,
نوع مقاله : علمی - پژوهشی
10.29252/jbmp.19.43.171
چکیده
هدف: صمیمیت به عنوان یک مشخصهی مهم روابط نزدیک خدماتی، تأثیر بالقوه و بسزایی در بهبود رفتار مصرفکننده داشته است. به این ترتیب، هدف پژوهش حاضر بررسی تأثیر صمیمیت مشتری بر بهبود باورها، نگرشها و نیات رفتاری آنها در مصرف خدمات جدید است.
روش: پژوهش حاضر از منظر هدف، کاربردی است و از منظر روش اجرا و گردآوری اطلاعات در زمرهی پژوهشهای توصیفی-پیمایشی قرار میگیرد. جمعآوری اطلاعات با استفاده از پرسشنامه (با تأیید روایی و پایایی) از میان مشتریان خدمات جدید شرکت بیمه ایران در شهر رشت (تعداد نامشخص و جامعه نامحدود درنظر گرفته شد) و روش نمونهگیری غیراحتمالی در دسترس (تعداد نمونه: 267)، صورت پذیرفت. به منظور دستیابی به اهداف پژوهش هشت فرضیه مطرح شد و این فرضیهها با روش مدلسازی معادلات ساختاری و نرم افزار (PLS) مورد تجزیهوتحلیل قرار گرفتند.
یافتهها: یافتههای پژوهش نشان دادند که صمیمیت به صورت مثبت و معناداری بر باورها، نگرشها و نیات رفتاری مشتریان خدمات بیمه ایران تأثیرگذار هستند. همچنین اثر میانجی باورها و نگرشها بر رابطهی میان صمیمیت و نیات رفتاری مورد تأیید قرار گرفت.
نتایج: صمیمیت با کاهش عدم اطمینان در موقعیتهای خرید پیچیده مانند خدمات جدید بیمه، میتواند بهبود نگرش، وفاداری مشتریان و توصیههای مثبت را به همراه داشته باشد. بنایراین، مدیران شرکتهای بیمه باید راهبردهای بازاریابی رابطهای و سفارشیسازی خدمات را در پیش بگیرند و با تقویت مهارتهای ارتباطی مناسب در نمایندگان فروش خود، ایجاد رابطهی صمیمی با مشتریان را تسهیل نمایند.
- Aaker, J., Fournier, S., & Brasel, S. A. (2004). When good brands do bad. Journal of Consumer research, 31(1), 1-16.
- Ahmad, M. Ahmed, M. (2020). A Study of Customer Orientation and Customer Commitment in the Food Sector of Pakistan.The Lahore Journal of Business. 8(2), 1-32.
- Ahn, J., & Back, K. J. (2018). Influence of brand relationship on customer attitude toward integrated resort brands: a cognitive, affective, and conative perspective. Journal of Travel & Tourism Marketing, 35(4), 449-460.
- Ajzen, I. and Fishbein, M. (1980), Understanding Attitudes and Predicting Social Behavior, Prentice Hall.
- Akbari, M., Aletaha, S., Farkhondeh, M., Pourrajabi, A. (2017). Investigation of the Effect of Role Characteristics and Personal Factors on the Performance of the Sales Force (Case Study: Pasargad Insurance offices in Gilan. Insurance Research, 1(2), 115-143. (in Persian)
- Amiri, N., Nopasand Asil, S., Akbari, M. (1394). The influence of consumers' beliefs on their impulse buying in an online environment. New Marketing Research Journal, 5(3), 21-34. (in Persian)
- Ashkani, M., Esfidani, M. (1395). Influence of Consumer Brand Relationship on Brand Evangelism. Brand Management, 3(4), 157-180. (in Persian)
- Asiegbu, I. F., Powei, D. M., & Iruka, C. H. (2012). Consumer attitude: Some reflections on its concept, trilogy, relationship with consumer behavior, and marketing implications. European Journal of Business and Management, 4(13), 38-50.
- Aziz, S., Husin, M. M., Hussin, N., & Afaq, Z. (2019). Factors that influence individuals’ intentions to purchase family takaful mediating role of perceived trust. Asia Pacific Journal of Marketing and Logistics, 31(1), 81-104.
- Balaji, M. S., Kumar Roy, S., & Kok Wei, K. (2016). Does relationship communication matter in B2C service relationships?. Journal of Services Marketing, 30(2), 186-200.
- Barcelos, R., Dantas, D., Sénécal, S., & Rossi, C. (2016). The Effect of Brand Intimacy on Consumer Responses: An Application on a Social Media Context. Rediscovering the Essentiality of Marketing, 209-214.
