بررسی نقش میانجی تبلیغات دهان به دهان، در اثر گذاری کیفیت خدمات آژانس های مسافرتی بر قصدخرید مشتری

تصمیمات خرید خریداران خدمات، قبل از هر نوع تبلیغی تحت تاثیر پیشنهادهای دوستان یا خانواده‌ می باشد. بر این اساس هدف اصلی پژوهش حاضر بررسی تاثیر میانجی متغیر تبلیغات دهان به دهان بر تاثیرگذاری کیفیت خدمات بر قصدخرید مشتری در آژانس های مسافرتی هواپیمایی استان بوشهر می باشد. پژوهش از نظر هدف کاربردی و از نظر روش تحقیق توصیفی_ همبستگی است. جامعه آماری پژوهش کلیه مشتریان آژانس های مسافرتی در استان بوشهر است. داده های مورد نیاز برای بررسی فرضیه های تحقیق با روش نمونه گیری تصادفی ساده از بین 384 نفر مشتری با بهره گیری از پرسشنامه گردآوری شده اند. روایی پرسشنامه با استفاده از روایی هم‌گرا و پایایی آن با استفاده از آلفای کرونباخ (برای کل پرسشنامه 0.9) مورد تایید قرار گرفت. تحلیل داده ها با استفاده از مدل سازی معادلات ساختاری از طریق نرم افزارsmart pls نشان دهنده آن است که علاوه بر تایید تمامی فرضیه های پژوهش، 41.4 درصد از اثر کل  متغیر کیفیت خدمات بر قصد خرید مشتری در آژانس های مسافرتی هواپیمایی استان بوشهر به شیوه ای غیرمستقیم توسط متغیر میانجی تبلیغات دهان به دهان تبیین می شود.

investigating the mediating role of word of mouth advertising in the impact of travel agencies services on the customer’s purchase intention

in the current competitive era, one of the most important factors for the success of travel agencies is customer loyalty to the services provided by them. therefore, the quality of services provided by travel agencies, given that a large number of service recipients believe in the suggestions of friends or family more than any other type of advertising, can affect the customer’s intention to buy. accordingly, the main purpose of this study is to investigate the mediating effect of word of mouth on the impact of service quality on customer purchase intention in airline travel agencies in bushehr province. the research is applied and descriptive-correlation in terms of purpose and method, respectively.the population of the study encompasses customers of travel agencies in bushehr province. a random sampling method was adopted to distribute and collect the required data. the data were collected through distributing questionnaires among 384 customers. the validity of the questionnaire was confirmed through convergent validity and its reliability was confirmed through cronbach’s alpha method for the whole questionnaire (0.9). data analysis was performed with structural equation modeling (sem) using smartpls software. according to the data analysis results, 41.4% of the total effect of service quality variable on customer intention to buy in airline travel agencies in bushehr province indirectly explained by word of mouth variable.introductionin the current competitive era, one of the most important factors for the success of travel agencies is customer loyalty to the services provided by them. therefore, the quality of services provided by travel agencies, given that a large number of service recipients, believe in the offers of friends or family more than any other type of advertising, can affect the customer’s intention to buy.travel agencies are one of the main foundations of the tourism industry, which play a role as a distribution channel in this industry. that is, they are the link between consumers and suppliers. the final product of the travel service offices includes transportation, accommodation, etc., which the tourist buys one of the products or all the products in the form of travel tours (depending on the trip) depending on his needs.in recent years, government policies for the development of tourism, as well as the use of information and communication technologies in the activities of travel agencies have led to an increase in their number day by day, in the meantime, travelers are looking for reliable travel agencies with suitable services to travel safely. with the created competition, not paying attention to the needs of the customers seriously threatens the success of such organizations. because in competitive markets, higher levels of service quality lead to higher levels of customer satisfaction, greater perceived value, and positive behavioral tendencies.case studythe current research is applied in terms of purpose and descriptive-survey in terms of data collection methods. the statistical population is the customers of travel agencies in bushehr province. due to the fact that it is not possible to prepare a list of the people of this statistical population, the intended statistical population is considered unlimited the information related to these agencies has been prepared from the trade association of travel and tourism service offices of each city. the information obtained from 38 travel agencies, 20 agencies from the agencies active in the cities of bushehr, asaluye, kangan and barazjan were considered as a statistical sample in a simple random manner. finally, among the travelers of the mentioned agencies, based on the following relationship, 384 people were selected by simple random to collect data.