نقش احیاء خدمات در تأثیرگذاری بازاریابی اخلاقی بر وفاداری نگرشی
محورهای موضوعی : مدیریت بازرگانیمحمدجواد براتی 1 , محمدهادی عسگری 2
1 - کارشناس ارشد مدیریت کسب و کار، گروه مدیریت بازرگانی، واحد البرز، مؤسسه آموزش عالی مهر البرز، کرج، ایران.
2 - استادیار گروه مدیریت بازرگانی، واحد تنکابن، دانشگاه آزاد اسلامی، تنکابن، ایران.
کلید واژه: بازاریابی اخلاقی, احیاء خدمات, وفاداری نگرشی, پوشاک ال سی من,
چکیده مقاله :
مطالعه حاضر به تحلیل نقش حلقوی احیاء خدمات در تأثیرگذاری بازاریابی اخلاقی بر وفاداری نگرشی مشتریان پرداخته است. نتایج از طریق بررسی نظرات مشتریان فروشگاه‌های پوشاک ال سی من در شهر تهران بدست آمده است. روش تحقیق توصیفی بوده که به روش پیمایشی اجرا شد. حجم نمونه تحقیق تعداد 384 نفر بودند که بر اساس فرمول کوکران مبتنی بر جامعه آماری نامعلوم بدست آمد. روش نمونه‌گیری، غیراحتمالی در دسترس بود. گردآوری داده‌ها بر اساس پرسشنامه‌های بازاریابی اخلاقی صفری و همکاران (1396)، احیای خدمات سنگوپتا و همکاران (2014) و وفاداری نگرشی ایوانچیتزکی و همکاران (2006) انجام شد. روایی پرسشنامه‌ها براساس روایی محتوایی با استفاده از نظر صاحب نظران، روایی صوری بر مبنای دیدگاه تعدادی از جامعه آماری و روایی سازه با روش تحلیل عاملی مورد بررسی و تأیید قرار گرفت.پ ایایی پرسشنامه‌ها با روش آلفای کرونباخ به ترتیب برای بازاریابی اخلاقی 82/0، وفاداری نگرشی 84/0 و احیاء خدمات77/0 برآورد شد. تجزیه و تحلیل داده‌ها در دو سطح آمار توصیفی و آمار استنباطی مشتمل بر الگوسازی معادلات ساختاری توسط نرم‌افزار آماری اسمارت پی.ال.اس انجام گرفت. نتایج نشان داد بازاریابی اخلاقی و احیاء خدمات به ترتیب با ضرایب تأثیر 336/0 و 355/0 بر وفاداری نگرشی تأثیر دارند و بازاریابی اخلاقی با ضریب تأثیر 413/0 بر احیاء خدمات تأثیر داشته است. در نهایت می‌توان گفت که بازاریابی اخلاقی به‌طور مستقیم و غیر مستقیم بر وفاداری نگرشی مشتریان تأثیر داشته است؛ به عبارتی احیاء خدمات در تأثیرگذاری بازاریابی اخلاقی بر وفاداری نگرشی مشتریان نقش میانجی داشته است.
The present study analyzed the circular role of service revival in the influence of ethical marketing on customers' attitudinal loyalty. The results have been obtained by examining the opinions of customers of LC Man clothing stores in Tehran. The research method is descriptive, which was implemented by the survey method. The sample size of the research was 384 people, which was obtained based on Cochran's formula based on an unknown statistical population. Non-probability sampling method was available. Data collection was done based on ethical marketing questionnaires by Safari et al. (2016), service revival by Sengupta et al. (2014), and attitudinal loyalty by Ivanchitzky et al. (2006). The validity of the questionnaires was examined and confirmed based on content validity using the opinions of experts, face validity based on the views of a number of statistical societies, and construct validity using the factor analysis method. Attitudinal loyalty was estimated at 0.84 and service recovery at 0.77. Data analysis was done at two levels, descriptive statistics and inferential statistics, including structural equation modeling by Smart-PLS statistical software. The results showed that ethical marketing and service revival has an effect on attitudinal loyalty with effect coefficients of 0.336 and 0.355, respectively, and ethical marketing has an effect on service restoration with an effective coefficient of 0.413. Finally, it can be said that ethical marketing has, directly and indirectly, affected the attitudinal loyalty of customers; In other words, service revival has played a mediating role in influencing ethical marketing on customers' attitudinal loyalty.