- Basir, L., Rahim nia, F., Poursalimi, M. (1395). Survey The Effect of Service Innovation on Behavioural Intention of Customers with Mediating role of Experiential Marketing Case of: Five-Star Hotels in Mashhad City. New Marketing Research Journal, 6(2), 36-19. (in Persian)
- Bearden, W. O., & Netemeyer, R. G. (2011). Handbook of marketing scales: Multi-item measures for marketing and consumer behavior research. Sage publications.
- Beetles, A. C., & Harris, L. C. (2010). The role of intimacy in service relationships: an exploration. Journal of Services Marketing, 24(5), 347-358.
- Bick, G., Brown, A. B., & Abratt, R. (2004). Customer perceptions of the value delivered by retail banks in South Africa. International Journal of Bank Marketing, 22(5), 300-318.
- Bhatti, T., & Husin, M. M. (2019). An investigation of the effect of customer beliefs on the intention to participate in family Takaful schemes. Journal of Islamic Marketing, 11(3), 709-727.
- Brahmana, R., Brahmana, R. K., & Memarista, G. (2018). Planned behaviour in purchasing health Insurance. The South East Asian Journal of Management, 12(1), 53-64.
- Bruner, I. I., & Gordon, C. (2010). Marketing scales handbook. GCBII Productions.
- Bügel, M. S., Verhoef, P. C., & Buunk, A. P. (2011). Customer intimacy and commitment to relationships with firms in five different sectors: Preliminary evidence. Journal of Retailing and Consumer Services, 18(4), 247-258.
- Carr, C. L. (2007). The FAIRSERV model: Consumer reactions to services based on a multidimensional evaluation of service fairness. Decision Sciences, 38(1), 107-130.
- Casidy, R., & Wymer, W. (2016). A risk worth taking: Perceived risk as moderator of satisfaction, loyalty, and willingness-to-pay premium price. Journal of Retailing and Consumer Services, 32, 189-197.
- Chen, S. C., & Quester, P. G. (2015). The relative contribution of love and trust towards customer loyalty. Australasian Marketing Journal (AMJ), 23(1), 13-18.
- Chen, M. F., & Wang, L. H. (2009). The moderating role of switching barriers on customer loyalty in the life insurance industry. The Service Industries Journal, 29(8), 1105-1123.
- Chu, K., Lee, D. H., & Kim, J. Y. (2019). The effect of verbal brand personification on consumer evaluation in advertising: Internal and external personification. Journal of Business Research, 99, 472-480.
- Cohen, J. (1988). Statistical Power Analysis for the Behavioral Sciences (second ed.), Lawrence Erlbaum Associates.
- Cuganesan, S. (2008). Calculating customer intimacy: accounting numbers in a sales and marketing department. Accounting, Auditing & Accountability Journal, 21(1), 78-103.
- Dalto, C. A., Ajzen, I., & Kaplan, K. J. (1979). Self-disclosure and attraction: Effects of intimacy and desirability on beliefs and attitudes. Journal of Research in Personality, 13(2), 127-138.
- Davari, A., & Rezazadeh, A. (1392). Structural equation modeling with PLS. Tehran: Jahad University, 215(2), 224. (in Persian)
- Eric, S. Creating customer intention to buy through customer intimacy strategy. International Journal of Economic Research, 15(3), 935-945
- Esfandyari, A. (1398). Investigating the relationship between customer trust, customer commitment, intimacy and customer respect Parsian Bank in Tehran. Masters Disseration, Islamic Azad University, Damavand Branch, Management. (in Persian)
- Fournier, S. M. (1996). A consumer-brand relationship framework for strategic brand management. PHD Thesis. University of Florida.
- Gómez, M., Martín‐Consuegra, D., Díaz, E., & Molina, A. (2018). Determinants and outcomes of price premium and loyalty: A food case study. Journal of Consumer Behaviour, 17(1), 64-74.
- Khodadad Hosseini, H., Samiei, N., Ahmadi, P. (1397). The Effect of Social Media Marketing on Consumer Behavior; Investigating the Role of Brand Equity, Brand Relationship Quality and Attitude towards Brand. Consumer Behavior Studies Journal, 5(1), 37-59. (in Persian)
- Habryn, F. (2014). Customer intimacy analytics: Leveraging operational data to assess customer knowledge and relationships and to measure their business impact. KIT Scientific Publishing.
- Hair Jr, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2016). A primer on partial least squares structural equation modeling (PLS-SEM). Sage publications.
- Harun, N. A., Noor, M. N. M., & Rahman, A. H. A. (2018). Relationship Marketing in Insurance Industry: A Systematic Analysis of Literatures. In First Padang International Conference On Economics Education, Economics, Business and Management, Accounting and Entrepreneurship.
- Huete-Alcocer, N. (2017). A literature review of word of mouth and electronic word of mouth: Implications for consumer behavior. Frontiers in psychology, 8, 1256.
