تاثیر انصاف قیمتی ادراک‌شده بر وفاداری، تمایل به پرداخت و رفتارهای شکایتی و تلافی‌جویانه مشتریان (مورد مطالعه: صنعت خدمات اینترنت پرسرعت)

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 دانشیار گروه مدیریت، دانشکدة مدیریت، دانشگاه تهران، تهران، ایران

2 دانشجوی کارشناسی ارشد مدیریت بازرگانی، دانشکدة مدیریت، دانشگاه تهران، تهران، ایران

چکیده

 انصاف قیمتی و تأثیر آن بر رفتار مصرف‌کننده از جمله مسائل مهم در قیمت‌گذاری سازمان‌هاست که ممکن است تأثیرهای مهمی بر ادراک مصرف‌کنندگان از سازمان داشته باشد. در این پژوهش، ضمن بررسی تأثیر ویژگی‌های شناختی بر انصاف قیمتی ادراک‌شده، تأثیر انصاف قیمتی بر وفاداری، تمایل به پرداخت و رفتارهای شکایتی و تلافی‌جویانة مشتریان در صنعت خدمات اینترنت پرسرعت بررسی شد. جامعة آماری شامل مشتریان اینترنت پرسرعت است. داده‌های تحقیق از طریق پرسشنامه با روش نمونه‌گیری تصادفی جمع‌آوری شدند و از طریق مدل معادلات ساختاری و با نرم‌افزارهای SPSS و PLS2 تجزیه و تحلیل شدند. نتایج با تأیید پنج فرضیة پژوهش نشان داد چنانچه مشتریان قیمت را منصفانه تلقی کنند، به‌صورت گسترده، مثبت و دهان‌به‌دهان شرکت مورد نظر را به دیگران تبلیغ و پیشنهاد می‌کنند. علاوه‌براین، آنها تمایل می‌یابند از خدمات شرکت موردنظر حتی در شرایط افزایش قیمت‌ها استفاده کنند، اما درک بی‌انصافی در قیمت به رفتارهای تلافی‌جویانه یا شکایت‌آمیز منجر می‌شود. این پژوهش به مدیران کمک می‌کند تصمیمات مناسبی درمورد قیمت بگیرند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

The Impact of Perceived Price Fairness on Loyalty, Willingness to Pay, Complain and Revenge Intention of Customers (Case Study: Internet Services Industry)

نویسندگان [English]

  • Mohsen Nazari 1
  • Mahdi Ashkani 2
  • Babak Hazaveh Hesar Maskan 2
1 Associate Prof., Faculty of Management, University of Tehran, Tehran, Iran
2 MSc. Student in Business Management, Faculty of Management, University of Tehran, Iran
چکیده [English]

Factors influencing price fairness and its impact on consumer behavior is one of the most important topics in pricing which can have significant impact on consumers in their attitude toward the organization. In this paper, the impact of price fairness on loyalty, willingness to pay and complain and revenge intention of customers in internet access services industry has been tested. The data have been analyzed using SPSS and Lisrel. The results show that if the customers find out that increasing the prices is out of the control of the organization, they accept it and will advertise it through word of mouth in social media and among friends. Furthermore, they will continue using the services despite slight increase in prices. However, if they consider the prices unfair, it will result in complain and revenge intention. This paper helps managers to make apt decisions in time of price change.

کلیدواژه‌ها [English]

  • Loyalty
  • Price fairness
  • pricing
  • Willingness to Pay

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