بررسی تأثیر کیفیت‌ خدمات در قصد‌ خرید با میانجیگری بازاریابی دهان‌به‌دهان و نقش تعدیلگر همدلی (مورد مطالعه: گردشگران و نخبگان سلامت)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار، گروه مدیریت، دانشکدۀ اقتصاد و مدیریت، دانشگاه تبریز، تبریز، ایران

2 استادیار، گروه مدیریت، دانشکدۀ اقتصاد و مدیریت، دانشگاه تبریز، تبریز، ایران

3 دانشجوی دکتری مدیریت بازرگانی، گروه مدیریت، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران

10.22034/jtd.2021.272903.2272

چکیده

گردشگری سلامت صنعتی بسیار حساس است. با توجه به ظرفیت‌های بالقوه‌ای که در حوزۀ گردشگری سلامت در ایران وجود دارد، هنوز هم نیاز است به عوامل اصلی توسعۀ گردشگری سلامت توجه بیشتری معطوف شود و با برنامه‌ریزی مناسب گام‌هایی در این جهت برداشته شود. از‌این‌رو، هدف پژوهش حاضر استفاده از چارچوب راهبرد بازاریابی به‌منظور بررسی تأثیرات مهم کیفیت خدمات از طریق نقش میانجی بازاریابی دهان‌به‌دهان و تعدیلگر درک و شناخت (همدلی) مشتری در قصد ‌‌خرید گردشگران سلامت است. این پژوهش از نوع پژوهش‌های کاربردی است و، از نظر شیوۀ پژوهش جزء پژوهش‌های توصیفی ـ پیمایشی است. جامعۀ آماری پژوهش را گردشگران و نخبگان سلامت استان آذربایجان شرقی تشکیل می‌دهند. به‌منظور تعیین حجم نمونه، از فرمول کوکران برای جامعۀ نامعلوم استفاده شد. در این فرمول، ابتدا از 30 نفر از جامعۀ آماری پیش‌نمونه‌گیری گرفته شد. با توجه به انحراف معیار این پیش‌نمونه، حداقل حجم نمونه 108 نفر برآورد شد. نمونه‌گیری در این تحقیق با استفاده از روش تصادفی ساده انجام شد. داده‌های جمع‌آوری‌شده توسط پرسش‌نامه با استفاده از روش مدل‌سازی معادلات ساختاری و نرم‌افزارهای PLS و SPSS تجزیه‌وتحلیل شده‌اند. یافته‌های پژوهش نشان داد که کیفیت‌ خدمات تأثیر مثبت و معناداری در قصد ‌خرید ندارد و بازاریابی دهان‌به‌دهان رابطۀ بین کیفیت‌ خدمات و قصد‌ خرید را تقویت و همدلی و درک و شناخت مشتری رابطۀ بین کیفیت‌ خدمات و قصد خرید را تعدیل می‌کند.

کلیدواژه‌ها


عنوان مقاله [English]

InvestigatingThe effect of Quality of Service on Purchase intention with the Mediatin word of mouth and with the role of Innovative empathy (Case Study: Tourists and Health Elites)

نویسندگان [English]

  • Mohammad Faryabi 1
  • Younis Jabarzadeh 2
  • Vahideh Ebrahimi Kharajo 3
1 Associate Professor, Deparment of Management, Faculty of Economics and Management, University of Tabriz, Tabriz, Iran
2 Assistant Professor, Deparment of Management, Faculty of Economics and Management, University of Tabriz, Tabriz, Iran
3 Ph.D. Student of business Management, Faculty of Social Sciences, Mohaghegh Ardabili University, Ardabil, Iran
چکیده [English]

Health tourism is a very sensitive industry. Considering the potential capacities that exist in the field of health tourism in Iran, it is still necessary to pay more attention to the main factors of the development of health tourism and to take steps in this direction with proper planning. Therefore, the purpose of this research is to use the framework of marketing strategy in order to investigate the important effects of service quality through the mediating role of word-of-mouth marketing and the moderator of customer understanding and recognition (empathy) in the purchase intention of health tourists. This research is of the type of applied research and, in terms of the research method, it is part of the descriptive-survey research. The statistical population of the research consists of tourists and health elites of East Azarbaijan province. In order to determine the sample size, Cochran's formula was used for the unknown population. In this formula, first a sample of 30 people from the statistical community was taken. According to the standard deviation of this sample, the minimum sample size was estimated to be 108 people. Sampling in this research was done using simple random method. The data collected by the questionnaire have been analyzed using the structural equation modeling method and PLS and SPSS software. The findings of the research showed that service quality does not have a positive and significant effect on purchase intention, and word-of-mouth marketing strengthens the relationship between service quality and purchase intention, and customer empathy and understanding moderates the relationship between service quality and purchase intention

کلیدواژه‌ها [English]

  • purchase intention
  • word of mouth marketing
  • empathy
  • service quality
  • health tourism
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