تاثیر سطح عجین شدن با برند بر خرید مجدد مشتری، از طریق هم‌آفرینی ارزش مشتری

هدف پژوهش حاضر بررسی تاثیر سطح عجین شدن با برند بر خرید مجدد مشتری، از طریق هم آفرینی ارزش مشتری است. بنابراین، در راستای بررسی خرید مجدد، عجین شدن مشتری با برند پیش نیاز هم آفرینی ارزش مشتری لحاظ شده است؛ همچنین سه بعد ارزش لذت، اقتصادی و رابطه ای مشتریان مورد بررسی قرار گرفته است. مورد مطالعه این پژوهش، صنعت لبنیات و جامعه آماری آن، کلیه افرادی که بیش از یک بار از برند لبنیات محلی چهارفصل در شهر شاهرود خرید کرده اند، هستند. نوع پژوهش به لحاظ هدف کاربردی و از نظر روش گردآوری داده ها توصیفی- پیمایشی است. پس از مطالعه ادبیات مرتبط با موضوع پژوهش، پرسشنامه استاندارد تهیه شده و در نهایت 385 عدد از پاسخ های دریافت شده و برای تجزیه وتحلیل استفاده شد. به منظور تجزیه وتحلیل داده ها و آزمون فرضیه ها از روش معادلات ساختاری و تحلیل عاملی تاییدی و نرم افزارهای spss و smart pls استفاده شده است. نتایج پژوهش نشان دهنده تایید فرضیه های اثرگذاری عجین شدن مشتریان با برند بر هر سه متغیر هم آفرینی ارزش لذت، ارزش اقتصادی و ارزش رابطه ای مشتریان است. همچنین تاثیر مثبت سه متغیر هم آفرینی ارزش لذت، ارزش اقتصادی و ارزش رابطه ای مشتریان بر خرید مجدد آن ها تایید شد. در نهایت، عجین شدن مشتریان با برند بر خرید مجدد مشتریان تاثیر مثبت و مستقیم دارد.

the effect of brand engagement on customer repurchase through customer value co-creation

introduction: 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.methodology: 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.results and discussion: 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.conclusion: 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.