تأثیر جو فروشگاه و سهولت دریافت خدمات بر رفتار خرید مجدد با میانجیگری رضایت مصرف کننده در فروشگاه های خرده فروشی زنجیره ای

نوع مقاله: مقاله پژوهشی

نویسندگان

1 استادیار گروه مدیریت صنعتی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان

2 دانشیار گروه مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان

3 کارشناسی ارشد مدیریت MBA بازاریابی، گروه مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان

چکیده

تحقیق حاضر به دنبال بررسی تأثیر جو فروشگاه و سهولت دریافت خدمات بر رفتار خرید مجدد با میانجیگری رضایت مصرف­کنندگان است. اطلاعات میدانی با استفاده از پرسشنامه 44 سوالی در سال 1396 جمع­آوری گردیده­است. جامعه آماری این پژوهش را تمامی شهروندان تهرانی که حدأقل یکبار از فروشگاه­های خرده­فروشی زنجیره­ای هایپراستار، شهروند، اتکا و کورش خرید کرده­باشند تشکیل می­دهد و اندازه نمونه آماری که به روش نمونه‌گیری تصادفی خوشه­ای انتخاب شد برای مشتریان 400 نفر است. نتایج آزمون فرضیه­های پژوهش نشان می­دهد جو فروشگاه و سهولت دریافت خدمات به طور غیرمستقیم و با میانجیگری رضایت مصرف­کننده بر رفتار خرید مجدد تأثیرگذار هستند اما به طور مستقیم بر رفتار خرید مجدد تأثیرگذار نیستند، همچنین جو فروشگاه و سهولت دریافت خدمات بر رضایت مصرف­کننده و رضایت مصرف­کننده بر رفتار خرید مجدد تأثیر­گذار است که در این پژوهش تأثیر سهولت دریافت خدمات به مراتب بیشتر از تأثیر جو فروشگاه مشاهده شد. تأثیر متغیر تعدیل کننده درگیری نیز در رابطه میان رضایت مصرف­کننده و رفتار خرید مجدد در جامعه آماری مورد نظر رد شد.

کلیدواژه‌ها


عنوان مقاله [English]

The Impact of Store Atmosphere and Service Convenience on Repurchase Behavior by the Mediation of Consumer Satisfaction in Retail Chain Stores

نویسندگان [English]

  • Seyed Abbas Ebrahimi 1
  • Azim Zarei 2
  • Aida Bahrami 3
1 Assistant Professor of Department of Industrial Management, Faculty of Economics, Management and Administrative Sciences, Semnan University
2 Associate Professor, Department of Business Administration, Faculty of Economics, Management and Administrative Sciences, Semnan University
3 Master of MBA Marketing, Department of Business Administration, Faculty of Economics, Management and Administrative Sciences, Semnan University
چکیده [English]

The present study seeks to investigate the impact of store atmosphere and service convenience on re-purchase behavior by the mediation of consumer satisfaction. Field data were collected using a questionnaire of 44 items in 2017. The statistical population of this study consisted of all the citizens of Tehran who had done shopping at least once at SHAHRVAND, ETKA and KOROOSH retail chain hypermarkets. The size of the sample, selected by the random cluster sampling method, was 400 customers. The results of the research showed that the store atmosphere and service convenience indirectly affect the re-purchase behavior through the mediating role of consumer satisfaction.  Also, the impact of service convenience was considerably more than that of store atmosphere. The impact of the conflict moderator variable was rejected in the relationship between consumer satisfaction and re-purchase behavior.

کلیدواژه‌ها [English]

  • Store atmosphere
  • Consumer satisfaction
  • Re-purchase behavior
  • Service convenience
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