بررسی تأثیر ادغام کانال‌های بازاریابی آنلاین و آفلاین خرده فروش‌ها بر روی وفاداری مشتری آنلاین با توجه به نقش تعدیل کننده شهرت خرده فروش

نوع مقاله : ترویجی

نویسندگان

1 کارشناسی ارشد، گروه مدیریت بازرگانی، دانشگاه آزاد اسلامی واحد تهران شمال، تهران، ایران.

2 استادیار، گروه مدیریت منابع انسانی،دانشگاه افسری امام حسین(ع)، تهران، ایران

3 هیئت علمی وابسته گروه مدیریت بازرگانی،دانشکده مدیریت، دانشگاه آزاد اسلامی واحد تهران شمال، تهران، ایران.

چکیده

با گسترش خریدهای آنلاین و اهمیت روزافزون خرده‌فروشی‌های چندکاناله، ادغام و هماهنگی کانال‌های بازاریابی آنلاین و آفلاین به‌عنوان یک استراتژی کلیدی برای افزایش وفاداری مشتریان آنلاین مطرح شده است. وفاداری مشتریان آنلاین نه‌تنها بر سودآوری کسب‌وکارها تأثیر دارد، بلکه به ایجاد مزیت رقابتی پایدار نیز منجر می‌شود. با این حال، خرده‌فروشان چندکاناله با چالش‌هایی از جمله تأمین هماهنگی بین کانال‌ها و مدیریت انتظارات مشتریان مواجه هستند. هدف پژوهش حاضر بررسی تأثیر ادغام کانال‌های بازاریابی آنلاین و آفلاین خرده‌فروشان بر وفاداری مشتریان آنلاین، با توجه به نقش تعدیل‌گر شهرت خرده‌فروش است. جامعه آماری این پژوهش شامل مشتریان فروشگاه 361 درجه بوده که داده‌ها از طریق پرسشنامه و با استفاده از روش نمونه‌گیری تصادفی ساده گردآوری شد. پژوهش از نوع توصیفی- همبستگی با رویکرد علی و به‌لحاظ هدف، کاربردی است. داده‌های گردآوری‌شده با استفاده از روش‌های توصیفی و استنباطی تحلیل شدند و برای آزمون فرضیه‌ها از مدل معادلات ساختاری استفاده شد. نتایج نشان داد که هماهنگی و ادغام کانال‌های آفلاین و آنلاین خرده‌فروشان تأثیر معناداری بر مفید بودن کانال آنلاین دارد. همچنین، مفید بودن کانال آنلاین به‌طور معناداری با وفاداری مشتریان آنلاین و کاهش ریسک ادراک‌شده کانال آنلاین مرتبط بود. با این حال، نقش تعدیل‌گر شهرت خرده‌فروش در رابطه بین ادغام اطلاعاتی کانال‌های آنلاین و آفلاین با ریسک ادراک‌شده کانال آنلاین تأیید نشد. این یافته‌ها می‌توانند راهنمایی برای خرده‌فروشان چندکاناله در جهت بهبود راهبردهای بازاریابی و حفظ وفاداری مشتریان آنلاین ارائه دهند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Examining the Impact of Integrating Online and Offline Marketing Channels of Retailers on Online Customer Loyalty with the Moderating Role of Retailer Reputation

نویسندگان [English]

  • Shayan Rashno 1
  • Sayad Nadimi Darab 2
  • Hamid Reza Nezhad Ali Lafmajani 3
1 Master's degree, Department of Business Administration, North Tehran Azad University, Tehran, Iran
2 Assistant Professor, Department of Human Resource Management, Imam Hossein (AS) Officer University, Tehran, Iran
3 Department of Business Management, North Tehran Azad University, Tehran, Iran
چکیده [English]

The present study aims to investigate the impact of integrating online and offline marketing channels of retailers on online customer loyalty, considering the moderating role of retailer reputation. With the rapid growth of online shopping, retaining customers in online retail has become a necessity, yet this has posed significant challenges for many multichannel retailers. Previous research has shown that loyal online customers tend to limit their purchases to a specific store; however, there has been limited investigation into the relationship between the integration and coordination of retailers' online and offline marketing channels. This study seeks to answer the question of how the integration and coordination of online and offline channels influence the perceived usefulness of these channels. The statistical population of this research consists of customers of 361 Degrees stores, and a questionnaire was distributed among them using simple random sampling. The research is descriptive-correlational with a causal approach and is applied in nature. The data collection method was survey-based, and the instrument was a questionnaire. The collected data were analyzed using descriptive and inferential methods. Structural equation modeling was employed to test the hypotheses. The results indicated a significant relationship between the coordination and integration of retailers' offline and online channels and the perceived usefulness of the online channel. Additionally, the perceived usefulness of the online channel was significantly related to online loyalty and the perceived risk of the online channel. However, the moderating role of retailer reputation in the relationship between the informational integration of online and offline channels and the perceived risk of the online channel was not confirmed.

کلیدواژه‌ها [English]

  • Integration of Online Offline Marketing Channels
  • Perceived Risk of the Online Channel
  • Online Loyalty
  • Retailer Reputation

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مراجع

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مدیریت زنجیره تأمین
دوره 27، شماره 89 - شماره پیاپی 89
شماره پیا پی 89 زمستان 1404
اسفند 1404
صفحه 121-137

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سابقه مقاله

  • تاریخ دریافت: 04 آبان 1403
  • تاریخ بازنگری: 18 آذر 1403
  • تاریخ پذیرش: 15 شهریور 1404
  • تاریخ انتشار: 01 اسفند 1404

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