بررسی نقش تعدیل‌کننده تنوع طلبی، نوآوری و مستعد بودن مصرف‌کننده بر رابطه بین رضایت با وفاداری رفتاری مشتری

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی کارشناسی ارشد مدیریت بازرگانی، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران

2 دانشیار، 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


عنوان مقاله [English]

Investigating the moderating role of consumer diversification, innovation and consumer aptitude on the relationship between satisfaction with customer behavioral loyalty

نویسندگان [English]

  • Faezeh Rezaee 1
  • K. Heidarzadeh 2
1 Master student of Business Management, Science and Research Branch, Islamic Azad University, Tehran, Iran
2 Associate Professor, Department of Business Management, Science and Research Branch, Islamic Azad University, Tehran, Iran
چکیده [English]

The aim of this study was to investigate the moderating role of diversity, innovation and consumer susceptibility on the relationship between satisfaction and customer behavioral loyalty. The method of this research is quantitative, descriptive, survey and applied in terms of purpose. The study was conducted on the clothing industry. In this study, the required evidence was obtained by using a questionnaire and collecting data from 360 students of the Islamic Azad University, Tehran Science and Research Branch, who were selected using a stratified random method appropriate to the volume. Data analysis was performed by structural equation modeling using AMOS and SPSS software and the research hypotheses were confirmed at 95% confidence level. Considering that in order to achieve the research objectives, the research model has been fitted twice. In the first model, the relationships between research structures in accordance with the conceptual model with structural modeling and in the second model, the relationships between research variables according to the conceptual model with path analysis. Findings show that the results of the structural part, the results of the measurement of the validity and reliability of the structural measuring instrument and the fit indices have supported the conformity of the collected evidence with the theoretical model. According to the results of the first model of the research, the coefficients of the independent-dependent structure and the effect of the intermediate structure on the dependent are supported in a positive and significant way. The results of the second model are investigated from the coefficients of the interaction effect of three moderator variables with the mediating variable on the dependent variable and the results show that the interaction coefficients of the two paths are inverse and significant and one path is direct and significant. Therefore, all five hypotheses of the research have been confirmed.

کلیدواژه‌ها [English]

  • Personality
  • Relationship marketing
  • Relationship quality
قاسمی، و. (1390). "برآورد حجم بهینه نمونه در مدل‌های معادله ساختاری و ارزیابی کفایت آن برای پژوهشگران اجتماعی"، مجله جامعه شناسی ایران، دوره 12، شماره 4، صص. 138-161.
 
Altman, I. & Taylor, D. (1973). “Social Penetration: The Development of Interpersonal Relationships”, Holt, Rinehart, and Winston, New York.
 
Ana, O.J., Jesús J, C.F., Edgar, C., Rosario, V.C. (2018). “Relationship quality as an antecedent of customer relationship proneness: A cross-cultural study between Spain and Mexico”, Journal of Retailing and Consumer Services, Vol. 42, PP. 78-87.
 
Anderson, J.C. & Gerbing, D.W. (1988). “Structural equation modeling in practice: a review and recommended two-step approach”, Psychological Bulletin, Vol. 103(3), PP. 411-423.
 
Leonard L, B. (1995). “Relationship marketing of services – growing interest, emerging perspectives”, Journal of the Academy of Marketing Science, Vol. 23(4), PP. 236-245.
 
Billy, S., Nicole, H., Eric, V. & Ian, P. (2016). “How can the word “NEW” evoke consumers' experiences of novelty and interest?”, Journal of Retailing and Consumer Services, Vol. 31, PP. 166-173.
 
Boles, J.S., Johnson, J.T., Barksdale Jr., H.C. (2000). “How salespeople build quality relationships: a replication and extension”, Journal of Business Research, Vol. 48, PP. 75-81.
 
Bolton, R.N., Lemon, K.N. & Verhoef, P.C. (2004). “The theoretical underpinnings of customer asset management”, Journal of the Academy of Marketing Science, Vol. 32(3), PP. 271-292.
 
Carmines, E.G. & McIver, J.P. (1981). “Analyzing models with unobserved variables: analysis of covariance structures. In: Bohrnstedt, G.W., Borgatta, E.F. (Eds.)”, Social Measurement: Current Issues. Sage, Newbury Park, CA.
 
Catell, R.B. (1975). “Personality and motivation: structure and measurement”, Journal of Consumer Research, Vol. 7, PP. 283-295.
 
Christy, R., Oliver, G. & Penn, J. (1996). “Relationship marketing in consumer markets”, Journal of Marketing Management, Vol. 12(1-3), PP. 175-187.
 
Cloninger, C.R., (1987). “A systematic method for clinical description and classification of personality variants. A proposal”, Archives of General Psychiatry, Vol. 44, PP. 573-588.
 
