پژوهش های برتر | پروپوزال آماده، مدیریت استراتژیک شرکت ها، پلن های کسب و کار
عنوان پروپوزال: پیش بینی نگرش های ویروسی مصرف کنندگان جوان ایرانی به تلفن همراه، همراه با ارائه مدل
رشته تحصیلی: بازاریابی
مقطع: ارشد
√ مدل: دارد
تعداد صفحات: ۲۰ صفحه
فرمت: Word
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- بیان مساله
- پیشینه پژوهش
- فرضیات پژوهش
- فرضیه اصلی
- فرضیات فرعی
- سوالات پژوهش
- سوال اصلی
- سوالات فرعی
- اهداف پژوهش
- هدف اصلی
- اهداف فرعی
- اهداف کاربردی
- مدل مفهومی پژوهش
- ادبیات موضوعی
- روش پژوهش
- روش جمع آوری اطلاعات
- روش تجزیه و تحلیل اطلاعات
- جامعه آماری
- قلمرو پژوهش (زمان، مکان، موضوع)
- منابع
- همراه با مقاله بیس
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H1: CRM quality is positively related to customer loyalty.
H2: Service quality positively affects customer loyalty through the mediating role of CRM quality.
H3: Customer satisfaction positively affects customer loyalty through the mediating role of CRM quality.
H4: Customer value positively affects customer loyalty through the mediating role of CRM quality.
H5: The mediating effect of service quality on customer loyalty through CRM quality is moderated by brand image such that this effect is stronger for brands with higher image.
H6: The mediating effect of customer satisfaction on customer loyalty through CRM quality is moderated by brand image such that this effect is stronger for brands with higher image.
H7: The mediating effect of customer value on customer loyalty through CRM quality is moderated by brand image such that this effect is stronger for brands with higher image.
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onceptual model, literature review and hypotheses development There are converging views that service evaluation variables including service quality, cust omer value and customer satisfaction are the key customer judgments that influence behavioral intentions (Cronin et al., 2000;Garbarino and Johnson, 1999;Zeithaml et al., 1996). However, the efficacy of the link between customer satisfaction and customer loyalty has come into question, with some researchers suggesting that firms should not solely focus on satisfaction as the main and direct driver of customer loyalty (Kamakura et al., 2002;Rustet al., 1995). In fact, evidence suggests that satisfaction ac-counts for less than 25 percent of the variance in repeat purchase behavior (Szymanski and Henard, 2001), explaining why some satisfied ustomers defect (Jones and Sasser, 1995). Moreover, research shows that customer value is an important antecedent to outcome variables such as word-of-mouth and repeated behavior (Leroi-Werelds et al., 2014;Woodruff, 1997);yet, our knowledge of how customer value is related to behavioral intentions is still fragmented.
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