تأثير ويژگي هاي شخصيتي برند بر وفاداري به برند با توجه به نقش ميانجي سازگاري و رضايت مشتري در يك شركت بيمه اي

The Effect of Brand Personality Traits on Brand Loyalty with Regard to the Mediating Role of Compatibility and Customer Satisfaction in an Insurance Company

ﻫﺪف: ﭘﮋوﻫﺶ ﺣﺎﺿﺮ ﺑﺎ ﻫﺪف ﺗﻌﯿﯿﻦ ﺗﺄﺛﯿﺮ وﯾﮋﮔﯽ ﻫﺎي ﺷﺨﺼﯿﺘﯽ ﺑﺮﻧﺪ ﺑﺮ وﻓﺎداري ﺑﻪ ﺑﺮﻧﺪ ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ ﻧﻘﺶ ﻣﯿﺎﻧﺠﯽ ﺳﺎزﮔﺎري و رﺿﺎﯾﺖ ﻣﺸﺘﺮي در ﯾﮏ ﺷﺮﮐﺖ ﺑﯿﻤﻪاي در ﺷﻬﺮﺳﺘﺎن ﮔﺮﮔﺎن اﻧﺠﺎم ﺷﺪه اﺳﺖ. روش ﺷﻨﺎﺳﯽ: اﯾﻦ ﭘﮋوﻫﺶ ﺑﻪ ﻟﺤﺎظ ﻫﺪف، ﮐﺎرﺑﺮدي اﺳﺖ ﮐﻪ ﺑﻪ ﺻﻮرت ﺗﻮﺻﯿﻔﯽ - ﭘﯿﻤﺎﯾﺸﯽ اﺟﺮا ﺷﺪه اﺳﺖ. ﺟﺎﻣﻌﻪ آﻣﺎري ﺗﺤﻘﯿﻖ ﺷﺎﻣﻞ ﮐﻠﯿﻪ ﻣﺸﺘﺮﯾﺎن ﺷﺮﮐﺖ ﺑﯿﻤﻪاي ﻣﻮرد ﻣﻄﺎﻟﻌﻪ ﺑﻪ ﺗﻌﺪاد ﻧﺎﻣﻌﯿﻦ ﺑﻮد ﮐﻪ ﺣﺠﻢ ﻧﻤﻮﻧﻪ ﻣﻄﺎﺑﻖ ﺟﺪول ﮐﺮﺟﺴﯽ و ﻣﻮرﮔﺎن ﺑﻪ ﺗﻌﺪاد 384 ﻧﻔﺮ ﺗﻌﯿﯿﻦ ﺷﺪ و ﺑﺮاي ﻧﻤﻮﻧﻪ ﮔﯿﺮي از روش ﺗﺼﺎدﻓﯽ ﺳﺎده اﺳﺘﻔﺎده ﺷﺪ. ﺗﺤﻠﯿﻞ داده ﻫﺎ ﺑﺎ روش ﻣﻌﺎدﻻت ﺳﺎﺧﺘﺎري و ﺑﻪوﺳﯿﻠﻪ ﻧﺮم اﻓﺰار ﻟﯿﺰرل اﻧﺠﺎم ﺷﺪ. ﯾﺎﻓﺘﻪ ﻫﺎ: ﻧﺘﺎﯾﺞ ﻧﺸﺎن داد وﯾﮋﮔﯽ ﻫﺎي ﺷﺨﺼﯿﺘﯽ ﺑﺮﻧﺪ ﺑﺮ ﺳﺎزﮔﺎري، رﺿﺎﯾﺖ ﻣﺸﺘﺮي و وﻓﺎداري ﺑﻪ ﺑﺮﻧﺪ ﺗﺄﺛﯿﺮ دارد. ﻫﻤﭽﻨﯿﻦ، ﺳﺎزﮔﺎري ﺑﺮ وﻓﺎداري ﺑﻪ ﺑﺮﻧﺪ و رﺿﺎﯾﺖ ﻣﺸﺘﺮي ﺗﺄﺛﯿﺮ دارد. در ﻧﻬﺎﯾﺖ اﯾﻦ ﮐﻪ رﺿﺎﯾﺖ ﻣﺸﺘﺮي ﺑﺮ وﻓﺎداري ﺑﻪ ﺑﺮﻧﺪ ﺗﺄﺛﯿﺮ دارد. ﻧﺘﯿﺠﻪ ﮔﯿﺮي: اﻣﺮوزه ﺷﺮﮐﺖ ﻫﺎ ﺑﻪ دﻧﺒﺎل ﺣﻔﻆ ﻣﺸﺘﺮﯾﺎن ﻫﺴﺘﻨﺪ و ﺗﺼﻮﯾﺮي ﮐﻪ از ﺷﺨﺼﯿﺖ ﺑﺮﻧﺪ در ذﻫﻦ ﻣﺸﺘﺮﯾﺎن ﻧﻘﺶ ﻣﯽ ﺑﻨﺪد از ﺳﺎزه ﻫﺎي ﺑﺮﺟﺴﺘﻪ در ﺷﮑﻞ ﮔﯿﺮي وﻓﺎداري ﺑﻪ ﺑﺮﻧﺪ اﺳﺖ. ﺑﻨﺎﺑﺮاﯾﻦ، ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ ﻧﺘﺎﯾﺞ ﻣﯽ ﺗﻮان ﮔﻔﺖ وﯾﮋﮔﯽ ﻫﺎي ﺷﺨﺼﯿﺘﯽ ﺑﺮﻧﺪ از ﻃﺮﯾﻖ ﺳﺎزﮔﺎري و رﺿﺎﯾﺖ ﻣﺸﺘﺮي ﺑﺎﻋﺚ ﺑﻬﺒﻮد وﻓﺎداري ﺑﻪ ﺑﺮﻧﺪ ﻣﯽ ﺷﻮد

Objective: The present study aimed to determine the effect of brand personality traits on brand loyalty with respect to the mediating role of compatibility and customer satisfaction in an insurance company in Gorgan, Iran. Methodology: This research is applied in terms of purpose and is conducted as a descriptive survey. The statistical population of the study is consisted of all insurance customers in Gorgan. The sample size was 384 persons according to Krejcie and Morgan table and simple random sampling method was used. Data analysis was performed by structural equation method with LISREL software. Results: The results showed that brand personality traits affect compatibility. Brand personality traits affect customer satisfaction. Compatibility affects brand loyalty. Customer satisfaction affects brand loyalty. Compatibility affects customer satisfaction. Brand personality traits affect brand loyalty. Conclusion: Today, companies are looking to retain customers. The image of the brand personality in the minds of customers is one of the prominent structures in the formation of brand loyalty in an organization. According to the results, it can be said that brand personality traits improve brand loyalty through compatibility and customer satisfaction