نوع مقاله : مقاله پژوهشی
نویسنده
کارشناسی ارشد، گروه مدیریت بازرگانی، موسسه آموزش عالی خردگرایان مطهر، مشهد، ایران.
چکیده
هدف از این پژوهش بررسی تاثیر قاطعیت کلام بر ادراک قدرت برند و درگیری ذهنی مشتریان در شبکه های اجتماعی در میان مشتریان بانک شهر در شهر مشهد می باشد. روش پژوهش حاضر توصیفی-پیمایشی و از نظر هدف کاربردی می‌باشد. جامعه آماری پژوهش شامل کلیه‌ی مشتریان بانک شهر در شهر مشهد می‌باشد که تعداد آن 304689 نفر می‌باشد. بر اساس فرمول کوکران، در این پژوهش تعداد نمونه 384 نفر در نظر گرفته که این تعداد با روش تصادفی ساده انتخاب شده است. جهت تحلیل داده‌ها پژوهش از دو روش آمار توصیفی و استنباطی استفاده شده است. در آمار توصیفی از میانگین و درصد فراوانی برای ویژگی‌های جمعیت شناسی استفاده گردیده است. در این پژوهش بعد از روش آمار توصیفی به تجزیه و تحلیل داده‌ها پرداخته شد و با استفاده از آزمون آلفای کرونباخ برای پایایی پرسشنامه و برای تجزیه و تحلیل اطلاعات مورد نیاز برای انجام آزمون از نرم افزار آماری SmartPLS4 و SPSS استفاده شده است. نتایج حاکی از آنست که قاطعیت کلام بر ادراک قدرت برند در شبکه های اجتماعی در میان مشتریان بانک شهر تاثیر مثبت و معناداری دارد. و همچنین، قاطعیت کلام بر درگیری ذهنی مشتریان در شبکه های اجتماعی در میان مشتریان بانک شهر تاثیر مثبت و معناداری دارد.
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
Investigating the Effect of Verbal Assertiveness on the Perception of Brand Power and Mental Engagement of Customers in Social Networks (Study case: Shahr Bank Branches)
نویسنده [English]
- Saeid Asghari
M.A, Department of Business Management, Motahar Institute of Higher Education of Rationalists, Mashhad, Iran.
چکیده [English]
The purpose of this research is to investigate the effect of verbal assertiveness on the perception of brand power and the mental engagement of customers in social networks among Shahr Bank customers in Mashhad. The present research method is descriptive-survey and practical in terms of purpose. The statistical population of the research includes all the customers of Shahr Bank in Mashhad, whose number is 304,689. Based on Cochran's formula, in this research, the number of samples is 384, which was selected by simple random method. In order to analyze the research data, two methods of descriptive and inferential statistics have been used. In descriptive statistics, mean and percentage of frequency are used for demographic characteristics. In this research, after the descriptive statistics method, the data was analyzed and Cronbach's alpha test was used for the reliability of the questionnaire and SmartPLS4 and SPSS statistical software were used to analyze the information required for the test. The results indicate that word determination has a positive and significant effect on the perception of brand power in social networks among Bank Shahr customers. Also, decisiveness of words has a positive and significant effect on the mental involvement of customers in social networks among Shahr Bank customers.
کلیدواژه‌ها [English]
- Verbal Assertiveness
- Perception of Brand Power
- Mental Engagement of Customers
- Social Networks
- Shahr Bank
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