Cloninger, C.R., Adolfsson, R. & Svrakic, N.M. (1996). “Mapping genes for human personality”, Natural Genetics, Vol. 12, PP. 3-4.
 
Crosby, L.A., Evans, K.R. & Cowles, D. (1990). “Relationship quality in services selling: an interpersonal influence perspective”, Journal of Marketing, Vol. 54(3) , PP. 68-81.
 
De Wulf, K., Oderkerken-Schr Oder, G. & Iacobucci, D. (2001). “Investments in consumer relationships: a cross-country and cross-industry exploration”, Journal of Marketing, Vol. 65, PP. 33-50.
 
Robert Dwyer, F., Paul H, S. & Sejo, O. (1987). “Developing buyer–seller relationships”, Journal of Marketing, Vol. 51, PP. 11-27.
 
Eunil, P. (2019). “The role of satisfaction on customer reuse to airline services: An application of Big Data approaches”, Journal of Retailing and Consumer Services, Vol. 47, PP. 370-374.
 
Fornell, C. & Larcker, D.F. (1981). “Evaluating structural equation models with unobservable variables and measurement error”, Journal of Marketing Research, Vol, 18(1), PP. 39-50.
 
Fournier, S., Dobscha, S. & Mick, G.D. (1998). “Preventing the premature death of relationship marketing”, Harvard Business Review, Vol, 76(1), PP. 42-51.
 
Gaskin, J. & Lim, J. (2016). “Model fit measures”, AMOS plugin. Gaskination’s StatWiki. In.
 
Goldsmith, R.E. & Hofacker, C. (1991). “Measuring consumer innovativeness”, Journal of Academy of Marketing Science, Vol. 19, PP. 209-221.
 
Gountas, J. & Gountas, S. (2007). “Personality orientations, emotional states, customer satisfaction, and intention to repurchase”, Journal of Business Research, Vol. 60, PP. 72-75.
 
Guilford, J.P. (1959). “Personality”, McGraw Hill, New York.
 
Gummesson, E. (1995). “Relationship marketing; its role in the service economy. In: Glynn, W.J., Barns, J.G. (Eds.)”, Understanding Services Management. John Wiley, New York, PP. 224-268.
 
Gwinner, K., Gremler, D. & Bitner, M.J. (1998). “Relational benefits in services industries: the customer’s perspective”, Journal of Academy of Marketing Science, Vol. 31(2), PP. 109-126.
 
Henning-Thurau, T., Gwinner, K.P. & Gremler, D.D. (2002). “Understanding relationship marketing outcomes”, Journal of Service Research, Vol. 4(3), PP. 230-247.
 
Hircshman, E. (1980). “Innovativeness, novelty, seeking, and consumer creativity”, Journal of Consumer Research, Vol. 7, PP. 238-295.
 
Hirschman, E.C. & Stern, B.B. (2001). “Do consumers’ genes influence their behavior? Findings on novelty seeking and compulsive consumption”, Advances in Consumer Research, Vol. 28(1), PP. 403-410.
 
Hunt, S.D. (2002). “Foundations of Marketing Theory: Toward a General Theory of Marketing”, M.E. Sharpe, Armonk, New York.
 
Kahn, B.E. (1998). “Dynamic relationships with customers: high-variety strategies”, Journal of Academy of Marketing Science, Vol. 26, PP. 47-53.
Kanuk, S. (2003). “Consumer Behavior”, Pearson Educational International, New York.
 
Kline, R.B. (2015). “Principles and practice of structural equation modeling: Guilford publications”.
 
Kumar, N., Scheer, L. & Steenkamp, J.B. (1995). “The effects of perceived interdependence on dealer attitudes”, Journal of Marketing Research, Vol. 32(3), PP. 348-356.
 
Manning, K.C., Bearden, W.O. & Madden, T.J. (1995). “Consumer innovativeness and the adoption process”, Journal of Consumer Psychology, Vol. 4, PP. 329-345.
 
Mavis T, A. & Melissa N, C. (2010). “Relationship marketing in A B2C context: The moderating role of personality traits”, Journal of Retailing and Consumer Services, Vol. 17, PP. 73-79.
 
McGue, M. & Bouchard Jr, T.J. (1998). “Genetic and environmental influences on human behavioral differences”, Annual Review Neuroscience, Vol. 21, PP. 1-24.
 
Menon, S. & Kahn, B.E. (1995). “The impact of context on variety seeking in product choices”, Journal of Consumer Research, Vol. 22, PP. 285-295.
 
Midgley, D.F. & Dowling, G.R. (1978). “Innovativeness: the concept and its measurement”, Journal of Consumer Research, Vol. 4(4), PP. 229-242.
 
