تاثیر بازاریابی رابطه مند بر حفظ مشتری از طریق تعامل مشتری با توجه به رفتار شهروندی
محورهای موضوعی : طراحی یک برنامه بازاریابی عمومیرضا پورمحمد 1 , مراد رضایی دیزگاه 2
1 - کارشناسی ارشد مدیریت،واحد رشت،دانشگاه آزاد اسلامی،رشت،ایران
2 - استادیار گروه مدیریت،واحد رشت،دانشگاه آزاد اسلامی،رشت،ایران
کلید واژه: حفظ مشتری, بازاریابی رابطه مند, تعامل مشتری, اعتماد, تعهد, رسیدگی به تعارض, رفتار شهروندی مشتری,
چکیده مقاله :
در سالهای اخیر به دلیل رقابت تنگاتنگ در بازارهای مختلف ، شرکتها و تولید کنندگان کالاهای گوناگون ناگزیر به استفاده از روش ها و ابزارهای مختلفی برای حفظ مشتریان گردیده اند. در همین رابطه می توان به استراتژی های موثری اشاره نمود ، که یکی از این مهمترین استراتژی ها ، بازاریابی رابطه مند می باشد. از اینرو در این پژوهش سعی شده تا تاثیر بازاریابی رابطه مند بر حفظ مشتری از طریق تعامل مشتری با درنظر گرفتن رفتار شهروندی مشتری در میان تولید کنندگان مرغ گوشتی استان گیلان بررسی گردد. این پژوهش از نوع توصیفی و بر اساس جمع آوری داده ها می باشد. نمونه آماری از میان مشتریان مرغ گوشتی با روش نمونه برداری غیراحتمالی انتخاب شده است. ابزار جمع آوری داده ها پرسشنامه و جامعه آماری 150 نفر بوده اند . به منظور آزمودن پایایی تحقیق از آلفای کرونباخ استفاده گردید. همچنین بررسی داده های تحقیق و آزمون فرضیه ها با استفاده از نرم افزار SPSS و نرم افزار AMOS GRAPHIC صورت پذیرفت. نتایج تحقیق نشان دادند که از میان متغیرها و سازه های تشکیل دهنده بازاریابی رابطه مند متغییرهای اعتماد و رسیدگی به تعارض تاثیر مثبت و معناداری بر حفظ مشتری از طریق تعامل مشتری دارند. همچنین نتایج مشخص کرد که رفتار شهروندی مشتری تاثیری بر رابطه بازاریابی رابطه مند و حفظ مشتری ندارد.
In these years due to intense competition companies have forced to use tools and methods for enhancing their customer retention. There effective and common strategies for improving this issue. One of these significant and important strategies is relationship marketing. This research accomplished in order to investigate the effect of relationship marketing on customer retention through customer engagement considering customer citizenship behavior within broiler manufacturers in province of guilan (north of Iran) . This is descriptive survey research based on data collecting. Statistical population were selected among consumers of broiler industry’s products by non-probability sampling method. Data collecting tool were questionnaire and sample size were 150. For testing reliability cronbach’s alpha test was used. For analyzing dates used Amos Graphic and SPSS. Results showed that trust and conflict handling as relation marketing elements have positive and significant effect on customer retention through customer engagement , and also results showed that customer citizenship behavior has no significant effect on relationship of customer engagement and customer retention.
• Agyei, J., Sun, S., Abrokwah, E., Penney, E. K., & Ofori-Boafo, R. (2020). Influence of trust on customer engagement: Empirical evidence from the insurance industry in Ghana. SAGE Open. https://doi.org/10.1177/2158244019899104
• Aherne, M., Bhattacharya, C. B., & Gruen, T. (2005). Antecedents and consequences of customer–company identification: Expanding the role of relationship marketing. Journal of Applied Psychology, 90(3), 574−585.
• Al Abdulrazak, R. M., & Gbadamosi, A. (2017). Trust, religiosity, and relationship marketing: A conceptual overview of consumer brand loyalty. Society and Business Review, 12(3), 320–339.
• Amoako, G. K., Neequaye, E. K., Kutu-Adu, S. G., Caesar, L. D., & Ofori, K. S. (2019). Relationship marketing and customer satisfaction in the Ghanaian hospitality industry: an empirical examination of trust and commitment. Journal of Hospitality and Tourism Insights.
