ارزيابي عوامل كيفيت تجربي مشتريان از طريق اعتماد و يادگيري براي كسب وفاداري تجربي

Evaluation of experimental quality factors of customers through trust and learning for gaining experimental loyalty

امروز خدمات از سوي شركت هاي رقيب روزبه روز به يكديگر شبيه تر مي‌شوند و ديگر به سختي مي توان مشتري را با ارايه خدمتي كاملا بديع در بلندمدت شگفت زده كرد، زيرا نوآورانه ترين خدمات به سرعت از سوي رقبا تقليد شده و به بازار عرضه مي گردند. از اين رو نيازمند بررسي عوامل موثر بر وفاداري مشتري هستيم.بنابراين هدف از تحقيق پيش رو شناسايي عوامل افزايش وفاداري مشتريان شركت سامسونگ كرج ميباشد.تحقيق حاضر تحقيقي توصيفي پيمايشي است و با استفاده از مدل يابي معادلات ساختاري اقدام به بررسي ميزان تأثير عوامل شناسايي شده بر وفاداري مشتري ميباشد . ابزار گردآوري داده هاي تحقيق حاضر پرسشنامه است كه پايايي پرسشنامه تحقيق حاضر با محاسبه ضريب آلفاي كرونباخ مورد سنجش قرار گرفته كه به ميزان 936‏/0 بوده است.. نتايج تحقيق حاضر تاثير مثبت و معناداري بين كيفيت تعاملي، محيطي، بهره وري، دسترسي بر كيفيت تجربي و تخصص، رفتار، نگرش بر تعاملي و تميزي، موقعيت، طراحي بر محيطي و زمان انتظار، عوامل اجتماعي بر بهره وري و مقصد، اطلاعات، سهولت بر دسترسي و كيفيت تجربي بر ارزش درك شده، و عدالت بر رابطه كيفيت تجربي و وفاداري تجربي و تاثير غير معناداري اعتماد، يادگيري بر كيفيت تجربي، كيفيت تجربي بر مدافعه، شور، عدالت و شور، عدالت بر رابطه درك رضايتمندي، وفاداري تجربي را نشان مي دهد. با توجه به رقابت شديد شركت هاي لوازم خانگي براي كسب سود بيشتر بر آن شديم كه در اين مقاله بر اساس اطلاعاتي كه ارايه شده است به سطح بالايي از وفاداري تجربي در مشتري دست پيدا كنيم.

Nowadays, services are becoming extremely similar to each other by competing companies, and it s hard to surprise customers. Actually, this is due to the fact that most innovative services are quickly imitated by competitors and sent to the market. Therefore, the purpose of the present research is to evaluate the quality of the customers empirical quality through trust and learning for empirical loyalty in Samsung s Home Appliance Company in Karaj. The hypothesis of this research is to assess the impact of interactive, environmental, productivity, access, trust, learning on empirical quality and expertise, behavior, attitude towards interactivity and cleanliness, location, environmental design and waiting time, social factors on productivity and destination, information, the ease of access and quality of empirical evidence on advocacy, perceived value, justice, passion and justice focuses on the relationship between satisfaction, empirical loyalty and justice on the relationship between empirical quality and empirical loyalty. The statistical population of this research consists of all the customers of Samsung s Home Appliance Company in Karaj during 1395. For this purpose, 384 samples were selected and 400 questionnaires were distributed among the customers of Samsung s Home Appliance Company in Karaj, which were randomly selected from the statistical population. The reliability of the questionnaire was measured by calculating the Cronbach s alpha coefficient, which was 0.936. The validity of the research tool has been confirmed by performing the confirmatory factor analysis technique. Structural equation modeling has also been used to analyze the information. The results of this study reveal a positive and significant effect on the quality of interactive, environmental, productivity, access to empirical quality and expertise, behavior, attitude on interactivity and cleanliness, position, environmental design and waiting time, social factors on productivity and destination, information, ease in access and quality of empirical perceived value, and justice on the relationship between empirical quality and empirical loyalty and the insignificant impact of trust, learning on empirical quality, empirical quality on advocacy, passion, justice and passion, justice on the relationship of satisfaction, empirical loyalty.