تأثیر جو فروشگاه و سهولت دریافت خدمات بر رفتار خرید مجدد با میانجیگری رضایت مصرف کننده در فروشگاه های خرده فروشی زنجیره ای

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار گروه مدیریت صنعتی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان

2 دانشیار گروه مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان

3 کارشناسی ارشد مدیریت MBA بازاریابی، گروه مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان

چکیده

تحقیق حاضر به دنبال بررسی تأثیر جو فروشگاه و سهولت دریافت خدمات بر رفتار خرید مجدد با میانجیگری رضایت مصرف­کنندگان است. اطلاعات میدانی با استفاده از پرسشنامه 44 سوالی در سال 1396 جمع­آوری گردیده­است. جامعه آماری این پژوهش را تمامی شهروندان تهرانی که حدأقل یکبار از فروشگاه­های خرده­فروشی زنجیره­ای هایپراستار، شهروند، اتکا و کورش خرید کرده­باشند تشکیل می­دهد و اندازه نمونه آماری که به روش نمونه‌گیری تصادفی خوشه­ای انتخاب شد برای مشتریان 400 نفر است. نتایج آزمون فرضیه­های پژوهش نشان می­دهد جو فروشگاه و سهولت دریافت خدمات به طور غیرمستقیم و با میانجیگری رضایت مصرف­کننده بر رفتار خرید مجدد تأثیرگذار هستند اما به طور مستقیم بر رفتار خرید مجدد تأثیرگذار نیستند، همچنین جو فروشگاه و سهولت دریافت خدمات بر رضایت مصرف­کننده و رضایت مصرف­کننده بر رفتار خرید مجدد تأثیر­گذار است که در این پژوهش تأثیر سهولت دریافت خدمات به مراتب بیشتر از تأثیر جو فروشگاه مشاهده شد. تأثیر متغیر تعدیل کننده درگیری نیز در رابطه میان رضایت مصرف­کننده و رفتار خرید مجدد در جامعه آماری مورد نظر رد شد.

کلیدواژه‌ها


عنوان مقاله [English]

The Impact of Store Atmosphere and Service Convenience on Repurchase Behavior by the Mediation of Consumer Satisfaction in Retail Chain Stores

نویسندگان [English]

  • Seyed Abbas Ebrahimi 1
  • Azim Zarei 2
  • Aida Bahrami 3
1 Assistant Professor of Department of Industrial Management, Faculty of Economics, Management and Administrative Sciences, Semnan University
2 Associate Professor, Department of Business Administration, Faculty of Economics, Management and Administrative Sciences, Semnan University
3 Master of MBA Marketing, Department of Business Administration, Faculty of Economics, Management and Administrative Sciences, Semnan University
چکیده [English]

The present study seeks to investigate the impact of store atmosphere and service convenience on re-purchase behavior by the mediation of consumer satisfaction. Field data were collected using a questionnaire of 44 items in 2017. The statistical population of this study consisted of all the citizens of Tehran who had done shopping at least once at SHAHRVAND, ETKA and KOROOSH retail chain hypermarkets. The size of the sample, selected by the random cluster sampling method, was 400 customers. The results of the research showed that the store atmosphere and service convenience indirectly affect the re-purchase behavior through the mediating role of consumer satisfaction.  Also, the impact of service convenience was considerably more than that of store atmosphere. The impact of the conflict moderator variable was rejected in the relationship between consumer satisfaction and re-purchase behavior.

کلیدواژه‌ها [English]