• Ashley, C., Noble, S. M., Donthu, N., & Lemon, K. N. (2011). Why customers won’t relate: Obstacles to relationship marketing engagement. Journal of Business Research, 64(7), 749–756.
• Bettencourt, L. A. (1997). Customer voluntary performance: Customers as partners in service delivery. Journal of Retailing, 73(3), 383−406
• Bettencourt, L. A., Brown, S. W., & MacKenzie, S. B. (2005). Customeroriented boundary-spanning behaviors: Test of a social exchange model of antecedents. Journal of Retailing, 81(2), 141−157.
• Bahri-Ammari, N., & Bilgihan, A. (2019). Customer retention to mobile telecommunication service providers: the roles of perceived justice and customer loyalty program. International Journal of Mobile Communications, 17(1), 82–107.
• Bailey, J. J., Gremler, D. D., & McCollough, M. A. (2001). Service encounter emotional value: The dyadic influence of customer and employee emotions. Service Marketing Quarterly, 23(1), 1−25.
• Berry, L. L. 1983. Emerging perspective on services marketing. American marketing Association, Chicago, IL.
• Bodey, K. L., Shao, W., & Ross, M. (2017). Localization and customer retention for franchise service systems. Services Marketing Quarterly, 38(2), 100–114.
• Bryson, Colin and Len Hand (2007), ‘‘The Role of Engagement in Inspiring Teaching and Learning,’’ Innovations in Education and Teaching International, 44 (4), 349-362.
• Bowen, D. E. (1986). Managing customers as human resources in service organizations. Human Resource Management, 25(3), 371−383.
• Cheng, B. L., Gan, C. C., Imrie, B. C., & Mansori, S. (2019). Service recovery, customer satisfaction and customer loyalty: Evidence from Malaysia’s hotel industry. International Journal of Quality and Service Sciences, 11, 187–203.
• Ford, W. S. Z. (1995). Evaluation of the indirect influence of courteous service on customer discretionary behavior. Human Communication Research, 22(1), 65−89.
• Groth, M. (2005). Customers as good soldiers: Examining citizenship behaviors in internet service deliveries. Journal of Management, 31(1), 7−27.
• Groth, M., Mertens, D. P., & Murphy, R. O. (2004). Customers as good oldiers: Extending organizational citizenship behavior research to the customer domain. In D. L. Turnipseed (Ed.), Handbook of organizational citizenship behavior (pp. 411−430). Nova Science Publishers.
• Gruen, T. W., Summers, J. O., & Acito, F. (2000, July). Relationship marketing activities, commitment, and membership behaviors in professional associations. Journal of Marketing, 64, 34−49
• Gummesson, E. (1991), “Marketing revisited: the crucial role of the part-time marketers”, European Journal of Marketing, Vol. 25 No. 2, pp. 60-7.
• Gummesson, E. (1993), Relations marknadsforing, Fran 4 P till 3 Relationship Marketing: From 4Ps to 3Rs), Stockholm University, Stockholm.
• Gummesson, E. (2017). From relationship marketing to total relationship marketing and beyond. Journal of Services Marketing, 31(1), 16–19.
• Gumparthi, V. P., & Patra, S. (2020). The phenomenon of brand love: a systematic literature review. Journal of Relationship Marketing, 19(2), 93-132.
• Gwinner, K. P., Gremler, D. D., & Bitner, M. J. (1998). Relational benefits in services industries: The customer’s perspective. Journal of the Academy of Marketing Science, 26(2), 101-114. http://dx.doi.org/10.1177/0092070398262002.
• Halbesleben, J. R. B., & Buckley, M. R. (2004). Managing customer as employees of the firm. Personnel Review, 33(3), 351−372.
• Hawkins, L., & Hoon, S. (2019). The Impact of Customer Retention Strategies and the Survival of Small Service-Based Businesses. SSRN Electronic Journal, 5(564), 1–19. https://doi.org/10.4324/9781315853178.
• Hapsari, R., Clemes, M. D., & Dean, D. (2017). The impact of service quality, customer engagement and selected marketing constructs on airline passenger loyalty. International Journal of Quality and Service Sciences.
• Lengnick-Hall, C. A., Claycomb, V., & Inks, L. W. (2000). From recipient to contributor: Examining customer roles and experienced outcomes. European Journal of Marketing, 34(3/4), 359−383.
