بررسی و شناسایی شاخص های مؤثر وفاداری مشتری به برند در صنعت مبلمان با روش تحلیل سلسله مراتبی

نوع مقاله: مقاله پژوهشی

نویسندگان

1 دانشیار، گروه علوم و صنایع چوب و کاغذ، دانشکده مهندسی عمران، دانشگاه تربیت دبیر شهید رجائی، تهران

2 دانشجوی کارشناسی ارشد، صنایع چوب و کاغذ، دانشکده مهندسی عمران، دانشگاه تربیت دبیر شهید رجائی

3 دانشیار، گروه علوم و صنایع چوب و کاغذ، دانشکده منابع طبیعی، دانشگاه تهران

چکیده

امروزه تولید ها یی در کسب سود موفق میگردند که در جلب رضایت مشتریان خود در بازارهای هدف بیشتر تلاش نمایند و وفاداری مشتری را نسبت به برند خود ایجاد نمایند . از این رو هدف از این پژوهش بررسی و شناسایی شاخصهای مؤثر بر وفاداری مشتری به برند در صنعت مبلمان به روش فرایند تحلیل سلسله مراتبی است. برای این منظور با بررسی مطالعات و پژوهش های صورت گرفته دیگران ، عوامل مؤثر بر وفاداری مشتری به 4 گروه اصلی و 20 زیر شاخص تقسیم شدند. نتایج نشان می‌دهد که رضایت مشتری و بازاریابی در سطح اصلی دارای بالاترین ارزش وزنی می‌باشند. همچنین از بین 20 زیر شاخص تأثیرگذار بر وفاداری مشتری در صنعت مبلمان کیفیت خدمات ، قیمت مناسب ، فروش اقساطی ، گارانتی و کیفیت درک شده به ترتیب با ارزش وزنی 323/0 ، 151/0 ، 129/0 ، 074/0 و 053/0 دارای بالاترین اهمیت ها می باشند.

کلیدواژه‌ها

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