  • Store atmosphere
  • Consumer satisfaction
  • Re-purchase behavior
  • Service convenience
1-   Aagja, Jayesh P., Toby ,Mammen & Amit, Saraswat (2011).Validating Service Convenience Scale and Profiling Customers: A Study in the Indian Retail Context. Vikalpa , Volume 36 , No 4 , October - December 2011.
2-   Abdul Jalil, Nur Aina, Fikry, Amily & Zainuddin, Anizah (2015). The Impact of Store Atmospherics, Perceived Value, and Customer Satisfaction on Behavioural Intention. Procedia Economics and Finance 37 :538 – 544.
3-   Baker, J., Parasuraman, A., Grewal, D. & Voss, G.B. (2002). The influence of multiple store environment cues on perceived merchandise value and patronage intentions. Journal of Marketing 66: 120-141.
4-   Berry, Leonard L, Seiders, Kathleen & Grewal ,Dhruv (2002).Understanding Service Convenience. Journal of Marketing, vol. 66, No. 3: 1-17.
5-   Chang, Y,W. & Polonsky, M. J. (2012) .The influence of multiple types of service convenience on behavioral intentions: The mediating role of consumer satisfaction in a Taiwanese leisure setting. International Journal of Hospitality Management 31(1): 107–118.
6-   Chebat, Jean-Charles, Michon, Richard, Haj-Salem, Narjes & Oliveira, Sandra (2014).The effects of mall renovation on shopping values, satisfaction and spending behaviour. Journal of Retailing and Consumer Services 21(2014):610–618.
7-   Cheraghi, Mahin (2013). Investigating the Relationship Between Internal Market Factors and Customer Intentional Behavior (Case Study: Large stores in Ahwaz metropolis), Thesis Master of Business Administration in Marketing Trend, Faculty of Economics and Social Sciences. Shahid Chamran University of Ahvaz.
8-   Cutler, Philip (2016). Marketing management: analysis, planning, implementation, and control. Bahman Forouzandeh. Tehran: Amookhteh Publishers.
9-   Ghaffari Ashtiani, Peyman, Davoudi, Masoomeh (2016). Survey and analysis of the market basket and the arrangement of chain stores products. Tow Quarterly Journal of Business Management Exploration, Eighth Year, No. 16, pp: 161-184
10-   Giraldi, J.E., Spinelli, P.B. & Merlo, E.M. (2003). Retail store image: Analysis of the implications for store positioning. Read Special Issue 36, 9(6): 1-17.
11-   Heydarzadeh, Kambiz and Abghiri, Maryam (2012). Investigating the Effect of Shop Variation and Internal and External Environment on Customer Satisfaction with Shopping Centers. Quarterly Journal of Development & Development, No. 11, pp. 7-15
12-   Hnzaee, K.H., Bigdeli, F., Khanzadeh, M & Javanbakht, A. (2012). Assessing Patients Behavioral Intentions through Service Quality and Perceived Value. Journal of Basic Applied Science Research 2(10): 10686-10692
13-   Jahandideh, Behrooz, Golmohammadi, AliReza and Safdari Ranjbar, Mostafa (2012). Identification and Prioritization of the determinants of continuity of customers purchasing of the chain of stores using the algorithm of neural networks. Journal of Research in New Marketing Research, Second Year, No. 4, Serial No. (7): 122-150
14-   Javanmard, Habibollah & Hosseini, Samaneh (2013). Determining the relationship between mental image of the store, distance dimension, customer satisfaction and behavioral intentions of buyers (case study of Shahrvand chain stores in Tehran). Marketing Management Magazine No. 20: 85-101
15-   Kumar Roy, Sanjit, Lassar, Walfried M. & Shekhar ,Vaibhav (2016). Convenience and satisfaction: mediation of fairness and quality. The Service Industries Journal 36: 239-260.
16-   Kursunluoglu, Emel (2014). Shopping centre customer service: creating customer satisfaction and loyalty. Marketing Intelligence & Planning, Vol. 32. No. 4, p: 528-548
17-   Mansouri Moeid, Fereshteh, Daneshfar, Salar & Barati, Mahdieh (2017). Investigating the Effect of Image Consistency with the Image of the Store on Intent to Shop: The Importance of Special value of Brand Store. Tow Quarterly Journal of Business Management Exploration, Ninth Year, No. 17, pp: 249-274.
18-   Mansouri, Seyed Hossein & Ebrahimi, Abolghasem (2013). Investigating the effects of service quality and hedonic on behavioral intentions: An empirical survey on restaurant industry. Management Science Letters 3: 2565–2576.
19-   Mittal, Banwari (1995). A Comparative Analysis of Four Scales of Consumer Involvement. Psychology and Marketing12 (November-December):363-380.
20-   Mohammadian, Mahmoud, Khajeh Dehdashti, Masoumeh (2016). The effect of emotional attachment between consumer and retailer on purchasing intention. Tow Quarterly Journal of Business Management Exploration, Eighth Year, No. 15, pp. 39-58
21-   Niekerk, van (2015). The influence of boutique store atmosphere on customer satisfaction, store loyalty and repurchase intention. Dissertation submitted in fulfilment of the requirements for the degree Master of Commerce, the School of Business Management, the Potchefstroom Campus of the North-West University.
22-   Ranjbarian, Bahram & Asghari, Qasem (2015). Analysis of the relationship between post-purchase cognitive anomalies and consumer mental conflicts about the product (Case study: Students of Isfahan University). Business Management Quarterly, Volume 7, Number 3, pp. 663-678.
23-   Ranjbarian, Bahram, Rashid Kaboli, Majid, Sanayee, Ali & Haddadian, Alireza (2012). Analysis of the relationship between perceived value, perceived quality, customer satisfaction and intention of re-purchase in Tehran chain stores. Business Management, Volume 4, Issue 11, pp: 55-70
24-   Seiders , Kathleen, Voss, Glenn B., Godfrey ,Andrea L. & Grewal, Dhruv (2007). SERVCON: development and validation of a multidimensional service convenience scale. Academy of Marketing Science, J. of the Acad. Mark. Sci. 35:144–156.
25-   Seiders ,Kathleen, Voss, Glenn B., Grewal, Dhruv & Godfrey, Andrea L. (2005). Do Satisfied Customers Buy More? Examining Moderating Influences in a Retailing Context. Journal of Marketing, Vol. 69, No. 4: 26-43.
26-   Shirazi, Behnaz, Rahimnia, Fariborz & Mortazavi, Sa'id (2016). The impact of customer related factors on customer dependency and commitment through the acceptance of related marketing programs. Business Management Perspective, No. 26, pp. 69-87
27-   Soltani, Pedram (2015). The fate of chain stores in Iran; from Sepah to Hyper. Today's economy, 24 March 2015.
28-   Teller, C. & Reutterer, T. (2008). The evolving concept of retail attractiveness: what makes retail agglomerations attractive when customers shop at them?. Journal of Retailing and consumer service 15 (3):127-143.
29-   Tuzovic ,Sven & Kuppelwieser, Volker (2016). Developing a framework of service convenience in health care: An exploratory study for a primary care provider. Health Marketing Quarterly.
30-   Vinita Kaura, Ch. S., Durga Prasad, Sourabh Sharma (2015). Service quality, service convenience, price and fairness, customer loyalty, and the mediating role of customer satisfaction. International Journal of Bank Marketing, Vol. 33 Iss 4.
31-   Wilke, L. William. (2002). Consumer Behaviors. New York: John Wiley and Sons Inc.
32-   Zeithaml, V. A. & Bitner, M. J. (2000). Services Marketing: Integrating Customers Focus Across the Firm. Second Edition, Boston, MA.: McGraw-Hill.