نوع مقاله : مقاله پژوهشی

نویسندگان

دانشگاه مازندران

چکیده

هدف اصلی پژوهش حاضر ارائۀ مدل تأثیر وابستگی هیجانی بر وفاداری عاطفی و تبلیغات دهان به دهان مشتریان باشگاه‌های بدنسازی شهر تهران بود. این پژوهش از نظر هدف کاربردی و از نظر گردآوری داده‌ها توصیفی- همبستگی بود. جامعۀ آماری مشتریان با حداقل شش ماه سابقۀ عضویت باشگاه‌های بدنسازی شهر تهران بودند که از طریق نمونه‌گیری خوشه‌ای، پنج منطقه از بین مناطق انتخاب شد. از هر منطقۀ منتخب 10 باشگاه و از هر باشگاه 10 نفر به‌صورت تصادفی ساده انتخاب شدند. با بررسی مطالعات قبلی، مدل اولیۀ پژوهش طراحی شد و براساس آن پرسشنامه‌ای ساخته شد و روایی صوری آن توسط جمعی از صاحب‌نظران دانشگاهی و از طریق تحلیل عاملی اکتشافی و تأییدی پذیرفته شد و پس از تعیین پایایی در اختیار جامعۀ آماری قرار گرفت. برای تحلیل داده‌ها از ضریب همبستگی و روش مدلسازی معادلات ساختاری استفاده شد. نتایج نشان داد که وابستگی هیجانی دارای ضریب اثر 53/0 بر وفاداری عاطفی و ضریب اثر 48/0 بر تبلیغات دهان به دهان است. همچنین ضریب اثر وفاداری عاطفی بر تبلیغات دهان به دهان 42/0 به‌دست آمد. شاخص‌های برازش (90/0AGFI=، 91/0GFI=، 94/0CFI= ، 91/0NNFI=، 93/0NFI=) نیز نشان می‌دهند کلیۀ مقادیر بالای 9/0 هستند و در حد قابل قبول قرار دارند. با توجه به نتایج حاصل از این مدل پیشنهاد می‌شود مواردی که موجب افزایش وابستگی هیجانی و وفاداری عاطفی مشتریان می‌شود، شناسایی و برای اجرای آنها برنامه‌ریزی شود تا به‌تبع آن تبلیغات شفاهی و مثبت مشتریان افزایش یابد.

کلیدواژه‌ها

عنوان مقاله [English]

designing a model of the effect of Emotional Dependency on Emotional loyalty and word of mouth advertising

نویسندگان [English]

  • masoud freydoni
  • M K

m

چکیده [English]

The aim of the current study was to design a model of the effect of emotional attachment on emotional loyalty and word-of-mouth advertising in customers of bodybuilding clubs of Tehran city. The study was application in terms of aims and descriptive-correlation in terms of data collection. The population consisted of customers with a minimum of six months of membership in the bodybuilding clubs in Tehran city. 5 regions were selected from all districts of Tehran city by cluster sampling method. 10 clubs and 10 subjects were selected from each selected region and each club by simple random sampling method. With literature review, the primary model was designed and a questionnaire was made based on the model. Its face validity was confirmed by some academic experts using exploratory factor analysis and confirmatory factor analysis. It was distributed among the population after its reliability was determined. For data analysis, Pearson correlation coefficient and SEM were used. The results showed that emotional attachment had an impact factor (PC=0.53) on emotional loyalty and (PC=0.48) on word-of-mouth advertising. Also, emotional loyalty had an impact factor on word-of-mouth advertising (PC=0.42). Goodness indexes (AGFI=0.90, GFI=0.91, CFI=0.94, NNFI=0.91, NFI=0.93) showed that all indexes were more than 0.9 and they were accepted.  According to the results of this model, it is suggested that emotional factors that increase customer emotional loyalty and emotional attachment should be identified and there should be planning to implement them so that customers’ word-of-mouth and positive advertising can increase.

کلیدواژه‌ها [English]

