بررسی‌های بازرگانی

بررسی‌های بازرگانی

تحلیل ساختاری هویت سبز و وفاداری مصرف‌کننده در صنعت کاشی و سرامیک استان یزد با کاربرد مدل‌سازی معادلات ساختاری

نوع مقاله : پژوهشی

نویسندگان
1 استادیار گروه مهندسی صنایع، دانشکده فنی و مهندسی، مجتمع آموزش عالی بم.
2 کارشناسی ارشد مدیریت بازرگانی، موسسه آموزش عالی امام جواد (ع)، یزد، ایران
3 دانشجوی دکتری مدیریت بازرگانی گرایش بازاریابی، دانشکده اقتصاد، مدیریت و حسابداری، گروه مدیریت بازرگانی، دانشگاه یزد، یزد، ایران
4 استادیار گروه آمار، دانشکده ریاضی و محاسبات، مجتمع آموزش عالی بم
چکیده
امروزه مسائل زیست‌‌محیطی به یکی از نگرانی‌‌ها و دغدغه‌‌های جوامع مختلف تبدیل شده است. اهمیت به محیط زیست، کاهش انتشار کربن و کاهش گرمایش جهانی مورد توجه بسیاری از محققین، صنایع و شرکت‌های مختلف قرار گرفته است. شرکت‌ها و سازمان‌‌های مختلف بر این باورند که هر تلاشی که در جهت بهبود محیط زیست انجام دهند، وجهه شرکتی آن‌‌ها را بهبود بخشیده و به موجب آن وفاداری مشتریان را نیز افزایش خواهد داد. هدف از انجام این پژوهش؛ تحلیل ساختاری هویت سبز و وفاداری مصرف‌‌کننده در صنعت کاشی و سرامیک استان یزد با کاربرد مدل‌‌سازی معادلات ساختاری است. این پژوهش از نظر هدف، کاربردی و از نظر ماهیت و روش، توصیفی- همبستگی بوده است. به منظور گردآوری داده‌‌ها در این پژوهش از پرسشنامه استفاده شده است. جامعه آماری این پژوهش کارکنان صنعت کاشی و سرامیک استان یزد است. روش نمونه‌گیری مورد استفاده در این پژوهش، روش نمونه‌گیری در دسترس بوده است. نتایج حاصل از این پژوهش نشان داد که هویت سازمانی سبز بر نوآوری سبز، به اشتراک‌‌گذاری دانش سبز و وفاداری مشتریان تأثیر مثبت و معناداری دارد. همچنین نتایج حاصل از این پژوهش نشان داد که به اشتراک‌‌گذاری دانش سبز بر وفاداری مشتریان و نوآوری سبز تأثیر مثبت و معناداری دارد. از دیگر نتایج این پژوهش می‌‌توان به تأثیر نوآوی سبز بر وفاداری مشتریان و تأثیر نقش میانجی به اشتراک‌‌گذاری دانش سبز بر تأثیر هویت سازمانی سبز بر نوآوری سبز و وفاداری مشتریان اشاره کرد.
کلیدواژه‌ها

موضوعات


عنوان مقاله English

Structural Analysis of Green Identity and Consumer Loyalty in Tile and Ceramic Industry of Yazd Province Using Structural Equation Modeling

نویسندگان English

ali saffari darberazi 1
Amir Mohammad Ghadirian 2
Alie Haqbin 3
Me’raj Abdi 4
1 Assistant Professor, Department of Industrial Engineering, , Bam Higher Education Complex.
2 Master of Business Management, Imam Javad Institute of Higher Education Yazd, Yazd, Iran.
3 Phd student business Management, marketing, Faculty of Economics, Management and Accounting, Department of Business management, Yazd University, Yazd, Iran
4 Assistant Professor, Department of Mathematics and Computing, Higher Education Complex of Bam, Bam, Iran
چکیده English

The modern business environment in the 21st century is changing rapidly. The subsequent industrial upgrading and transformation as well as the rapid change in the economy have brought people to the comfortable life of today. However, many environmental problems have arisen with economic development, which deteriorate environmental quality and may ultimately harm ecological sustainability. The importance to the environment, reducing carbon emissions and reducing global warming has been the focus of many researchers, industries and companies. Various companies and organizations believe that any effort they make to improve the environment will improve their corporate image and thereby increase customer loyalty. The purpose of this research is structural analysis of green identity and consumer loyalty in tile and ceramic industry of Yazd province using structural equation modeling. This research was applied in terms of purpose and descriptive-correlation in terms of nature and method. In order to collect data, a questionnaire was used in this research. The statistical population of this research is the employees of Yazd tile and ceramic industry. The sampling method used in this research was the available sampling method. The results of this research showed that green organizational identity has a positive and significant effect on green innovation, green knowledge sharing, and customer loyalty. Also, the results of this research showed that sharing green knowledge has a positive and significant effect on customer loyalty and green innovation. Among other results of this research, we can mention the effect of green innovation on customer loyalty and the effect of the intermediary role of green knowledge sharing on the effect of green organizational identity on green innovation and customer loyalty.

کلیدواژه‌ها English

Green Organizational Identity / Green Knowledge Sharing / Customer Loyalty / Green Innovation
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دوره 22، شماره 127 - شماره پیاپی 127
مهر و آبان 1403
صفحه 91-114

  • تاریخ دریافت 05 تیر 1403
  • تاریخ بازنگری 01 مرداد 1403
  • تاریخ پذیرش 08 مرداد 1403