مدیریت تبلیغات و فروش

مدیریت تبلیغات و فروش

تاثیر الهام مشتری بر وفاداری مشتری با نقش تعدیل‌گری بازاریابی چریکی

نویسندگان
1 گروه مدیریت بازرگانی دانشگاه خوارزمی، تهران، ایران
2 دانشجوی دکتری مدیریت بازاریابی، دانشکده مدیریت، دانشگاه خوارزمی، تهران، ایران
چکیده
مفهوم الهام بخشیدن به مشتریان، به فعالان در صنعت خرده‌فروشی این امکان را می‌دهد که قصد خرید و وفاداری مشتریان را افزایش دهند. این مقاله قصد دارد با استفاده از چارچوب مفهوم الهام‌گیری مشتری که با نظریه انتقال تأثیر و نظریه طبقه‌بندی نوآوری تکمیل شده است، سهم نوآوری درک شده کانال‌های مختلف فروش در الهام بخشیدن به مشتریان و ایجاد وفاداری مشتری را به کمک درنظرگرفتن استراتژی بازاریابی چریکی به عنوان متغیر تعدیلگر موثر بر رابطه بین نوآوری درک‌شده کانال‌های فروش و الهام گیری مشتری در کانال‌های متنوع فروش و بازاریابی، در صنعت خرده فروشی بررسی نماید.تحقیق پیش رو از نظر هدف کاربردی است و ماهیتی توصیفی- پیمایشی دارد. جامعه مورد مطالعه پژوهش، مشتریان محصولات ابزارآلات برند رونیکس در شهر تهران بودند. برای تجزیه و تحلیل داده‌ها از روش مدل‌سازی معادلات ساختاری و نرم‌افزار 3 Smart PLS استفاده گردید. با تحلیل داده‌های گردآوری شده مشخص شد فرضیه اول پژوهش مبنی بر تأثیر مثبت نوآوری ادراک شده کانال فروش بر الهام گیری مشتری، فرضیه دوم مبنی بر تأثیر مثبت الهام گیری مشتری بر الهام‌دهی مشتری، فرضیه سوم مبنی بر تأثیر مثبت الهام دهی مشتری بر وفاداری مشتریان و فرضیه چهارم مبنی بر تعدیلگری مثبت بازاریابی چریکی بر رابطه بین نوآوری ادراک شده کانال فروش و الهام گیری مشتری مورد تأیید قرار گرفتند. نتایج نشان داد که اثرات متقابل بین حالات الهام مشتری وجود دارد و می‌توان نقش نوآوری ادراک‌شده کانال فروش و وفاداری مشتری را به عنوان پیش‌زمینه‌ها و پیامدهای الهام به ترتیب مورد تأکید قرار داد.
کلیدواژه‌ها

موضوعات


عنوان مقاله English

The impact of customer inspiration on customer loyalty with the moderating role of guerrilla marketing

نویسندگان English

hossein norouzi 1
mohammad arsalan hassani sadr 2
1 Business Management Dep., Kharazmi University, Tehran, Iran
2 Ph.D Student, Faculty of Management, Kharazmi University, Tehran, Iran
چکیده English

Abstract: Inspiring customers enables retail industry professionals to enhance customers purchase intentions and loyalty. Given the significance of analyzing, and understanding consumer behavior in retail based on research literature, this paper aims to explore the perceived innovation of different sales channels in inspiring customers and fostering customer loyalty. This is achieved by considering guerrilla marketing strategies as a moderating variable that affects the relationship between perceived innovation in sales channels and customer inspiration across diverse sales and marketing channels in the retail industry. The research is applied in nature and descriptive-survey in methodology. The study population consisted of customers of Ronix brand tools in Tehran. The sample size was calculated to be 222 individuals using G-Power 3.1 software, and non-probability convenience sampling was employed. Structural equation modeling and Smart PLS 3 software were utilized for data analysis. The analysis revealed that the first hypothesis regarding the positive impact of perceived innovation in sales channels on customer inspiration, the second hypothesis regarding the positive effect of customer inspiration on customer motivation, the third hypothesis regarding the positive influence of customer motivation on customer loyalty, and the fourth hypothesis concerning the positive moderating role of guerrilla marketing on the relationship between perceived innovation in sales channels and customer inspiration were all confirmed. Therefore, the results indicated that there are reciprocal effects among states of customer inspiration, emphasizing the roles of perceived innovation in sales channels and customer loyalty as antecedents and consequences of inspiration, respectively.

کلیدواژه‌ها English

perceived innovation
customer inspiration
customer loyalty
guerrilla marketing
retail
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