جستجوی مقالات مرتبط با کلیدواژه "خرید مجدد" در نشریات گروه "مدیریت"

Understanding the importance of holding customers for organizations has led them to seek solutions. Today, marketing science is looking for ways to reciprocate mutual values between the customer and the organization, which is called value co-creation. Maintaining the customers is one of the most important factors that create mutual values for the ultimate enhancement of brands. So, it is better to get close to customers and meet their needs and expectations. This makes the relationship deeper; the customers become integrated with the brand, they participate in the process of creating value by partnership with the brand, and they ultimately receive a sense of value and come up with positive feedbacks. The purpose of this research is to investigate the effect of the level of brand engagement on customer repurchase through customer value co-creation. Therefore, in order to review repurchasing in this research, customer engagement with the brand is considered as a prerequisite for customer value co-creation. Also, three dimensions of the customer value, including pleasure, economic aspect and relationship, have been examined.

In this research, the dairy industry is considered as the case to study. The research population consisted of all the people who bought the local Chahar Fasl dairy brand in Shahrood more than once. This research is an applied type in terms of purpose and descriptive-survey in terms of data collection. By the Cochran formula, the sample size was determined to be 385. After a review of the related literature, a standard and appropriate questionnaire was prepared and distributed among the participants. Finally, 385 of the received responses could be analyzed. In order to analyze the collected data and test the hypotheses, the SPSS and Smart PLS software programs, the structural equation method and the confirmatory factor analysis were used. In general, the results of this research provide insight for brand managers and help them to know more about customers and the ways to build up loyalty in them, thus creating the desired value for them.

The findings of the research are manifold. The first hypothesis examined the effect of customer engagement with the brand on the customer pleasure value. This hypothesis was confirmed with a path coefficient of 0.772. The second hypothesis was the effect of customer engagement with the brand on the customer economic value. It was also confirmed with a path coefficient of 0.595. The third hypothesis regarded the effect of customer engagement with the brand on the value of customer relationships value, which was also confirmed with a path coefficient above 0.903. The fourth hypothesis was about the effect of customer pleasure value on the customer repurchase. It was confirmed too with a path coefficient of 0.379. The fifth hypothesis addressed the effect of customer economic value on the customer repurchase, and this hypothesis was confirmed with a path coefficient of 0.321. The sixth hypothesis regarded the effect of the customer relationships value on the repurchase, which was also confirmed with a path coefficient of 0.215. Finally, the seventh hypothesis concerned the effect of customer engagement with the brand on customer repurchase. It was confirmed with a path coefficient of 0.712. The results of this study indicate that this brand has performed well in some aspects such as creating pleasure value and relationship value for customers. However, to make these values beneficial for customer repurchase, the brand has performed poorly and failed to persuade many customers to repurchase.

Based on the results of the first, second and third hypotheses, brands should seek to better meet customer expectations, continue their relations with customers and gain a good place in their minds. They can increase customers' perception of receiving excitement and pleasure as well as provide cost and economic benefits and respectful and friendly relationships resulting from buying the brand. Also, based on the results of the fourth, fifth and sixth hypotheses, brands should be able to set up appropriate relations and partnerships with customers and create value for them by giving value to economic and pleasure relations and making the customers loyal to the brand. Thus, they may decide to repurchase the brand, which guarantees the success of the brand. Based on the results of the seventh hypothesis, brands should plan and implement the process of creating loyalty by engaging the customers so as to increase the likelihood of their return and re-purchases. In line with these results, practical suggestions have been made to increase customer repurchase.

After the success of Digikala as the largest online retailer in Iran, many online retailers emerged to achieve their appropriate market share. It seems that examining customer behavior in online retailers needs to be further explored and enhanced to achieve competitive power. The purpose of this study is to investigate the impact of pre-buying, buying, and post-buying processes on customer experience and the effects of customer experience on customer satisfaction, then customer satisfaction and customer experience on Repurchase behavior in online retailers. The current research is descriptive and applied. The community of this study is all those who have experience in buying from Digikala retailers. To determine the sample size, the Cochran formula was applied, and because of the infinite statistical population, a sample size of 384 people was selected. A researcher-made questionnaire was created, and a combination was used to collect data. In order to analyze the data obtained from the questionnaire, the structural equation modeling method was used. The hypothetical test was performed using descriptive and inferential statistics. The results suggest that pre-buying, buying, and post-buying processes affect the customer experience in Digikala online retail. Customer experience also affects customer satisfaction and re-purchasing from Digikala online retailers.

