جستجوی مقالات مرتبط با کلیدواژه "هم خلقی ارزش" در نشریات گروه "مدیریت"

In today’s competitive markets, companies are increasingly using online brand communities as marketing tools. In order to maintain loyal customers, companies are trying to co-create values between themselves and in particular their customers in these communities. The purpose of this survey is to explain the mediating role of online brand community commitment in the relationship between online brand community value co-creation and  brand loyalty. The statistical population consisted of brand customers of social network members. Using simple random sampling technique, 392 people were selected. The electronic questionnaires were analyzed by AMOS and SPSS. The results showed that online brand community value co-creation had a significant effect on brand loyalty with a partial mediation of online brand community commitment and 21.1% of the total effect was explained by the mediating variable. Also, online brand community commitment had a significant effect on brand loyalty. However, the effects of the mediating variable on brand commitment and brand quality were not confirmed.   In today’s competitive markets, companies are increasingly using online brand communities as marketing tools. In order to maintain loyal customers, companies are trying to co-create values between themselves and in particular their customers in these communities. The purpose of this survey is to explain the mediating role of online brand community commitment in the relationship between online brand community value co-creation and  brand loyalty. The statistical population consisted of brand customers of social network members. Using simple random sampling technique, 392 people were selected. The electronic questionnaires were analyzed by AMOS and SPSS. The results showed that online brand community value co-creation had a significant effect on brand loyalty with a partial mediation of online brand community commitment and 21.1% of the total effect was explained by the mediating variable. Also, online brand community commitment had a significant effect on brand loyalty. However, the effects of the mediating variable on brand commitment and brand quality were not confirmed.

Today value creation for customer is done by interaction with and by customer which this interaction leads to value co-creation.Value co-creation is new concept to marketing and business. This concept implies to customers’ engagement in design and improvement of goods leading to innovation and learning in organizations. This paper surveys influence of tendency to value co-creation on organizational innovation and learning. Statistical population includes companies based in Yazd science park and sample size is 118 companies according to Morgan Table. This is descriptive survey and random sampling was applied. Using PLC software, structured equation modeling was used for surveying relation of variables. Findings show that tendency to value co-creation increases organizational innovation and learning.

value Co-creation is the result of combined efforts of the company، employees، customers، shareholders،…. some Customers are people who engage in the process of value co-creation. they have value co- creation behavior. In this paper has shown that value co-creation behavior has been formed from of the two major dimensions. They are customer citizenship behavior and customer participation behavior. each of them have four sub-dimentions. The purpose of this paper is the ranking of value co-creation behavior elements via ANP approach and evaluating of impact’s value co-creation behavior on customerization capability and service capability with Smart Pls software. The population of the research is institutes of art and architecture students and students of language schools in Yazd city. In this study، was used ANP approach for elements ranking and structural equation models for model analyzing. Method of study is descriptive-survey. the data was collected with questionnaire. The results showed that value co-creation behavior effects on customerization capability and service capability. among the elements of value co-creation، customer citizenship behavior is important. among the elements of customer citizenship behavior،advocacy is important. Information sharing is impoatant than other elements in customer participation behavior.