طـراحی و ارائه مـدل ارتباط مصرف کننـده برند در بازار اینتـرنت تلـفن همـراه (مطـالعه مـوردی: شرکت خدمات ارتبـاطی ایرانسـل)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار گروه مدیریت بازرگانی، دانشکده علوم انسانی، دانشگاه آزاد اسلامی فیروزکوه

2 کارشناسی ارشد مدیریت بازرگانی، دانشکده علوم انسانی، دانشگاه آزاد اسلامی فیروزکوه

چکیده

پژوهش پیش­رو با هدف بررسی تأثیر کیفیت خدمات، ارزش درک­ شده، رضایت مشتری بر روی تمایلات رفتاری مصرف­کنندگان جهت جلب اعتماد، تعهد و وفاداری صورت گرفته است. پژوهش از نظر هدف کاربردی و از لحاظ گردآوری داده­ها جزء پژوهش­های توصیفی - پیمایشی است که بر روی نمونه­ای 384 نفری از مصرف­کنندگان اینترنت خطوط ایرانسل در شهر تهران انجام گرفت. از جمله محدودیت­های این پژوهش می­توان هزینه­بر بودن و در دسترس نبودن تمام مصرف­کنندگان صنعت تلکام را نام برد. این پژوهش 13 فرضیه را بررسی نمود که در نتایج تحلیل عاملی تاییدی و مدل­یابی معادلات ساختاری یک فرضیه که تأثیر کیفیت برتعهد به رابطه با برند را بررسی می­نمود، رد شد. از کاربردهای مدیریتی پژوهش بررسی تمایلات­ رفتاری مصرف­کنندگان برند است که کاربردهای بسیاری در صنایع و سازمان­ها دارد. نوآوری پژوهش نیز بررسی مدل ارائه شده با این حجم از متغیرهاست که نشان می­دهد ارائه­ی خدمات با کیفیت بالا و ارزش ایجاد شده برای مشتری به خوبی می­تواند منجر به رضایت زیاد و تعهد در مشتری شود. بنابراین تصویر ذهنی ایجاد شده از شرکت را مورد تأثیر قرار داده و نهایتاً باعث حفظ وفاداری مشتریان می­شود.

کلیدواژه‌ها

عنوان مقاله [English]

Designing and modeling the behavior of brand consumers in the mobile phone and the Internet markets in Iran: A case study of Irancell Telecommunication Company

نویسندگان [English]

  • Seyed Mehdi Jalali 1
  • Zeinab Khoshchehreh 2
1 Assistant Professor of Business Administration Group, Faculty of Humanities, Islamic Azad University, Firoozkooh
2 Master of Business Administration, Faculty of Humanities, Islamic Azad University, Firoozkooh
چکیده [English]

This research aims at the effects of service quality, perceived value, and customer’s satisfaction on the consumer’s intention for brand’s loyalty, trust, and commitment. In terms of the data collection method, this study is a descriptive survey. The study sample consisted of 384 Internet customers of Irancell lines in Tehran Province. The limitation of the research was the costly access to and, sometimes, unavailability of liable telecom industry customers. There were thirteen hypotheses to investigate. According to the results of the confirmatory factor analysis and structural equation modeling, one hypothesis, i.e. the effect of quality on brand commitment, was rejected. One of the applications of the study in management is the significance that should be given to the role of brand consumers’ behavioral intention. In precept can be of benefit for many industries and organizations. The innovation of this research is to propose a model and investigate it with a large set of variables. The study shows that providing high-quality services and offering goods at reasonable values can lead to high customer satisfaction and commitment. This occurs by creating a mental image of the company that induces customer’s loyalty.

کلیدواژه‌ها [English]

  • brand loyalty
  • Relationship commitment
  • Brand trust
  • Brand consumer
  • Service quality
  • Functional and technical quality
  • Mobile and Internet market

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کاوش‌های مدیریت بازرگانی
دوره 10، شماره 20
بهمن 1397
صفحه 309-328

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