نوع مقاله : مقاله پژوهشی (کمی)

نویسندگان

1 استادیار گروه مدیریت دولتی، دانشگاه پیام نور، تهران، ایران

2 استادیار گروه مدیریت دولتی ، دانشگاه پیام نور،تهران، ایران

3 کارشناس ارشد مدیریت دولتی دانشگاه پیام نور، تهران، ایران.

چکیده

هدف پژوهش حاضر، پیش بینی وفاداری مصرف کننده از طریق نقش تجربه جریان، ارزش درک شده و مسئولیت اجتماعی شرکت انجام شد. روش پژوهش، توصیفی- پیمایشی و از نوع علی- همبستگی می­باشد. ابزار اندازه­گیری، پرسشنامه­های گاریا تایمز و فرانکو گارسیا (2022)، مشتمل بر تجربه جریان؛ توجه؛ تمرکز؛ مفهوم زمان؛ گاریا تایمز (2021) ارزش درک شده؛ وفاداری و اسلام و همکاران (2021) مسئولیت اجتماعی شرکت بوده و جامعه آماری پژوهش حاضر مصرف کنندگان نوشیدنی برند ایستک در کرمانشاه در نظر گرفته شده­اند. با توجه به اینکه تعداد جامعه آماری در این پژوهش وسیع و نامشخص است برای تعیین حجم نمونه از فرمول کوکران مخصوص جوامع نامحدود استفاده شد که تعداد اعضای نمونه با در نظر گرفتن میزان برآورده شده 384 نفر به صورت نمونه­گیری در دسترس انتخاب شد. جهت بررسی توزیع نرمال بودن داده­های مورد استفاده از آزمون کولموگروف- اسمیرنوف و برای تجزیه و تحلیل یافته­ها و آزمون فرضیه­های پژوهش از مدل معادلات ساختاری از طریق نرم افزار AMOS استفاده شد. نتایج نشان داد که توجه، تمرکز و مفهوم زمان بر تجربه جریان تأثیر معنادار دارد. سایر نتایج نشان داد که تجربه جریان، ارزش درک شده و مسئولیت اجتماعی شرکت بر وفاداری مصرف کننده در سطح p<0.05 تأثیر معنادار دارد. در این راستا می­توان گفت که این شرکت با بهره­گیری از اطلاعات موجود و در دسترس، تجربه مشتری خود را شخصی سازی نموده و آن را مطابق با نیازهای فردی مشتریان ایجاد نماید. به این ترتیب، مشتریان احساس خواهند کرد که توجه لازم به آن‎ها مبذول می­‎گردد.

کلیدواژه‌ها

عنوان مقاله [English]

Predicting consumer loyalty through the role of flow experience, perceived value and corporate social responsibility

نویسندگان [English]

  • Peyman Akbari 1
  • Kamran Nazari 2
  • Yaser Faramarzi 3

1 Assistant Professor, Department of Public Management, Payame Noor University, Tehran, Iran

2 Assistant Professor, Department of Public Management, Payame Noor University, Tehran, Iran

3 Master of Public Management, Payam Noor University, Tehran, Iran.

چکیده [English]

The present study was conducted with the aim of predicting consumer loyalty through the role of flow experience, perceived value and corporate social responsibility. The research method is descriptive-survey and causal-correlation type. Measurement tool, Guerra-Tamez & Franco-García (2022) questionnaires, including flow experience; Attention; Focus; the concept of time; Guerra-Tamez et al (2021) perceived value; Loyalty and Islam et al (2021) is the social responsibility of the company, and the statistical population of the present study is the consumers of Istec brand drinks in Kermanshah. Due to the fact that the number of statistical population in this research is large and uncertain, Cochran's formula for unlimited populations was used to determine the sample size, and the number of sample members was selected considering the estimated amount of 384 people as available sampling. To check the normal distribution of the data used, Kolmogorov-Smirnov test was used and to analyze the findings and test the research hypotheses, structural equation model was used through AMOS software. The results showed that attention, concentration and the concept of time have a significant effect on the flow experience. Other results showed that flow experience, perceived value and corporate social responsibility have a significant effect on consumer loyalty at the p<0.05 level. In this regard, it can be said that this company personalizes its customer experience by using the available information and creates it according to the individual needs of the customers. In this way, customers will feel that the necessary attention is given to them.

کلیدواژه‌ها [English]

  • flow experience
  • perceived value
  • corporate social responsibility
  • consumer loyalty
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