• London, Bonita, Geraldine Downey and Shauna Mace (2007), ‘‘Psychological Theories of Educational Engagement: A Multi-Method Approach to Studying Individual Engagement and Institutional Change,’’ Vanderbilt Law Review, 60 (2), 455-481.
• Iglesias, O., Markovic, S., Bagherzadeh, M., & Singh, J. J. (2020). Co-creation: A key link between corporate social responsibility, customer trust, and customer loyalty. Journal of Business Ethics, 163(1), 151-166.
• Maggon, M., & Chaudhry, H. (2015). Revisiting relationship marketing and customer relationship management in leading tourism and hospitality journals: research trends from 2001 to 2013. Journal of Relationship Marketing, 14(1), 53-77.
• Marakanon, L., & Panjakajornsak, V. (2017). Perceived quality, perceived risk and customer trust affecting customer loyalty of environmentally friendly electronics products. Kasetsart
• Journal of Social Sciences, 38(1), 24–30.
• Mokhtaruddin, S., Wel, C., & Khalid, N. (2019). Employee Rhetorical Sensitivity as a Mediator in the Relationship between Customer Orientation and Customer Retention. The South East Asian Journal of Management, 13(2), 170–182.
• Moorman, C., Deshpande´, R. and Zaltman, G. (1993), Relationship between Providers and Users of Market Research: The Role of Personal Trust, Marketing Science Institute, Cambridge, MA.
• Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38. http://dx.doi.org/10.2307/1252308.
• Narteh, B., Agbemabiese, G. C., Kodua, P., & Braimah, M. (2013). Relationship marketing and customer loyalty: Evidence from the Ghanaian luxury hotel industry. Journal of Hospitality
• Marketing & Management, 22(4), 407–436.
• Ndubisi, N. O. (2007). Relationship marketing and customer loyalty. Marketing Intelligence & Planning, 25(1), 98–106.
• Rather, R. A., & Sharma, J. (2017). Customer engagement for evaluating customer relationships in hotel industry. European Journal of Tourism, Hospitality and Recreation, 8(1), 1–13.
• Revilla-Camacho, M. Á., Vega-Vázquez, M., & Cossío-Silva, F. J. (2015). Customer participation and citizenship behavior effects on turnover intention. Journal of Business Research, 68(7), 1607–1611.
• Salem, S. F. (2021). Do relationship marketing constructs enhance consumer retention? An empirical study within the hotel industry. SAGE Open, 11(2), 21582440211009224.
• Shooshtari, N. H., Stan, S., & Clouse, S. F. (2018). Receiving, recording, and responding to customer complaints: The effects of formalizing customer complaint handling policies in retail firms. Services Marketing Quarterly, 39(3), 225–239.
• So, K. K. F., King, C., Sparks, B. A., & Wang, Y. (2016). The role of customer engagement in building consumer loyalty to tourism brands. Journal of Travel Research, 55(1), 64–78.
• Su, L., Swanson, S. R., Chinchanachokchai, S., Hsu, M. K., & Chen, X. (2016). Reputation and intentions: The role of satisfaction, identification, and commitment. Journal of Business Research, 69(9), 3261-3269.
• Tung, V. W. S., Chen, P. J., & Schuckert, M. (2017). Managing customer citizenship behaviour: the moderating roles of employee responsiveness and organizational reassurance. Tourism Management, 59, 23–35.
• Van Tonder, E., & Petzer, D. J. (2018). The interrelationships between relationship marketing constructs and customer engagement dimensions. The Service Industries Journal, 38(13-14), 948-973.
• Xie, Y., & Peng, S. (2009). How to repair customer trust after negative publicity: The roles of competence, integrity, benevolence, and forgiveness. Psychology & Marketing, 26(7), 572–589.
• Yao, T., Qiu, Q., & Wei, Y. (2019). Retaining hotel employees as internal customers: Effect of organizational commitment on attitudinal and behavioral loyalty of employees. International Journal of Hospitality Management, 76, 1-8.
• Zhu, D. H., Sun, H., & Chang, Y. P. (2016). Effect of social support on customer satisfaction and citizenship behavior in online brand communities: The moderating role of support source. Journal of Retailing and Consumer Services, 31, 287-293
