تاثیر عوامل بازاریابی درون‌گرا برعملکرد بازاریابی (موردکاوی: صنعت رستوران درشهرستان رشت با تأکید بررستوران های بنانهاده شده برنامه های گیلکی)
Subject Areas : Family and social enterpriseمهدی محمدی کوچصفهانی 1 , محمد جلیلی 2 , محمود نورایی 3
1 - دانشجوی دکترای مدیریت بازرگانی-بازاریابی، دانشگاه آزاداسلامی ابهر،ایران
2 - دانشیار گروه مدیریت دانشگاه آزاد اسلامی ابهر، ایران
3 - استادیارگروه مدیریت دانشگاه آزاداسلامی ابهر،ایران
Keywords: بازاریابی درون‌گرا, مدیریت قابلیت‌مشاهده, گوش‌دادن فعال, ساخت انجمن, تبلیغ دهان‌به‌دهان,
Abstract :
هدف این پژوهش تاثیر عوامل بازاریابی درون‌گرا بر عملکرد بازاریابی است. جامعه آماری پژوهش را کلیة مشتریان شش رستوران بناشده با نام های گیلکی فعال در فضای مجازی شهر رشت تشکیل دادند. بر این اساس با استفاده از روش نمونه‌گیری دردسترس، نمونه‌ای به حجم 400 نفر انتخاب شدند. مقیاس‌های استاندارد پژوهش مدیریت قابلیت‌مشاهده، گوش‌دادن فعال، ساخت انجمن، قصد تبلیغ دهان‌به‌دهان و قصد خرید بودند. تحلیل داده ها با استفاده از مدلسازی معادلات ساختاری با نرم افزارAmos نسخه 24 مورد بررسی قرار گرفت. ضرایب تعیین متغیرهای وابستة پژوهش نشان می‌دهد که گوش‌دادن فعال، ساخت انجمن، مدیریت قابلیت‌مشاهده و قصد تبلیغ دهان‌به‌دهان توانسته‌اند 49 درصد از واریانس قصد خرید مشتریان را پیشبینی کنند. همچنین گوش‌دادن فعال، ساخت انجمن، مدیریت قابلیت‌مشاهده توانسته‌اند 28 درصد از واریانس قصد تبلیغ دهان‌به‌دهان مشتریان را پیشبینی کنند. بنابراین می‌توان نتیجه گرفت که حضور فعال رستوران‌ها در بستر آنلاین ارتباط مستقیمی با قصد تبلیغ دهان‌به‌دهان و قصد خرید مشتریان دارد وتوجه به ابزارهای بازاریابی درون‌گرا نقش بسزایی در موفقیت کسب وکار آنها دارد.
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