نقش بازاریابی رابطه مند و ابعاد آن در رفتار مصرف‌کننده و قدردانی از مشتری در نمایندگی‌های گروه خودروسازی سایپا

نوع مقاله : مقاله پژوهشی

نویسندگان

1 مربی مدیریت بازرگانی، گروه مدیریت، موسسه آموزش عالی نوین- اردبیل- ایران.

2 استادیار مدیریت دولتی، گروه مدیریت، دانشکده علوم انسانی، واحد اردبیل، دانشگاه آزاد اسلامی، اردبیل، ایران.

چکیده

     استفاده از بازاریابی رابطه­مند برای کسب سود در سازمان‌ها/ شرکت‌ها رو به افزایش است. در دنیای امروز استفاده از این نوع بازاریابی برای بازاریابان، در کنار درک صحیح رفتار مصرف‌کننده و رفع به‌موقع و بهینه خواسته و نیاز آنان میسر می‌باشد . این بازاریابی یکی از راهکارهای شناخته‌شده در بازاریابی است که مشتریان ناراضی را با تقویت قدردانی در بین آنان، محدود کرده و بدین‌وسیله باعث فزونی مشتریان وفادار گردیده است. در این پژوهش قصد بر این است تا تأثیر بازاریابی رابطه‌مند و ابعاد آن از قبیل اعتماد، تعهد، ارتباطات، مدیریت تعارض، شایستگی، رضایت مشتریان بر رفتار مصرف‌کننده و قدردانی از مشتریان بررسی شود. پژوهش حاضر ازلحاظ هدف، کاربردی و ازلحاظ روش گردآوری داده توصیفی، از نوع همبستگی است. بر اساس فرمول کوکران حجم نمونه 384 نفر به دست آمد؛ ولیکن جهت اعتبار بخشیدن به نتایج تحقیق تعداد 400 پرسشنامه به روش نمونه‌گیری تصادفی ساده در بین مشتریان نمایندگی‌های سایپا در استان اردبیل توزیع و به‌صورت تکمیل‌شده جمع‌آوری گردید. گردآوری داده‌های موردنیاز با پرسشنامه استاندارد انجام گرفت. به‌منظور اندازه‌گیری مؤلفه‌های بازاریابی رابطه‌مند از پرسشنامه اندوبیسی (2013)، (2005) استفاده شد. همچنین سنجش شاخص‌های رفتار مصرف‌کننده بر اساس پرسشنامه آجزن (1977) انجام گردید. نهایتاً پرسشنامه مک کالوکو همکاران (2002) برای اندازه‌گیری قدردانی از مشتریان مورداستفاده قرار گرفت. آزمون مدل پژوهش بر اساس روش معادلات ساختاری و نرم‌افزار LISREL انجام گرفت. نتایج نشان داد که بازاریابی رابطه‌مند و ابعاد آن بر قدردانی از مشتری و همچنین بازاریابی رابطه‌مند و ابعاد آن به‌جز مدیریت تعارض بر رفتار مصرف‌کننده تأثیر مثبت و معناداری دارد. بر اساس نتایج تحقیق پیشنهادهایی برای ارتقای وضعیت رفتار مصرف‌کننده ارائه گردید.

کلیدواژه‌ها

عنوان مقاله [English]

The Role of Relationship marketing and its dimensions on costumer’s appreciation and consumer’s behavior of Saipa representatives

نویسندگان [English]

  • Somayeh Saebnia 1
  • Mohammad Feizi 2
1 Instructor Business Management, Department of Management, New Non-Profit Institution of Higher Education, Ardabil, Iran.
2 Assistant Professor of Public Administration, Department of Management, Faculty of Humanities, Islamic Azad University, Ardabil Branch, Ardabil, Iran.
چکیده [English]

