Effect of Inbound Marketing Factors on Marketing Performance: The Case of Restaurant and Catering Industry in Rasht with an Emphasis on Restaurants with Gilaki Names
محورهای موضوعی : Family and social enterprise
مهدی محمدی کوچصفهانی
1
(
دانشجوی دکترای مدیریت بازرگانی-بازاریابی، دانشگاه آزاداسلامی ابهر،ایران
)
محمد جلیلی
2
(
دانشیار گروه مدیریت دانشگاه آزاد اسلامی ابهر، ایران
)
محمود نورایی
3
(
استادیارگروه مدیریت دانشگاه آزاداسلامی ابهر،ایران
)
کلید واژه: purchase intention, Inbound marketing, visibility management, active listening, community building, word-of-mouth,
چکیده مقاله :
The present study explores the effect of inbound marketing factors on marketing performance. The statistical population was composed of all customers of six restaurants with Gilaki names in Rasht, which are active in cyberspace. A total of 400 individuals were selected by convenience sampling. The standard scales included visibility management, active listening, community building, word-of-mouth (WOM) intention, and purchase intention. Data were analyzed by structural equations modeling in AMOS (ver. 24) software package. The coefficient of determination for the dependent variables showed that active listening, community building, visibility management and WOM intention could account for 49 percent of the variance of customer purchase intention. Also, active listening, community building, and visibility management captured 28 percent of the variance of customer WOM intention. Therefore, it can be concluded that the active presence of restaurants in cyberspace is directly related to customer WOM and purchase intention and attention to inbound marketing tools will play a key role in the viability of their business.
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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