  • customer behavior
  • emotional attachment
  • emotional loyalty
  • Sport Marketing
  • word-of-mouth advertising
  1. Gobe, M. “Making the emotional      connection” Brand week. 2001, 42 (5). Pp: 23-27.
  2. Albert, N. & Valette-Florence, P.      “Measuring the love feeling for a brand using interpersonal      love items”. Journal of Marketing Development and      Competitiveness. 2010, 5 (1). Pp: 57-63.
  3. Park, J. Stoel, L. “Effect of      brand familiarity experience and information on online apparelpurchase”.      International Journam of Retail and Distribution Management. 2005, 33 (2).      Pp: 148-160.
  4. Binge, J.E., Andreu, L. Gnoth, J. “The theme park experience:      an analysis      pleasure, arousal and satisfaction”.      Journal of Tourism Management, 2004, 26(6). Pp: 833-844.
  5. Kim, Y. H. “Toward customer love:      investigating the antecedent and outcomes of satisfied      customer’s emotional      attachments to retailers”.      A dissertation presented for the doctor of philosophy. 2007, P: 48.
  6. Pedragosa, V. Correia, A “Expectations,      satisfaction and loyaltyin health and fitness clubs”. international      journal of sport management and marketing. 2009, 5(4). PP: 450-464.
  7. Thomas, W. G. Talai, O. Andrew, J. C.      “eWOM: The impact of customer-to-customer online know-how exchange on      customer value and loyalty”. Journal of Business Research. 2006, 59.      pp: 449–456.
  8. Beerli, A. Martin, J.D. “A model      of customer loyalty in the retail banking market”. European Journal of      Marketing. 2004, 38 (1-2). Pp: 253-275.
  9. Osayawe, E. “Correlates of      customer loyalty to their bank: a case study in nigeria, Journal of Bank      Marketing”. 2006, 24. Pp: 494 – 508.
  10. Chen, P.T. Hu, H.H. “The effect of      relational benefits on perceived value in relation to customer loyalty: An      empirical study in the Australian coffee outlets industry”.      International Journal of Hospitality Management, 29(3). 2010, Pp: 405-412.
  11. Larson, S. Susanna, H. “Managing      customer loyalty in the automobile industry”. Department of Business      Administration and Social Sciences, Lulea University of Technology. 2004,      P:72.
  12. Barroso, C.y. Martín, A.E. “Level      of service and customer retention: the case of banyan Spain”. Spanish      Journal of Marketing Research ESIC. 1999, Pp” 9-36.
  13. Orth, U. R. Green, M. T.” Consumer loyalty to family versus nonfamilybusiness: The role of store image,trust and satisfaction . Journal of Retailling and      Consumer Service. 2009,16(4). Pp: 1-12.
  14. Pederson, P. E. Nysveen, H. “Shop      bot banking: an exploratory study of customer loyalty effects”.      International Journal of bank arketing. 2001, Pp: 146-155.
  15. Anisimove, T.A. “The effects of corporate brand attributes and      behavioral consumer loyalty”. Journals of Consumer Marketing. 2007,      24(7). Pp:45-61.
  16. Jalilvand, M. Samiei, N. “The      Effect of electronic word of mouth on brand image and purchase intention:      An empirical study in the automobile industry in Iran”. Journal of      Marketing Intelligence & Planning. 2012, Pp: 30(4). 5–5.
  17. Ghafari, Ashtiani, P. Iranmanesh, A. “New      approach to study of factors affecting adoption of electronic banking      services with emphasis on the role of positive word of mouth”. African      Journal of Business Management. 6(11). 2012, Pp: 4328-433.
  18. East, R. Hammond, K. Lomax, W “Measuring      the impact of positive and negative word of mouth on brand purchase      probability”. jornal of Research in Marketing. 2008, 25. Pp: 215–224.
  19. Arasli, H. Mehtap-Samdi, S.      Katircioglu, S.T. “Coustomer service quality in the Greek Cyproit      banking industry”. Managing Service Quality. 2005, 15(1). Pp: 41- 56.
  20. Daniela, D. Kenny, B. Carlos, C.      & Henrique, W. B. “The impact of affective and cognitive antecedents      on negative word-of-mouth intentions”. The International Review of      Retail, Distribution and Consumer Research. 2016, P: 39
  21. Balajia, M.S. Kok, W.K. Alain, Y.      L.C. “Determinants of negative word-of-mouth communication using social      networking sites”. Information & Management. 2016, Pp:75-89.
  22. Shalom, L. Hayiel, H. “Emotional      brand attachment: a factor in customer-bank relationships”.      International Journal of Bank Marketing. 2016, 34 (2). Pp: 136 –150.
  23. David, Moyes. Michele, C,K. Joan, S.      (2016) “Testing the three Rs model of service quality". The      TQM Journal. 2015, 28(3). Pp”123-145.
  24. Tam Duc, D. Khuong, N.M. “Guerrilla      marketing’s effects on Gen Y’s word-of-mouth intention – a mediation of      credibility”. Asia Pacific Journal of Marketing and Logistics. 28(1)      pp: 4–22
  25. keshkar, S., salman, Z.,      jabbari, J. “The Relationship between Satisfaction and Loyalty with      Domestic and Foreign Sport Garments in Female Bodybuilders”. Journal      of Sport Management, 2013; 5(3): 117-136 [In Persian].
  26. mahmoudi, A., Sajadi, S., goudarzi, M. “Exploring the Effect      of Service Quality and Satisfaction on Customer Loyalty in Sport Clubs      (Bodybuilding and Aerobic)”. Journal of Sport Management, 2015; 7(1):      31-51 [In Persian].