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ارزش طول عمر مشتری در بازاریابی رابطهای: تأثیر رضایت و اعتماد بر پایداری ارزش (مورد مطالعه: صنعت رستورانداری) | ||
| مدیریت زنجیره ارزش راهبردی | ||
| مقاله 3، دوره 1، شماره 2، آذر 1403، صفحه 25-40 اصل مقاله (669.63 K) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22075/svcm.2025.35132.1009 | ||
| نویسنده | ||
| محمد علی سیاه سرانی کجوری* | ||
| استادیار مدیریت، گروه مدیریت و اقتصاد، دانشکده علوم انسانی و اجتماعی، دانشگاه گلستان، گرگان، ایران. | ||
| تاریخ دریافت: 10 شهریور 1403، تاریخ بازنگری: 09 مهر 1403، تاریخ پذیرش: 18 دی 1403 | ||
| چکیده | ||
| پژوهش حاضر بهمنظور بررسی روابط میان متغیرها، بهطور کاربردی و توصیفی-همبستگی انجام شده و دادهها با استفاده از مدل معادلات ساختاری تحلیل شدهاند. جامعه آماری تحقیق شامل مشتریان رستورانهای زنجیرهای اکبر جوجه در مازندران بود و از روش نمونهگیری غیر تصادفی و فرمول کوکران برای انتخاب ۳۸۴ نفر از خریداران استفاده شد. از میان ۴۵۰ پرسشنامه توزیعشده، ۳۸۴ پرسشنامه قابل استفاده بود. دادهها بهصورت میدانی و از طریق پرسشنامه جمعآوری شده و متغیرها شامل مزایای رابطهای، رضایت مشتری، اعتماد مشتری و ارزش طول عمر مشتری با استفاده از پرسشنامههای معتبر مورد سنجش قرار گرفتند. این پژوهش تأثیر مثبت و معنادار مزایای رابطهای بر رضایت و اعتماد مشتری و نقش این عوامل در افزایش ارزش طول عمر مشتری در صنعت رستورانداری را بررسی کرده است. در فرضیات اول و دوم، تأثیر مثبت و معنادار مزیت اطمینان بر رضایت و اعتماد مشتریان مشخص شد. فرضیات سوم و چهارم، تأثیر مثبت و معنادار مزیت اجتماعی بر رضایت و اعتماد را نشان دادند. فرضیات پنجم و ششم به تأثیر مثبت و معنادار مزیت ویژه، مانند خدمات منحصر به فرد، بر رضایت و اعتماد پرداختند. همچنین، فرضیات هفتم و هشتم تأثیر مثبت و معنادار رضایت و اعتماد بر ارزش طول عمر مشتری را مورد تأکید قرار دادند. پژوهش حاضر نشان داد که مزایای رابطهای در صنعت رستورانداری تأثیرات مثبت و معناداری بر رضایت و اعتماد مشتریان دارند که به نوبه خود به افزایش ارزش طول عمر مشتریان منجر میشود. ب | ||
| کلیدواژهها | ||
| مزایای رابطهای؛ ارزش طول عمر مشتری؛ رضایت مشتری؛ اعتماد مشتری | ||
| عنوان مقاله [English] | ||
| Customer lifetime value in relationship marketing: The effect of satisfaction and trust on value sustainability (case study: restaurant industry) | ||
| نویسندگان [English] | ||
| Mohammad Ali Siahsarani Kojuri | ||
| Assistant Professor of Management, Department of Management and Economics, Faculty of Humanities and Social Sciences, Golestan University, Gorgan, Iran | ||
| چکیده [English] | ||
| This research was conducted in an applied and descriptive-correlational manner to examine the relationships between variables, with data analyzed using structural equation modeling. The statistical population included customers of Akbar Joojeh chain restaurants in Mazandaran, and a non-random sampling method along with Cochran's formula was used to select 384 customers. Out of the 450 distributed questionnaires, 384 were usable. The data were collected through fieldwork and a questionnaire, and variables such as relational benefits, customer satisfaction, customer trust, and customer lifetime value were measured using valid questionnaires.The study examined the positive and significant impact of relational benefits on customer satisfaction and trust, and the role of these factors in increasing customer lifetime value in the restaurant industry. The first and second hypotheses identified the positive and significant impact of assurance benefits on customer satisfaction and trust. The third and fourth hypotheses showed the positive and significant impact of social benefits on satisfaction and trust. The fifth and sixth hypotheses addressed the positive and significant impact of special benefits, such as unique services, on satisfaction and trust. Additionally, the seventh and eighth hypotheses emphasized the positive and significant impact of satisfaction and trust on customer lifetime value.This research demonstrated that relational benefits in the restaurant industry have a positive and significant impact on customer satisfaction and trust, which in turn leads to an increase in customer lifetime value. To reinforce these factors, restaurants should improve the quality and consistency of their services, create opportunities for social interaction among customers, offer special and unique benefits, and provide a reliable experience. Furthermore, monitoring and analyzing customer feedback can help identify strengths and weaknesses and contribute to the continuous improvement of services. | ||
| کلیدواژهها [English] | ||
| Relational Benefits, Customer Lifetime Value, Customer Satisfaction, Customer Trust | ||
| مراجع | ||
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