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Serbian Journal of Management
2015, vol. 10, br. 2, str. 173-188
jezik rada: engleski
vrsta rada: izvorni naučni članak
doi:10.5937/sjm10-7844


Istraživanje ocene vrednosti kupca kao osnove potrošačkog ponašanja
aFaculty of Strategic Management, Supreme of National defense University ,Tehran, Iran
bDepartment of Business Management, Science and Research Branch, Islamic Azad University, Tehran, Iran
cDepartment of Business Management, Science and Research Branch, Islamic Azad University, Qazvin, Iran

e-adresa: hamid.alizadeh@srbiau.ac.ir

Sažetak

U današnje vreme, više nego ikad, svedoci smo važnosti orjentacije ka kupcu i posmatranja iste kao važne konkurentske prednosti organizacija i njihove uloge u poslovnom uspehu i razvoju. Cilj ove studije je da se analizira razvoj kulture orijentisane ka kupcu u lancima prodavnica, kao i da se diskutuju odnosi između dimenzija vrednosti, ocenjene vrednosti, zadovoljstva kupca, lojalnosti brendu i ponovne kupovine. Ovo istraživanje je zasnovano na anketi, dok su statističku populaciju činili kupci čuvenog lanca prodavnica u Teheranu. U uzorku se nalazilo 390 ispitanika. U cilju analize sakupljenih podataka korišćeni su konfirmatorna faktorska analiza i tehnika modelovanja strukturnih jednačina. Rezultati su pokazali da u razmatranim lancima prodavnica vrednost proizvoda koju procenjuje kupac utiče na zadovoljstvo kupca. Takođe, pokazano je da zadovoljstvo kupaca utiče na lojalnost brendu. Na kraju, pokazano je da predloženi model objašnjava vezu između aspekata vrednosti kupca, procenjene vrednosti, zadovoljstva kupca, lojalnosti brendu i namere da se isti proizvod kupi ponovo, na efikasan način.

Ključne reči

vrednost kupca; procenjena vrednost; zadovoljstvo kupaca; lojalnost brendu; lanci

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