عوامل مؤثر بر سرسپردگی برند با نقش میانجی تعهد مشتری

نوع مقاله : مقاله پژوهشی

نویسندگان

1 کارشناسی ارشد مدیریت بازرگانی، دانشکده اقتصاد و مدیریت، دانشگاه تبریز، تبریز، ایران

2 دانشیار گروه مدیریت بازرگانی، دانشکده اقتصاد و مدیریت، دانشگاه تبریز، تبریز، ایران

3 دانشجوی دکتری مدیریت بازرگانی، مدیریت استراتژیک، دانشکده اقتصاد و مدیریت، دانشگاه تبریز، تبریز، ایران

10.22051/bmr.2024.42993.2436

چکیده

امروزه پیدایش و رشد صنایع مختلف و برندهای گوناگون با بحران­های اقتصادی و اجتماعی و فرهنگی همراه بوده است. از طرف دیگر با تغییرات مداوم خواسته­های مصرف‌کنندگان، به دست آوردن رضایت مشتری و قصد خرید مجدد محصول و سپس ایجاد روابط بلندمدت و پایدار مصرف‌کننده با برند خاص به‌راحتی صورت نمی­گیرد؛ بنابراین در این راستا، هدف این پژوهش، شناسایی عوامل مؤثر بر روابط بلندمدت مصرف‌کننده با برند و ایجاد پایداری در این روابط بوده. در این حین سرسپردگی برند به‌عنوان یک راهکار متفاوت و سازنده در راستای احیای این اهداف به کار برده می‌شود. این پژوهش از نظر هدف کاربردی و از لحاظ ماهیت و اجرا توصیفی-پیمایشی می‌باشد. داده­های این پژوهش از طریق پرسشنامه جمع‌آوری‌شده و حجم نمونه به‌دست‌آمده 222 نفر از مصرف‌کنندگان 10 برند معروف (اپل، سامسونگ، لارا، سالیان، ال سی وایکیکی، ال سی من، دامات، کوتون، شیرین عسل، کاله) در سطح شهر تبریز و از جمله مرکز خرید لاله پارک است. نتایج داده­های آماری و مدل‌سازی معادلات ساختاری با استفاده از نرم‌افزار SPSS و SmartPLS انجام شد. یافته­ها حاکی از آن است که تأثیر سه عامل هویت برند و سرمایه‌گذاری بر برند و رضایت مشتری از طریق تعهد برند صورت می‌گیرد و تعهد برند نیز تقویت‌کننده این سه عامل بوده و خود نیز تأثیر مثبت و معناداری بر سرسپردگی برند دارد و همچنین تمامی متغیرها به‌جز سرمایه‌گذاری بر برند و رضایت مشتری تأثیر مثبت و معناداری بر سرسپردگی برند دارند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Effective Factors on Brand Fidelity with the mediating Role of Customer Commitment

نویسندگان [English]

  • Zahra oladgharehgoz 1
  • muhamad faryabi 2
  • farzaneh fatemi 3
1 Master of Business Administration, Faculty of Economics and Management, Tabriz University, Tabriz, Iran
2 Associate Professor, Department of Business Administration, Faculty of Economics and Management, Tabriz University, Tabriz, Iran
3 Ph.D. candidate of business administration, Strategic Management, faculty of economics and management, Tabriz University, Tabriz, Iran
چکیده [English]

Today, the apereance and growth of different industries and different brands, and the market of intense competition in this field, are associated with economic, social and cultural crises. On the other hand, with ever-changing of consumer demands, Obviously, gaining customer satisfaction and the intention to repurchase the product and then establish long-term and stable consumer relationships with the special brand is not easy. Our goal in this study is to identify the factors affecting the long-term consumer relationship with the brand and create stability in these relationships. Meanwhile, brand fidelity is used as a different and constructive solution to revive these goals. . This research is applied in terms of purpose and is descriptive-survey in terms of nature and implementation. Therefore, the data of this research were collected through an questionnaire. Sample volume obtained from 222 consumers of 10 famous brands (Apple, Samsung, Lara, Salian, LC Waikiki, LC Man, Damat, Cotton, Shirin Asal, Kaleh) in Tabriz city and including Laleh Park Shopping Center. The results of statistical data and structural equation modeling were performed using SPSS and SmartPLS software. Findings indicate that the effect of three factors of brand identification and brand investment and customer satisfaction is through brand commitment and brand commitment strengthens these three factors and has a positive and significant effect on the brand fidelity. Also, all variables except brand investment and customer satisfaction have a positive and significant effect on brand fidelity.

کلیدواژه‌ها [English]

  • Brand Fidelity
  • Brand Commitment
  • Quality of Alternatives
  • Customer Satisfaction
  • Brand Identification

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