تأثیر ارزش ویژة برند بر خرید مجدد خرما در استان خوزستان با توجه به نقش میانجی رضایت مشتری

نوع مقاله : مقاله پژوهشی

نویسندگان

1 نویسندة مسئول و استادیار گروه مدیریت بازرگانی، دانشکدة ادبیات و علوم انسانی، دانشگاه ملایر، همدان، ایران

2 دانشجوی کارشناسی ارشد مدیریت بازرگانی، دانشکدة ادبیات و علوم انسانی، دانشگاه ملایر، همدان ، ایران.

چکیده

هدف پژوهش حاضر بررسی تأثیر ارزش ویژه برند بر خرید مجدد خرما با توجه به نقش میانجی رضایت مشتری در استان خوزستان بود. پژوهش از نظر هدف به روش کاربردی و از نظر  گردآوری داده­ ها به روش توصیفی- پیمایشی انجام شد. جامعه آماری پژوهش شامل کلیه مشتریان محصول خرما در استان خوزستان و حجم نمونه، بر اساس رابطة کوکران، ۳۸۵ نفر بود گه به روش نمونه‌گیری تصادفی در دسترس برآورد شدند. گردآوری داده‌ها با بهره ‏گیری از پرسشنامه استاندارد صورت گرفت. برای تعیین روایی پرسشنامه، از روایی محتوا و سازه و برای سنجش پایایی آن، از ضریب آلفای کرونباخ و پایایی ترکیبی استفاده شد، که یافته ­ها بیانگر پایایی و روایی ابزار اندازه‌گیری بود. نتایج تحلیل یافته ‏های به ‏دست‏ آمده از داده ­های گردآوری ‏شده از پرسشنامه‏ ها در دو بخش توصیفی و استنباطی (معادلات ساختاری) حاکی از تأثیر ارزش برند بر قصد خرید مجدد خرمای استان (۲۸۸/۰)، ارزش ویژه برند بر رضایت مشتریان خرمای استان (۷۵۹/۰) و رضایت مشتریان بر قصد خرید مجدد خرمای استان (۵۹۸/۰) بود.

کلیدواژه‌ها


عنوان مقاله [English]

The Effect of Specific Brand Equity on Repurchase of Dates in Khuzestan Province of Iran According to Mediating Role of Customer Satisfaction

نویسندگان [English]

  • Fataneh Yarahamadi 1
  • Sahar Ramezani booshehri 2
1 Corresponding Author and Assistant Professor, Department of Business Management, Faculty of Literature and Humanities, Malayer University, Hamadan, Iran
2 MA Student in Business Management, Faculty of Literature and Humanities, Malayer University, Hamadan, Iran
چکیده [English]

This study aimed at investigating the effect of brand equity on the repurchase of dates according to the mediating role of customer satisfaction in Khuzestan province of Iran. The research was conducted in an applied method in terms of purpose and in a descriptive-survey method in terms of data collection. The statistical population included all customers of date products in Khuzestan province. Based on Cochran's formula, the sample size was estimated to be 385 respondents using random sampling method. The required data were collected through a standard questionnaire. Content and construct validity was used to determine the validity of the questionnaire; also, in order to measure reliability, Cronbach's alpha coefficient and composite reliability were used. The findings indicated the reliability and validity of the measurement tool. The collected data from the distribution of the questionnaire were analyzed in two descriptive and inferential sections (structural equations). In addition, the study findings indicated the effects of brand value on the intention to repurchase the dates (0.288), brand equity on customer satisfaction of the dates (0.759) and customer satisfaction on the intention to repurchase the dates of the province (0.598).

کلیدواژه‌ها [English]

  • Repurchase Intention
  • Brand Equity
  • Dates
  • Customer Satisfaction
  • Khuzestan (Province)
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