تأثیر اینرسی مشتری و تداعی برند بر رفتار بخشش مشتری: نقش میانجی وفاداری مشتری و تعدیلگری شهرت برند

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 استادیار، گروه رفتار سازمانی و مدیریت منابع انسانی، دانشکدۀ اقتصاد، مدیریت و علوم اجتماعی، دانشگاه شیراز، شیراز، ایران.

2 استادیار، گروه مدیریت بازرگانی، دانشکده تجارت و بازرگانی، دانشکدگان مدیریت، دانشگاه تهران، تهران، ایران.

چکیده

هدف: این مطالعه با هدف بررسی تأثیر اینرسی مشتری و تداعی برند، بر رفتار بخشش مشتری اجرا شده است. در این پژوهش، وفاداری مشتری به‌عنوان متغیر میانجی و شهرت برند به‌عنوان متغیر تعدیلگر بالقوه، بررسی شده است. این پژوهش در پی تبیین چگونگی نقش‌آفرینی عوامل روان‌شناختی و رابطه‌ای در تمایل مصرف‌کنندگان به بخشش خطاهای برند است.
روش: این پژوهش رویکرد کمّی را در پیش گرفته و با استفاده از داده‌های پیمایشی جمع‌آوری شده از مشتریان فروشگاه‌های زنجیره‌ای افق کوروش در ایران، انجام شده است. این مطالعه از یک مدل میانجیگری کامل با به‌کارگیری مدل‌سازی معادلات ساختاری (SEM)، برای آزمون اثرهای مستقیم و غیرمستقیم اینرسی مشتری و تداعی برند بر رفتار بخشش و نیز، ارزیابی نقش تعدیلگری شهرت برند بهره برده است.
یافته‌ها: نتایج نشان می‌دهد که هم اینرسی مشتری و هم تداعی برند، بر رفتار بخشش مشتری تأثیر معنادار و مثبتیدارند. وفاداری مشتری این روابط را به‌طور کامل میانجیگری می‌کند که نقش محوری آن در تبدیل ارتباطات انفعالی و شناختی با برند به بخشش را تأیید می‌کند؛ با این حال، اثر تعدیلگری شهرت برند بر رابطۀ بین وفاداری مشتری و رفتار بخشش تأیید نشد.
نتیجه‌گیری: یافته‌های این مطالعه بینش‌های کاربردی‌ای را برای مدیران برند و بازاریابانی فراهم می‌آورد که به‌دنبال ارتقای حفظ مشتری و تاب‌آوری در مواجهه با شکست‌های خدماتی هستند. با درک نقش مثبت اینرسی مشتری و تداعی برند در تقویت وفاداری، شرکت‌ها می‌توانند به‌طور راهبردی تجربه‌هایی را طراحی کنند که قصد جابه‎جایی (برند) را کاهش دهند و برداشت‌های مطلوب از برند را تقویت کنند. برنامه‌های وفاداری، پیام‌رسانی برند یکپارچه و محیط‌های خرید بدون اصطکاک، می‌توانند به تبدیل رفتار عادتی و ارتباطات شناختی به تعهد عمیق‌تر مشتری کمک کنند. افزون‌براین، شهرت برند به تنهایی ممکن است به‌طور مستقیم رفتار بخشش را تقویت نکند؛ اما همچنان یک دارایی ارزشمند بلندمدت است که اعتماد و اعتبار را پشتیبانی می‌کند. بنابراین، کسب‌وکارها باید به راهبردهای وفاداری‌آفرینی که از هر دو محرک روان‌شناختی و رفتاری بهره می‌برند، اولویت دهند تا پایگاه مشتریانی پرورش یابد که بیشتر متمایل به بخشش باشند. همچنین، این مطالعه با ادغام اینرسی مشتری و تداعی برند، در چارچوبی یکپارچه برای درک رفتار بخشش مشتری، مشارکتی نوآورانه در ادبیات موضوع ارائه می‌دهد؛ حوزه‌ای که توجه تجربی محدودی را دریافت کرده است. برخلاف پژوهش‌های پیشین که معمولاً وفاداری یا شهرت را به‌صورت مجزا بررسی کرده‌اند، این مطالعه یک مدل میانجیگری کامل را با محوریت وفاداری مشتری، به‌عنوان سازوکار مرکزی معرفی می‌کند و نقش تعدیلگری شهرت برند را می‌آزماید و مرزهای غیرمنتظرۀ تأثیر آن را آشکار می‌سازد. با تمرکز بر یک زمینۀ خرده‌فروشی واقعی در ایران، این پژوهش بینش‌های تازه‌ای برای رفتار مصرف‌کننده در بازارهای نوظهور ارائه می‌دهد و بازی تعاملی ظریف بین محرک‌های وفاداری انفعالی و پاسخ‌های بازیابی عاطفی را برجسته می‌سازد.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