Abbas, A., Nisar, Q. A., Mahmood, M. A. H., Chenini, A., & Zubair, A. (2019). The role of Islamic marketing ethics towards customer satisfaction. Journal of Islamic Marketing, 11(4), 1001-1018 https://doi.org/10.1108/jima-11-2017-0123
Aghighi, A., & Dolati, Z. (2018). Determining the relationship between personality moral factors in selling the brand loyalty. Ethics in Science and Technology & Innovation Foundation, 12(4), 89-96. (In Persian)
Al-dweeri, R. M., Obeidat, Z. M., Al-dwiry, M. A., Alshurideh, M. T., & Alhorani, A. M. (2017). The impact of e-service quality and e-loyalty on online shopping: moderating effect of e-satisfaction and e-trust. International Journal of Marketing Studies, 9(2), 92.
Alahverdi, Z., & Landaran Esfahani, S. (2022). Investigating the Role of Social Media Marketing and Experience for Loyalty Intention and Participation Intention, Considering the Mediating Role of Relationship Quality (Case Study: BaniMode Online Cosmetics Store). Journal of Management and Sustainable Development Studies, 2(1), 65-90. https://doi.org/10.30495/msds.2022.1955946.1047 (In Persian)
Demirgüneş, B. K. (2015). Ethical behavior of salesperson: the impact of consumer’s perception on trust, satisfaction and repeat purchasing behavior. Turkish Journal of Business Ethics, 8(1), 26-46.
Eskandarpoor, B., Heydari Iraqi, B., & Saebnia, S. (2021). The Effect of Ethical Marketing on Brand Credit: Mediating a Service Recovery Strategy. Journal of Business Management 13(50), 22-42. (In Persian)
Esmaili, M. R. (2017). Examining the role of brand reputation in dealing with malpractice and failure in providing services and the role of service recovery strategies in influencing customer satisfaction [Master's thesis, Khatam University]. (In Persian)
Evanschitzky, H., Lyer, G. R., Plassmann, H., Niessing, J., & Meffert, H. (2006). The relative strength of affective commitment in securing loyalty in service relationships. Journal of Business Research, 59(12), 1207-1213.
Fallaah, A., & Hamedi, O. (2021). valuating The Effect Of Customer Participation, Commitment And Trust On Customer Loyalty With The Mediating Role Of Customer Satisfaction (Case Study: Samsung Products). Journal of Advertising and Sales Management, 2(3), 110-131. https://doi.org/10.52547/JABM.2.3.110 (In Persian)
Fatahi Moghadam, F. (2018). The effect of service recovery beyond expectation on repurchase intention with the moderating role of moral judgment of service failure [Master's thesis, Al-Zahra University]. (In Persian)
Ghafari, S. (2018). The relationship between ethical marketing and mixed customer loyalty in brand clothing stores in Isfahan [Master's thesis, Sheikh Baha'i University]. (In Persian)
Ghezelbash, A. (2021). Investigating the effect of sustainable marketing activities, brand image on customer loyalty with the mediating role of customer satisfaction and trust (Central Insurance Organization). Journal of Accounting and Management Vision, 4(50), 42-49. (In Persian)
Gholipour domyeh, H. (2023). A Concurrent Optimization of Knowledge Sharing and Customer Loyalty in Social Media under a Digital Marketing Approach. Journal of value creating in Business Management, 2(4), 1-24. https://doi.org/10.22034/jvcbm.2023.382900.1050 (In Persian)
Jandaghi, G., Ghoreishi, S. M., & Ahadi Shoar, S. M. (2017). Investigating the Dimensions of Social Capital and Its Relation to Moral Marketing (Case: Sepah Bank Branches of Qom Province). Social Capital Management, 4(3), 309-332. https://doi.org/10.22059/jscm.2018.136506.1133 (In Persian)
Kasiri, L. A., Cheng, K. T. G., Sambasivan, M., & Sidin, S. M. (2017). Integration of standardization and customization: Impact on service quality, customer satisfaction, and loyalty. Journal of Retailing and Consumer Services(35), 91-97.
Kenesei, Z., & Kolos, K. (2018). The role of employee affective delivery and customer perceived control in service recovery. Market-Tržište, 30(1), 7-22.
khodadadi, M. R. (2017). The Study of factors affecting attitudinal and behavioral loyalty on Fan -Based Brand Equity (FBBE) of Football in Iranian Super League Clubs. Sport Management Journal, 9(3), 373-387. https://doi.org/10.22059/jsm.2017.42804.1039 (In Persian)
Mazandarani, S. (2018). Investigating the effect of brand experience on brand loyalty by considering the mediating variable of brand personality in customers of Faratel Company [Master's thesis, Islamic Azad University, Safadasht Branch]. (In Persian)
Niazian, A. (2018). Examining the moderating role of ethical marketing in the relationship between knowledge sharing and employee-oriented innovation (case study: public hospitals of Ilam province) [Master's thesis, Bakhtar Institute of Higher Education, Ilam]. (In Persian)
Nouri Razi Al-Awadi, F., Behboodi, O., & Sharbaf Eidghahi, A. (2022). A Survey of Loyalty Strategies and Word of Mouth Communication to Customers of Sports Products (Case Study of Adidas Brand Customers in Iraq). Journal of Management and Sustainable Development Studies, 2(1), 109-132. https://doi.org/10.30495/msds.2022.1962692.1061 (In Persian)
Rezaei, S. (2018). Investigating the effect of e-business ethics on the willingness to buy again and customer loyalty [Master's thesis, Islamic Azad University, Maroodasht branch]. (In Persian)
Safari, M., Soleimani, M., & Ghobadinia, H. (2017). A Conceptual Model to Explain Ethical Marketing in Consumers’ Willingness to Buy through the Internet according to the Trust Icon. Journal of Business Administration Researches, 9(18), 43-60. https://doi.org/10.29252/bar.9.18.43 (In Persian)
Sengupta, A. S., Balaji, M. S., & Krishnan, B. C. (2014). How customers cope with service failure? A study of brand reputation and customer satisfaction. Journal of Business Research, 68(3), 665-674.
