تحلیل مسیر از نوآوری بازاریابی تا ارزش ویژه برند در صنعت رستوران

نوع مقاله : مقاله پژوهشی

نویسندگان

1 بخش مدیریت، دانشگاه شیراز

2 دانشگاه کاشان

10.22034/jtd.2018.141119.1459

چکیده

امروزه با وجود رقابت شدیدی که در صنعت رستوران وجود دارد، اتخاذ نوآوری‌های بازاریابی جهت کسب رضایت مشتریان امری اجتناب‌ناپذیر است. اکثر شرکت‌ها بدنبال تعاملات توصیه‌ای شفاهی و اینترنتی که توسط مشتریان راضی صورت می‌گیرد، جهت بهبود و توسعه ارزش ویژه برند خود هستند. لذا در این پژوهش با در نظر گرفتن اهمیت نوآوری بازاریابی و نقشی که رضایت مشتری می‌تواند بر تعاملات توصیه‌ای شفاهی و اینترنتی داشته باشد، بدنبال ایجاد و بهبود ارزش ویژه برند در صنعت رستوران هستیم. جامعه آماری این پژوهش، مشتریان رستوران‌های سطح شهر کاشان هستند که با استفاده از نمونه گیری خوشه‌ای و سپس نمونه گیری اتفاقی، 185 نفر از آنها انتخاب و پرسشنامه بین آن‌ها توزیع گردید. برای تحلیل داده‌ها از مدل سازی معادلات ساختاری (SEM) با رویکرد حداقل مربعات جزئی (PLS) استفاده شد. نتایج آزمون نشان داد که نوآوری بازاریابی بر تعاملات توصیه‌ای شفاهی و اینترنتی تاثیر مثبت و معناداری دارد. همچنین رضایت مشتری توانسته نقش تعدیلگر در رابطه‌ی نوآوری بازاریابی و تعاملات توصیه‌ای شفاهی و اینترنتی داشته باشد. همچنین نتایج نشان داد تعاملات توصیه‌ای شفاهی و اینترنتی تاثیر مثبت و معناداری بر ارزش ویژه برند داشته است. از دیگر نتایج این پژوهش تایید نقش میانجی بازاریابی توصیه‌ای شفاهی و اینترنتی در رابطه‌ی بین نوآوری بازاریابی و ارزش ویژه برند می‌باشد.

کلیدواژه‌ها


عنوان مقاله [English]

path analysis from marketing innovation to brand equity in restaurant industry

نویسندگان [English]

  • alireza amini 1
  • peyman dolatshah 2
  • hamidreza fattahi 2
  • mojgan danesh 2
1 Department of management, shiraz university
2 university of kashan
چکیده [English]

Today, despite the intense competition that exists in the restaurant industry, it is inevitable to adopt marketing innovations for customer satisfaction. Most companies are looking for interactive, words of mouth and internet-based advices from their customers to improve their brand equity. Therefore, in this research, according to the importance of marketing innovation and the role that customer satisfaction can have on oral and online advice, we seek to create and improve brand equity in the restaurant industry. The population of this research is customers of Kashan's restaurants who were selected by cluster sampling of 185 people and distributed among them. Structural Equation Modeling (SEM) with partial least squares (PLS) was used for data analysis. The results of the test of hypothesises showed that marketing innovation has a positive and significant effect on the interactions of oral and online advice. Also, customer satisfaction has been able to play a moderator role in the relationship between marketing innovation and interactions with the oral and the Internet. Also, the results showed that oral and online advice interactions had a positive and significant effect on brand equity. The other results of this research confirm the role of the mediator of oral marketing and internet marketing in the relationship between marketing innovation and brand equity.

کلیدواژه‌ها [English]

  • marketing innovation
  • Customer Satisfaction
  • oral counseling interactions
  • online advisory interactions
  • brand equity
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