تأثیر تبلیغات توصیه‌ای و واکنش‌های مشتریان

نوع مقاله : پژوهشی

نویسندگان

1 دانشیار، دانشگاه فردوسی مشهد

2 دانشگاه فردوسی مشهد

3 دانشگاه تربیت مدرس

چکیده

هدف این پژوهش بررسی تأثیر تبلیغات توصیه­ای منفی بر واکنش‌های مشتریان با نقش تعدیل‌گر قدرت پیوند است. پرسشنامه تحقیق به­صورت اینترنتی در میان 268 نفر از کاربران اپراتورهای تلفن همراه توزیع گردید. روایی صوری و محتوایی پرسشنامه مبتنی بر نظر متخصصان است و پایایی آن توسط آلفای کرونباخ محاسبه شد. نتایج پژوهش حاکی از آن است که مشتریان فعلی شرکت در واکنش به جدایی مشتریان غیرسودده، بیشتر رفتار اعتراضی و خروج از شرکت را در پیش می‌گیرند تا رفتار وفادارانه از خود نشان دهند. همچنین واکنش‌ها به جدایی مشتریان غیرسوده از شرکت، از طریق قدرت پیوند‌ میان مشتری فعلی و مشتری جدا شده، تحت تأثیر قرار می‌گیرد. بر این اساس، می‌توان نتیجه‌گیری نمود که اگرچه در عمدة شرکت‌های امروزی، مدیریت ارتباط با مشتری به­عنوان حفظ رابطه با مشتریان سودده شرکت تفسیر می‌شود، اما مدیران بازاریابی باید استراتژی‌های مناسبی را برای کنترل مشتریان غیرسودده فراهم آورد.
هدف این پژوهش بررسی تأثیر تبلیغات توصیه­ای منفی بر واکنش‌های مشتریان با نقش تعدیل‌گر قدرت پیوند است. پرسشنامه تحقیق به­صورت اینترنتی در میان 268 نفر از کاربران اپراتورهای تلفن همراه توزیع گردید. روایی صوری و محتوایی پرسشنامه مبتنی بر نظر متخصصان است و پایایی آن توسط آلفای کرونباخ محاسبه شد. نتایج پژوهش حاکی از آن است که مشتریان فعلی شرکت در واکنش به جدایی مشتریان غیرسودده، بیشتر رفتار اعتراضی و خروج از شرکت را در پیش می‌گیرند تا رفتار وفادارانه از خود نشان دهند. همچنین واکنش‌ها به جدایی مشتریان غیرسوده از شرکت، از طریق قدرت پیوند‌ میان مشتری فعلی و مشتری جدا شده، تحت تأثیر قرار می‌گیرد. بر این اساس، می‌توان نتیجه‌گیری نمود که اگرچه در عمدة شرکت‌های امروزی، مدیریت ارتباط با مشتری به­عنوان حفظ رابطه با مشتریان سودده شرکت تفسیر می‌شود، اما مدیران بازاریابی باید استراتژی‌های مناسبی را برای کنترل مشتریان غیرسودده فراهم آورد.

کلیدواژه‌ها

عنوان مقاله [English]

The Impact of Negative Word of Mouth on Customers' Responses

نویسندگان [English]

  • Fariborz Rahimnia 1
  • Hanzaleh Zeynvand Lorestani 2
  • Ali Yar Ahmadi 3
1 Associate professor,Department of Management, Faculty of Economics and Administrative Sciences, Ferdowsi University of Mashhad (FUM)
2 Ferdowsi University of Mashhad
3 Tarbiat Modares University
چکیده [English]

This study is to investigate the effect of negative word of mouth on customers' reactions considering the moderation role of tie strength. Accordingly, a scenario-based questionnaire was online distributed to 268 users of cell-phone operators. It should be noted that, face and content validity of the questionnaire were confirmed through the experts' opinions, and its reliability was calculated using the Cronbach's alpha. Research results indicated that the current customers are more engaged in exit and voice intention than loyalty intention in reaction to abandonment of unprofitable customers. Furthermore, reactions to abandonment of unprofitable customers are affected by tie strength between the current and abandoned customers. It can be concluded that, although the customer relationship management is considered as maintaining the relationship with profitable customers in most of the modern companies, marketing managers should make some appropriate strategies in order to control the unprofitable customers.

کلیدواژه‌ها [English]

  • Customer Relationship Management
  • Unprofitable Customers
  • Negative Word of Mouth
  • Tie Strength

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فصلنامه مطالعات مدیریت راهبردی
دوره 5، شماره 17
خرداد 1393
صفحه 193-212

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سابقه مقاله

  • تاریخ دریافت: 15 شهریور 1392
  • تاریخ بازنگری: 23 تیر 1398
  • تاریخ پذیرش: 29 بهمن 1392

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