نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکتری، گروه مدیریت بازرگانی، واحد ساری، دانشگاه آزاد اسلامی، ساری، ایران.
2 کارشناسی ارشد، گروه مهندسی صنایع، واحد تهران جنوب، دانشگاه آزاد اسلامی، تهران، ایران.
چکیده
امروزه استفاده از کیفیت خدمات مناسب در جذب بازار بهتر و ایجاد حس مطلوب در مصرف کنندگان دارای اهمیت بسیاری است. این امر موجب شده است تا هدف تحقیق حاضر بررسی تأثیر کیفیت خدمات بر وفاداری مشتریان و ارزش ویژه برند در شرکت کاله مازندران باشد. تحقیق حاضر از نظر نوع به صورت کاربردی می باشد و از از لحاظ روش در دسته تحقیقات همبستگی-پیمایشی قرار می گیرد. داده های تحقیق با استفاده از توزیع پرسشنامه جمع آوری شده است. برای سنجش متغیر کیفیت خدمات از مدل سروکوآل و سروپرف استفاده شده است که دارای 23 گویه است. وفاداری مشتریان از طریق مدل لیو (2008) سنجیده شده است که دارای 8 گویه می باشد. در نهایت متغیر ارزش ویژه برند با استفاده از مدل آکر (1991) بررسی شده است که این مدل دارای 32 گویه می باشد. نمونه آماری تحقیق به تعداد 214 نفر از مشتریان محصولات کاله می باشند که به صورت تصادفی ساده انتخاب شدند. جهت تحلیل داده ها از نرم افزار SPSS استفاده شده است. نتایج تحقیق نشان می دهد که کیفیت خدمات دارای اثر مثبت و معناداری بر وفاداری مشتریان و ارزش ویژه برند می باشد. در ابعاد کیفیت خدمات اطمینان دارای بیشترین تأثیر بر متغیرهای وابسته می-باشد و برای مشتریان بسیار حائز اهمیت است
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
Investigating the Effect of Service Quality on Customer Loyalty and Brand Equity in Kaleh Mazandaran Company
نویسندگان [English]
- Nila Nejati 1
- Seyed Mohammad Hashemian 2
1 PhD student, Department of Business Administration, Sari Branch, Islamic Azad University, Sari, Iran.
2 MA, Department of Industrial Engineering, South Tehran Branch, Islamic Azad University, Tehran, Iran.
چکیده [English]
Today, using the quality of services is very important in attracting market and creating a favorable feeling in costumers. This has led to the purpose of this study to investigate the effect of service quality on customer loyalty and brand equity in Kaleh Mazandaran Company. The present study is practical in terms of type and in terms of method is in the category of correlation-survey research. Research data were collected using a questionnaire distribution. To measure the Service quality variable, Servqual and Servperf model has been used, which has 23 items. Customer loyalty is measured by Liu (2008) model which has 8 items. Finally, the Brand equity variable has been investigated using the Aaker (1991) model, which has 32 items. The statistical sample of the research is 214 customers of Kaleh products who were selected by simple random sampling. SPSS software was used to analyze the data. The results show that service quality has a positive and significant effect on customer loyalty and brand equity. In dimentions of service quality, reliability has the greatest impact on dependent variables and is very important for customers.
کلیدواژه‌ها [English]
- Service Quality
- Customer Loyalty
- Brand Equity
- Kaleh Mazandaran Company
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