نوع مقاله : مقاله پژوهشی
نویسندگان
گروه مدیریت، دانشکده علوم اداری و اقتصاد، دانشگاه اصفهان، اصفهان، ایران
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Objective: This research seeks to determine and investigate the effect of market orientation on brand-consumer fit with the mediating role of innovation and relationship quality.
Methodology: The current research is descriptive-survey in terms of data collection method. A researcher-made questionnaire was used to collect data. The statistical population of the research is the customers of consumer cooperative companies of Isfahan province. The sample of the present study includes 206 customers of consumer cooperative companies in Isfahan province, who were selected non-randomly. In order to analyze the collected data and test the hypotheses, structural equation modeling with partial least squares (PLS) approach was used.
Findings: The results show that market orientation has a positive and significant effect on innovation and relationship quality. Also, innovation ambidexterity and relationship quality have a positive effect on brand consumer congruence.
Conclusion: This research shows that in order to achieve a unique competitive advantage for themselves in today's competitive market, companies can increase the quality of their communication with customers by market orientation and obtaining information about them, and by creating innovation ambidexterity. In their products and services, they produce products that meet customer expectations in order to improve their marketing performance.
کلیدواژهها [English]
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