بررسي تأثير تاكتيك هاي بازاريابي مبتني بر رابطه وفاداري مشتريان در شركت عوجان ايرانيان (راني)

The Effect of Marketing Tactics Based on Customer Loyalty Relationships In the Ajarian Iranian Company (Rani)

ﺣﻔﻆ ﻣﺸﺘﺮﯾﺎن در ﺻﻨﻌﺖ ﺧﺪﻣﺎت ﺑﻪ ﻫﺪف اﺻﻠﯽ ﺑﺎزارﯾﺎﺑﯽ راﺑﻄﻪ ﻣﻨﺪ ﺗﺒﺪﯾﻞ ﺷﺪه اﺳﺖ. اﺳﺘﻔﺎده از ﺗﺎﮐﺘﯿﮏ ﻫﺎي ﺑﺎزارﯾﺎﺑﯽ راﺑﻄﻪ ﻣﻨﺪ ﺑﺮاي اﯾﺠﺎد ارﺗﺒﺎط ﺑﻠﻨﺪ ﻣﺪت ﺑﺎ ﻣﺸﺘﺮﯾﺎن ﺑﺮاي ﮐﺴﺐ ﻣﻨﺎﻓﻊ دو ﻃﺮﻓﻪ ﺿﺮوري ﻣﯽ ﺑﺎﺷﺪ. اﮔﺮﭼﻪ اﯾﻦ ﺗﺎﮐﺘﯿﮏ ﻫﺎ ﺑﺼﻮرت ﮔﺴﺘﺮده اي از ﺳﻮي ﺷﺮﮐﺖ ﻫﺎﯾﯽ ﮐﻪ ارائه ﺧﺪﻣﺎت ﻣﯽ ﮐﻨﻨﺪ، ﺑﮑﺎر ﮔﺮﻓﺘﻪ ﻣﯽ ﺷﻮد، وﻟﯽ ﺑﺎ اﯾﻦ ﺣﺎل ﻣﺸﺘﺮﯾﺎن ﻫﻤﻮاره ﻣﻤﮑﻦ اﺳﺖ ﺷﺮﮐﺖ ﺧﻮد را ﺗﻐﯿﯿﺮ داده و از ﺧﺪﻣﺎت ﺷﺮﮐﺖ ﻫﺎي رﻗﯿﺐ ﺑﻬﺮه ﺑﮕﯿﺮﻧﺪ. از اين ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ اﻓﺰاﯾﺶ رﻗﺎﺑﺖ و ﭘﯿﺸﺮﻓﺖ ﺗﮑﻨﻮﻟﻮژي وﻓﺎداري ﻣﺸﺘﺮﯾﺎن ﻣﺰﯾﺘﯽ رﻗﺎﺑﺘﯽ ﻣﺤﺴﻮب مي شود ﻫﻤﭽﻨﯿﻦ ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ اين واﻗﻌﯿﺖ ﮐﻪ ﺑﺎزارﯾﺎﺑﯽ ارﺗﺒﺎﻃﯽ ﻫﻨﺮﮐﺴﺐ و ﮐﺎر اﻣﺮوز اﺳﺖ ﺑﺮاي ﺣﻔﻆ ﻣﺸﺘﺮﯾﺎن ﮐﻠﯿﺪي ﺳﻮدآور ﻣﻮﺟﻮد ﻣﻬﺎرت در اﯾﺠﺎد ارﺗﺒﺎط ﺻﺤﯿﺢ ﺑﺎ ﻣﺸﺘﺮي ﺿﺮوري اﺳﺖ. نتايج به دست آمده نشان مي دهد كه برنامه‌هاي مالي، اجتماعي، ساختاري بازاريابي رابطه‌مند روي كيفيت ارتباط خريدار با نيروي فروش و شركت تاثير مثبتي دارد. همچنين كيفيت ارتباط خريدار با هر دو نيروي فروش و شركت بر روي دست‌آوردهاي مالي فروشنده اثري مثبت مي‌گذارد. هدف اصلي اين پژوهش تعيين تاثير عناصر بازاريابي رابطه مند و تلفيق آن با بازاريابي حسي و بازاريابي حمايتي بر وفاداري مشتريان مي باشد. در اين پژوهش براي گردآوري داده‌ها، از پرسشنامه استاندارد پژوهش نورساهيرا و همكاران (2016) بهره گرفته شده است.

Maintaining customers in the service industry has become the primary goal of relationship marketing. The use of relationship marketing tactics to create long-term relationships with customers is crucial for bipartite interests. Although these tactics are widely used by companies that provide services, customers may, however, always change their company and use the services of competing companies. Due to increased competition and advancement of technology, loyalty of customers is a competitive advantage. Also, given the fact that communication marketing is the key to today s work, it is essential to maintain the existing profitable key customers in creating the right communication with the customer. The results show that financial, social, and structured marketing programs have a positive impact on the quality of customer relationship with the sales force and the company. Also, the quality of the buyer s relationship with both sales force and company is positively influenced by the seller s financial achievements. The main purpose of this research is to determine the effect of relationship marketing elements and integrate it with sensory marketing and supportive marketing on customer loyalty. In this research, the standard questionnaire of Norseahira et al. (2016) was used to collect data.