Moorman, C., Zaltman, G. & Deshpande, R. (1992). “Relationships between providers and users of market research: the dynamics of trust within and between organizations”, Journal of Marketing Research, Vol. 29, PP. 314-329.
 
Morgan, R.M. & Hunt, S.D. (1994). “The commitment-trust theory of relationship marketing”, Journal of Marketing, Vol. 58(3), PP. 20-38.
 
Noordewier, T.G., John, G. & Nevin, J.R. (1990). “Performance outcomes of purchasing arrangements in industrial buyer–vendor relationships”, Journal of Marketing, Vol. 1, PP. 80-93.
 
Oderkerken-Schroder, G., De Wulf, K. & Schumacher, P. (2003). “Strengthening outcomes of retailer–consumer relationships the dual impact of relationship marketing tactics and consumer personality”, Journal of Business Research, Vol. 56, PP. 177-190.
 
Oliver, R.L. & Swan, J.E. (1989). “Consumer perceptions of interpersonal equity and satisfaction in transactions: a field survey approach”, Journal of Marketing, Vol. 53(2), PP. 231-251.
 
Oliver, R.L. (1981). “Measurement and evaluation of satisfaction processes in retail setting”, Journal of Retailing, Vol. 57, PP. 25-48.
 
Palmatier, R.W., Dant, R.P., Grewal, D. & Evans, K.R. (2006). “Factors influencing the effectiveness of relationship marketing: a meta-analysis”, Journal of Marketing, Vol. 70, PP. 136-153.
 
Parvatiyar, A. & Sheth, N.J. (2000). “Handbook of Relationship Marketing”. Sage Publications, Thousand Oaks, CA.
 
Ping, Jr. & Robert, A. (1995). “A parsimonious estimating technique for interaction and quadratic latent variables”, Journal of Marketing Research, Vol. 32(3), PP. 336-347.
 
Raju, P.S. (1980). “Optimum stimulation level: its relationship to personality, demographics and exploratory behavior”, Journal of Consumer Research, Vol. 7, PP. 272-282.
 
Rogers, E.M. & Shoemaker, F.F. (1971). “Communication of Innovations: A Cross-Cultural Approach”, ERIC, Ipswich, MA.
 
Rust, R.T., Zeithaml, V.A. & Lemon, K.N. (2000). “Driving Customer Equity”, the Free Press, New York, NY.
 
Murali, S., Pugazhendhi, S. & Muralidharan, C. (2016). “Modelling and Investigating the relationship of after sales service quality with customer satisfaction, retention and loyalty– A case study of home appliances business”, Journal of Retailing and Consumer Services, Vol. 30, PP. 67-83.
 
Sharp, B. & Sharp, A. (1997). “Loyalty programs and their impact on repeat purchase loyalty patterns”, International Journal of Research in Marketing, Vol. 14(5), PP. 473-486.
 
Sheth, J.N. (1996). “Relationship marketing: frameworks and concepts”, paper presented at the 1996 International Conference on Relationship Marketing: Development, Management and Governance of Relationships, March 29-31, Berlin, Germany.
 
Sriram, D., Nataraj, B. & Bharadhwaj, S. (2021). “Enhancing relationships in e-tail: Role of relationship quality and duration”, Journal of Retailing and Consumer Services, Vol. 58, PP. 1-14.
 
Teresa, F. & Teresa, P. (2019). “Relationship quality determinants and outcomes in retail banking services: The role of customer experience”, Journal of Retailing and Consumer Services, Vol. 50, PP. 30-41.
 
Verhoef, P.C., Franses, P.H. & Hoekstra, J.C. (2002). “The effect of relational constructs on customer referrals and number of services purchased from a multiservice provider: does age of relationship matter?”, Journal of the Academy of Marketing Science, Vol. 30(3) , PP. 202-216.
 
Waqar, N., Amir H, K., Carsten D, S., Nawal, A.A., Razaz, W.A. & Nick, H. (2020). “How social presence drives commitment and loyalty with online brand communities? The role of social commerce trust”, Journal of Retailing and Consumer Services, Vol. 55, PP. 102136.
 
Wong, A. (2004). “The role of emotional satisfaction in service encounters”, Managing Service Quarterly, Vol. 14(5), PP. 365-376.
 
Woohyoung, K., Hyun, K. & Jinsoo, H. (2020). “Sustainable growth for the self-employed in the retail industry based on customer equity, customer satisfaction, and loyalty”, Journal of Retailing and Consumer Services, Vol. 53, PP. 101963.
Yann Truong, N. (2013). “A cross-country study of consumer innovativeness and technological service innovation”, Journal of Retailing and Consumer Services, Vol. 20, PP. 130-137.
 
Yi, Y. (1990). “A critical review of consumer satisfaction. In: Zeithaml, V.A. (Ed.)”, Review of Marketing 1990. American Marketing Association, Chicago.