بررسی تأثیرات متقابل میان هوش‌تجاری، رضایت و وفاداری مشتریان و ارزش ویژه برند در صنعت بهداشتی و سلولزی ایران
الموضوعات :
1 - سازمان مدیریت صنعتی
2 - دانشگاه علامه طباطبایی
الکلمات المفتاحية: هوش تجاری رضایت مشتریان وفاداری مشتریان ارزش ویژه برند صنعت بهداشتی و سلولزی,
ملخص المقالة :
امروزه سازمان‌ها در محیطی مشغول به فعالیت هستند که اصلی‌ترین جزء آن فضای عدم اطمینان به سبب شکل‌گیری رقابت و فضای رقابتی در بازار است و هوشمندی در کسب و کار می‌تواند موجب ایجاد رضایت در مشتریان و وفادارسازی انها به سازمان گردد که در نهایت این امر به رشد سودآوری و بهبود ارزش ویژه برند سازمان کمک می‌نماید. از این رو و با توجه به اهمیت این مسأله، هدف از این مطالعه بررسی ارتباط متغیرهای هوش تجاری، رضایت و وفاداری مشتریان و ارزش ویژه برند در صنعت بهداشتی و سلولزی ایران است. این تحقیق با استفاده از نظرات 10 نفر از خبرگان صنعت و روش DEMATEL به بررسی روابط میان متغیرهای تحقیق می‌پردازد. نتایج حاصل از تحقیق بیانگر وجود روابط سیستمی و شبکه‌ای میان متغیرهای تحقیق می‌باشد. همچنین نتایج تحقیق بیانگر آن است که رابطه میان هوش تجاری و متغیرهای رضایت و ارزش ویژه برند رابطه‌ای دوسویه است و بر مبنای نتایج حاصل، وفاداری، هوش تجاری و ارزش ویژه برند متأثر از رضایت مشتریان خواهد بود.
المصادر:
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29- Tam, J.L.M. Customer satisfaction, service quality and perceived value: an integrative model. Journal of Marketing Management, 20(7/8), 897-917, 2004.
30- Wong, Y.H., Chan, R., Ngai, E.W.T., Oswald, P. Is customer loyalty vulnerability-based? An empirical study of a Chinese capital intensive manufacturing industry. Industrial Marketing Management, 38(1), 83-93, 2009.
31- Bove, L., Johnson, L.W. Customer loyalty to one service worker: Should it be discouraged?, International Journal of Research in Marketing, 23 (1), 79 – 91, 2006.
32- Bell, S.J., Eisingerich, A.B. The paradox of customer education: customer expertise and loyalty in the financial services industry. European Journal of Marketing, 41(5/6), 466-486, 2007.
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1- سيدجوادين، سيدرضا و شمس، راحيل. "عوامل تعيين‌كننده ارزش ويژه برند كفش ورزشي در ميان گروه سني جوانان"، پژوهشنامه علوم انساني و اجتماعي، شماره 25 (تابستان)، 95-74، 1386.
2- گیلانی‌نیا، شهرام و موسویان، سیدجواد. تأثیر برند بر ارزش ویژه برند بانک از دیدگاه مشتریان کارت الکترونیکی، فصلنامه مدیریت صنعتی دانشگاه آزاد اسلامی، 5(14)، ص 119-103، 1389.
3- دهشتی شاهرخ، زهره؛ سیدمطهری، سیدمهدی و کجوری، حمیدرضا. عوامل تأثیرگذار بر ارزش ویژه برند شرکت‌های بیمه از نگاه مشتریان، پژوهشنامه صنعت بیمه، (27)1، ص 99-75، 1391.
4- قندهاری، مهسا؛ خزائی پول، جواد؛ بهارستان، امید؛ بالوئی، هادی و کیالاشکی، جعفر. سنجش کارایی ارزش ویژه‌ی برند با استفاده مدل ترکیبی SEM-DEA: مطالعه موردی: برند خودرو در شهر اصفهان)، (4)3، ص 154-137، 1391.
5- حمیدی‌زاده، محمدرضا؛ کریمی، محمدرضا و رضایی، مرتضی. بررسی روابط ابعاد شخصیت و ارزش ویژه برند و نقش تعدیل‌گری صفات اخلاقی، فصلنامه تحقیقات بازاریابی نوین، 3(2)، ص50-35، 1391.
