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.

کلیدواژه‌ها


عنوان مقاله [English]

From sustainable supply chain to company sustainability, customers satisfaction, loyalty and word-of-mouth advertising

نویسندگان [English]

  • neda tahmasbi roshan 1
  • Ali Morovati Sharif Abadi 2
  • Seyed Heidar Mir Fakhreddini 2
  • Seyed Habibollah mirghafoori 2
1 Ph.D. Student in Industrial Management, Faculty of Economics and Management of Yazd University, Yazd, Iran
2 Associate Prof. in Industrial Management, Faculty of Economics and Management, of Yazd University, Yazd, Iran
چکیده [English]

In today's competitive world, organizations need their customers' satisfaction and loyalty to survive, with their demands fulfilled. Increasing social and environmental awareness has led consumers to take advantage of goods or services that, in their view, have sustained issues from companies that produce those goods and services, and have a sustainable performance. Companies also need to operate in the sustainable supply chain in order to achieve sustainable performance. On the other hand, given the nature of the activity of active companies in the field of fertilizer and agricultural poisoning, this issue is of great importance to them.
Therefore, the purpose of this study is to investigate the effect of sustainable supply chain management on the sustainability performance of active companies in the field of fertilizer and agricultural toxicology, and finally, the satisfaction of loyalty and oral advertising to their customers' mouths. In order to collect the data, a questionnaire was distributed among the managers and customers of the companies producing and distributing fertilizer and poison distributed in order to test the hypothesis. Structural equation modeling and SMART-PLS software are used. The results of the hypotheses test indicate confirmation of the effect of sustainable supply chain on the firm's sustainability dimensions. Also, two dimensions of three dimensional dimensions of sustainability, namely environmental and social dimension, affect customer satisfaction and through satisfaction of loyalty and word of mouth advertisements to customers Affect. But the economic dimension has no effect on satisfaction and this hypothesis has been rejected. The results of this study provide a clear understanding of the relationship between sustainability with the firm's sustainability and customer behavior.

کلیدواژه‌ها [English]

  • Sustainable Supply Chain Management
  • Sustainability
  • Customer Satisfaction
  • Customer Loyalty
  • Word of Mouth Advertising
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