تأثیر شهروندی شرکتی بر وفاداری مشتریان و تبلیغات توصیه‌ای

نوع مقاله : علمی - پژوهشی

نویسندگان

1 * استادیار، پردیس فارابی دانشگاه تهران

2 ** استادیار، دانشگاه تهران.

چکیده

پژوهش حاضر تأثیر شهروندی شرکتی را بر وفاداری مشتریان و تبلیغات توصیه­ای از طریق متغیرهای شهرت شرکت، ارزش ویژه برند و رضایت مشتریان بررسی می­کند که با توجه به هدف، کاربردی و از نظر گردآوری داده­ها جزو پژوهش­های توصیفی- پیمایشی است. جامعه آماری پژوهش، بیمه‌گذاران شرکت «بیمه ایران» در شهر تهران هستند. برای نمونه‌گیری از روش نمونه‌گیری در‌دسترس استفاده شد و تعداد نمونه موردنظر 400 نفر به دست آمد. برای بررسی وتحلیل داده­ها و آزمون فرضیه‌های پژوهش از روش تحلیل عاملی تأییدی و تحلیل مسیر با استفاده از نرم­افزارهای LISREL8.8 و WarpPLS4 استفاده شد. یافته­های پژوهش حاکی از تأثیر مثبت و معنادار شهروندی شرکتی بر شهرت شرکت، رضایت مشتریان و ارزش ویژه برند است. رضایت مشتری نیز بر شهرت شرکت، وفاداری مشتریان و ارزش ویژه برند تأثیر مثبت و معناداری دارد؛ همچنین شهرت شرکت بر ارزش ویژه برند و تبلیغات توصیه­ای تأثیر مثبت و معناداری دارد؛ درنهایت ارزش ویژه برند بر وفاداری مشتریان و وفاداری مشتریان نیز بر تبلیغات توصیه­ای تأثیر مثبت و معنادار دارد.

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