تحقق وفاداری مشتریان در فضای آنلاین از طریق جامعه پذیری برند

نوع مقاله: مقاله پژوهشی

نویسندگان

1 دانشجوی کارشناسی ارشد مدیریت بازرگانی، دانشکده علوم انسانی، دانشگاه شاهد

2 استادیار گروه مدیریت بازرگانی، دانشکده علوم انسانی، دانشگاه شاهد

چکیده

در محیط پر چالش دنیای امروز بنگاه‌ها به شدت در رقابت با یکدیگر هستند نمی‌توان با استفاده از فلسفه‌های منسوخ شده بازاریابی در این محیط به رقابت پرداخت. ظهور و گسترش تکنولوژی‌های ارتباطی، شبکه‌های اجتماعی را به عنوان یکی از مهمترین ابزارها برای حضور موثر در عرصه رقابت تبدیل کرده است. تحقیق حاضر در مورد فعالیت‌های مارک‌ها و شرکت‌ها در رسانه‌های اجتماعی است. محققان معتقدند که رسانه‌های اجتماعی فرصتی منحصر به فرد برای برندها ارائه می‌دهند. هدف ما بررسی جامعه پذیری برند مبتنی بررسانه‌های اجتماعی در یک مدل مشتری محور (یعنی روابط بین مشتری اصلی، نام تجاری، محصول، شرکت و مشتریان دیگر) و وفاداری برند است. جامعه آماری این پژوهش مشتریان بانک تجارت در تهران که از شبکه‌های اجتماعی استفاده می‌کنند. مطالعه فوق بر اساس پاسخ 386نفر از مشتریان (حجم نمونه: فرمول کوکران، روش نمونه‌گیری تصادفی خوشه‌ای) انجام شده است (ضریب آلفای کرونباخ هر کدام از متغیرها بالای 7/0). نتایج مدل‌سازی معادلات ساختاری نشان می‌دهد که جامعه‌پذیری برند در رسانه‌های اجتماعی تاثیر مثبتی بر مشتری / محصول، مشتری / نام تجاری، مشتری / شرکت و مشتری / دیگر روابط مشتری دارد، که به نوبه خود تاثیر مثبتی بر اعتماد برند و تعهد داشته که تعهد نیز تاثیر مثبتی بر وفاداری به برند دارد. هدف تحقیق حاضر کمک به بانک‌ها در ارائه خدمات بهتر و باکیفیت‌تر با استفاده از روش‌های بازاریابی نوین و افزایش وفاداری مشتریان از طریق تامین رضایت آنها و حفظ مشتریان جذب شده با هزینه‌های پایین می‌باشد.

کلیدواژه‌ها


عنوان مقاله [English]

Achievement of loyalty in the online environment through brand acceptability: A case study of the customers of Tejarat Bank

نویسندگان [English]

  • Fatemeh Goli 1
  • Naser Yazdani 2
1 student of Shahed University
2 Assistant Professor, Department of Business Administration, Faculty of Humanities, Shahed University, Tehran, Iran
چکیده [English]

In the challenging world today, with companies increasingly competing together, competition is not possible using old marketing philosophies. With the emergence and development of communication technologies, social networks serve as an important type of tools for effective participation in the field of competition. There is an ongoing debate over the activities of brands and companies in social media. Researchers believe that social media offer a unique opportunity for brands. Our goal in this study is to show how brand acceptability is based on social media and how it influences the elements of a customer-centered model (i.e., the relationships among focal customer and brand, product, company, and other customers) and brand loyalty. The statistical population of this research consisted of the customers of Tejarat Bank in Tehran using social networks. A survey-based empirical study was conducted with 386 respondents sampled through Cochran formula and cluster random sampling method. Cronbach's alpha coefficient for each of the variables was over 0.7. The results of structural equation modeling showed that brand acceptability established on social media has positive effects on customer/product, customer/brand, customer/company and customer/other customers relationships, which, in turn, have positive effects on brand trust, and trust and commitment have positive effects on brand loyalty. The purpose of this study is to help banks to provide better-quality services using new marketing methods and increase customer loyalty by attracting them and providing their satisfaction at a low cost.

کلیدواژه‌ها [English]

  • Affective commitment
  • Brand acceptability
  • Customer loyalty
  • Continuous commitment
  • Trust
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