6- محقر، علی؛ کارولوکس؛ حسینی، فرید و علی منشی، آصف. کاربرد هوش تجاری به‌عنوان یک تکنولوژی اطلاعات استراتژیک در بانکداری: بازرسی و کشف تقلب، نشریه مدیریت فناوری اطلاعات، 1(1)، ص120-105، 1387.
7- حافظ‌نيا، محمدرضا. مقدمه‌اي بر روش تحقيق در علوم انساني، تهران: سمت، (1380).
8- سرمد، زهره، بازرگان، عباس و حجازی، الهه. روش‌های تحقيق در علوم رفتاری، چاپ هشتم، تهران: انتشارات آگاه، 1383.
9- آقائی، میلاد. رویکرد تصمیم‌گیری چند معیاره به ارزیابی استراتژی بهینه نگهداری و تعمیرات، پایان‌نامه کارشناسی‌ارشد مدیریت صنعتی، دانشکده علوم اجتماعی، دانشگاه بین‌المللی امام خمینی (ره)، 1390.
10- Santos-Vijande, María Leticia, del Río-Lanza, Ana Belén, Suárez-Álvarez, Leticia, & Díaz-Martín, Ana María. The brand management system and service firm competitiveness. Journal of Business Research, 66(2). pp. 148-157, 2013.
11- Keller, K. L. Strategic brand management: Building, measuring, and managing brand equity: Pearson Education, 2008.
12- Atilgan, E., Aksoy, S., and Akinci, S. “Determinants of the brand equity”, Marketing Intelligence and Planning, 23(3). pp. 237-248, (2008).
13- Azoff, M., Charlesworth, I. the New Business Intelligence. A European Perspective, Butler Group, White Paper, 2004.
14- Wang. Business intelligence. Taiwan: Dr. Master Culture Limited Company, 2005.
15- Kimpakorn, Narumon, & Tocquer, Gerard. Service brand equity and employee brand commitment. Journal of Services Marketing, 24(5), pp. 378-388, 2010.
16- Burmann, Christoph, & Zeplin, Sabrina. Building brand commitment: a behavioral approach to internal brand management. Brand Management, 12(4), pp. 279-299, 2005.
17- Burmann, Christoph, Zeplin, Sabrina, & Riley, Nicola. Key determinants of internal brand management success: An exploratory empirical analysis. Journal of Brand Management, 16(4). pp. 264-284, 2009.
18- King, Ceridwyn, & Grace, Debra. Employee Based Brand Equity: A Third Perspective. Services Marketing Quarterly, 30(2), pp. 122-147, 2009.
19- King, Ceridwyn, & Grace, Debra. Building and measuring employee-based brand equity. European Journal of Marketing, 44(7/8). pp. 938-971, 2010.
20- Baumgarth, Carsten, & Schmidt, Marco. How strong is the business-to-business brand in the workforce? An empirically-tested model of internal brand equity in a business-to-business setting. Industrial Marketing Management, 39(3).pp. 1250-1260, 2010.
21- Kotler, P. and Keller, K. Marketing management, New Jersey: Pear-Son Prentic Hall, pp. 273-5, 2007.
22- Yadin, P. International Dictionary of Marketing. New York, pp. 52-3, 2002.
23- Passikoff, R.. Brand Equity Valuation, The Journal of Product and Brand Management, 12, pp. 29-30. 2006.
24- Roglaski, S. “Business Intelligence: 360° insight: The intelligence challenge”, DM Review Magazine, Jan, 2003.
25- Gupta, S.D. “A strategy for intelligence”, Network magazine, http://www.networkmagazineindia.com/archives.shtml, 2003.
26- Stephens, D. “Business Intelligence-The business case”. http://www.bi solutions.co.uk. 2002.
27- Hu, T-L., Chang, C.Y., Hsieh, W-C., & Chen, K-H. An Integrated relationship on brand strategy, brand equity, customer trust and brand performance- an empirical investigation of the health food industry. The International Journal of Organizational Innovation, 2(3), pp. 89-106, 2010.