- Husin, M. M., & Ab Rahman, A. (2016). Do Muslims intend to participate in Islamic insurance?. Journal of Islamic Accounting and Business Research, 7(1), 42-58.
- Jeon, S., & Kim, J. S. (2016). Effects of service failure on consumer responses across failure types: A moderating role of intimacy. Australasian Marketing Journal (AMJ), 24(1), 46-53.
- Khoa, B. T. (2020). The Antecedents of Relationship Marketing and Customer Loyalty: A Case of the Designed Fashion Product. The Journal of Asian Finance, Economics and Business, 7(2), 195-204.
- Liang, T. P., Li, Y. W., & Turban, E. (2009). Personalized services as empathic responses: The role of intimacy. PACIS 2009 Proceedings.
- Mohaghegh Montazeri, M. (2020). Designing a Model of Factors Affecting Intimacy and its Impact on the New Service Performance. Master Thesis. University of Guilan.
- Mulia, D., Usman, H., & Parwanto, N. B. (2020). The role of customer intimacy in increasing Islamic bank customer loyalty in using e-banking and m-banking. Journal of Islamic Marketing, Ahead of Print.
- Nitzl, C., Roldan, J. L., & Cepeda, G. (2016). Mediation analysis in partial least squares path modeling. Industrial management & data systems, 116(9),1849-1864.
- Nora, L. (2019). Trust, commitment, and customer knowledge: Clarifying relational commitments and linking them to repurchasing intentions. Management Decision, 57(11), 3134-3158.
- Nysveen, H., Pedersen, P. E., & Thorbjørnsen, H. (2005). Intentions to use mobile services: Antecedents and cross-service comparisons. Journal of the academy of marketing science, 33(3), 330-346.
- Olya, H. G., & Altinay, L. (2016). Asymmetric modeling of intention to purchase tourism weather insurance and loyalty. Journal of Business Research, 69(8), 2791-2800.
- Osei, G. (2017). Customer Intimacy Adoption and its impact on Organisational Performance. Journal of Research in Marketing, 8(1), 600-616.
- Omar, O. E. (2007). The retailing of life insurance in Nigeria: an assessment of consumers' attitudes. The Journal of Retail Marketing Management Research, 1(1), 41- 47.
- Peltola, R. (2020). Customer understanding in a case company's contract manufacturing business. Master's thesis. Turku University of Applied Sciences.
- Ponder, N., Holloway, B. B., & Hansen, J. D. (2016). The mediating effects of customers’ intimacy perceptions on the trust-commitment relationship. Journal of Services Marketing, 30(1), 75-87.
- Samadi, M., Hajipour, B., Dehghan, M. (2009). Examining the Effects of Brand Dimensions on Customer Repurchase Intention in Refah Retail Store in Tehran. Strategic Management Thought, 3(2), 149-165.
- Solomon, Micheal, R. (2017). Concumer Behavior: buying, having, and bieng. Translate: Kambiz Heydarzadeh.. Marketing Publication. Tehran. (in Persian)
- Soper, D. S. (2020). A-priori sample size calculator for structural equation models [Software].
- Tabrani, M., Amin, M., & Nizam, A. (2018). Trust, commitment, customer intimacy and customer loyalty in Islamic banking relationships. International Journal of Bank Marketing, 36(5), 823-848.
- Thorbjørnsen, H., Supphellen, M., Nysveen, H., & Egil, P. (2002). Building brand relationships online: A comparison of two interactive applications. Journal of interactive marketing, 16(3), 17-34.
- Treacy, M., & Wiersema, F. (1993). Customer intimacy and other value disciplines. Harvard business review, 71(1), 84-93.
- Wang, T., & Lee, F. Y. (2020). Examining customer engagement and brand intimacy in social media context. Journal of Retailing and Consumer Services, 54, 102035.
- Westland, J. C. (2010). Lower bounds on sample size in structural equation modeling. Electronic commerce research and applications, 9(6), 476-487.
- Witell, L., Kowalkowski, C., Perks, H., Raddats, C., Schwabe, M., Benedettini, O., & Burton, J. (2020). Characterizing customer experience management in business markets. Journal of Business Research, 116, 420-430.
- Yim, C. K., Tse, D. K., & Chan, K. W. (2008). Strengthening customer loyalty through intimacy and passion: Roles of customer–firm affection and customer–staff relationships in services. Journal of marketing research, 45(6), 741-756.
- Yuan, S., Liu, L., Su, B., & Zhang, H. (2020). Determining the antecedents of mobile payment loyalty: Cognitive and affective perspectives. Electronic Commerce Research and Applications, 100971.
- Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of marketing, 60(2), 31-46.