تحلیل تاثیر ارتباط بین کارکنان و مشتریان بر تبلیغات شفاهی مثبت از طریق رضایت مشتری

نوع مقاله : مقاله پژوهشی

نویسندگان

1 کارشناسی ارشد مدیریت بازرگانی، موسسه آموزش عالی کاویان، مشهد، ایران.

2 عضو هیات علمی، موسسه آموزش عالی کاویان، مشهد، ایران

3 استاد مدعو دانشگاه ها و موسسات آموزش عالی، مشهد، ایران

چکیده

افزایش سریع رقابت‌ها در میان سازمان‌ها، مدیران را بر آن واداشته به برنامه‌ریزی و به کارگیری برنامه‌های بازاریابی اثرگذار در جلب رضایت مشتریان بپردازند. لذا، پژوهش حاضر با هدف تحلیل تاثیر ارتباط میان کارکنان و مشتریان بر تبلیغات شفاهی مثبت از طریق رضایت مشتریان کارخانه یکتا فناوری ابریشم مشهد انجام پذیرفت. پژوهش حاضر از نظر هدف، کاربردی و از لحاظ جمع‌آوری داده‌ها، توصیفی - پیمایشی است. جامعه آماری این پژوهش، مشتریان کارخانه یکتا فناوری ابریشم مشهد که تعداد آن‌ها نامشخص است، می‌باشد. حجم نمونه با استفاده از روش غیرتصادفی در دسترس و بر اساس قاعده سرانگشتی ده برابری حداقل برابر با 370 نفر برآورد گردید؛ که درنهایت 388 پاسخ نامه قابل قبول جمع آوری گردید. ابزار گردآوری داده‌ها در این پژوهش، پرسشنامه استاندارد نگوین و همکاران (2019) است که جهت تأیید پایایی پرسشنامه از آلفای کرونباخ و برای روایی پرسشنامه از تحلیل عاملی تاییدی استفاده گردید که مقادیر به‌دست‌آمده بیانگر تأیید پایایی و روایی پرسشنامه است. علاوه براین، روایی واگرا نیز مورد تأیید قرار گرفت، جهت تحلیل داده‌ها به روش معادلات ساختاری و با استفاده از نرم‌افزار smart pls انجام پذیرفت. نتایج حاکی از آن است که ارتباط بین کارکنان و مشتریان بر رضایت مشتریان کارخانه یکتا فناوری ابریشم مشهد تاثیر مثبت و معناداری دارد. رضایت مشتریان بر تبلیغات شفاهی مثبت در کارخانه یکتا فناوری ابریشم مشهد تاثیر مثبت و معناداری دارد. همچنین، رضایت مشتریان تاثیر ارتباط بین کارکنان و مشتریان بر تبلیغات شفاهی مثبت را میانجی‌گری می‌کند. اما، ارتباط بین کارکنان ومشتریان بر تبلیغات شفاهی تاثیر ندارد.

کلیدواژه‌ها


عنوان مقاله [English]

Analysis of the impact of communication between employees and customers on positive word of mouth advertising through customer satisfaction

نویسندگان [English]

  • Reza Safarian Sini 1
  • Mohammadreza Bahramzadeh 2
  • elham behpour 3
1 Master of Business Administration, kavian Institute of Higher Education, Mashhad, Iran.
2 Assistant Professor, Department of Management, Kavian Institute of Higher Education, Mashhad, Iran
3 Visiting professor at universities and institutions of higher education, Mashhad, Iran
چکیده [English]

Increasing competition among organizations makes managers plan on them and use effective evaluation programs to satisfy customers. Therefore, the present study was conducted with the aim of analyzing the effect of communication between people and customers on positive word of mouth advertising through a visit to Mashhad Yekta Technology Abrasham factory. The current research is applied in terms of purpose and descriptive-survey in terms of data collection. The statistical population of this research is the Yekta Silk Technology Factory of Mashhad, whose number is unknown. The sample size was determined using a non-random method in 388 people. The data collection tool in this research is the standard letter of Nguyen et al. (2019), which uses Cronbach's alpha to check the reliability of the questionnaire and confirmatory factor analysis for the validity of the questionnaire. In addition, divergent validity was also investigated, to analyze the data using structural equation methods and using the free smart pls software. It indicates that communication between employees and customers has a positive and significant effect on the satisfaction results of Yekta Silk Technology Factory of Mashhad. Customer satisfaction has a positive and significant effect on positive word of mouth advertising in Yekta Silk Technology Factory of Mashhad. Also, it mediates the effect of communication between customers and customers on positive word of mouth. However, communication between customers does not affect word of mouth advertising.

کلیدواژه‌ها [English]

  • Positive word of mouth
  • Customer satisfaction
  • Relationship between Customer and Employee
  • Yekta Silk Technology Factory of Mashhad
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