Effectiveness of Investment in Relationship Marketing in Customer Appreciation at Retail (Shahrvand Chain Store)
سال انتشار: 1396
نوع سند: مقاله کنفرانسی
زبان: انگلیسی
مشاهده: 454
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شناسه ملی سند علمی:
SMAISRE02_054
تاریخ نمایه سازی: 30 دی 1397
چکیده مقاله:
Customer satisfaction is one of the most important elements of customer decision to maintain or change the product or service delivered. Hence, this study evaluates the effect of investment in relationship marketing in customer appreciation at retail (Shahrvand Chain Store). This field study is an applied research using a descriptive survey methodology. The studied population included customers of Shahrvand Chain Store. Given that the population was large, infinite population sampling formula was used to estimate sample size (384). Simple random sampling was used for sampling. A preliminary questionnaire was developed and validated by surveying supervisors. Reliability of the questionnaire was measured by Cronbach’s alpha (0.874). ANOVA, correlation, factor analysis and regression analysis were used for descriptive statistics. Kolmogorov-Smirnov test was used to determine normality of data. SEM was used to test the hypotheses. Data analysis showed that e-mail had a significant and positive effect on customer appreciation; tangible reward had a significant and positive effect on customer appreciation; interpersonal communication had a positive and significant effect on customer appreciation; preferential behavior had a significant and positive effect on customer appreciation; customer appreciation had a positive and significant effect on behavioral loyalty.
نویسندگان
Salman Joudaki
Management and Social sciences Faculty, Tehran North Branch Islamic Azad University, Tehran, Iran.
Kewmars Fallahi
Faculty member of Organization for Educational Research Planning (OERP) and Commercial Management Department, Management and social sciences Faculty, Tehran North Branch Islamic Azad University, Tehran, Iran
Reza Khalaj
Faculty member of Payam Noor University, Tehran, Iran,