In the modern and postmodern world, emotions are the fruit of life. This interaction occurs in social behaviors. One of these social behaviors is the intention to repurchase. This type of purchase is largely a recognition of customer loyalty and its loyalty factors. The purpose of this article is to investigate the effects of emotions on repurchase with a review and analytical look and in a library style. . After reviewing the theoretical foundations of the research, the research background, study gap, discussion and conclusion were concluded. The results of the analysis show that the existence of a purchase is based on the customer's existential philosophy and the customer and consumers need more loyalty on the part of the manufacturer to repurchase.

Following the expansion of e-commerce & Internet purchases, explaining the perceived value of customers and examining how it affects customers' online purchase behavior is one of the most important and attractive issues of marketing research topics as well as a challenge, is to act for managers' decision making. This explanation appears to be at the high level of structural fitting on the presence of utilitarian values ​​and hedonic values ​​at the same time, which is the main goal of the present research. Utilitarian and hedonic values are evaluated by customers based on subjective norms and objective measures which are dynamic and depending on time, actors and situations. Accordingly, this research is applied type in terms of purpose and descriptive survey type in terms of data collection. The statistical population of this research is customers’ through online stores in West Azerbaijan province. The statistical sample of the study consisted of 207 respondents who were randomly selected through a questionnaire of their opinions and the hypotheses tested using structural equation modeling. The results show that hedonic and utilitarian values have positive and direct effects on customers’ attitude and satisfaction also finding indicate indirect effect on perceived values affect customers’ word-of-mouth and repurchase intention.

Today, corporate social responsibility is one of the most important concerns of many societies, and one of the reasons for this is due to the fact that corporate social responsibility affects the attraction and maintenance of customer loyalty. In Islamic societies there is also attention to the general welfare of the community in the principles of ethics, beliefs and religious values. Therefore, this research investigates the effect of Corporate Social Responsibility with Islamic values approach on Customer Repurchases and trust; moreover, the customer satisfaction and customer loyalty have been used as mediator variables. The statistical population of the current research is the customers in Mellat Banks of Semnan province. For this purpose, 103 questionnaires have been gathered from a sample randomly. Cronbach’s alpha has been applied to assess the reliability of the questionnaire. The hypotheses of the research have been tested using the structural part of the structural equation modeling. According to results, the impact of corporate social responsibility on trust, the impact of trust on customer satisfaction and customer loyalty and the impact of customer satisfaction and customer loyalty on customer repurchases have been supported.

This research assesses the impact of sales promotional tools, namely coupon, price discount, free sample, bonus pack and in-store display, on product trial and repurchase behavior of consumers. The study aims at investigating the effect of these tools as an element of marketing mix with consumer's decision. The results are supposed to help manufacturer and retailers to improve sales percentage, as well as production. Questionnaire used as a suitable method of research to conduct data collection. Data analysis of this research has been done in two levels: descriptive statistics and inferential statistics. Frequency, percentage, mean and standard deviation are used in descriptive statistics, and Pearson coefficient of correlation is used in inferential statistics. The sample points for the research were foodstuffs buyer in Refah chain stores in Isfahan. A total of 330 randomly selected customers were surveyed using structured questionnaire, out of which, 303 usable responses were received. Then, using SPSS and coefficient of correlation, the relationship between independent and dependent variable was examined and hypotheses were tested. The results show that using free sample and in-store display are proper means for encouraging consumers to product trial, while price discount and coupon can boost repurchasing behavior. Considering the shelf life of product and the type of advertising it needs, manufacturers and retailers can use the above tools to promote their product and sale and also to get the best return.