از مسئولیت اجتماعی شرکت تا وفاداری مشتری: یک مطالعه جامع با تمرکز بر نقش توانایی سازمانی
محورهای موضوعی : بازاریابیمسعود براتی 1 , مهدی عابدینی 2 , بیتا یزدانی 3
1 - استادیار گروه مدیریت، واحد نجف آباد، دانشگاه آزاد اسلامی، نجف آباد، ایران
2 - گروه مدیریت،واحد نجف آباد، دانشگاه آزاد اسلامی، نجف آباد، ایران
3 - استادیار گروه مدیریت،واحد نجف آباد، دانشگاه آزاد اسلامی، نجف آباد، ایران
کلید واژه: مسئولیت اجتماعی سازمان, وفاداری مشتری, اعتماد, شهرت, توانایی سازمانی, دفاتر اسناد رسمی,
چکیده مقاله :
این پژوهش با هدف بررسی جامع رابطه بین مسئولیت اجتماعی شرکت و وفاداری مشتری، با تمرکز بر نقش میانجی اعتماد و شهرت و نقش تعدیلگر توانایی سازمانی در دفاتر اسناد رسمی شهر اصفهان انجام شده است. این مطالعه از نظر هدف، کاربردی و از لحاظ ماهیت و روش، توصیفی-همبستگی است. جامعه آماری شامل مشتریان دفاتر اسناد رسمی منتخب شهر اصفهان بوده و نمونهای 389 نفری به روش تصادفی ساده انتخاب شده است. دادهها با استفاده از روشهای کتابخانهای و میدانی (پرسشنامه) جمعآوری و با استفاده از مدلسازی معادلات ساختاری و نرمافزار SmartPLS 4.0 تجزیه و تحلیل شده است. نتایج، ضمن تأیید روایی و پایایی مدل مفهومی، نشان داد که مسئولیت اجتماعی به طور مستقیم بر وفاداری مشتری تأثیر معناداری ندارد. با این حال، تاثیر غیرمستقیم مسئولیت اجتماعی بر وفاداری مشتری از طریق متغیرهای میانجی اعتماد و شهرت تأیید گردید. همچنین، یافتهها حاکی از آن است که توانایی سازمانی به عنوان یک متغیر تعدیلگر، نقش مهمی در رابطه بین مسئولیت اجتماعی و وفاداری مشتری ایفا میکند. این پژوهش ضمن ارائه یک مدل جامع از تاثیر مسئولیت اجتماعی بر وفاداری مشتری، بر اهمیت نقش توانایی سازمانی در این رابطه تاکید دارد و نتایج آن می تواند برای دفاتر اسناد رسمی و سایر سازمانها در جهت بهبود رابطه با مشتریان و افزایش وفاداری آنان مفید باشد.
This study aims to comprehensively examine the relationship between corporate social responsibility (CSR) and customer loyalty, with a focus on the mediating roles of trust and reputation, as well as the moderating role of organizational capability, in notary public offices in the city of Isfahan (Iran). In terms of purpose, the research is applied, and in terms of nature and method, it is descriptive–correlational. The statistical population consists of customers of selected notary public offices in Isfahan, with a sample of 389 respondents selected through simple random sampling. Data were collected using both library and field methods (questionnaire) and analyzed through structural equation modeling using SmartPLS 4.0 software. The findings, while confirming the validity and reliability of the conceptual model, revealed that CSR does not have a statistically significant direct effect on customer loyalty. However, the indirect effect of CSR on customer loyalty through the mediating variables of trust and reputation was confirmed. Moreover, the results indicate that organizational capability, as a moderating variable, plays an important role in the relationship between CSR and customer loyalty. By presenting a comprehensive model of the effect of CSR on customer loyalty, this study underscores the importance of organizational capability in this relationship, offering insights that can be valuable for notary public offices and other organizations seeking to enhance customer relations and increase their loyalty.
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