تاثیر حمایت‌های اجتماعی توسعه‌پذیر بر رضایتمندی مشتری و رفتار شهروندی
الموضوعات :
مطالعات توسعه اجتماعی ایران
کریم حمدی
1
(دانشیار گروه مدیریت بازرگانی، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران (Email: k.hamdi@srbiau.ac.ir)
تاريخ الإرسال : 26 السبت , محرم, 1440
تاريخ التأكيد : 06 السبت , رمضان, 1440
تاريخ الإصدار : 15 السبت , ربيع الثاني, 1440
الکلمات المفتاحية:
حمایت اطلاعاتی,
رفتار شهروندی,
جامعه برندی,
برند,
حمایت عاطفی,
حمایت اجتماعی,
بازاریابی,
رضایتمندی,
رضایتمندی مشتری,
مشتری,
ملخص المقالة :
ظهور پدیده جهانی‌شدن و انفجار اطلاعات و به‌دنبال آن رشد تجارت جهانی و توسعه فناوری و اینترنت در شرایط کنونی زمینه‌های دسترسی سریع به اطلاعات و افزایش رقابت در فضای کسب و کار را فراهم نموده‌اند. بطوریکه شرکت‌ها مدام مجبور به پایش محیط کسب و کار، اتخاذ تصمیم و اعمال واکنش سریع در قبال فرصت‌ها و تهدیدهای پیش آمده می‌باشند. با پیدایش تکنولوژی های نوظهور (اینترنت و رسانه اجتماعی)، برای کسب و کارها و مشتریان الزامی است که راه‎ هایی بیابند تا از مزایای تکنولوژی و جامعه برندی بهره ببرند. یکی از روش های تاثیرگذار در ایجاد شناخت بهتر و دقیق تر از رفتار مشتریان، تحقیق در جوامع برندی است. این پژوهش تاثیر حمایت اجتماعی بر رضایتمندی مشتریان و رفتار شهروندی را در جامعه برندی گروه اقتصادی گلستان مورد بررسی قرار داده است. مطالعه حاضر از منظر گردآوری داده، روشی توصیفی (غیر آزمایشی) و همبستگی و از نوع مدل معادلات ساختاری محسوب می شود. توصیفی از این جهت که محقق تنها در راستای بررسی وضع موجود متغیرهای حوزه ی پژوهش مطالعه و بررسی انجام داده و به این دلیل همبستگی تلقی می شود که محقق به انتظار ارائه مدلی علَی برای تبیین روابط بین متغیرهای پژوهش می باشد که جهت ارزیابی مدل و استخراج میزان تاثیر حمایت اجتماعی بر رضایتمندی مشتری و رفتار شهروندی در جوامع برندی آنلاین مطالعه موردی در صنایع غذایی ایران، از نرم افزار آموس استفاده گردید. نتایج ارزیابی صورت‎گرفته در این پژوهش نشان می‌دهد، در یک جامعه برندی از صنعت مواد غذایی ایران، حمایت اجتماعی شامل حمایت اطلاعاتی و حمایت عاطفی بر رضایتمندی و رفتار شهروندی مشتری با عواملی چون ارائه بازخورد به شرکت، معرفی شرکت به دیگران و کمک به سایر مشتریان تاثیرگذار می باشد.
المصادر:
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Bettencourt, l. A. 1997. "Customer Voluntary Performance: Customers as Partners in Service -Delivery." Journal of Retailing 73 (3): 383-406.
Bove, Liliana L., Simon J. Pervan, Sharon E. Beatty, and Edward Shiu. 2009. "Service worker role in encouraging customer organizational citizenship behaviors." Journal of Business Research 62: 698–705.
Bravo, Rafael, Isabel Buil, Leslie de Chernatony, and Eva Martínez. 2017. "Managing brand identity: effects on the employees." International Journal of Bank Marketing 35 (1).
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Chang, Ben, Nien-Heng Cheng, Yi-Chan Deng, and Tak-Wai Chan. 2007. "Environmental design for a structured network learning society." Computers & Education 48 (2): 234-249. doi:https://doi.org/10.1016/j.compedu.2004.11.008.