Abstract
Using relationship marketing is an increasing for earn profit in organizations / companies. In today's world the use of this kind of marketing is possible for mar keters along with conception of correct consumer's behavior and timely resolve and optimize their demand and need. This marketing is one of the known solutions in marketing that dissatisfied customers has restrected by strengthening appreciate among them and thereby has been caused to enhancing and thereby has been caused to enhancing loyal customers. In this study it's intended to consider effect of relationship marketing and its aspects such as the true commitment communications, conflict management competency customers' Satisfaction, on the behavior of consumer and anor management competency customer's Satisfaction on the behavior of consumer and appreciate of customers The present study in terms of is pracjcal and in terms of data collecting method is descriptive and correlation type, based on Cochran formula sample size earned 384 people, and but for authenticating to research results some too questionnairs based on: some 400 questionnairs based on: simple. random sampling method the at completed form among customers of SAIPA representations in Ardebil province was collected Requirement data collecting was done by standard questionnaire. In order to Measuring relationship marketing components was used Andobysys Inventory( 2005) ,(2013). Also measuring consumer's behavior indix , was done based on AJZens Inventory (1977). Finally, Mc calok etal's Inventory (2002) was used for measuring appreciate of customers, Research Model Test was done based on method of structural equations and Lisre software. The results showed that relationship marketing and it aspects on the appreciate of Customer and also relationship: marketing and its aspects except conflict management has effect possitive and significant on consumer's behavior Based on research results was provided purposes for improving consumer's behavior .
Key words: relationship marketing, customer's appreciate, behavior of consumer, SAIPA automobile manufacturing group representations
Introduction
Using relationship marketing is an increasing for earn profit in organizations / companies. In today's world the use of this kind of marketing is possible for mar keters along with conception of correct consumer's behavior and timely resolve and optimize their demand and need. This marketing is one of the known solutions in marketing that dissatisfied customers has restrected by strengthening appreciate among them and thereby has been caused to enhancing and thereby has been caused to enhancing loyal customers. Relationship marketing is a strategy to overcome customer loss by recognizing consumer behavior that attracts customers' trust and satisfaction, and therefore increases customer profitability and consequently increases the profitability of the company.
Case study
The statistical population of this research includes customers of Saipa Automobile Dept. in Ardebil province. Saipa dealers with sales and after-sales services sell Saipa products on behalf of the company for profit, and pay for after-sales services by attending Saipa Yadak services. The reason for choosing these dealers as a statistical community is the growing importance of customers and the need to attract and retain customers' loyalty in order to achieve superior performance and increase market share and profitability in the automotive competition industry in Iran.
Materials and Methods
The present study in terms of is pracjcal and in terms of data collecting method is descriptive and correlation type, based on Cochran formula sample size earned 384 people, and but for authenticating to research results some too questionnairs based on: some 400 questionnairs based on: simple. random sampling method the at completed form among customers of SAIPA representations in Ardebil province was collected Requirement data collecting was done by standard questionnaire. In order to Measuring relationship marketing components was used Andobysys Inventory( 2005) ,(2013). Also measuring consumer's behavior indix , was done based on AJZens Inventory (1977). Finally, Mc calok etal's Inventory (2002) was used for measuring appreciate of customers, Research Model Test was done based on method of structural equations and Lisre software.
Discussion and Results
The results show that: Marketing affiliated with the first main variable, ie customer appreciation with path coefficient (0.96), and from subordinate variables related to appreciation, trust (0.446), commitment (0.848), communication (0.848 ), Conflict Management (0.624), Competency (0.786) and Customer Satisfaction (0.786) have a positive and significant effect. The findings of the study were related to the second main variable, consumer behavior with path coefficient (0.13), and the related related variables of trust (0.432), commitment (0.445), communication (0.285), competence (0.387) , Customer satisfaction (10/0) ​​confirms and has a significant effect on the measured variable in Saipa Agencies, but conflict management (0.031) has a significant negative effect on the measured variables.
Conclusion
The results showed that relationship marketing and it aspects on the appreciate of Customer and also relationship: marketing and its aspects except conflict management has effect possitive and significant on consumer's behavior Based on research results was provided purposes for improving consumer's behavior .

کلیدواژه‌ها [English]

  • relationship marketing
  • customer's appreciate
  • behavior of consumer
  • SAIPA automobile manufacturing group representations

