عنوان انگلیسی مقاله:

Role of gratitude and obligation in long term customer relationships

ترجمه عنوان مقاله: نقش تشکر (قدردانی) و تعهد در روابط بلند مدت با مشتری

رشته: مدیریت بازاریابی

سال انتشار: 2016

تعداد صفحات مقاله انگلیسی: 14 صفحه

منبع: ISI

نوع فایل: pdf

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چکیده مقاله

This paper examines the role of gratitude and obligation in customer relationships. We surveyed 398 customers exiting grocery and clothing stores in Ahmedabad and Jaipur cities in India, after they had finished shopping. We analysed their responses using structural equation modelling (SEM). We found that social and structural investments by sellers created gratitude among customers, resulting in short-term purchase intensions and increased customer loyalty. In contrast, financial investments made by sellers created obligation among customers, and reduced customer loyalty. The paper also discusses theoretical and managerial implications of these findings.

Keywords: Gratitud, Obligation, Relationship marketing, Loyalty, Purchase intentions

فرضیه های مقاله

H1. Financial  investments result inc ustomer obligation
H2. Social investments would result in customer gratitude
H3. Structur alin vestments result in customer gratitude
H3a. The level of gratitude felt because of structural in vestments is greater than gratitude felt because of social investments
H4. Customer gratitude results in customer purchase in tentions
H5. Customer gratitude results in customer loyalty
H6. Customer obligation results in customer purchase in tentions
H7. Customer obligation is negatively associated with loyalty

مدل مقاله

مدل تشکر (قدردانی) و نقش واسطه تعهد بر نیات و وفاداری مشتری

http://modir3-3.ir/article-english/ISI/isi4-1.PNG

(منبع: دوانی و همکاران، 2016)

http://modir3-3.ir/article-english/ISI/isi4-2.PNG

(همان منبع)

مدل ضریب مسیر پژوهش

http://modir3-3.ir/article-english/ISI/isi4-3.PNG

(همان منبع)

http://modir3-3.ir/images/%D8%B3%D9%81%D8%A7%D8%B1%D8%B4%20%D8%AA%D8%B1%D8%AC%D9%85%D9%87%20%D9%BE%D8%A7%DB%8C%D8%A7%D9%86%20%D9%86%D8%A7%D9%85%D9%87.png

 

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