Cheng, LA, G. Mendonca, and Júnior JC Farias. 2014. "Physical activity in adolescents: analysis of the social influence of parents and friends." J Pediatr (Rio J) 90: 35-41.
Chiu, Chao-Min, Hsin-Yi Huang, Hsiang-Lan Cheng, and Pei-Chen Sun. 2015. "Understanding online community citizenship behaviors through social support and social identity." International Journal of Information Management 35: 504–519.
Gremler, D, and S. Brown. 2000. "Worth beyond Revenue: The Full Value of a Loyal Customer." Internation Service Quality Association Inc. 119-128.
Gusfield, J. 1978. Community: A critical response. Holmes, J. G. (1991). New York: Harper and Row.
Hajli, M. Nick. 2014. "The role of social support on relationship quality and social commerce." Technological Forecasting and Social Change 87: 17-27. doi:https://doi.org/10.1016/j.techfore.2014.05.012.
McAlexander, J. H.; Schouten, W. J.; Koening, F. 2002. "Building brand community." Journal of Marketing 66 (1): 38–54.
Mills, P. k., and J. H. Morris. 1986. "Clients as "Partial" Employees of Service Organizations: Role Development in Client Participation." Academy of Management Review 11 (4): 726-735.
Muniz, A., and H. J. Schau. 2005. "Religiosity in the abandoned Apple Newton brand community." Journal of Consumer Research 31 (4): 737–747.
Muniz, M. A.; O’Guinn, C. T.; 2001. "Brand community." Journal of Consumer Research 27 (4): 412–432.
Smedley, Richard, Neil Coulson, Jeff Gavin, Leon Watts, , and Leon Watts. 2015. "Online social support for Complex Regional Pain Syndrome: A content analysis of support exchanges within a newly launched discussion forum." Computers in Human Behavior 51 (A): 53-63. doi:https://doi.org/10.1016/j.chb.2015.04.040.
Zhao, Jingjing, Yonghui Wang, and Feng Kong. 2014. "Exploring the mediation effect of social support and self-esteem on the relationship between humor style and life satisfaction in Chinese college students." Personality and Individual Differences 64: 126-130. doi:https://doi.org/10.1016/j.paid.2014.02.026.
Zhou, Z.; Zhang, Q.; Su, C.; Zhou, N. 2011. "How do brand communities generate brand relationships? Intermediate mechanisms." Journal of Business Research 65 (7): 890-895.
Zhu, Dong Hong, Hui Sun, and Ya Ping Chang. 2016. "Effect of social support on customer satisfaction and citizenship behavior in online brand communities: The moderating role of support source." Journal of Retailing and Consumer Services 31: 287-293. doi:https://doi.org/10.1016/j.jretconser.2016.04.013.
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Abbasi, A., H. Safarnia, and M. Baradaran. 2011. "A Study of factors effecting customer citizenship behavior." Interdiscirlinary Journal of Contemporary Research in Business 3 (1): 1170-1191.
Ahmadi, F., and N. Tavreh. 2011. "The relationship between corporate reputation and customer citizenship behaviors." Interdisciplinary Journal of Contemporary Research in Business 3 (3): 235-241.
Alniacik, U., E. Cigerim, K. Akcin, and O. Bayram. 2011. "Independent and joint effects of perceived corporate reputation, affective commitment and job satisfaction on turnover intentions." 7th International Strategic Management Conference. Procedia Social and Behavioral Sciences. 1177–1189.
Anaza, N. A. 2014. "Personality Antecedents of Customer Citizenship Behaviors in Online Shopping Situations." Psychology and Marketing 31: 251-263. doi:10.1002/mar.20692.
Angelova, B., and J. Zekiri. 2011. "Measuring Customer Satisfaction with Service Quality Using American Customer Satisfaction Model (ACSI Model)." International Journal of Academic Research in Business and Social Sciences 1 (3): 232-258.