مراجع

1-Ajzen, I. And Fishbein. M, (1980), Understanding Attitudes and Predicating Social behaviour, Prentice-Hall, Englewood Cliffs, NJ.
2-Abbasi, M. (2015), An investigation of the effect of relationship marketing on customer gratitude (Case study: The branches of Dana Insurance in Tehran), (Unpublished master’s thesis), Faculty of Management And Accounting, Islamic Azad University, Central Tehran Branch, Tehran, Iran. (In Persian).
3-Abbasi, F. And Moradi Disgarani, M. And Hosseinpour, M. (2017), Analysis of the Effect of Consumer Anger on Purchasing Decisions, Journal of Scientific and Research Business Management, Vol. 8, No. 2, pp. 355-412. (In Persian)
4-Anderson, C. And Narus, J. A. (1990), A model of distributor firm and manufacturer firm working partnerships, Journal of Marketing, No 54(1), pp. 42-58.
5-Bonnemaizon, A. And Cova, B. And Louyot, M. C. (2007), Relationship marketing in 2015, A Delphi approach, European Management Journal, No 25(1), pp.50–59.
6-Dargahi, H. And Mousavi, S. M. H. (2008), Conflict Management and Related Strategies, Journal of Paramedicine School, Tehran University of Medical Sciences, No. 1 & 2, Vol 2, pp. 72-63. (In Persian)
7-Ebrahimpour, H. And Seyed Naghavi, M. A. And Yaghoobi, N. (2012), Factors Affecting Satisfaction and Loyalty of Tourists in Ardabil Province, Journal of Tourism Studies, No 14, pp. 92-69. (In Persian)
8-Ghorbani, H. (2012), Investigating and Identifying the Effective Factors on Marketing Associate at Iran National Drilling Company from the Viewpoints of Managers, Defense Thesis, Masters Degree, Business Management, International Marketing Trend, Isfahan University of Isfahan. (In Persian)
9-Ghazizadeh, M. And Begaynia, A. (2011), Article The Effect of Affiliate Marketing on Customer Loyalty Using the Developed Affiliate Marketing Model, Journal of Bimonthly Journal of Shahed University, Year 18, No 2-47, pp. 422- 407(In Persian)
10-Gautam, T. And Van Dick R, W. (2004), Organizational identification and organizational commitment: Distinct aspects of two related concepts, Asian Journal of Social Psychology, No 7, pp.301-315.
11-Gouldner, W.A. (1960), The Norm Of Reciprocit: A Preliminary Statement. Washington University at St, Lowis. Vol 25, No 2.
12-Hunt, S. D. And Arnett, D. B And Madhavaram, S. (2006), The explanatory foundations of relationship marketing theory, Journal of Business & Industrial Marketing, Vol. 21, No. 2, pp. 72–87.
13-Huang, H. M. (2015), The influence of relationship marketing investments on customer gratitude in retailing, Jounal of Business Research, No 68, pp. 1318 – 1323.
14-Hasan, S. And Lings, I. And Neale, L. And Mortimer, G. (2014), The role of customer gratitude in marking relationship marketing investments successful, Journal of Retailing and consumer Services, No 21, pp. 788-796.
15-Emani, A. And Godrate, S. (2016), The Conceptual Model of the Competency of Human Resources Managers in the framework of Islamic Value System, Journal of Public Management Research, Vol. 9, No. 33, pp. 221-191. (In Persian)
16-Ismailpour, M. And Bahreinizadeh, M. And Zarei, K. (2017), Investigating the effect of the use of well-known advertisers in advertisements on consumer attitudes toward advertising, Journal of Research in New Marketing Research, Year 7, No 1 (24), pp. 22-1. (In Persian)
17-Jalali Gorgan, M. T. And Mehrani, H. (2013), Investigating the Relationship Between Marketing Methods and Re-Purchasing Behavior in Gorgan Retail Stores, Research Manager, Vol 10, No 30, pp. 72-57. (In Persian)
18-Karantinou Kalipso, M. And Hogg Margaret, K. (2009). An empirical investigation of relationship development in professional business services, Journal of Services Marketing, Vol 23, No 4, pp. 249–260.
19-Kotler, Ph. And Armstrong, G. (2008), Marketing Principles, Translated by Ali Parsaeean, Tehran: Literature Publishing, First volume. (In Persian)
20-Kotler, P. (1967), Marketing Management, Translated by Bahman Forouzandeh, 1393, 17th edition, Isfahan: Educated Publications. (In Persian)
21-Lages, L. F. A. And Lancastre And et al. (2007), The B2B-RELPERF scale and scorecard: Bringing relationship marketing theory into business-to-business practice, Industrial Marketing Management, Vol 12.
