از زنجیره تأمین پایدار تا پایداری شرکت و رضایت ، وفاداری و تبلیغات دهان به دهان مشتریان

نویسندگان

1 دانشجوی دکتری مدیریت صنعتی، دانشکده اقتصاد و مدیریت، دانشگاه یزد، یزد، ایران

2 دانشیار گروه مدیریت صنعتی دانشکده اقتصاد و مدیریت دانشگاه یزد، یزد، ایران

چکیده

در دنیای رقابتی امروز سازمان‌ها برای ادامه حیات خود نیاز به کسب رضایت و وفاداری مشتریان خود دارند. این امر با برآورده شدن خواسته‌های آن‌ها حاصل می‌شود. افزایش آگاهی‌های اجتماعی و زیست‌محیطی موجب تمایل مشتریان به مصرف کالا یا خدماتی شده است که از نظر آن‌ها مسائل پایداری از سوی شرکت‌ها، تولیدکننده آن کالا و خدمات بهتر رعایت شده باشد و دارای عملکرد پایدار باشند. شرکت‌ها نیز برای دستیابی به عملکرد پایدار نیاز به فعالیت در زنجیره تأمین پایدار دارند. از طرفی دیگر با توجه به ماهیت فعالیت شرکت‌های فعال در حوزه کود و سم کشاورزی این موضوع دارای اهمیت بیشتری برای آن‌ها است. از این‌رو هدف تحقیق حاضر بررسی تأثیر مدیریت زنجیره تأمین پایدار بر ابعاد عملکرد پایداری شرکت‌های فعال در حوزه کود و سم کشاورزی و درنهایت رضایت وفاداری و تبلیغات دهان‌به‌دهان مشتریان آن‌ها می‌باشد. به‌منظور جمع‌آوری داده از توزیع پرسش‌نامه میان مدیران و مشتریان شرکت‌های تولیدکننده و توزیع‌کننده کود و سم استفاده ‌شده و جهت آزمون فرضیه از مدل معادلات ساختاری و نرم‌افزار SMART-PLS استفاده شده است. نتایج آزمون فرضیه‌ها حاکی بر تأیید تأثیر زنجیره تأمین پایدار بر ابعاد پایداری شرکت است و همین‌طور دو بعد از سه بعد ابعاد پایداری یعنی بعد زیست‌محیطی و اجتماعی بر رضایت مشتریان تأثیر داشته و از طریق رضایت بر وفاداری و تبلیغات دهان‌به‌دهان مشتریان تأثیر می‌گذارند؛ اما بعد اقتصادی بر رضایت تأثیر نداشته و این فرضیه رد شده است. نتایج این تحقیق درک روشنی از رابطه زنجیر تأمین پایداری با عملکرد پایداری شرکت و رفتار مشتریان ارائه می‌دهد.

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