بررسی مؤلفه‌های اخلاقی مؤثر بر ارزش دوره عمر مشتری محصولات لبنی در شهر تهران

مجله اقتصاد و توسعه کشاورزی

مقاله 2، دوره 38، شماره 4 - شماره پیاپی 65، دی 1403، صفحه 371-391   

نوع مقاله: مقالات پژوهشی به زبان انگلیسی

شناسه دیجیتال (DOI): 10.22067/jead.2024.89411.1290

نویسندگان

فرنوش وجدی حکم آباد؛ حامد رفیعی^* ؛ امیرحسین چیذری؛ سعید یزدانی؛ سید صفدر حسینی

گروه اقتصاد کشاورزی، دانشکدگان کشاورزی و منابع طبیعی، دانشگاه تهران، کرج، ایران

چکیده

امروزه نگهداری و تقویت وفاداری مشتری در راستای محصولات یا خدمات یک شرکت، عموماً نکته اصلی و مرکزی فعالیت‌های بازاریابی شده است. ازجمله مواردی که می‌تواند بر بهبود وفاداری مشتریان به برند/ محصول تأثیرگذار باشد، بازاریابی اخلاقی است. بازاریابی اخلاقی حوزه‌ای از اخلاق کاربردی است که با اصول اخلاقی پنهان در رفتار، تبلیغ و تنظیم در بازاریابی ارتباط دارد. مصرف‌گرایی اخلاقی نیز در دو دهه اخیر به دلیل مسائل اجتماعی و زیست‌محیطی اهمیت پیدا کرده است. در این راستا در این مطالعه به هدف بررسی مؤلفه‌های اخلاقی بر ارزش دوره عمر مشتری برای مصرف‌کنندگان محصولات لبنی در تهران در سال 1402 انجام شده است. برای دستیابی به هدف، 710 پرسشنامه در شهر تهران تکمیل گردید و با استخراج اطلاعات مورد نیاز برای محاسبه دوره عمر مشتری از روش GWRFM استفاده گردید و نتایج نشان‌دهنده درصد فراوانی بالای خوشه‌های با ارزش دوره عمر پایین بودند. در مرحله دوم با استفاده از لاجیت چندگانه به بررسی تأثیر مؤلفه‌های اخلاقی بر CLV پراخته شد که نتیجه حاکی از اهمیت پایبندی به قوانین حوزه فعالیت و پذیرش مسئولیت اجتماعی بر ارزش دوره عمر مشتری بصورت مثبت و معنی‌دار بود. از این رو پیشنهاد می‌شود فعالان صنعت لبنیات با مطمئن کردن مشتریان از پایبندی به قوانین حوزه فعالیت این صنعت و همچنین پذیرش مسئولیت اجتماعی می‌توانند آنها را به خوشه‌های بالاتر منتقل کرده و جزو مشتریان وفادار خود قرار دهند. اگر در زمینه احترام به هنجارهای اخلاقی نیز اقدامات مثبتی انجام گردد بخش قابل توجهی از مصرف‌کنندگان محصولات پنیر، ماست و دوغ را تحت تأثیر قرار می‌دهد و سبب حرکت آن‌ها به سوی قرارگیری در زمره مشتریان باارزش این صنعت می‌شود.

کلیدواژه‌ها

ارزش دوره عمر مشتری؛ بازاریابی اخلاقی؛ مصرف‌گرایی اخلاقی؛ GWRFM

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