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بررسی نقش تعدیلکننده تنوع طلبی، نوآوری و مستعد بودن مصرفکننده بر رابطه بین رضایت با وفاداری رفتاری مشتری | ||
مدیریت بازاریابی | ||
دوره 15، شماره 49، بهمن 1399، صفحه 1-22 اصل مقاله (867.43 K) | ||
نوع مقاله: مقاله پژوهشی | ||
نویسندگان | ||
فائزه رضایی1؛ کامبیز حیدرزاده 2 | ||
1دانشجوی کارشناسی ارشد مدیریت بازرگانی، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران | ||
2دانشیار، گروه مدیریت بازرگانی، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران | ||
چکیده | ||
پژوهش حاضر با هدف بررسی نقش تعدیلکننده تنوع طلبی، نوآوری و مستعد بودن مصرفکننده بر رابطه بین رضایت با وفاداری رفتاری مشتری انجام شده است. روش این پژوهش کمی، توصیفی، پیمایشی و از نظر هدف، کاربردی میباشد. مطالعه بر روی صنعت پوشاک انجام گردید. در این پژوهش شواهد مورد نیاز با کاربرد پرسشنامه و گردآوری دادهها از تعداد 360 نفر از دانشجویان دانشگاه آزاد اسلامی واحد علوم و تحقیقات تهران انجام گرفته است که با استفاده از روش تصادفی طبقهای متناسب با حجم انتخاب شدند. تجزیه و تحلیل دادهها توسط مدلیابی معادلات ساختاری با استفاده از نرمافزار ایموس و اس پی اس اس انجام شد و فرضیههای تحقیق در سطح اطمینان 95% تأیید شدند. با توجه به اینکه جهت نیل به اهداف پژوهش مدل پژوهش دو بار برازش شده است. در مدل اول روابط بین سازههای پژوهش مطابق با مدل مفهومی با مدلیابی ساختاری و در مدل دوم روابط بین متغیرهای پژوهش طبق مدل مفهومی با تحلیل مسیر بررسی شده است. یافتهها نشان میدهد که نتایج بخش ساختاری، نتایج بخش اندازهگیری از اعتبار و روایی ابزار سنجش سازهها و شاخصهای برازندگی از تطابق شواهد گردآوری شده با مدل نظری پشتیبانی کرده است. طبق نتایج مدل اول پژوهش، ضرایب سازه مستقل بر وابسته و تأثیر سازه میانجی بر وابسته به صورت مثبت و معنادار پشتیبانی شده است. نتایج مدل دوم، از ضرایب تأثیر تعاملی سه متغیر تعدیلگر با متغیر میانجی بر متغیر وابسته بررسی و نتایج نشان داده است که ضرایب تعاملی دو مسیر به صورت معکوس و معنادار و یک مسیر به صورت مستقیم و معنادار است. بنابراین هر پنج فرضیه پژوهش مورد تأیید قرار گرفته است. | ||
کلیدواژهها | ||
شخصیت؛ بازاریابی رابطهمند؛ کیفیت رابطه | ||
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