علوم و فناوری نساجی و پوشاک

علوم و فناوری نساجی و پوشاک

عوامل موثر بر رفتار مشتری‌مدارانه در صنعت پوشاک ارگانیک

نوع مقاله : مقاله پژوهشی

نویسندگان
1 گروه مدیریت، واحد تهران غرب، دانشگاه آزاد اسلامی، تهران، ایران
2 گروه مدیریت، واحد بوئین‌زهرا، دانشگاه آزاد اسلامی، بوئین‌زهرا، ایران
3 گروه مدیریت، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران
چکیده
مقاله حاضر با هدف تعیین تاثیر ابعاد مسئولیت اجتماعی و ابعاد بازاریابی داخلی بر عملکرد مشتری‌مدارانه با درنظرداشتن نقش تعدیل‌کننده مشارکت کارکنان در سه برند ایرانی دوستدار محیط زیست به نگارش درآمده است. جامعۀ آماری تحقیق شامل مدیران و کارکنان برند پوشاک "تن درست" به تعداد 118 نفر، مدیران و کارکنان برند پوشاک "بی ارگانیک" به تعداد 67 نفر و مدیران و کارکنان برند پوشاک "روزی پاک" به تعداد 98 نفر می‌باشد. با توجه به کوچک بودن جامعۀ آماری، نمونه‌گیری انجام نشد و با استفاده از روش سرشماری 283 پرسشنامه‌ها توزیع گردید که از این میان فقط 259 پاسخنامه قابلیت تجزیه‌وتحلیل آماری داشتند. نتایج حاصل از آزمون فرضیه‌ها حاکی از آن بود که ابعاد مسئولیت اجتماعی (به غیر از بعد اقتصادی) و همچنین ابعاد بازاریابی داخلی بر عملکرد مشتری‌مدارانۀ سه برند تن درست، بی ارگانیک و روزی سبز تاثیر دارد. از سوی دیگر مشارکت کارکنان تاثیر ابعاد مسئولیت اجتماعی (به غیر از بعد اقتصادی) و ابعاد بازاریابی داخلی بر عملکرد مشتری‌مدارانه را در این سه برند تعدیل می‌کند. بر اساس نتایج بدست آمده پیشنهادهای کاربردی تحقیق ارائه گردید. لازم به ذکر است این تحقیق محدودیت‌هایی به همراه داشت که بر اساس آنان نیز برای محققان آتی پیشنهادهایی مطرح شد.
کلیدواژه‌ها
موضوعات

عنوان مقاله English

Factors affecting customer-oriented behavior in the organic clothing industry

نویسندگان English

Mahnaz Norouzi 1
Behnaz Khoshtinat 2
Parham Bahrami 3
1 Department of Management, West Tehran Branch, Islamic Azad University, Tehran, Iran
2 , Department of Management, Buin Zahra Branch, Islamic Azad University, Buin Zahra, Iran
3 Department of Management, Science and Research Unit, Islamic Azad University, Tehran, Iran
چکیده English

This article aims to determine the effect of social responsibility dimensions and internal marketing dimensions on customer-oriented performance, considering the moderating role of employee participation in three environmentally friendly Iranian brands. The statistical population of the study includes 118 managers and employees of the "Tan Darst" clothing brand, 67 managers and employees of the "Biorganic" clothing brand, and 98 managers and employees of the "Rozi Pak" clothing brand. Given the small size of the statistical population, sampling was not performed and 283 questionnaires were distributed using the census method, of which only 259 responses were capable of statistical analysis. The results of the hypothesis test indicated that social responsibility dimensions (other than the economic dimension) as well as internal marketing dimensions have an effect on the customer-oriented performance of the three brands: Tan Darst, Biorganic, and Rozi Sazb. On the other hand, employee participation moderates the effect of social responsibility dimensions (other than the economic dimension) and internal marketing dimensions on customer-oriented performance in these three brands. Based on the results obtained, practical research suggestions were presented. It should be noted that this research had limitations, based on which suggestions were made for future researchers.

کلیدواژه‌ها English

Social responsibility
internal marketing
customer-oriented performance
employee participation
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  • تاریخ دریافت 21 خرداد 1404
  • تاریخ بازنگری 17 تیر 1404
  • تاریخ پذیرش 02 دی 1404