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تاثیر بازارگرایی، نوآوری خدمات و کیفیت خدمات بر ترجیح برند و تمایل به پرداخت قیمت بالاتر؛ مطالعه مسافران شرکت‌های حمل‌ونقل ریلی | ||
| فصلنامه علمی پژوهشی مدیریت برند | ||
| مقاله 6، دوره 5، شماره 1 - شماره پیاپی 13، خرداد 1397، صفحه 169-204 اصل مقاله (378.45 K) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22051/bmr.2018.20508.1514 | ||
| نویسندگان | ||
| مجید محمدشفیعی* 1؛ هدی توکلی2؛ ریحانه السادات طبائیان3 | ||
| 1هیات علمی دانشگاه اصفهان | ||
| 2دانشجو/ دانشگاه اصفهان | ||
| 3دانشجوی دکتری/ دانشگاه اصفهان | ||
| چکیده | ||
| هدف اصلی پژوهش حاضر بررسی تاثیر بازارگرایی، نوآوری خدمات و کیفیت خدمات بر ترجیح برند و تمایل به پرداخت قیمت بالاتر با تمرکز بر نقش میانجی ارزش ویژه برند است. پژوهش حاضر از نظر هدف، کاربردی و از نظر نحوه گردآوری اطلاعات، توصیفی-پیمایشی است. به منظور جمع‌آوری داده‌ها از پرسشنامه پژوهشگرساخته استفاده گردید. جامعه آماری پژوهش را مسافران دو شرکت حمل‌ونقل ریلی مسافرتی در ایران در مسیر تهران-مشهد تشکیل می‌دهند. از تعداد 400 پرسشنامه که در میان این جامعه آماری توزیع شد، در نهایت 298 پرسشنامه قابل استفاده بازگشت داده شد. در تحلیل داده‌ها و آزمون فرضیه‌های پژوهش، از مدل‌سازی معادلات ساختاری با نرم‌افزار AMOS24 استفاده شد. نتایج نشان داد که بازارگرایی و ابعاد آن برنوآوری خدمات و کیفیت خدمات، تاثیر مثبت و معناداری دارد. همچنین ارزش ویژه برند، ضمن تاثیرپذیری از متغیرهای پیش‌گفته، بر ترجیح برند و تمایل به پرداخت بالاتر، تاثیر مثبت و معنادار دارد. | ||
| کلیدواژه‌ها | ||
| بازارگرایی؛ نوآوری خدمات؛ کیفیت خدمات؛ ارزش ویژه برند؛ ترجیح برند؛ تمایل به پرداخت قیمت بالاتر | ||
| عنوان مقاله [English] | ||
| The Effect of Market Orientation, Service Innovation and Service Quality on Brand Preference and Willingness to Pay Higher Prices: Study of Rail Transport Companie’s Passengers | ||
| نویسندگان [English] | ||
| Majid Mohammad shafiee1؛ hoda Tavakoli2؛ Reihaneh Alsadat Tabaeeian3 | ||
| 1Department of Management, Faculty of Administrative Sciences and Economics, University of Isfahan, Isfahan, Iran | ||
| چکیده [English] | ||
| The purpose of this research was cogitating the effects of market orientation, service innovation and service quality on brand preference and willingness to pay higher prices, focusing on the mediating role of brand equity. Thus, the current research is practical in terms of goal, and descriptive-survey in terms of information gathering method. Questionnaires were used for collecting data. The statistical population of this research were passengers of the two rail transportation companies, in Tehran to Mashhad railway. 298 usable questionnaires were returned out of 400 ones distributed to the statistical population. The structural equation modeling technique was used with AMOS24 for testing the research hypotheses. The results showed that market orientation and its dimensions have a positive and significant effect on service innovation and services quality. In addition, though brand equity affected by before-mentioned variables, it has a significant effect on brand preference and willingness to pay higher prices. | ||
| کلیدواژه‌ها [English] | ||
| Market Orientation, Service Innovation, Service Quality, Brand Equity, Brand Preference, Willingness to pay Higher Prices | ||
| مراجع | ||
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