بررسی نقش فعالیت بازاریابی رسانه‌های اجتماعی و تجربه مشتری بر قصد وفاداری و قصد مشارکت مشتری با در نظر گرفتن نقش میانجی کیفیت رابطه (مورد مطالعه: فروشگاه آنلاین آرایشی و بهداشتی بانی‌مد)

فصلنامه مطالعات مدیریت و توسعه پایدار

دوره 2، شماره 1 - شماره پیاپی 5، خرداد 1401، صفحه 65-90   

نوع مقاله: مقاله پژوهشی

شناسه دیجیتال (DOI): 10.30495/msds.2022.1955946.1047

نویسندگان

زهرا اله وردی¹؛ سعید لندران اصفهانی^{* 2}

¹دانشجوی دکتری مدیریت بازرگانی گرایش بازاریابی، گروه مدیریت، دانشگاه آزاد اسلامی واحد مبارکه، مبارکه، ایران.

²عضو هیئت علمی و استادیار، گروه مدیریت، دانشگاه آزاد اسلامی واحد مبارکه، مبارکه، ایران.

چکیده

پژوهش حاضر با هدف بررسی نقش فعالیت بازاریابی رسانه‌های اجتماعی و تجربه مشتری بر قصد وفاداری و قصد مشارکت مشتری با در نظر گرفتن نقش میانجی کیفیت رابطه  صورت گرفته است. این پژوهش بر اساس هدف کاربردی و از نظر روش جمع‌آوری داده‌ها برای آزمون فرضیه‌ها از نوع توصیفی - همبستگی از شاخه میدانی می‌باشد. جامعه آماری پژوهش، همه مشتریان فروشگاه اینترنتی بانی‌مد شهر اصفهان است که با توجه عدم امکان دسترسی به کل جامعه آماری، از روش نمونه گیری در دسترس تعداد 380 نفر از طریق فرمول کوکران به عنوان نمونه آماری انتخاب شدند. جهت گردآوری داده‌ها از پرسشنامه‌های استاندارد استفاده شد که روایی آنها با محاسبه روایی همگرا و واگرا و پایایی آنها از طریق شاخص آلفای کرونباخ مورد تأیید قرار گرفت. در تجزیه و تحلیل آماری، از رویکرد مدل‌سازی معادلات ساختاری و نرم‌افزارهای SMART PLS و SPSS استفاده شده است. بر اساس نتایج حاصله، بازاریابی رسانه‌های اجتماعی بر کیفیت رابطه در مشتریان فروشگاه اینترنتی بانی‌مد تأثیر معنادار ندارد؛ اما تجربه مشتری بر کیفیت رابطه در مشتریان فروشگاه اینترنتی بانی‌مد تأثیر معنادار دارد. همچنین، کیفیت رابطه بر قصد وفاداری و قصد مشارکت مشتریان فروشگاه اینترنتی بانی‌مد تأثیر معنادار دارد. نتایج حاکی از آن است که بازاریابی رسانه‌های اجتماعی بر قصد وفاداری و قصد مشارکت از طریق متغیر میانجی کیفیت رابطه در مشتریان فروشگاه اینترنتی بانی مد تأثیر معنادار دارد و نیز تجربه مشتری بر قصد وفاداری و قصد مشارکت از طریق متغیر میانجی کیفیت رابطه در مشتریان فروشگاه اینترنتی بانی مد تأثیر معنادار دارد. 

کلیدواژه‌ها

بازاریابی رسانه‌های اجتماعی؛ تجربه مشتری؛ کیفیت رابطه؛ قصد وفاداری؛ قصد مشارکت

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