تحلیل تاثیر بازار محوری بر تناسب برند با مصرف‌کننده با نقش میانجی دوسوتوانی نوآوری و کیفیت رابطه

نوع مقاله : مقاله پژوهشی

نویسندگان

گروه مدیریت، دانشکده علوم اداری و اقتصاد، دانشگاه اصفهان، اصفهان، ایران

10.48308/jbmp.2024.235555.1602

چکیده

هدف: این پژوهش به دنبال تعیین و بررسی تأثیر بازار محوری بر تناسب برند با مصرف کننده با نقش میانجی دوسوتوانی نوآوری و کیفیت رابطه است.
روش شناسی: پژوهش حاضر از لحاظ روش گردآوری اطلاعات توصیفی پیمایشی است. برای جمع آوری داده ها از پرسشنامه پژوهشگر ساخته استفاده شده است. جامعه آماری پژوهش مشتریان شرکت های تعاونی مصرف استان اصفهان هستند. نمونه پژوهش حاضر شامل 206 نفر از مشتریان شرکت های تعاونی مصرف استان اصفهان است که به طور غیر تصادفی انتخاب شده‌اند. به منظور تجزیه و تحلیل داده‌های جمع آوری شده و آزمون فرضیات از مدل سازی معادلات ساختاری با رویکرد حداقل مربعات جزئی (PLS) استفاده گردید.
یافته‌ها: یافته های پژوهش نشان می دهد که بازار محوری بر دوسوتوانی نوآوری و کیفیت رابطه تأثیر مثبت و معناداری دارد. هم چنین دوسوتوانی نوآوری و کیفیت رابطه بر روی تناسب برند با مصرف کننده تأثیر مثبتی دارند.
نتایج: این پژوهش نشان می دهد که شرکت ها جهت دستیابی به مزیت رقابتی منحصربه فرد برای خود در بازار رقابتی امروز می توانند با بازار محوری و کسب اطلاعات در مورد مشتریان کیفیت ارتباط خود را با آنان افزایش دهند و با ایجاد نوآوری دوسوتوان در محصولات خود محصولاتی مطابق با انتظارات مشتری تولید کنند تا از این طریق عملکرد بازاریابی خود را نیز بهبود بخشند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

The impact of market orientation on brand-consumer congruence: the moderating role of innovation ambidexterity and relationship quality

نویسندگان [English]

  • Majid Mohammad shafiee
  • Shakiba Rahgozar
Department of Management, University of Isfahan
چکیده [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]

  • market orientation
  • brand consumer congruence
  • innovation ambidexterity relationship quality

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