الگویابی ارزش‌آفرینی برند در برندگرایی با تأکید بر کیفیت خدمات

نوع مقاله : مستخرج از پایان نامه

نویسندگان

1 دانشجوی دکتری، دانشگاه آزاد اسلامی واحد تهران شمال، تهران، ایران

2 دانشگاه آزاد اسلامی، تهران شمال

3 مدیریت , تهران شمال , دانشگاه آزاد اسلامی , تهران , ایران

چکیده

هدف مقاله، الگویابی ارزش‌آفرینی برند در برند گرایی با تأکید بر کیفیت خدمات است. پژوهش از نوع آمیخته اکتشافی و به‌صورت کیفی- کمی است. در جمع‌آوری داده‌ها و تحلیل‌و بررسی آن‌ها، در مرحله اول (روش کیفی) از روش نظریه زمینه‌ای با بهره‎گیری از نظر 15 نفر از اساتید و خبرگان دانشگاهی صنعت غذایی و فعالان صنایع غذایی متشکل از سرمایه گذاران‌، سهام‌داران و مالکین تهیه غذا و منابع مطالعاتی استفاده شد، چارچوب الگو، ارائه و تحلیل محتوا صورت گرفت البته با استفاده از روش کدگذاری‌؛ ابعاد، مولفه‌ها و شاخص‌ها شناسایی و پالایش و انتخاب، سپس روابط میان متغیرها تعیین گردید و در نهایت الگوی پژوهش ارائه شد. در مرحله دوم (روش کمی) الگوی پژوهش با نمونه 384 نفری از مشتریان و مخاطبان برند صنایع غذائی در زمینه تهیه غذا در شهر تهران با تهیه پرسشنامه و اخذ نظرات با بهره‌گیری از مدل‎سازی معادلات ساختاری مورد سنجش و ارزیابی قرار گرفته است. نتایج تحلیل داده‎ها نشانگر تأیید فرضیه‌ها و برازش الگوی پژوهش است. بر اساس نتایج، برندگرایی یا وابستگی و ترجیح برند می‌تواند متأثر از ارزش دریافتی که از طریق ارزش‌آفرینی برند ایجاد شده است باشد، ارزش‌آفرینی نیز متأثر کیفیت خدمات دریافتی است.

کلیدواژه‌ها


عنوان مقاله [English]

Model of brand value creation in Brand-oriented with an emphasis on service quality

نویسندگان [English]

  • Mohammad Mirjavadi 1
  • Hamid Reza Saidnia 2
  • Ehsan Abedi 3
1 Marketing Management
2 Islamic Azad University, Tehran North Branch
3 Management , Tehran North , Islamic Azad University , Tehran , Iran
چکیده [English]

The purpose of this study is to model brand value creation in brand orientation with emphasis on service quality. The research method used in this research is exploratory mixed and qualitative-quantitative. For gathering information and analyzing data analysis, in the first phase (qualitative method), a grounded theory based approach utilizing the viewpoints of 15 masters and PhDs with marketing orientation of at least 5 years Has a background in consulting and working in the food service industry or has undertaken research in these fields as well as experts, experts, managers and activists of the food industry consisting of investors, shareholders and owners of food preparation and relying on study resources, model frameworks. The content was presented and analyzed in such a way as to identify the dimensions, components and indices using the coding method. Selected and refined, then the relationships between the variables were determined and finally the research model was presented. Then, in the second phase (quantitative method), the research sample in the statistical population of 384 customers and audiences of a food brand in food supply in Tehran (Persian Food Industries Group) was evaluated and evaluated using structural equation modeling. has taken. The results of the data analysis indicated that the hypotheses and the fitting of the research model were confirmed. According to the results of this study, branding or affiliation and brand preference can be influenced by the perceived value created through brand value creation, and value creation is also influenced by the quality of service received.

کلیدواژه‌ها [English]

  • Consumer Behaviour
  • Service Quality
  • brand equity
  • brand preference
  • brand affiliation
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