مطالعات مدیریت کسب و کار هوشمند
مطالعات مدیریت کسب و کار هوشمند

تاثیر تعامل مشتری با برند به‌عنوان پیشایند وفاداری مشتری: تحلیل سه رویکرد شناختی، عاطفی و رفتاری

نوع مقاله : مقاله پژوهشی

نویسندگان

وحیده علیپور 1
محمدرضا سعدی 2
عاطفه مهری بازقلعه 3

1 گروه مدیریت و حسابداری، دانشکده علوم انسانی، دانشگاه زنجان، زنجان، ایران

2 عضو هیات علمی / پژوهشکده علوم اقتصادی / دانشگاه علامه طباطبائی / تهران / ایران

3 دانشجو دکتری، مدیریت بازرگانی، دانشگاه محقق اردبیلی، اردبیل، ایران

https://doi.org/10.22054/ims.2024.76742.2407
چکیده
این مطالعه با هدف بررسی تأثیر تعامل با برند از طریق رسانه‌های اجتماعی بر وفاداری به برند از طریق ارزش ویژه برند انجام شد. پژوهش از حیث هدف کاربردی و بر مبنای روش، یک تحقیق توصیفی از نوع همبستگی است. جامعه آماری این پژوهش شامل مشتریان سه برند ایرانی مای، سینره و کالیستا است. حجم جامعه نامحدود در نظر گرفته شده و برای تعیین حجم نمونه از ابزارG-POWER استفاده شد و حجم نمونه آماری 199 نفر محاسبه گردید. روش نمونه‌گیری تصادفی ساده برای جمع‌آوری داده‌ها انتخاب شد و گردآوری داده‌های مورد نیاز در این پژوهش با استفاده از پرسشنامه‌ استاندارد بومی‌سازی شده انجام گرفت. به‌منظور تایید روایی محتوایی از CVI و CVR و پانل خبرگان استفاده شد. به‌منظور تعیین میزان پایایی پرسشنامه از ضریب آلفای کرونباخ، پایایی ترکیبی و پایایی همگون استفاده گردید. به‌دلیل این-که داده‌ها، از مدلسازی نرمال تبعیت نمی‌کنند؛ بنابراین برای آزمون فرضیات و تحلیل مسیر از مدل معادلات ساختاری و روش حداقل مربعات جزیی و از نرم افزار PLS استفاده شد. نتایج این مطالعه نشان داد که تعامل مشتری با برند از طریق رسانه‌های اجتماعی می‌تواند بر وفاداری به برند تأثیر مثبت بگذارد. همچنین ارزش ویژه برند عامل میانجی مثبتی در رابطه میان تعامل با برند و وفاداری به برند بود. از بین سه مسیر شناختی، عاطفی و رفتاری، مسیر رفتاری با ضریب مسیر 630/0 مسیر برتر در تاثیرگذاری تعامل مشتری با برند بر وفاداری به برند می‌باشد.

کلیدواژه‌ها

تعامل مشتری
وفاداری مشتری
ارزش ویژه برند
رسانه‌های اجتماعی
برندهای آرایشی و بهداشتی
موضوعات

عنوان مقاله English

The effect of customer interaction with the brand as an antecedent of customer loyalty: analysis of three cognitive, emotional and behavioral approaches

نویسندگان English

vahideh alipoor 1
Mohammadreza Saadi 2
atefeh mehri bazghaleh 3
1 Department of Management and Accounting, Faculty of Humanities, University of Zanjan, Zanjan, Iran
2 Economic Sciences Institute / Allameh Tabatabaei University / Tehran / Iran
3 PhD student, Business Administration, University Of Mohaghegh Ardabili, Ardabil, Iran
چکیده English

This study aimed to investigate the effect of brand interaction through social media on brand loyalty through brand equity. The research is a descriptive research of the correlational type in terms of practical purpose and based on the method. The statistical population of this research includes the customers of three Iranian brands, My, Cinere and Callista. The size of the population is considered unlimited and the G-POWER tool was used to determine the sample size and the statistical sample size was calculated to be 199 people. A simple random sampling method was chosen for data collection and the data collection required in this research was done using a localized standard questionnaire. In order to confirm content validity, CVI and CVR and expert panel were used. In order to determine the reliability of the questionnaire, Cronbach's alpha coefficient, combined reliability and homogeneous reliability were used. Because the data do not follow normal modeling; Therefore, structural equation model and partial least squares method and PLS software were used for hypothesis testing and path analysis. The results of this study showed that customer interaction with the brand through social media can have a positive effect on brand loyalty. Also, brand equity was a positive mediating factor in the relationship between brand interaction and brand loyalty. Among the three cognitive, emotional and behavioral paths, the behavioral path with a path coefficient of 0.630 is the best path in influencing customer interaction with the brand on brand loyalty.

کلیدواژه‌ها English

Customer engagement
customer loyalty
brand equity
social media
cosmetics brands
  1. تقی‌آبادی، مسعود، تقی‌آبادی، معصومه، تقی‌آبادی، حمید. (1401). نقش رسانه‌های اجتماعی در مشارکت مشتری با برندهای ایرانی صنعت زیبایی و آرایشی.مطالعات مدیریت کسب و کار هوشمند 71-10211(42). https://doi.org/10.22054/ims.2023.15515
  2. داوری، علی، رضازاده، آرش (1392). مدلسازی معادلات ساختاری با نر‌م‌افزار، PLS تهران: جهاد دانشگاهی، سازمان انتشارات.
  3. دهدشتی شاهرخ، زهره، محمدیان محمودی تبار، محمود، کیماسی، مسعود، ساجدی‌فر، علی‌اصغر. (1398). مدل درگیری مشتریان با برند در رسانه‌های اجتماعی در صنعت بانکداری.مطالعات مدیریت کسب و کار هوشمند 8(29).113-142. https://doi.org/10.22054/ims.2019.10378
  4. نوروزی، حسین، خدامی، سهیلا، جلالی، سیدسجاد. (1402). بررسی نقش میانجی ارزش ویژه برند در تأثیر فعالیت‌های بازاریابی رسانه‌های اجتماعی بر پاسخ مشتری (موردمطالعه: برند لاکچری درسا). فصلنامه علمی پژوهشی مدیریت برند. 10(2). 47-74. 22051/BMR.2022.37197.2243

 

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مطالعات مدیریت کسب و کار هوشمند
دوره 13، شماره 48
تابستان 1403
صفحه 83-117

  • تاریخ دریافت 07 آذر 1402
  • تاریخ بازنگری 21 اسفند 1402
  • تاریخ پذیرش 12 بهمن 1402

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