Shahtahmasbi, E., Khodadad Hosseini, S. H., & Kordnaije, A. (2015). The Impact of External Relations of Manages and Organization on Competitive Advantage through Articulating Roles of Firm Image and Brand Credibility (Case Study: A Construction Company). Quarterly Journal of Brand Management, 2(1), 13-37. https://doi.org/10.22051/bmr.2015.2286 (In Persian)
Shiri, A., Dehghani Soltani, M., Soltani Banavandi, A., & Azadi, Y. (2017). The Effect of Service-orientation on Customer's Loyalty with Mediating Role of Service Quality in Hotel Industry (A case Study: Kerman's Pars Hotel). Journal of Tourism and Development, 6(2), 39-62. https://doi.org/10.22034/jtd.2020.110396 (In Persian)
Taleghani, M., & Einy dlejani, A. (2021). Branding of private banks with a focus on consumer behavior and emotional commitment. Journal of value creating in Business Management, 1(1), 119-137. https://doi.org/10.22034/jbme.2022.313200.1003 (In Persian)
Zehir, C., & Narcıkara, E. (2016). E-service quality and e-recovery service quality: Effects on value perceptions and loyalty intentions. Procedia-Social and Behavioral Sciences(299), 427-443.
_||_Abbas, A., Nisar, Q. A., Mahmood, M. A. H., Chenini, A., & Zubair, A. (2019). The role of Islamic marketing ethics towards customer satisfaction. Journal of Islamic Marketing, 11(4), 1001-1018 https://doi.org/10.1108/jima-11-2017-0123
Aghighi, A., & Dolati, Z. (2018). Determining the relationship between personality moral factors in selling the brand loyalty. Ethics in Science and Technology & Innovation Foundation, 12(4), 89-96. (In Persian)
Al-dweeri, R. M., Obeidat, Z. M., Al-dwiry, M. A., Alshurideh, M. T., & Alhorani, A. M. (2017). The impact of e-service quality and e-loyalty on online shopping: moderating effect of e-satisfaction and e-trust. International Journal of Marketing Studies, 9(2), 92.
Alahverdi, Z., & Landaran Esfahani, S. (2022). Investigating the Role of Social Media Marketing and Experience for Loyalty Intention and Participation Intention, Considering the Mediating Role of Relationship Quality (Case Study: BaniMode Online Cosmetics Store). Journal of Management and Sustainable Development Studies, 2(1), 65-90. https://doi.org/10.30495/msds.2022.1955946.1047 (In Persian)
Demirgüneş, B. K. (2015). Ethical behavior of salesperson: the impact of consumer’s perception on trust, satisfaction and repeat purchasing behavior. Turkish Journal of Business Ethics, 8(1), 26-46.
Eskandarpoor, B., Heydari Iraqi, B., & Saebnia, S. (2021). The Effect of Ethical Marketing on Brand Credit: Mediating a Service Recovery Strategy. Journal of Business Management 13(50), 22-42. (In Persian)
Esmaili, M. R. (2017). Examining the role of brand reputation in dealing with malpractice and failure in providing services and the role of service recovery strategies in influencing customer satisfaction [Master's thesis, Khatam University]. (In Persian)
Evanschitzky, H., Lyer, G. R., Plassmann, H., Niessing, J., & Meffert, H. (2006). The relative strength of affective commitment in securing loyalty in service relationships. Journal of Business Research, 59(12), 1207-1213.
