) .Customer retention, measurement in the UAE banking sector. Journal of Financial Service Marketing, 46(11): 217-228.
- Kazemi, M., & Mohajer, S. (2009). Ranking of factors affecting customer satisfaction on the quality of services in branches of Novosti Bank of Mashhad. Quarterly Journal of Industrial Management, 4(10): 91-103. (In Persian)
- Kotler, P., & Armstrong, G. (2008). Marketing principles. Translated by Zare, M., Mehrjard Publishing. Tehran.
- Lavshabi, A. (2014). Investigating the performance of Neil Shahr Agricultural Co. and its role in the development of the region. Master Thesis of Agricultural Economics, Faculty of Agriculture. Ferdousi University of Mashhad. (In Persian)
- Liao, T. F. (1994). Interpreting probability models: Logit, Probit and other generalized linear models. Sage university paper series on quantitative applications in the social sciences.10(2): 70-101.
- Margareta, N. (2015). The quality mark SK and its impact on the shopping behavior of Slovak consumers. Procedia Economics and Finance, 23(2): 1509 – 1514.
- Marzban, A., & Rahimi Nik, A. (2017). Investigating the relationship between brand values, brand loyalty and consumer satisfaction from Pegah products. International Conference of Management, Business and Accounting. Tehran. (In Persian)
- Mihelis, G., Grigoroudis, E., Siskos, Y., Politis, Y., & Malandrakis, Y. (2001). Customer satisfaction measurement in the private bank sector. European Journal of operational Research, 130(2): 347-360.
- Noori, A., & Fattahi, K. (2011). Measurement of customer satisfaction in the export development bank using Multivariate Analysis, Consensus. Management Research in Iran, 71(2): 205-229. (In Persian)
- Nooronesaa, R., Saghaei, A., Shadlooei, F., & Samimi, Y. (2008). Customer satisfaction measurement to identify improvement opportunities in higher education research services. Quarterly Journal of Research and Planning in Higher Education, 49: 97-119. (In Persian)
- Pascucci, S. (2011). Back to the future? Understanding change in food habits of farmers' market customers. International Food and Agribusiness Management Association, 14(4): 105-126.
- Poor Iraj, M., & Borougerdi, A. (1998). Investigating the factors affecting customer satisfaction in order to grow and improve organizational analysis of Mellat Bank of Mashhad. Master Thesis. Ferdousi University of Mashhad. (In Persian)
- Poorsalimi, M., Hoseinimoghadam, M., Ghasemi, A., & Esmaeelian, H. (2014). Quality impact of services and emotional situations of employees on the trust of customers at Mellat Bank Branches in Mashhad. First National Marketing Conference: Opportunities and Challenges. Mashhad. Iran. (In Persian)
- Ranjbarian, B., & Barari, M. (2009). Affiliate marketing, approach to improve customer satisfaction. Executive Management Research, 36(2): 63-82. (In Persian)
- Roza, F., & Nassivera, F. (2013). Assessment of customer satisfaction at farm gate markets. Journal of International Food & Agribusiness Marketing, 25(2): 146-170.
- Shahriar Kootak, A. (2011). The effect of customer ship dimensions on customer satisfaction in higher education: A Case Study of Hormozgan University Graduate Studies. Master Thesis of Business Administration, Faculty of Management. Shahid Bahonar University of Kerman. (In Persian)
- Susanti, C. E., & Mandal, P. (2013). The effect of product quality and service quality towards customer satisfaction and customer loyalty in traditional restaurants in East Java. Proceedings of the International Conference on Managing the Asian Century, Springer Science and Business Media Singapore.
- Thomas, C. E., Wade, D. J., Mark, R. G., & Hannah, G. W. (2007). The role of taste in choice experiments. Australian and New Zealand Marketing Academy Conference. Dunedin: University of Otago.
- Travis, A. (2009). Does price or income affect organic choice? Analysis of US fresh produce users. Journal of Agricultural and Applied Economics, 41(3): 731-744.
- Wilkins, H., Merrilees, B., & Herington, C. (2007). Towards an understanding of total Service quality in hotel. Griffith Business School, Griffith University, Queensland, Australia, 26(4): 840-853.
- Zhang, L., & Liu, Z. (2012). Study on consumer satisfaction in agricultural products supermarkets and fairs. International Conference on Information Engineering and Applications (IEA).
- Zivaryar, F., ZiaeI, M., & Nargesian, J. (2011). Investigating the factors affecting customer satisfaction using the SERVQUAL Model. New Marketing Research, 2(3): 173-186.
_||_