بررسی رفتار مشتری با در نظر گرفتن نقش فعالیت بازاریابی رسانه های اجتماعی و تجربه مشتری

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار، گروه ریاضی، مرکز آموزش عالی کاشمر، کاشمر، ایران

2 کارشناسی ارشد، گروه مدیریت بازرگانی، دانشگاه پیام نور، تهران، ایران.

10.22034/cbsj.2025.138038.2416

چکیده

رسانه های اجتماعی نقش مهمی در استراتژی بازاریابی شرکت همراه اول خراسان رضوی ایفا کرده اند. به عنوان بخشی از دیجیتال مارکتینگ، از شبکه‌های اجتماعی می توان برای ایجاد ارتباط مستقیم و روابط خوب با مشتریان استفاده کرد. این پژوهش از نظر نوع و ماهیت مسأله و اهداف تحقیق، کاربردی و با توجه به روش جمع آوری اطلاعات و داده ها، توصیفی از نوع پیمایشی-همبستگی می باشد. جامعه آماری این پژوهش شامل مشتریان شرکت همراه اول در شهرستان مشهد می باشد. براساس جدول مورگان، 384 پرسشنامه پخش شد و جمع وآوری گردید. نمونه گیری، با استفاده از روش نمونه گیری تصادفی ساده انجام شده است. جهت گردآوری داده های پژوهش، از پرسشنامه 54 سوالی استاندارد استفاده شده که جهت روایی آن از روایی صوری و تایید خبرگان و روایی سازه استفاده شده است و جهت پایایی پرسشنامه‌ها از آلفای کرونباخ استفاده و تأیید شد. جهت تجزیه و تحلیل داده ها در بخش آمار توصیفی از نرم افزار spss و آمار استنباطی با استفاده از مدل یابی معادلات ساختاری با استفاده از نرم افزار PLS3 بهره گرفته شد. نتایج نشان داد که بازاریابی رسانه های اجتماعی و تجربه مشتری تأثیر قابل توجهی بر کیفیت ارتباط با مشتری دارند که این امر نیز تأثیر مثبتی بر سفر مشتری اجتماعی دارد. این تحقیق شرکت همراه اول را راهنمایی می کند تا محتوای بازاریابی سایت های شبکه اجتماعی خود را بروز کرده و از ابعاد بازاریابی رسانه های اجتماعی و تجربه مشتری پیروی کند تا به هدف بازاریابی برسد و عملکرد پایدار ایجاد کند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Examining customer behavior considering the role of social media marketing activity and customer experience

نویسندگان [English]

  • fateme ghomanjani 1
  • javad zare 2
1 Associate Professor, Department of Mathematics, Kashmar Higher Education Institute, Kashmar, Iran
2 MSc, Department of Business Administration, Payam Noor University, Tehran, Iran
چکیده [English]

Social media have played an important role in the marketing strategy of the first company of Khorasan Razavi. As a part of digital marketing, social networks can be used to establish direct communication and good relations with customers. This research is practical in terms of the type and nature of the problem and research objectives, and according to the method of collecting information and data, it is descriptive of survey-correlation type. The statistical population of this research includes the customers of the first companion company in Mashhad city. Based on Morgan's table, 384 questionnaires were distributed and collected. Sampling has been done using a simple random sampling method. In order to collect research data, a standard 54-question questionnaire was used for its validity, face validity and expert approval and construct validity were used, and Cronbach's alpha was used and confirmed for the reliability of the questionnaires. In order to analyze the data in the descriptive statistics section, spss software and inferential statistics using structural equation modeling using PLS3 software were used. The results showed that social media marketing and customer experience have a significant impact on the quality of customer communication, which also has a positive impact on the social customer journey. This research will guide the first companion company to update the marketing content of its social network sites and follow the dimensions of social media marketing and customer experience to achieve the marketing goal and create sustainable performance.

کلیدواژه‌ها [English]

  • Social media
  • social media marketing activity
  • customer experience
  • relationship quality
  • social customer behaviors

مراجع

داوری، علی و رضازاده، آرش (1392). مدلسازی معادلات ساختاری با نرم‌افزارSmart Pls . انتشارات جهاد دانشگاهی، تهران.
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