علوم و فناوری نساجی و پوشاک

علوم و فناوری نساجی و پوشاک

شناسایی عوامل مؤثر بر وفاداری مشتریان فروشگاه‌های پوشاک از دیدگاه فروشندگان با رویکرد نظریه داده بنیاد

نوع مقاله : مقاله پژوهشی

نویسندگان
دانشکده مهندسی صنایع و مدیریت، دانشگاه صنعتی شاهرود شاهرود، ایران.
چکیده
در شرایط رقابتی بازار امروز، به دست آوردن جایگاه مناسب و وفادار نمودن مشتریان از اهمیت به سزایی برخوردار است. از آنجا که حفظ و نگهداری مشتریان مهم تر از به دست آوردن مشتریان جدید می‌باشد و ایجاد ارزش برای مشتری، عامل مهمی برای حفظ مشتریان محسوب می‌شود، مطالعه حاضر به دنبال شناسایی عوامل موثر بر وفاداری مشتریان فروشگاه های پوشاک می‌باشد. روش پژوهش حاضر از نظر هدف کاربردی، از لحاظ رویکرد، اکتشافی و تبیینی و از لحاظ شیوه انجام کیفی است. جامعه آماری پژوهش صاحبان فروشگاه های پوشاک هستند که با آنها مصاحبه نیمه ساختار یافته انجام شده است. برای تجزیه تحلیل داده ‌ها، از تئوری داده بنیاد استفاده شده است. برای این منظور ابتدا مفاهیم مناسب به بخش های مختلف داده ها اختصاص یافته، سپس مفاهیم ‌در قالب شرایط علی، بستر حاکم بر پدیده مورد بررسی، شرایط مداخله‌گر، راهبردها و پیامدها دسته بندی شدند. نتایج نشان می دهد کیفیت، صداقت و احترام از الزامات ، تنوع جنس و قیمت و توجه به مناسبت ها و فصل ها از راهبردها، همسویی با جامعه و شرایط محیطی و شرایط اقتصادی از بستر حاکم بر پدیده که منجر به وفاداری مشتری می شود.
کلیدواژه‌ها

موضوعات


عنوان مقاله English

Identifying factors affecting customer loyalty in clothing stores from the perspective of sellers using a grounded theory approach

نویسندگان English

Seyed Hosein Seyedi
ali salari
kiarash naseri
shadi eskandari
Department of Industrial Engineering and Management, Shahrood University of Technology, Shahrood, Iran.
چکیده English

In today's competitive market conditions, gaining a suitable position and making customers loyal is very important. Since retaining and maintaining customers is more important than acquiring new customers and creating value for customers is an important factor for retaining customers, the present study seeks to identify the factors affecting customer loyalty in clothing stores. The present research method is applied in terms of purpose, exploratory and explanatory in terms of approach, and qualitative in terms of method. The study's statistical population is the clothing store owners with whom a semi-structured interview was conducted. Grounded theory was used to analyze the data. For this purpose, first appropriate concepts were assigned to different parts of the data, then the concepts were categorized in the form of causal conditions, the context governing the phenomenon under study, intervening conditions, strategies, and consequences. The results show that quality, honesty, and respect are requirements, variety of material and price, attention to occasions and seasons are strategies, alignment with society and environmental conditions, and economic conditions are the context governing the phenomenon that leads to customer loyalty.

کلیدواژه‌ها English

Customer loyalty
clothing store
sellers
influencing factors
grounded theory
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  • تاریخ دریافت 24 مهر 1403
  • تاریخ بازنگری 08 بهمن 1403
  • تاریخ پذیرش 15 بهمن 1403