بررسی عوامل موثر بر وفاداری به برند و ارتباط آن با توصیه شفاهی به دیگران (مطالعه موردی گردشگران ورودی شهر اصفهان)

یکی از موضوعات مهم در علم بازاریابی، مبحث رفتار مصرف‌کننده است. فرهنگ مصرف‌کننده در سال‏های اخیر به‌تدریج به سمت یکی از عناصر قدرتمند و عاملی موثر در شکل‏دهی به افراد و جوامع گسترش پیدا کرده است. از منظر استراتژی بازاریابی، درک الگوهای خرید برندهای مختلف از سوی مصرف‏کنندگان بسیار مهم است و یکی از اهداف بازاریابان در مطالعه رفتار و یادگیری مصرف‌کنندگان، تشویق آن‏ها به وفاداربودن به برند است. هدف از تحقیق حاضر، بررسی عوامل ایجادکننده وفاداریِ رفتاری و وفاداریِ نگرشی در یک مقصد و همچنین سهم این وفاداری‏ها در توصیه شفاهی به دیگران است. تحقیق حاضر توصیفی‌ـ پیمایشی است. جامعه آماری این تحقیق را گردشگران ورودی به شهر اصفهان در اردیبهشت و خرداد 1392 تشکیل می‏دهند. حجم نمونه با استفاده از فرمول آماری تعداد 152 نفر به‌دست آمد. برای این پژوهش، پرسش‌نامه محقق‌ساخته‏ای به گردشگران ورودی شهر اصفهان داده شد و روایی و پایایی آن مورد آزمون قرار گرفت. ضریب آلفای کرونباخ 816/0 به‌دست آمد. یافته‏ها نشان داد که تصویر مقصد، کیفیت ادراک‌شده و رضایت از جمله عوامل تاثیرگذار بر وفاداری رفتاری و نگرشی گردشگران است و همچنین، وفاداری گردشگران سبب توصیه شفاهی مقصد به دیگران می‏شود.

SURVEY OF INFLUENCING FACTORS ON BRAND LOYALTY AND ITS RELATIONS TO ORAL ADVICE TO OTHERS Case study: Incoming tourists of Isfahan

Extended Abstract Brand loyalty is ‘Create a deep commitment to repurchase or promote a product or service of the preferred continually in the future; and repeating the regular purchases contrary to the environmental affect and marketing efforts in which possibly may lead to the behavior change’. In recent years, customer loyalty increasingly has been focused by researchers and nowadays loyalty is a recipe for increasing revenue. Brand loyalty, so called to the degree to which particular trademark that a buyer frequently in recent years has purchased. Brand loyalty can be achieved through higher performance than expected buyer, so the purchasers of that earn worth, feelings of wonder, and specified the values above expectations. In this research, we try to study some type of loyalty: behavior loyalty, attitudinal loyalty. Another important concept has been considered in this paper which is Perceived quality. It is based on Consumers judgments about the higher quality. Oral recommendation to buy is the information provided by the consumer or a person other than the main sponsor's promotion. The aim of this study is to investigate the causes of affective and cognitive brand loyalty in Isfahan and also the share of brand loyalty to oral advice to others. Statistical population of study were 152 tourists who visited Isfahan. Questionnaire has been used as the instrument of the study which its validity and reliability were tested. Cronbach's alpha coefficient (0.816) was obtained. The findings indicate that the destination image, perceived quality and satisfaction factors affect both behavioral and attitudinal loyalty, and tourists would recommend the destination to others verbally. Desired data through sampling, carried out to examine the distribution of features. This research is part of a crosssectional survey which has been done. Since the purpose of this study was to investigate the antecedents of behavioral loyalty and attitudinal loyalty to a destination and also share the loyalty of oral advice to others, analysis of the questionnaires were used for statistical analysis. To determine the validity of research, 30 questionnaires initially were distributed among tourists. Reliability or credibility of the question answers the questions about measuring instrument and how much it can assay desired properties. One of the methods to determine the validity is content validity. To determine the validity, the questionnaire was given to university professor's expert in the field of marketing management to comment on Integrity and transparency of questionnaire, therefore ultimately they confirmed this questionnaire. Some of the result confirmed our Assumptions. Of the total respondents 46/1 percent were men and 53/7 percent were women. Also 9.3 % were under 20 years old, 3/55 of 20 to 30 years, 25.7% of 30 to 40 years and 1.15 percent for 40 years and up. The findings of the study illustrate that Brand loyalty play a significant role in creating longterm benefits, because companies need some little activities for attract of loyal customers than others. They would gladly pay more for benefits and the quality of their favorite brands. On the other hand, a larger share of the market by helping organizations can be achieved by brand loyalty, because Loyal customers are frequently purchased and stand up to the organization and the position of competitors marketing efforts. The findings of this study suggest that enhancing the perceived quality; will increase brand loyalty's behavior. Another finding of the study is that the destination image has a direct relationship with the dimensions of behavioral and attitudinal brand loyalty. These findings also have confirmed some of the former findings. One of the subjects that verified in this study is the impact of brand loyalty on destination image. Based on the finding of the study, when a tourist become loyal to a particular destination, he/she will suggest it others, therefore due to this type of marketing it can be called oral marketing which is one of the most effective marketing in researcher opinion and may be more successful in attracting destination of tourists. This study recommends that destinations should try to make tourist satisfy and loyal through increased quality, satisfaction and improve their destination image.