تأثیر تصویرذهنی مشتریان از مرکز خرید و تجانس تصویر فردی بر وفاداری و سهم خرید آنان با نقش تعدیلگری محیط (مطالعه موردی: مشتریان فروشگاه های زنجیره ای هایپراستار در استان تهران)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشگاه علامه طباطبایی

2 گروه مدیریت بازرگانی دانشکده مدیریت دانشگاه شاهد/ تهران/ ایران

چکیده

روابط بلند مدت با مشتریان در بخش های مختلف مخصوصاً در صنعت خرده فروشی به عنوان یک اصل برای سودآوری پذیرفته شده است. به همین دلیل باتوجه به افزایش اهمیت مشتری و مطرح شدن آن به عنوان مهم ترین مزیت رقابتی، ضروری است که کسب و کارها از جمله کسب و کارهای خدماتی به ابزارهای کلیدی برای حفظ مشتریان توجه ویژه ای داشته باشند. از طرفی محیط فروشگاه به عنوان عاملی تاثیرگذار روی رفتار مشتری از مفاهیم جدیدی است که لازم است سازمان ها به آن توجه نمایند. در این راستا، این پژوهش با هدف بررسی تأثیرتصویرذهنی مشتریان از مرکز خرید و تجانس تصویر فردی بر وفاداری و سهم خرید آنان با نقش تعدیل گری محیط، در میان مشتریان فروشگاه های زنجیره ای هایپراستار در استان تهران انجام شد و مدلی متشکل از متغیرهای تصویر ذهنی، تجانس تصویر فردی، محیط، وفاداری و سهم خرید طراحی شد. برای پاسخ به پرسش پژوهش و آزمون فرضیه های مربوطه، پرسشنامه ای در بین 215 نفر اعضای نمونه مطالعاتی توزیع شد. نتایج حاصل از تحلیل داده ها که از طریق معادلات ساختاری و نرم افزار لیزرل انجام گرفت نشان داد: تصویر ذهنی مشتریان و تجانس تصویر فردی بر وفاداری مشتریان تأثیر دارد. وفاداری مشتریان بر سهم خرید فروشگاه تاثیر دارد. ضمن این که نتایج نشان داد محیط فروشگاه به طور مثبت ارتباط بین تصویر ذهنی مشتریان و وفاداری آنان را تعدیل می کند.

کلیدواژه‌ها


عنوان مقاله [English]

The effect of the customer's perception of the shopping center and the individual image on their loyalty and their contribution to the role of environmental moderation (Case study: HyperStar chain customers in Tehran province)

نویسندگان [English]

  • melika sadat shirazi 1
  • mostafa ghazizadeh 2
1 allameh tabatabae university
2 commercial management, facaulty of management, shahed university,Tehran,Iran
چکیده [English]

Long-term relationships with customers in different sectors, especially in the retail industry, have been accepted as a principle for profitability. Due to the growing importance of the customer and its emergence as the most important competitive advantage, it is imperative that businesses, including service businesses, take special note of the key to maintaining customers. On the other hand, the store environment as a factor influencing customer behavior is a new concept that organizations need to pay attention to. In this regard, the present study aimed to investigate the effect of customers' perceptions of the shopping center and individual image consistency on loyalty and their share of purchasing with the moderating role of the environment among HyperStar chain customers in Tehran province and a model consisting of Variables of mental image, individual image, environment, loyalty and purchasing share were designed. To answer the research question and test the relevant hypotheses, a questionnaire was distributed among 215 sample members of the study. The results of data analysis, carried out through Structural Equations and Liserel software, showed that customer image and individual image convergence have an impact on customer loyalty. Customer loyalty affects shop share. Meanwhile, the results showed that the shop environment is positively correlated with the customer's mental image and loyalty.

کلیدواژه‌ها [English]

  • Subjective Image
  • Individual image convergence
  • Customer loyalty
  • Purchase share
  • Store environment
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