جستجوی مقالات مرتبط با کلیدواژه « ادراک مشتری » در نشریات گروه « مدیریت »

 Restaurant customers usually buy a service with several evaluation criteria at the same time. Typically, the purchase decision may be made by considering things such as service quality, delivery speed, price, and other specific purchase motives. This research was conducted with the aim of investigating the effect of the physical environment on the satisfaction and repetition of customers' purchases with regard to the role of perception (dining halls and fast foods in Arvand Azad Zone).The research is a descriptive-survey research in terms of applied purpose and based on the nature and method. The statistical population in this research is all customers of the food industry, especially ready-to-eat foods in restaurants and fast foods in Arvand Free Zone. The statistical sample was selected using Cochran's formula for limited societies with the number of 384 companies and stratified random sampling method. The tool used in this research is a localized and developed questionnaire of 33 questions taken from the research of Chen and Fiore (2017). The reliability of the questionnaire was confirmed using Cronbach's alpha test, in order of physical environment 0.91, perception 0.87, repeat purchase 0.88 and satisfaction 0.83. Also, the validity was confirmed using factor analysis with the value of KMO=0.881. Data analysis was done using SPSS.22 statistical software and AMOS structural equations program.The physical environment and the right price are two essential elements that determine the level of customer satisfaction and ultimately increase customer loyalty.

In the era of competition, one of the marketing communication strategies is to use celebrity endorsements on social networks. The present study was conducted with the aim of investigating the effect of customers' perception of online branding of celebrities on customers' purchase intention with the role of moderator of perceived product quality. This research is applied in terms of purpose and descriptive in nature, survey. The statistical population of the study was Iranian users of the Instagram social network in the whole country, and 384 people were selected in a non-random way through Cochran's formula. The main tool of data collection was a questionnaire, and its validity was confirmed by using scientific components by experts, and its reliability was confirmed by using Cronbach's alpha test. The findings showed: customers' perception of online branding of famous people has an effect on customers' purchase intention with the moderating role of perceived product quality. The effect of virtual interaction, ideal match and actual match with oneself on customers' purchase intention was confirmed. Also, perceived product quality moderates the effect of virtual interaction, ideal self-congruity and actual self-congruity on customers' purchase intention.

Customers are the focus of businesses in today's competitive environment. Meanwhile, Customer perception is a very important aspect required for the success of any business whether it is a service sector organization, a trading concern, or a manufacturing business. Companies with active media presence and social responsibility have a positive reputation and consequently attract customers. According to this, the purpose of this study was investigating the role of media exposure and social responsibility of company (CSR) on customer perception by considering the moderating role of reputation risk among custumers of Urum Ada’s products in Urmia, Iran. The statistical population of research is consisted of 384 custmers of Urum Ada’s products in Urmia that were chosen using Cochran’s formula and simple random sampling method to answer the questionnaire. The questionnaire was standard and its face and content validity was approved by university professors, also convergent and divergent validity and confirmatory factor analysis were done. The reliability of the questionnaire was determined using Cronbach's alpha coefficient, which was found to be 0.932 for the entire questionnaire. For data analysis, 25 SPSS and Smart PLS2 software were used. The study's findings clearly show that media and social responsibility of company have a positive and significant impact on consumer perception, as well as the moderating influence of reputation risk on the relationship between media exposure and social responsibility of company on customer perception.

With the rapid development of modern technologies, there have been rapid changes in consumer behavior as well as in the development of digital marketing and digital marketing tools. Today, digitalization has led to an increase in consumer awareness, and thus retailers need to find effective ways to stand out. The use of digital marketing leads to better use of marketing management techniques to make significant changes in product design, packaging, efficiency and performance. This type of marketing encompasses all marketing processes and aims to make more profit. Accordingly, this study examines the impact of affiliate marketing as one of the dimensions of digital marketing on customers' intention to buy by considering the mediating role of customer trust and modulating customer involvement and perception using structural modeling technique among 385 users. Deals with food ordering applications. The results of this study show that representative marketing has a significant effect on customer trust and customer trust also has an effect on purchase intention. Also, the moderating effect of customer involvement and perception on the relationship between customer trust and purchase intention is confirmed.

Today, companies in different industries in planning their strategic programs, considering green parameters and to succeed in their own businesses pay attention to green trends. According to the customer's perception of a Green Company and customer consequences, current research present a model in three dimensions and therefore some relations in the context of the customer's perception‬, his knowledge, performance of company perceived green value, which is affect customer outcomes, have been developed. A sample of450peoplefrom the client of two automotive companies in Tehran with a simple and accessible sample selection and data collection‬ made through questionnaires. Structural equation modeling was used to examine the relationships between variables and based on the tests, the related model was proposed. The results show that the perceived effectiveness has meaningful positive impact on company reputation and performance of company results to the customer consequences. On the other side the environment awareness of customer has positive and significant effect on the client's environmental concerns and environmental concerns results to the client consequences.