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تأثیر عوامل ادراک قیمتی بر مشتری و پذیرش قیمت (مطالعۀ موردی: خدمات تلفن همراه شرکت ام. تی. ان.ایرانسل) | ||
| مدیریت بازرگانی | ||
| مقاله 12، دوره 6، شماره 3، مهر 1393، صفحه 647-664 اصل مقاله (432.2 K) | ||
| نوع مقاله: مقاله علمی پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22059/jibm.2014.50729 | ||
| نویسندگان | ||
| محسن نطری1؛ محمدعلی شاه حسینی2؛ سیدوحید طباطبائی کلجاهی* 3 | ||
| 1دانشیار گروه مدیریت بازرگانی، دانشکدۀ مدیریت دانشگاه تهران، تهران، ایران | ||
| 2استادیار گروه مدیریت MBA دانشکدۀ مدیریت دانشگاه تهران، تهران، ایران | ||
| 3دانشجوی دکتری مدیریت بازاریابی، دانشکدۀ مدیریت دانشگاه تهران، تهران، ایران | ||
| چکیده | ||
| قیمت منصفانه و رضایت قیمتی از مباحث مهم قیمت‌گذاری است. در این پژوهش ابتدا ابعاد قیمت منصفانه و رضایت قیمتی و همچنین رضایت مشتری و وفاداری مشتری با بررسی ادبیات نظری و تجربی موضوع شناسایی شدند و بر اساس نظریه‌های موجود، مدل مفهومی پژوهش در قالب هفت فرضیه تدوین شد. جامعۀ آماری پژوهش دانشجویان دانشگاه تهران است که بر اساس جدول کریسجی ـ مورگان 379 نفر بهطور تصادفی برای پاسخدادن به پرسش‌های پرسشنامه انتخاب شدند. سپس مدل معادلات ساختاری در نرمافزار لیزرل برآورد شد. بر اساس تجزیهوتحلیل دادههای جمعآوریشده، قیمت منصفانه اثر مثبتی بر رضایت قیمتی، رضایت مشتری و وفاداری مشتری دارد. همچنین رضایت قیمتی اثر مثبتی بر رضایت مشتری دارد و رضایت مشتری تأثیر مثبتی بر وفاداری مشتری میگذارد، اما رابطههای بین رضایت و وفاداری مشتری با پذیرش قیمت رد شدند. نتایج پژوهش بیانگر این است که قیمت منصفانه سنگ بنای رضایت قیمتی، رضایت مشتری و وفاداری مشتری است، بنابراین ارزیابی ادراک مشترکان شرکت ام. تی. ان. ایرانسل از بعد قیمت منصفانه، توصیه میشود. | ||
| کلیدواژه‌ها | ||
| پذیرش قیمت؛ رضایت قیمتی؛ رضایت مشتری؛ قیمت منصفانه؛ وفاداری مشتری | ||
| عنوان مقاله [English] | ||
| Impact of price perception factors on customer and price acceptance (Case study: MTN Irancell Company) | ||
| نویسندگان [English] | ||
| Mohsen Nazari1؛ Mohammad Ali Shah Hosseini2؛ Seyed Vahid Tabatabaie Kalejahi3 | ||
| 1Associate Prof., Faculty of Management, University of Tehran, Tehran, Iran | ||
| 2Assistant Prof., Faculty of Management, University of Tehran, Tehran, Iran | ||
| 3PhD. Candidate, Marketing Management, Faculty of Management, University of Tehran, Tehran, Iran | ||
| چکیده [English] | ||
| Price fairness and price satisfaction is one the most important fields in pricing and also in customer satisfaction. In this research, first the dimensions of price fairness, price satisfaction, customer satisfaction, and customer loyalty are extracted from marketing literature, then five hypotheses are developed. In proposed model, price fairness has direct impact on price satisfaction, customer satisfaction and customer loyalty. Also, price satisfaction has direct impact on customer satisfaction and customer satisfaction has direct impact on customer loyalty. Statistical Society of this research is University of Tehran’s Student and the number of samples is 379. Students are selected accidently for answering the questionnaire. Structural Equation Modeling is applied in this research. The results show that all of the hypotheses are strongly supported. It means that price fairness is one of the building blocks of the price satisfaction, customer satisfaction and customer loyalty. It’s recommended to assess the customer perception of the price fairness. Also, some directions for future researches are indicated. | ||
| کلیدواژه‌ها [English] | ||
| Customer Loyalty, Customer Satisfaction, price acceptance, Price fairness, price satisfaction | ||
| مراجع | ||
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