الگوی عوامل بازدارنده جابجایی مشتری جهت افزایش وفاداری

نوع مقاله : مروری

نویسندگان

دانشگاه شهید بهشتی

چکیده

     هم­چنان‏ که محیط رقابتی متلاطم‏تر و پیچیده‏ تر می­شود، مهم‏ترین موضوعی که سازمان‏ها با آن مواجه ‏اند، تنها فراهم نمودن محصولات و خدمات با کیفیت و قیمت مناسب نیست، بلکه حفظ مشتریانی است که در سود بلندمدت آنها سهیم خواهند بود. در همین راستا یکی از عناصر مهم در دستیابی به مزیت رقابتی توجه به عوامل بازدارنده جابجایی مشتری می‏باشد. در این پژوهش تلاش می‏ شود عوامل بازدارنده جابجایی مشتری در صنعت لوازم خانگی مورد شناخت و ارزیابی قرار گیرد. در این راستا شش فرضیه برای الگوی پژوهش تدوین شد. الگو بر اساس 334 نمونه از مشتریان محصولات لوازم خانگی ال‏ جی و شرکت خدمات مشتریان گلدیران با روش تحلیل مسیر آزمون شد. بر اساس نتایج پژوهش، عوامل بازدارنده جابجایی به افزایش وفاداری برای مشتری منجر می‏شود و بر رضایت و ارزش مشتری نیز تأثیر دارد. در نهایت نیز مشخص شد که ارزش مشتری لزوماً به رضایت وی منتهی نمی‌شود.  Abstract     As the competitive environment becomes more complex and turbulent, the most important issue of organizations encountered with is not only providing the high quality products and services with affordable price, but also maintaining the customers who will contribute to the long-term benefit. In this regard, an important element in achieving competitive advantage is concerning to customer switching barriers. This study initially recognizes and evaluates the factors inhibiting the customer switching and then it will be investigated to find whether such barrier factors may increase the customers’ loyalty. Accordingly, in the previous research in this area has been studied and some variables were identified. Then, an interview done with 15 people, the LG and Goldiran companies’ senior managers to evaluate and adjust these variables. In this regard, the research hypotheses were developed for the model that includes six hypotheses. Therefore, there were distributed 334 questionnaires between customers of LG and Goldiran and hypotheses were analyzed by path analysis. According to the results of this survey, customer switching barriers lead to increasing loyalty and these barriers also effect on customer satisfaction and value. Finally, it becomes clear that customer value will not necessarily lead to satisfaction.  Keywords: Customers Switching Barriers; Customer Value; Customer Satisfaction; loyalty.

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  • تاریخ دریافت: 08 مهر 1394
  • تاریخ بازنگری: 31 فروردین 1403
  • تاریخ پذیرش: 11 دی 1399

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