22-Mccullough, M. E And Emmons, R. A And Tsang, J. A. (2002).The grateful disposition: A conceptual and empirical topography. Journal of Personality and Social Psychology, Vol 82(1), pp. 112–127.
23-Morgan, R. M. And Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, Vol 58(3), pp. 20-38.
24-Mohsenin, Sh. And Esfandiani, M. R. (2017), Structural equations based on partial least squares approach with the help of Smart-PLS software: Educational and Applied, Mehrban Publishing Institute, Second Edition. (In Persian)
25-Miguens, And Vázquez, L. And Vázquez, G. (2017), An integral model of e-loyalty from the consumer's perspective, Journal Computers in Human Behavior, Vol 72, pp.397-411.
26-Ndubisi, N. O And Wah, C. K. (2005), Factorial and discriminant analyses of the underpinnings of relationship marketing and customer satisfaction. International Journal of bank marketing, Vol 23(7), pp. 542–557.
27-Ndubisi, N.O. (2013) Effect of gender on customer loyalty: a relationship marketing approach, Marketing Intelligence & Planning, Vol 24(1), pp. 48-61.
28-Nazemi, Sh. And Mortazavi, S. And Amir Razavi, P. (2012), Investigating the Impact of Organizational Characteristics on the Acceptance Process of Customer Relationship Management, Journal of Public Management Research, Vol. 4, No. 18, pp. 48-25. (In Persian)
29-Nejat, S. And Sahat, S. And Khomeye, F. (2017), The Effect of Communication Quality Dimensions on Behavioral and Attitudinal Loyalty of Iranian Insurance Company Clients, Journal of Organizational Culture Management, Year 14, Winter 1959, No. 4 (Successive 42) pp. 1024-1001. (In Persian)
30-Ranjbarian, B. And Barari, M. (2008), The effect of relationship marketing foundations on customer loyalty: Comparing private and public banks, Quarterly Journal of Business Management, No. 1(2), pp. 83–100.
31-Reinartz, W. J. And Kumar, V. (2002), The mismanagement of customer loyalty, Harvard Business Review, Vol. 80, No. 7, pp: 4-12.
32-Rauyruen, P. ve. And Miller, K. E. (2007), Relationship Quality as a Predictor of B2B Customer Loyalty, Journal of Business Research, No. 60, pp. 21-31.
33-Sin, L. Y. M. And Tse, A. C. B. And Yau, O. H. M. And Chow, R. P. M. And Lee, J. S. Y. And Lau, L. B. Y. (2005). Relationship marketing orientation: Scale development and cross-cultural validation. Journal of Business Research, No. 58(2), pp. 185–194.
34-Schwartz, D. J. (1976), Implcations for personnel measurement, United States Departmenent of Labor, Pp 521-526.
35-Sin, L. Y. M. And Tse, A. C. B. And Yau, O. H. M. And Lee, J. S. Y. And Chow, R. (2002) The effect of relationship marketing orientation on business performance in a service-oriented economy, Journal of Service marketing, Vol. 16, No. 7, pp. 656-676.
36-Smith, J. B. And Barclay, D. W. (1997) The Effects of Organizational Differences and Trust on the Effectiveness of Selling Partner Relationships, Journal of Marketing, Vol. 61, pp. 3-21.
37-Sharma, N. And Patterson, P. G. (2000) Switching costs, alternative attractiveness and experience as moderators of relationship commitment in professional, consumer services, International Journal of Service Industry Management, Vol. 11, No. 5, pp. 470-490.
38-Samadi, M. And Nourani, M. And Farsazadeh, H. (2009), Investigating the Effect of Communication Marketing Methods on Shopping Behavior in Apparel Stores by Using Structural Equation Modeling, Quarterly Journal of Business Research, No. 53, pp. 223-202. (In Persian)
39-Samadi, M. (2007), Consumer Behavior, Second Edition, Tehran: Publishing Ayij. (In Persian)
40-Sobhani Fard, Y. And Cheragali, S. (2013), Quality of Sales Services and its Effect on Customer Satisfaction, Journal of Management and Development Process, Vol. 27, Issue 3, Pages 146-131. (In Persian)
41-Venus, J. And Rosta, A. And Ebrahimi, A. H. (2015), Marketing Manager, 18th Edition, Tehran: Publications of the Humanities Science and Society Development and Publishing Organization. (Position) Research and Development Center of the Humanities. (In Persian)
42-Zia, B. (2015), The Relationship between Brand Trust and Brand Citizen Behavior Based on the Mediating Role of Brand Commitment in the Field of Entrepreneurship, Public Management Research, Vol. 8, No. 29, pp. 42-27. (In Persian)

فایل ها

اشتراک گذاری

ارجاع به این مقاله

آمار