28- Lee, Y.K., Park, K.H., Park, D.H., Lee, K.A., Kwon, Y.J. The relative impact of service quality on service value, customer satisfaction, and customer loyalty in Korean family restaurant context, Journal of Hospitality and Tourism Administration, 6(1), 27- 51, 2005.
29- Tam, J.L.M. Customer satisfaction, service quality and perceived value: an integrative model. Journal of Marketing Management, 20(7/8), 897-917, 2004.
30- Wong, Y.H., Chan, R., Ngai, E.W.T., Oswald, P. Is customer loyalty vulnerability-based? An empirical study of a Chinese capital intensive manufacturing industry. Industrial Marketing Management, 38(1), 83-93, 2009.
31- Bove, L., Johnson, L.W. Customer loyalty to one service worker: Should it be discouraged?, International Journal of Research in Marketing, 23 (1), 79 – 91, 2006.
32- Bell, S.J., Eisingerich, A.B. The paradox of customer education: customer expertise and loyalty in the financial services industry. European Journal of Marketing, 41(5/6), 466-486, 2007.
33- Zadrozny. W. Leveraging the power of intangible assets, MIT Sloan Manage Rev, 48(1), pp.85–9, 2006.
34- Tse. D.K., Wilton, P.C. Model of consumer satisfaction formation: an extension, Journal of Marketing Research, no. 25, pp. 204–212, 1988.
35- Rokeach. M. The nature of human values, London: Free Pres, 1973.
36- Ying. J., Chang. L.W.The impact of effect on service/quality and satisfaction, J Serv Mark, 20(4), pp. 211–8, 2006.
37- Fontela, E., & Gabus, A. The DEMATEL observer, DEMATEL 1976 Report, Switzerland, Geneva: Battelle Geneva Research Center, 1976.
38- Chiu. Y. J, Chen. H. C, Tzeng. G. H and Shyu. J. Z. Marketing strategy based on customer behavior for the LCD-TV, International Journal of Management and Decision Making, 7(2), pp.143–165, 2006.
39- Tamura. M, Nagata. H and Akazawa. K. Extraction and systems analysis of factors that prevent safety and security by structural models, In 41st SICE annual conference, Osaka, Japan, 2002.
40- Lee, Y. C., Lee, M. L., Yen, T. M., & Huang, T. H. Analysis of fuzzy Decision Making Trial and Evaluation Laboratory on technology acceptance model, Expert Systems with Applications, pp. 1-10, 2011.
41- Dalalah, D., Hayajneh, M and Batieha, F. A fuzzy multi-criteria decision making model for supplier selection. Expert Systems with Applications, No.38, pp. 8384-8391, 2011.
42- Tzeng. G. H, Chiang. C. H and Li, C. W. Evaluating intertwined effects in e-learning programs: A novel hybrid MCDM model based on factor analysis and DEMATEL, Expert Systems with Applications, 32(4), pp. 1028–1044, 2007.
43- Wu. Wei-Wen. Choosing knowledge management strategies by using a combined ANP and DEMATEL approach, Expert Systems with Applications, No.35, pp. 828–835, 2008.
44- García & Pinzón (2017). Key success factors to business intelligence solution implementation, Journal of Intelligence Studies in Business, 7(1), pp. 48-69, 2017.
45- Gaardboe, Rikke and Svarre, Tanja. "Critical Factors for Business Intelligence Success". In Proceedings of the 25th European Conference on Information Systems (ECIS), Guimarães, Portugal, June 5-10, pp. 470-486, 2017.
46- Khojasteh, N., R.Ansari, H. R. D.Abadi. “A study of the influencing technological and technical factors successful implementation of business intelligence system in internet service providers companies. ”International Journal of Academic Research in Accounting, Finance & Management Sciences 3, pp. 125–132, 2013.
47- Ravasan, A. Z. and S. R. Savoji. “An investigation of BI implementation critical success factors in Iranian context.” International Journal of Business Intelligence Research 5(3), pp. 41–57, 2014.
48- Nasab, S. S., H.Selamat, and M. Masrom. A Delphi study of the important factors for BI system implementation in the public sector organizations. Jurnal Teknologi 77 (19). Pp. 113-120, 2015.
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