Bentley, T.A., S.T.T. Teo, L. McLeod, F. Tan, R. Bosua, and M. Gloet. 2016. "The role of organisational support in teleworker wellbeing: A socio-technical systems approach." Applied Ergonomics 52: 207-215. doi:https://doi.org/10.1016/j.apergo.2015.07.0.
Bettencourt, l. A. 1997. "Customer Voluntary Performance: Customers as Partners in Service -Delivery." Journal of Retailing 73 (3): 383-406.
Bove, Liliana L., Simon J. Pervan, Sharon E. Beatty, and Edward Shiu. 2009. "Service worker role in encouraging customer organizational citizenship behaviors." Journal of Business Research 62: 698–705.
Bravo, Rafael, Isabel Buil, Leslie de Chernatony, and Eva Martínez. 2017. "Managing brand identity: effects on the employees." International Journal of Bank Marketing 35 (1).
Brown, S., R. V. Kozinets, and J. F. Sherry. 2003. "Teaching old brands new tricks: Retro branding and the revival of brand meaning." Journal of Marketing 67: 19–33.
Chang, Ben, Nien-Heng Cheng, Yi-Chan Deng, and Tak-Wai Chan. 2007. "Environmental design for a structured network learning society." Computers & Education 48 (2): 234-249. doi:https://doi.org/10.1016/j.compedu.2004.11.008.
Cheng, LA, G. Mendonca, and Júnior JC Farias. 2014. "Physical activity in adolescents: analysis of the social influence of parents and friends." J Pediatr (Rio J) 90: 35-41.
Chiu, Chao-Min, Hsin-Yi Huang, Hsiang-Lan Cheng, and Pei-Chen Sun. 2015. "Understanding online community citizenship behaviors through social support and social identity." International Journal of Information Management 35: 504–519.
Gremler, D, and S. Brown. 2000. "Worth beyond Revenue: The Full Value of a Loyal Customer." Internation Service Quality Association Inc. 119-128.
Gusfield, J. 1978. Community: A critical response. Holmes, J. G. (1991). New York: Harper and Row.
Hajli, M. Nick. 2014. "The role of social support on relationship quality and social commerce." Technological Forecasting and Social Change 87: 17-27. doi:https://doi.org/10.1016/j.techfore.2014.05.012.
McAlexander, J. H.; Schouten, W. J.; Koening, F. 2002. "Building brand community." Journal of Marketing 66 (1): 38–54.
Mills, P. k., and J. H. Morris. 1986. "Clients as "Partial" Employees of Service Organizations: Role Development in Client Participation." Academy of Management Review 11 (4): 726-735.
Muniz, A., and H. J. Schau. 2005. "Religiosity in the abandoned Apple Newton brand community." Journal of Consumer Research 31 (4): 737–747.
Muniz, M. A.; O’Guinn, C. T.; 2001. "Brand community." Journal of Consumer Research 27 (4): 412–432.
Smedley, Richard, Neil Coulson, Jeff Gavin, Leon Watts, , and Leon Watts. 2015. "Online social support for Complex Regional Pain Syndrome: A content analysis of support exchanges within a newly launched discussion forum." Computers in Human Behavior 51 (A): 53-63. doi:https://doi.org/10.1016/j.chb.2015.04.040.
Zhao, Jingjing, Yonghui Wang, and Feng Kong. 2014. "Exploring the mediation effect of social support and self-esteem on the relationship between humor style and life satisfaction in Chinese college students." Personality and Individual Differences 64: 126-130. doi:https://doi.org/10.1016/j.paid.2014.02.026.
Zhou, Z.; Zhang, Q.; Su, C.; Zhou, N. 2011. "How do brand communities generate brand relationships? Intermediate mechanisms." Journal of Business Research 65 (7): 890-895.
Zhu, Dong Hong, Hui Sun, and Ya Ping Chang. 2016. "Effect of social support on customer satisfaction and citizenship behavior in online brand communities: The moderating role of support source." Journal of Retailing and Consumer Services 31: 287-293. doi:https://doi.org/10.1016/j.jretconser.2016.04.013.
