خلق ارزش‌های خرید مطلوبیّت‌گرایانه و لذّت‌گرایانه بر رضایت و وفاداری به مراکز خرید۱

نوع مقاله: مقاله پژوهشی

نویسندگان

دانشگاه آزاد اسلامی، یاسوج، ایران.

چکیده

بررسی عواملی که بر روی رضایت و وفاداری مصرف‌کنندگان تأثیرگذار هستند، باعث دستیابی به شناخت و درک عمیقی از رفتار مصرف‌کنندگان می‌گردد که بازاریابان را قادر می‌سازد محصولات و خدمات را مطابق با نیازها و خواسته‌های مصرف‌کنندگان به بازار ارائه نمایند. هدف از پژوهش حاضر بررسی تأثیر ابعاد ارزش‌های خرید بر رضایت و وفاداری به مشتریان مراکز خرید است. جامعه آماری این پژوهش را مشتریان مرکز خرید هایپر استار در شیراز تشکیل می‌دهند. روش نمونه‌گیری تصادفی ساده و حجم نمونه 447 نفر است. ابزار گردآوری داده‌ها پرسشنامه است. برای تجزیه و تحلیل داده‌ها از مدل‌سازی معادلات ساختاری و نرم‌افزار اسمارت پی ال اس استفاده شده است. نتایج پژوهش نشان می‌دهد که در مرکز خرید هایپر استار دو متغیر ارزش خرید مطلوبیت گرایانه و لذّت گرایانه اثر مستقیم و متغیرهای صرفه‌جویی در پول، گستردگی در انتخاب،راحتی در خرید،اکتشاف، دلبستگی مکانی، موقعیت اجتماعی تأثیر غیر مستقیم بر رضایت و وفاداری مشتریان دارند. همچنین اثر گذاری متغیرهای محصول سفارشی و سرگرمی بر رضایت و وفاداری مشتریان تأیید نشده است. علاوه بر این،تأثیر رضایت بر وفاداری مشتریان تائید شد.

کلیدواژه‌ها


عنوان مقاله [English]

Creating utilitarian and hedonic Purchasing Values on satisfaction and loyalty to Shopping Centers (case study: shiraz hyperstar)

نویسندگان [English]

  • Masoud Birjandi
  • Abdolkhalegh Gholami
  • Mohammad Haghighi
Yasooj Branch, Islamic Azad University, Yasooj, Iran.
چکیده [English]

Investigating the factors that affect consumers' satisfaction and loyalty leads to a deep understanding  of consumer behavior that enables marketers to deliver products and services in accordance with the needs of consumers in the market. The purpose of this study is to examine the effect of dimensions Shopping values ​​are on customer satisfaction and loyalty. The statistical population of this research is customers of Hyperstar shopping center in Shiraz. Simple random sampling and sample size are 447 people. The data gathering tool was a questionnaire. For data analysis, structural equation modeling and SmartPls software have been used. The results of the research show that in the Hyperstar, two variables of utilitarian value and hedonic value of direct effect, and the variables of money saving, breadth of choice, convenience in purchasing, exploration, spatial attachment, social position have indirect impact on customer satisfaction and loyalty. Also, the impact of custom product variables and entertainment on customer satisfaction and loyalty has not been confirmed. In addition, the effect of satisfaction on customer loyalty has been confirmed.

کلیدواژه‌ها [English]

  • Purchasing Values
  • Satisfaction
  • Loyalty
  • Shopping Centers
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