بررسی نقش تعدیل‌کننده تنوع طلبی، نوآوری و مستعد بودن مصرف‌کننده بر رابطه بین رضایت با وفاداری رفتاری مشتری

محورهای موضوعی : مدیریت بازاریابی

فائزه رضایی ¹ , کامبیز حیدرزاده ²

1 - دانشجوی کارشناسی ارشد مدیریت بازرگانی، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران
2 - دانشیار، گروه مدیریت بازرگانی، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران

تاریخ دریافت : 1399/07/15 تاریخ پذیرش : 1399/09/06 تاریخ انتشار : 1399/11/01

کلید واژه: کیفیت رابطه, بازاریابی رابطه‌مند, شخصیت,

چکیده مقاله :

پژوهش حاضر با هدف بررسی نقش تعدیل‌کننده تنوع طلبی، نوآوری و مستعد بودن مصرف‌کننده بر رابطه بین رضایت با وفاداری رفتاری مشتری انجام شده است. روش این پژوهش کمی، توصیفی، پیمایشی و از نظر هدف، کاربردی می‌باشد. مطالعه بر روی صنعت پوشاک انجام گردید. در این پژوهش شواهد مورد نیاز با کاربرد پرسش‌نامه و گردآوری داده‌ها از تعداد 360 نفر از دانشجویان دانشگاه آزاد اسلامی واحد علوم و تحقیقات تهران انجام گرفته است که با استفاده از روش تصادفی طبقه‌ای متناسب با حجم انتخاب شدند. تجزیه و تحلیل داده‌ها توسط مدل‌یابی معادلات ساختاری با استفاده از نرم‌افزار ایموس و اس پی اس اس انجام شد و فرضیه‌های تحقیق در سطح اطمینان 95% تأیید شدند. با توجه به اینکه جهت نیل به اهداف پژوهش مدل پژوهش دو بار برازش شده است. در مدل اول روابط بین سازه‌های پژوهش مطابق با مدل مفهومی با مدل‌یابی ساختاری و در مدل دوم روابط بین متغیرهای پژوهش طبق مدل مفهومی با تحلیل مسیر بررسی شده است. یافته‌ها نشان می‌دهد که نتایج بخش ساختاری، نتایج بخش اندازه‎گیری ‎‎از اعتبار و روایی ابزار سنجش سازه‎ها‎‎ و شاخص‎های ‎‎برازندگی از تطابق شواهد گردآوری شده با مدل نظری پشتیبانی کرده است. طبق نتایج مدل اول پژوهش، ضرایب سازه مستقل بر وابسته و تأثیر سازه میانجی بر وابسته به صورت مثبت و معنادار پشتیبانی شده است. نتایج مدل دوم، از ضرایب تأثیر تعاملی سه متغیر تعدیل‌گر با متغیر میانجی بر متغیر وابسته بررسی و نتایج نشان داده است که ضرایب تعاملی دو مسیر به صورت معکوس و معنادار و یک مسیر به صورت مستقیم و معنادار است. بنابراین هر پنج فرضیه پژوهش مورد تأیید قرار گرفته است.

چکیده انگلیسی:

The aim of this study was to investigate the moderating role of diversity, innovation and consumer susceptibility on the relationship between satisfaction and customer behavioral loyalty. The method of this research is quantitative, descriptive, survey and applied in terms of purpose. The study was conducted on the clothing industry. In this study, the required evidence was obtained by using a questionnaire and collecting data from 360 students of the Islamic Azad University, Tehran Science and Research Branch, who were selected using a stratified random method appropriate to the volume. Data analysis was performed by structural equation modeling using AMOS and SPSS software and the research hypotheses were confirmed at 95% confidence level. Considering that in order to achieve the research objectives, the research model has been fitted twice. In the first model, the relationships between research structures in accordance with the conceptual model with structural modeling and in the second model, the relationships between research variables according to the conceptual model with path analysis. Findings show that the results of the structural part, the results of the measurement of the validity and reliability of the structural measuring instrument and the fit indices have supported the conformity of the collected evidence with the theoretical model. According to the results of the first model of the research, the coefficients of the independent-dependent structure and the effect of the intermediate structure on the dependent are supported in a positive and significant way. The results of the second model are investigated from the coefficients of the interaction effect of three moderator variables with the mediating variable on the dependent variable and the results show that the interaction coefficients of the two paths are inverse and significant and one path is direct and significant. Therefore, all five hypotheses of the research have been confirmed.

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