Fallaah, A., & Hamedi, O. (2021). valuating The Effect Of Customer Participation, Commitment And Trust On Customer Loyalty With The Mediating Role Of Customer Satisfaction (Case Study: Samsung Products). Journal of Advertising and Sales Management, 2(3), 110-131. https://doi.org/10.52547/JABM.2.3.110 (In Persian)
Fatahi Moghadam, F. (2018). The effect of service recovery beyond expectation on repurchase intention with the moderating role of moral judgment of service failure [Master's thesis, Al-Zahra University]. (In Persian)
Ghafari, S. (2018). The relationship between ethical marketing and mixed customer loyalty in brand clothing stores in Isfahan [Master's thesis, Sheikh Baha'i University]. (In Persian)
Ghezelbash, A. (2021). Investigating the effect of sustainable marketing activities, brand image on customer loyalty with the mediating role of customer satisfaction and trust (Central Insurance Organization). Journal of Accounting and Management Vision, 4(50), 42-49. (In Persian)
Gholipour domyeh, H. (2023). A Concurrent Optimization of Knowledge Sharing and Customer Loyalty in Social Media under a Digital Marketing Approach. Journal of value creating in Business Management, 2(4), 1-24. https://doi.org/10.22034/jvcbm.2023.382900.1050 (In Persian)
Jandaghi, G., Ghoreishi, S. M., & Ahadi Shoar, S. M. (2017). Investigating the Dimensions of Social Capital and Its Relation to Moral Marketing (Case: Sepah Bank Branches of Qom Province). Social Capital Management, 4(3), 309-332. https://doi.org/10.22059/jscm.2018.136506.1133 (In Persian)
Kasiri, L. A., Cheng, K. T. G., Sambasivan, M., & Sidin, S. M. (2017). Integration of standardization and customization: Impact on service quality, customer satisfaction, and loyalty. Journal of Retailing and Consumer Services(35), 91-97.
Kenesei, Z., & Kolos, K. (2018). The role of employee affective delivery and customer perceived control in service recovery. Market-Tržište, 30(1), 7-22.
khodadadi, M. R. (2017). The Study of factors affecting attitudinal and behavioral loyalty on Fan -Based Brand Equity (FBBE) of Football in Iranian Super League Clubs. Sport Management Journal, 9(3), 373-387. https://doi.org/10.22059/jsm.2017.42804.1039 (In Persian)
Mazandarani, S. (2018). Investigating the effect of brand experience on brand loyalty by considering the mediating variable of brand personality in customers of Faratel Company [Master's thesis, Islamic Azad University, Safadasht Branch]. (In Persian)
Niazian, A. (2018). Examining the moderating role of ethical marketing in the relationship between knowledge sharing and employee-oriented innovation (case study: public hospitals of Ilam province) [Master's thesis, Bakhtar Institute of Higher Education, Ilam]. (In Persian)
Nouri Razi Al-Awadi, F., Behboodi, O., & Sharbaf Eidghahi, A. (2022). A Survey of Loyalty Strategies and Word of Mouth Communication to Customers of Sports Products (Case Study of Adidas Brand Customers in Iraq). Journal of Management and Sustainable Development Studies, 2(1), 109-132. https://doi.org/10.30495/msds.2022.1962692.1061 (In Persian)
Rezaei, S. (2018). Investigating the effect of e-business ethics on the willingness to buy again and customer loyalty [Master's thesis, Islamic Azad University, Maroodasht branch]. (In Persian)
Safari, M., Soleimani, M., & Ghobadinia, H. (2017). A Conceptual Model to Explain Ethical Marketing in Consumers’ Willingness to Buy through the Internet according to the Trust Icon. Journal of Business Administration Researches, 9(18), 43-60. https://doi.org/10.29252/bar.9.18.43 (In Persian)
Sengupta, A. S., Balaji, M. S., & Krishnan, B. C. (2014). How customers cope with service failure? A study of brand reputation and customer satisfaction. Journal of Business Research, 68(3), 665-674.
Shahtahmasbi, E., Khodadad Hosseini, S. H., & Kordnaije, A. (2015). The Impact of External Relations of Manages and Organization on Competitive Advantage through Articulating Roles of Firm Image and Brand Credibility (Case Study: A Construction Company). Quarterly Journal of Brand Management, 2(1), 13-37. https://doi.org/10.22051/bmr.2015.2286 (In Persian)
Shiri, A., Dehghani Soltani, M., Soltani Banavandi, A., & Azadi, Y. (2017). The Effect of Service-orientation on Customer's Loyalty with Mediating Role of Service Quality in Hotel Industry (A case Study: Kerman's Pars Hotel). Journal of Tourism and Development, 6(2), 39-62. https://doi.org/10.22034/jtd.2020.110396 (In Persian)
Taleghani, M., & Einy dlejani, A. (2021). Branding of private banks with a focus on consumer behavior and emotional commitment. Journal of value creating in Business Management, 1(1), 119-137. https://doi.org/10.22034/jbme.2022.313200.1003 (In Persian)
Zehir, C., & Narcıkara, E. (2016). E-service quality and e-recovery service quality: Effects on value perceptions and loyalty intentions. Procedia-Social and Behavioral Sciences(299), 427-443.