نقش شدت تخلفات برند بر تمايل مشتري به تنبيه برند با نقش ميانجي بخشش برند و روابط برند - مشتري (مورد مطالعه: مشتريان برندهاي لبني در شهر اهواز)

The Role of Brand transgression Severity on Customer Willingness to Brand punish with the Mediating Role of Brand Forgiveness and Brand-Customer Relationships (Case study: Dairy brand customers in Ahvaz)

ﻫﺪف ﺗﺤﻘﯿﻖ ﺣﺎﺿﺮ ﺑﺮرﺳﯽ ﺗﺄﺛﯿﺮ ﺷﺪت ﺗﺨﻠﻔﺎت ﺑﺮﻧﺪ ﺑﺮ ﺗﻤﺎﯾﻞ ﻣﺸﺘﺮي ﺑﻪ ﺗﻨﺒﯿﻪ ﺑﺮﻧﺪ ﺑﺎ ﻧﻘﺶ ﻣﯿﺎﻧﺠﯽ ﺑﺨﺸﺶ ﺑﺮﻧﺪ و رواﺑﻂ ﺑﺮﻧﺪ ﻣﺸﺘﺮي ﻣﯽﺑﺎﺷﺪ. اﯾﻦ ﺗﺤﻘﯿﻖ از ﻟﺤﺎظ ﻫﺪف ﮐﺎرﺑﺮدي، از ﻟﺤﺎظ ﻧﺤﻮه ﮔﺮدآوري اﻃﻼﻋﺎت ﺗﻮﺻﯿﻔﯽ - ﻋﻠّﯽ و از ﻧﻮع ﺗﺤﻘﯿﻘﺎت ﮐﻤّﯽ ﻣﯽﺑﺎﺷﺪ. ﺟﺎﻣﻌﻪ آﻣﺎري ﺗﺤﻘﯿﻖ ﻣﺸﺘﺮﯾﺎن ﺑﺮﻧﺪﻫﺎي ﻟﺒﻨﯽ در ﺷﻬﺮ اﻫﻮاز ﺑﻮده ﮐﻪ ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ ﻧﺎﻣﺸﺨﺺ و ﻧﺎﻣﺤﺪود ﺑﻮدن آﻧﻬﺎ، ﺣﺠﻢ ﻧﻤﻮﻧﻪ ﺑﺎ اﺳﺘﻔﺎده از ﻓﺮﻣﻮل ﮐﻮﮐﺮان 384 ﻧﻔﺮ ﺑﺮآورد ﮔﺮدﯾﺪ ﮐﻪ ﺑﻪ روش ﻏﯿﺮﺗﺼﺎدﻓﯽ دردﺳﺘﺮس اﻧﺘﺨﺎب ﺷﺪﻧﺪ. اﺑﺰار ﮔﺮدآوري اﻃﻼﻋﺎت ﭘﺮﺳﺸﻨﺎﻣﻪ ﺑﻮد ﮐﻪ ﭘﺎﯾﺎﯾﯽ آن ﺑﺎ ﻣﻘﺪار آﻟﻔﺎي ﮐﺮوﻧﺒﺎخ 0/84 ﻣﻮرد ﺗﺄﯾﯿﺪ ﻗﺮار ﮔﺮﻓﺖ. ﺑﺮاي ﺗﺠﺰﯾﻪ و ﺗﺤﻠﯿﻞ دادهﻫﺎ از دو ﻧﺮماﻓﺰار SPSS و SMART PLS و آزﻣﻮنﻫﺎي ﻧﺮﻣﺎلﺑﻮدن و ﻣﺪل ﻣﻌﺎدﻻت ﺳﺎﺧﺘﺎري اﺳﺘﻔﺎده ﺷﺪ. ﻧﺘﺎﯾﺞ ﺗﺤﻘﯿﻖ ﻧﺸﺎن داد ﮐﻪ ﺷﺪت ﺗﺨﻠﻔﺎت ﺑﺮﻧﺪ ﺑﺮ ﺑﺨﺸﺶ ﺑﺮﻧﺪ و رواﺑﻂ ﺑﺮﻧﺪ - ﻣﺸﺘﺮي ﺗﺄﺛﯿﺮ ﻣﻨﻔﯽ و ﺑﺮ ﺗﻤﺎﯾﻞ ﻣﺸﺘﺮي ﺑﻪ ﺗﻨﺒﯿﻪ ﺑﺮﻧﺪ ﺗﺄﺛﯿﺮ ﻣﺜﺒﺖ و ﻣﻌﻨﺎداري دارد. دو ﻣﺘﻐﯿﺮ ﺑﺨﺸﺶ ﺑﺮﻧﺪ و رواﺑﻂ ﺑﺮﻧﺪ - ﻣﺸﺘﺮي ﺑﺮ ﺗﻤﺎﯾﻞ ﻣﺸﺘﺮي ﺑﻪ ﺗﻨﺒﯿﻪ ﺑﺮﻧﺪ ﺗﺄﺛﯿﺮ ﻣﻨﻔﯽ و ﻣﻌﻨﺎداري داﺷﺘﻨﺪ. در اﯾﻦ ﭘﮋوﻫﺶ ﻫﻤﭽﻨﯿﻦ ﻧﻘﺶ ﻣﯿﺎﻧﺠﯽ ﺑﺨﺸﺶ ﺑﺮﻧﺪ و رواﺑﻂ ﺑﺮﻧﺪ ﻣﺸﺘﺮي در ﺗﺄﺛﯿﺮ ﺷﺪت ﺗﺨﻠﻔﺎت ﺑﺮﻧﺪ ﺑﺮ ﺗﻤﺎﯾﻞ ﺑﻪ ﺗﻨﺒﯿﻪ ﺑﺮﻧﺪ ﻣﻮرد ﺗﺄﯾﯿﺪ ﻗﺮار ﮔﺮﻓﺖ.

the purpose of the present study is to investigate the impact of the of Brand transgression Severity on customer willingness to brand punish with the mediating role of brand forgiveness and brand-customer relationships. This research is of practical purpose, in terms of descriptive-causal data collection and quantitative research. The statistical population of the research consisted of consumers of dairy brands in Ahwaz. Due to their uncertainty, the sample size was estimated to be 384 using Cochran formula and selected by non-random sampling method. Data were collected using a questionnaire whose reliability was confirmed by Cronbach's alpha of 0.84. Data were analyzed using SPSS and SMART PLS software and normality tests and structural equation modeling. The results showed that the Brand transgression Severity had a negative effect on brand forgiveness and brand-customer relationship and had a positive and significant effect on customer's willingness to brand punish. The two variables of brand forgiveness and brand-customer relationships had a significant negative effect on customer's willingness to brand punish. The study also confirmed the mediating role of brand forgiveness and brand-customer relationship in influencing the Brand transgression Severity on the Customer Willingness to Brand punish.