ارائه مدل ساختاری کاهش نفرت از برند در صنعت لوازم خانگی ایران با رویکرد ترکیبی فراترکیب و مدلسازی ساختاری تفسیری
کلمات کلیدی:
برندسازی, نفرت از برند, صنعت لوازم خانگی, فراترکیب, مدلسازی ساختاری تفسیریچکیده
در گذشته، محققان حوزه مدیریت برند بیشتر به جنبهها و نگرشهای مثبت نسبت به برند توجه داشتهاند. اما امروزه، تأثیرات منفی مشتریان نسبت به برند و درک منفی از آن بیشتر مورد توجه قرار گرفته است، زیرا این موضوع میتواند سودآوری سازمانها و رضایت مشتریان را افزایش دهد. هدف این پژوهش، ارائه مدلی مفهومی برای کاهش نفرت از برند در میان مشتریان است. در این پژوهش، در ابتدا با توجه به رویکرد فراترکیب، با جستجو در پایگاه اسکوپوس و استفاده از واژگان کلیدی مرتبط با نفرت از برند، 488 مقاله یافت شد. با حذف مقالات نامرتبط و نامطلوب بر اساس چرخه صورت گرفته در نهایت 91 مقاله مرتبط باقی ماند. در این بررسی، 10 عامل مؤثر بر کاهش نفرت از برند شناسایی شد و با نظرات 13 خبره و استفاده از تکنیک مدلسازی ساختاری تفسیری، مدل مفهومی به منظور کاهش نفرت از برند در صنعت لوازم خانگی ایران طراحی گردید. نتایج پژوهش نشان میدهد که عوامل کیفیت ارتباطات، پاسخگویی به شکایات و خدمات پس از فروش به عنوان عوامل زیر بنایی مدل شناخته میشوند. بهبود این عوامل میتواند ساختار کاهش نفرت از برند را تقویت کند. این یافتهها با پژوهشهای قبلی همخوانی دارد و نشان میدهد که توجه به مسائل زیست محیطی و بهبود آنها تاثیر مثبتی بر مسئولیت اجتماعی برند، بروز بودن محصول و تحویل به موقع دارد. این عوامل میتوانند تجربه مشتری را بهبود بخشند و تناسب قیمت و کیفیت را بهتر درک کنند، که در نهایت منجر به تبلیغات دهان به دهان مثبت و کاهش نفرت از برند خواهد شد.این پژوهش به مدیران صنعت لوازم خانگی پیشنهاد میکند تا با تمرکز بر عوامل پایهای و توجه به مسائل زیست محیطی، در کاهش نفرت از برند موفقتر عمل کنند. یافتههای این پژوهش سرنخهای مهمی برای پژوهشگران علاقهمند به این حوزه فراهم میکند تا با شناخت بهتر این عوامل، مدلهای مفهومی پویاتری را ارائه دهند.
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حق نشر -1 تکنولوژی در کارآفرینی و مدیریت استراتژیک

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