نقش ویژگی های منطقه ای در مناطق شهری و روستایی بندرعباس بر رابطه بین تصویر فروشگاه و کیفیت خدمت با بازاریابی توصیه ای در راستای نقش متغیرهای جغرافیایی و مکانی در ایجاد مراکز خدماتی

نوع مقاله: مقاله علمی -پژوهشی

نویسندگان

1 دانشجوی دکتری تخصصی، گروه مدیریت، واحد امارات، دانشگاه آزاد اسلامی، دبی، امارات متحده عربی

2 استاد گروه مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، دانشگاه تربیت مدرس، تهران، ایران

3 استاد گروه برنامه ریزی و مدیریت، دانشکده مدیریت و اقتصاد، دانشگاه تربیت مدرس، تهران، ایران

4 دانشیار گروه مهندسی صنایع، دانشکده صنابع و مکانیک، واحد قزوین، دانشگاه آزاد اسلامی، قزوین، ایران

چکیده

هدف اصلی پژوهش حاضر بررسی تاثیر تصویر ذهنی فروشگاه و کیفیت خدمت بر بازاریابی توصیه ای و مقایسه آن با رویکرد منطقه ای در دو بخش شهری و روستایی شهرستان بندرعباس است. بدین منظور، گوشی تلفن همراه به عنوان یکی از کالاهای پر مصرف، ضروری و با بازار گسترده مد نظر قرار گرفت و بر اساس ویژگیهای منطقه ای به دو منطقه شهری و روستایی تقسیم شد. نمونه مورد مطالعه شامل دو گروه 384 نفری از خریداران گوشی تلفن همراه در شهر بندرعباس و روستاهای حومه است که به روش نمونه گیری تصادفی ساده در هر یک از مناطق انتخاب شدند. گردآوری داده های تحقیق از طریق پرسشنامه ترکیبی استاندارد و تجزیه و تحلیل داده ها از طریق معادلات ساختاری و بوسیله نرم افزار Smart-PLS انجام شد. نتایج پژوهش نشان داد که در منطقه شهری بندرعباس تصویر ذهنی فروشگاه بر رضایت مشتریان اثر معنی داری دارد، یعنی در این منطقه، تصویر ذهنی مناسب از یک فروشگاه مانند قیمت مناسب محصول، موقعیت فروشگاه، جو فروشگاه، استراتژی هایی که فروشگاه انتخاب می نماید، مشارکت در فعالیت های اجتماعی و خیریه بر رضایتمندی مشتریان تاثیر زیادی دارد. از طرفی تصویر فروشگاه در مناطق روستایی، اثر معنی داری بر رضایت مشتریان نداشت، یعنی در این مناطق، تصویر ذهنی فروشگاه بر رضایت مشتریان تاثیری ندارد و مشتریان در این مورد حساسیت خاصی ندارند که کالای مورد نظر خود را از چه فروشگاهی خریداری نمایند. همچنین تاثیر کیفیت خدمات بر رضایت مشتری در هر دو منطقه شهری و روستایی معنی دار است. در نهایت ادعای تاثیر رضایتمندی مشتری بر بازاریابی توصیه ای نیز در مورد هر دو گروه از مشتریان در مناطق شهری و روستایی پذیرفته شد.

کلیدواژه‌ها


عنوان مقاله [English]

The effect of regional features on the relationship between the store image, the service quality and WOM: The case study of urban and rural areas in Bandar-Abbas

نویسندگان [English]

  • payam paslari 1
  • moshabaki Asghar 2
  • Ali Asghar Anvari 3
  • mani Sharifi 4
1 Department of Business Management, UAE Branch, Islamic Azad University, Dubai,UAE.
2 Prof., Faculty of Business Management and Economic, Tarbiat Modarres University, Tehran, Iran.
3 Prof., Faculty of Business Management and Economic, Tarbiat Modarres University, Tehran, Iran.
4 Associate Prof., Faculty of industrial engineering, Islamic Azad University, Qazvin Branch, Iran.
چکیده [English]

 This study aims to investigate the effect of the mental image of the store and the service quality on WOM and also aims to compare the regional approach in rural and urban sections of Hormozgan Province. In order to fulfill this purpose, cellular phone was considered as one the most necessary and highly consumed goods with a broad market and was divided into rural and urban sections according to its regional features. The sample under the study included two groups of 384 buyers of cellular phone who were randomly selected from Banadar-abbas city and its neighboring rural areas. The data were collected through a standardized questionnaire and analyzed using Smart PLS software. The results showed that, on the one hand, in urban parts of Banadar-abbas city, the mental image of the store has a meaningful impact on the consumer satisfaction. In other words, alike the mental image of the store, the price of a product, the location of a store, its atmosphere, and the strategies it opts,   and involvement in charity and social activities affect the satisfaction of customers. On the other hand, the mental image of the store in rural areas does not have a meaningful impact on consumer satisfaction. Put it differently, in these areas, the mental image does not affect consumer satisfaction and consumers are not sensitive about the store from which they buy their desired goods. Also, the effect of service quality on the consumer satisfaction has led to meaningful results in both urban and rural areas. Finally, the effect of consumer satisfaction on WOM was affirmed in both rural and urban areas.

کلیدواژه‌ها [English]

  • Keywords: Service Quality
  • Mental image of store
  • WOM
  • Regional features

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