تبیین نقش ابعاد ویژگی‌های کانال همه‌کاره در رابطه با مشارکت مشتری با برند و هم‌آفرینی ارزش برند با توجه به نقش تعدیلگر شهرت برند

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 دانشجوی دکتری، گروه مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران.

2 استاد، گروه مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران.

10.22059/jibm.2024.376332.4782

چکیده

هدف: در عصر رقابتی امروز و با در نظر داشتن پیشرفت‌های فناوری، اهمیت کانال توزیع، نحوۀ برقراری ارتباط با مشتریان و تشویق آن‌ها برای مشارکت و هم‌آفرینی ارزش، بسیار زیاد است. امروزه صنایع در جهان به‌سمت کانال همه‌کاره در حال حرکت هستند تا از طریق کانال همه‌کاره، تجربۀ یکپارچه و بهتری را برای مشتریان خلق کنند. با توجه به اهمیت کانال همه‌کاره و جایگاه ویژه‌ای که در کسب مزیت‌رقابتی و هم‌آفرینی ارزش برند دارد، هدف این مقاله، تبیین نقش مشارکت مشتری با برند و در رابطه با ابعاد ویژگی‌های کانال همه‌کاره بر کیفیت ارتباطات و هم‌آفرینی ارزش برند با در نظر گرفتن نقش تعدیلگر شهرت برند است.
روش: این مطالعه از نظر پارادایم از نوع اثبات‌گرایی، از نظر استراتژی پژوهش قیاسی، از نظر زمانی مقطعی، از لحاظ هدف کاربردی و روش آن توصیفی است. جامعۀ آماری این پژوهش، مشتریان بانک‌های شهر اصفهان است که حداقل یک‌بار از انواع کانال‌های ارائه خدمت بانک استفاده کرده‌اند. با استفاده از نرم‌افزار جی‌پاور، حداقل حجم نمونه، ۲۷۹ محاسبه شد؛ ولی برای دقت و صحت بیشتر، ۴۰۰ نفر در نظر گرفته شد. ابزار گردآوری داده‌های پژوهش، پرسش‌نامۀ استاندارد بود. در این پژوهش روایی و پایایی سنجیده شد. برای آمار توصیفی، از نسخۀ ۲۵ اس‌پی‌اس‌اس و به‌منظور تجزیه‌وتحلیل داده‌ها، از مدل معادلات ساختاری و نرم‌افزار اسمارت پی‌ال‌اس ۳، برای بررسی برازش مدل و آزمون فرضیه‌ها استفاده شد.
یافته‌ها: بر اساس یافته‌های توصیفی، در این پژوهش، 2/44 درصد زن و 8/55 درصد مرد مشارکت کردند که بیش از 41 درصد از این افراد، 25 تا 34 ساله بودند. از نظر سطح تحصیلات، اغلب مشارکت‌کنندگان مدرک کارشناسی (3/25 درصد) داشتند. در این نمونه، بیشتر افراد کارمند بودند و بیشترین میزان درآمد آن‌ها بین 5 تا 10 میلیون تومان (5/45 درصد) بود. این افراد بیشتر از برنامه‌های موبایل برای انجام فعالیت‌های بانکی استفاده می‌کنند. نتایج معادلات ساختاری نشان می‌دهد که پیکربندی خدمات کانال، ثبات تعامل کانال، تضمین کیفیت کانال و سلاست ادراک شدۀ کانال، بر مشارکت مشتری با برند تأثیر مثبت و معناداری دارند. مشارکت مشتری با برند، بر کیفیت ارتباطات مشتری با برند تأثیر مثبت و معنادار دارد و کیفیت ارتباطات مشتری با برند بر هم‌آفرینی ارزش برند تأثیر مثبت و معنادار دارد. شهرت برند قادر است اثرگذاری مشارکت مشتری با برند بر کیفیت ارتباطات مشتری با برند را تعدیل کند.
نتیجه‌گیری: بانک‌ها با در نظر گرفتن ویژگی‌های کانال‌های همه‌کاره و مدیریت‌کردن آن‌ها، می‌توانند هم‌آفرینی ارزش برند را که به‌عنوان یکی از استراتژی‌های مهم تجاری در راستای بهبود مدیریت برند است، کسب کنند. بانک‌هایی که بتوانند ویژگی‌های کانال همه‌کاره را به بهترین نحو پیاده‌سازی و مدیریت کنند، می‌توانند مشارکت بهتری با مشتریان برقرار کنند و کیفیت ارتباطات خود را تقویت و در نهایت هم‌آفرینی ارزش برند را خلق کنند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Exploring the Role of Omni-channel Characteristics in Customer Engagement and Brand Co-Creation: The Moderating Role of Brand Reputation

نویسندگان [English]

  • Adeleh Dehghani Ghahnavieh 1
  • Naser Seifollahi 2
  • Mohammad Bashekouh Ajirloo 2
  • Ghasem Zarei 2
1 Ph.D. Candidate, Department of Business Management , Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran.
2 Prof., Department of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran.
چکیده [English]

Objective
In today's competitive landscape, driven by technological advancements, the significance of distribution channels and effective communication with customers to foster engagement and value co-creation is paramount. Industries worldwide are increasingly adopting omnichannel strategies to provide customers with a more seamless and integrated experience. Given the importance of omnichannel and its crucial role in gaining a competitive advantage and co-creating brand value, this article aims to explore the role of customer-brand engagement and the dimensions of omnichannel characteristics in shaping relationship quality and brand value co-creation, while considering the moderating role of brand reputation.
 
Methodology
This study is considered positivist in terms of paradigm, comparative in terms of research strategy, cross-sectional in terms of time, and applied in terms of objective and descriptive. The statistical population of this research is the customers of Isfahan banks who have used all kinds of bank service delivery channels at least once. The minimum sample size of 279 was calculated using G-Power software; however, for more accuracy and accuracy, 400 people were selected. The research data was collected using a standardized questionnaire. Validity and reliability have been measured in this research. Descriptive statistics were performed using SPSS version 25, while Structural Equation Modeling (SEM) and SmartPLS 3.0 software were utilized to analyze the data, assess the model's fit, and test the hypotheses.
 
Findings
According to the descriptive findings in this research, 44.2% are women and 55.8% are men, and more than 41% of these people are between the ages of 25 and 34 years old. Most of them had a bachelor's degree (25.3%). In this sample, the majority of people are employees, and their maximum income is between 5 and 10 million (45.5 percent). More people use mobile applications to perform banking activities. The results of structural equations show that channel service configuration, channel interaction stability, channel quality assurance, and channel perceived smoothness have a positive and significant effect on customer-brand engagement. Customer-brand engagement has a positive and significant effect on the customer-brand relationship quality; customer-brand relationship quality has a positive and significant impact on the brand value co-creation; and brand reputation can moderate the effect of customer-brand engagement on the customer-brand relationship quality.
 
Conclusion
By considering the characteristics of omnichannel and managing them, banks can achieve brand value co-creation, which is one of the important business strategies for improving brand management. Banks that can best implement and manage the characteristics of omnichannel can establish better partnerships with customers, strengthen the quality of their communications, and ultimately create brand value co-creation.
 

کلیدواژه‌ها [English]

  • Brand reputation
  • Relationship quality
  • Customer-brand engagement
  • Characteristics of Omnichannel
  • Brand value Co-Creation

مراجع

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مدیریت بازرگانی
دوره 17، شماره 2
1404
صفحه 359-388

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