طراحی مدل عوامل مؤثر بر رفتار شهروندی مشتری و پیامدهای آن در مشتریان محصولات لوازم خانگی خارجی

نوع مقاله : علمی - پژوهشی

نویسندگان

1 گروه مدیریت دانشکده مدیریت و حسابداری تهران شمال

2 گروه مدیریت بازرگانی، دانشکده اقتصاد و مدیریت، دانشگاه ارومیه

3 گروه کارآفرینی سازمانی، دانشکده کارآفرینی، دانشگاه تهران

4 گروه مدیریت، دانشکده مدیریت و حسابداری، دانشگاه آزاد اسلامی واحد اسلامشهر

چکیده

از آن‌جا که مصرف‌کنندگان نقطه عطف فعالیت‌های بازاریابی هستند لذا شناخت رفتار شهروندی (داوطلبانه) آنان از اهمیت برخوردار است. با جهانی شدن بازارها و ورود کالاهای خارجی به کشورچگونگی نگرش مصرف‌کنندگان به محصولات خارجی می‌تواند بر این رفتار اثر بگذارد. لذا هدف بررسی عوامل مؤثر بر رفتار شهروندی مشتری و پیامدهای این رفتار در مشتریان محصولات خارجی (با تمرکز بر لوازم خانگی) و طراحی مدل آن با رویکرد آمیخته است. در بخش کیفی، از نظریه داده‌بنیاد و در بخش کمّی، از مدل‌سازی معادلات ساختاری استفاده شد. جامعه مورد مطالعه بخش کیفی خبرگان صنعت لوازم‌خانگی و استادان دانشگاه و در بخش کمی، مصرف‌کنندگان لوازم خانگی بودند. نمونه‌گیری بخش کیفی، هدفمند و در بخش کمی به‌صورت نمونه‌گیری غیراحتمالی در دسترس بود.پس از تجزیه‌وتحلیل کیفی داده‌های مصاحبه‌ها، مدل رفتار شهروندی مشتری ارائه شد. یافته‌های آزمون کمّی مدل پژوهش را تأیید کرد و نشان داد که نوع نگرش‌ مشتریان بر ایجاد رفتار شهروندی مشتری تأثیر معناداری دارد. بین رفتار شهروندی مشتری و پیامدها (خرید، خرید مجدد، سودآوری، قصد خرید و مزیت رقابتی) رابطه معناداری وجود دارد. بین عوامل زمینه‌ای (عوامل اقتصادی عوامل سیاسی مسائل اجتماعی مسائل فرهنگی و ویژگی‌های فردی مشتریان) و عوامل مداخله‌گر (رفتار تولیدکننده و رفتار فروشنده) با رفتار شهروندی مشتری، رابطه معناداری وجود داردیافته‌ها رابطه معنادار بین راهبردها (نقش حکومت و نقش شرکت‌ها) را با رفتار شهروندی مشتری تأیید کردند
نتایج : ریشه رفتار شهروندی مشتریان محصولات خارجی، در نگرش آنان است که با تأثیر از راهبردها و عوامل مداخله‌گر،در بستر عوامل زمینه‌ای شکل می‌گیرد و منجر به پیامدهای مثبتی می‌شود.

کلیدواژه‌ها

عنوان مقاله [English]

Designing a model of effective factors on customer citizenship behavior and its consequences for customers of foreign home appliance products

نویسندگان [English]

  • frough pourvahedi 1
  • abolfazl abolfazli 2
  • mehran rezvani 3
  • niloofar mirsepasi 4
1 tehran shomal
2 Faculty of Economics and Management, Urmia University,
3 Department of Corporate Entrepreneurship, Faculty of Entrepreneurship, Tehran University,
4 Department of Management, Faculty of Management and Accounting, Islamic Azad University Islamshahr Branch
چکیده [English]

Since consumers are the turning point of all activities; recognizing their citizenship (voluntarily) behavior is important. Due to the globalization of markets and the arrival of foreign goods into the country, consumers’s attitude of foreign products can effect on this behavior. The purpose of this study is to investigate the factors of customer citizenship behavior and the consequences of this behavior, focused on customers of foreign products (using home appliances), and to design its model. In the qualitative part, data theory was used and in the quantitative part, structural equation modeling was used. The study population consisted of quality part, home appliance industry experts and university professors, and in the quantitative sector, home appliance consumers.The sampling method of qualitative part was purposive and in the quantitative part, non-probabilistic sampling was available. After qualitative analysis of the interview data, the model of customer citizenship behavior was presented. Quantitative test findings confirmed the research model and showed that the type of customer attitude has a significant effect on customer citizenship behavior. There is a significant relationship between customer citizenship behavior and consequences (purchase, repurchase, profitability, purchase intention and competitive advantage), there is a significant relationship between contextual factors (economic factors, political factors, social issues, cultural issues and individual characteristics of customers) and customer citizenship behavior and between intervening factors (producer behavior and seller behavior) and customer citizenship behavior. The findings also confirmed a significant relationship between strategies (the role of the government and the role of companies) with customer citizenship behavior.

کلیدواژه‌ها [English]

  • "Customer Citizenship Behavior"
  • "Foreign Products"
  • "Home appliance industry". "Mixed Approach"

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  • تاریخ دریافت: 23 فروردین 1401
  • تاریخ بازنگری: 16 تیر 1401
  • تاریخ پذیرش: 17 تیر 1401

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