تأثیر شبکه های اجتماعی در بهبود وفاداری و ارتباط مشتری‌ـ برند‌ (مطالعۀ موردی: برند لپ‌تاپ)

نوع مقاله : مقاله علمی پژوهشی

نویسنده

استاد مدیریت رسانه، دانشکدۀ مدیریت دانشگاه تهران، تهران، ایران‌

چکیده

برند از مهم‌ترین دارایی‏های نامشهود سازمان‌ها محسوب می‏شود. توسعۀ ارتباط بین مشتری و برند، تبدلی به یکی از مهم‎ترین راهبرد‏های سازمان‏هاست که نتایج مؤثری را برای آنها به ارمغان می‌آورد. هدف از این تحقیق بررسی نقش و تأثیر وب‌سایت‌های اجتماعی بر توسعۀ روابط مشتری و برند در شرکت‌های فعال در عرصۀ فروش لپ‌تاپ و تجهیزات کامپیوتری در شهر تهران است. این تحقیق از نوع پیمایشی است که داده‏های مورد نیاز برای انجام تحلیل به‎کمک توزیع و جمع‎آوری 127 پرسشنامه به‎دست آمد. این تحقیق بر‌اساس معادلات ساختاری و با تکنیک حداقل مربعات جزئی آزمون و تجزیه و تحلیل شده است. یافته‏های تحقیق بیان‌کنندۀ وجود تأثیر مثبت وب‌سایت‌ها بر افزایش اعتماد و وفاداری به برند از سوی مشتری است. بنابراین، ایجاد اجتماعاتی برای برند در اولویت فعالیت‌های بازاریابی قرار می‌گیرد. ایجاد و توسعۀ ارتباط نزدیک، قوی و پایدار با مشتری نیز از اولویت‌های این برنامه‏ها خواهد بود که می‌تواند به وفاداری و بهبود کیفیت برند کمک شایانی کند.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Role of social networks websites in improvement of customer relationship and brand

نویسنده [English]

  • Taher Roshandel Arbatani
چکیده [English]

Brand has been considered as one of the most important intangible assets of organizations. Development of relationship between customer and brand has transformed to one of the most important strategies of the organizations which raise effective results for them. This research intends to examine role and effect of social websites on development of customer relationship and brand in firms listed in computer equipment and laptop sale across Tehran. There are 11 hypotheses in the present research which the required data were collected from sample size (127) using questionnaire. This research has been conducted using structural equations and analyzed using partial least squares regression. Findings of research indicate positive effect of websites on increasing trust and loyalty to brand by customer. Hence, creation of communities for brand is given the priority in marketing activities. Creation and development of close, strong and stable relationship with customer will be among the priorities of these programs that can assist for improvement and loyalty of brand quality.

کلیدواژه‌ها [English]

  • brand communities
  • Brand Loyalty
  • Relationship marketing
  • Social media
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