تاثیر کیفیت محصول، تصویر برند، اعتماد برند بر خشنودی و تعهد مشتریان / مشتریان برند صباح ‌

•   آرشیو : نسخه پاییز 1402
•   کد پذیرش : 12201
•   موضوع : سایر شاخه ها
• نویسنده/گان : | سارا طاطاری، نعیمه قره باش
•   زبان : فارسی
•   نوع مقاله : پژوهشی
•   چکیده مقاله به فارسی : هدف این پژوهش مطالعه تاثیر کیفیت محصول، تصویر برند، اعتماد برند بر خشنودی و تعهد مشتریان برند صباح است. این تحقیق از نظر هدف کاربردی و از نظر نحوه گردآوری داده ها از نوع توصیفی- پیمایشی است. جامعه آماری این تحقیق کلیه مشتریان صباح در شهرستان گنبد کاووس انتخاب شد. داده های موردنیاز از طریق ابزار پرسشنامه و با استفاده از روش نمونه گیری غیر احتمالی و در دسترس از ۳۸۴ نفر از اعضای نمونه جمع آوری شد. جهت تجزیه‌وتحلیل داده‌ها و آزمون فرضیات از مدل‌سازی معادلات ساختاری و تحلیل عاملی تاییدی استفاده شد. به منظور استخراج داد های آماری نیز از نرم‌افزار SPSS نسخه 23 و SMART PLS نسخه 3 استفاده شد. نتایج تحقیق نشان داد که کیفیت محصول بر تصویر برند تاثیر معناداری دارد. کیفیت محصول بر اعتماد به برند تاثیر معناداری دارد. کیفیت محصول بر خشنودی مشتری تاثیر معناداری دارد. تصویر برند بر خشنودی مشتری تاثیر معناداری دارد. اعتماد به برند بر خشنودی مشتری تاثیر معناداری دارد. خشنودی مشتری بر تعهد مشتری تاثیر معناداری دارد.
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•   کلمات کلیدی به فارسی : کیفیت محصول، تصویر برند، اعتماد برند، خشنودی، تعهد مشتریان.
•   چکیده مقاله به انگلیسی : The purpose of this research is to study the effect of product quality, brand image, brand trust on customer satisfaction and commitment of Sabah brand. This research is applied in terms of purpose and descriptive-survey in terms of data collection. The statistical population of this research was selected from all customers of Sabah in Gonbad Kavous city. The required data was collected through a questionnaire and using a non-probability and available sampling method from 384 members of the sample. Structural equation modeling and confirmatory factor analysis were used to analyze data and test hypotheses. In order to extract statistical data, SPSS version 23 and SMART PLS version 3 software were used. The research results showed that product quality has a significant effect on brand image. Product quality has a significant effect on brand trust. Product quality has a significant effect on customer satisfaction. Brand image has a significant effect on customer satisfaction. Brand trust has a significant effect on customer satisfaction. Yes. Customer satisfaction has a significant effect on customer commitment
•   کلمات کلیدی به انگلیسی : Product quality, brand image, brand trust, customer satisfaction, commitment
•  صفحات : 93-106
•   دانلود فایل ( 1.06 MB )