The Effect of Customer Inertia and Brand Association on Customer Forgiveness Behavior: The Mediating Role of Customer Loyalty and the Moderating Role of Brand Reputation

نویسندگان [English]

  • Mohammad Hossein Khasmafkan-Nezam 1
  • Sajjad Khani Pordanjani 2
1 Assistant Prof., Department of Organizational Behavior and Human Resource Management, Faculty of Economics, Management and Social Sciences, Shiraz University, Shiraz, Iran.
2 Assistant Prof., Department of Business Management, Faculty of Commerce and Finance, College of Management, University of Tehran, Tehran, Iran.
چکیده [English]

Objective
This study aims to examine the influence of customer inertia and brand association on customer forgiveness behavior, with customer loyalty assessed as a mediating variable and brand reputation as a moderating factor. The research seeks to clarify how psychological and relational factors shape consumers’ willingness to forgive brand transgressions.
 
Methodology
A quantitative approach was employed using survey data collected from customers of Ofogh Kourosh chain stores in Iran. The study applied a complete mediation model using structural equation modeling (SEM) to test the direct and indirect effects of customer inertia and brand association on forgiveness behavior, and to assess the moderating role of brand reputation.
 
Findings
The results indicate that both customer inertia and brand association have a significant and positive impact on customer forgiveness behavior. Customer loyalty fully mediates these relationships, confirming its central role in translating passive and cognitive brand connections into forgiveness. However, the moderating effect of brand reputation on the relationship between customer loyalty and forgiveness behavior was not supported.
 
Conclusion
The study is geographically limited to a single retail chain in Iran, which may restrict the generalizability of the findings. Future research could explore cross-cultural and cross-industry contexts to validate and expand the proposed model. The findings of this study offer actionable insights for brand managers and marketers seeking to enhance customer retention and resilience in the face of service failures. By recognizing the positive roles of customer inertia and brand association in fostering loyalty, firms can strategically design experiences that reduce switching intentions and reinforce favorable brand perceptions. Loyalty programs, consistent brand messaging, and frictionless shopping environments can help convert habitual behavior and cognitive associations into deeper customer commitment. Moreover, while brand reputation alone may not directly strengthen forgiveness behavior, it remains a valuable long-term asset that supports trust and credibility. Therefore, businesses should prioritize loyalty-building strategies that leverage both psychological and behavioral drivers to cultivate a customer base more inclined to forgive occasional missteps. This study offers a novel contribution to the literature by integrating customer inertia and brand association into a unified framework for understanding customer forgiveness behavior—an area that has received limited empirical attention. Unlike prior research that typically examines loyalty or reputation in isolation, this study introduces a complete mediation model with customer loyalty as a central mechanism and tests the moderating role of brand reputation, revealing unexpected boundaries to its influence. By focusing on a real-world retail context in Iran, the research provides fresh insights into consumer behavior in emerging markets and highlights the nuanced interplay between passive loyalty drivers and emotional recovery responses.

کلیدواژه‌ها [English]

  • Customer inertia
  • Brand association
  • Customer loyalty
  • Customer forgiveness behavior
  • Brand reputation
خواجویی، فاطمه و نایب‌زاده، شهناز (1392). تأثیر رضایت و بی‌تفاوتی (اینرسی) بر وفاداری مشتری (مطالعه موردی: گوشی تلفن همراه). مدیریت بازاریابی، 8(19)، 26- 46.  
رضازاده، آرش و داوری، علی (1393). مدل‌‌سازی معادلات ساختاری با نرم‌افزار PLS. تهران: سازمان انتشارات جهاد دانشگاهی.
 
 
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