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بررسی تاثیر طراحی محصول جدید بر رضایت مشتری در صنایع مبلمان چوبی خانگی با استفاده از مدل معادلات ساختاری در استان تهران | ||
| تحقیقات علوم چوب و کاغذ ایران | ||
| مقاله 10، دوره 31، شماره 2 - شماره پیاپی 55، تیر 1395، صفحه 294-308 اصل مقاله (336.12 K) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22092/ijwpr.2016.105930 | ||
| نویسندگان | ||
| حامد احمدی1؛ آژنگ تاج دینی* 2؛ امیر لشگری3 | ||
| 1دانشجوی کارشناسی ارشد /دانشگاه آزاد اسلامی واحد کرج | ||
| 2دانشیار گروه علوم و صنایع چوب و کاغذ، دانشگاه آزاد اسلامی، واحد کرج، | ||
| 3استادیار /دانشگاه آزاد اسلامی واحد کرج | ||
| چکیده | ||
| در این پژوهش ، تاثیر طراحی محصولات متنوع این صنعت در جلب رضایت مشتریان نهایی بررسی گردید. برای این منظور، متغیرهای تحقیق عبارتند از:ویژگی های ظاهری ،کیفیت ،قیمت گذاری، سیستم توزیع، خدمات پس از فروش و ارزش درک شده ویک متغیر تعدیل گر جنسیت.. جامعه آماری این پژوهش عبارت از کلیه مشتریان صنعت مبلمان چوبی خانگی استیل در شهر تهران است . برای بررسی و آزمون مدل مفهومی ارائه شده ، از روش معادلات ساختاری و نرم افزار AMOS استفاده می شود. نتایج نشان داد که مدل مورد پژوهش در مدل های اندازه گیری مرتبه اول و مرتبه دوم و مدل ساختاری برازش مناسبی داشته است. در مدل اندازه گیری شاخصهای اندازه گیری بار عاملی معناداری ایجاد کرده ، این موضوع نشان می دهد که مدل به درستی از ادبیات نظری تعیین گشته و سنجه های اندازه گیری آن بدرستی شناسایی شده است و این موجب روایی بالای ابزار اندازهگیری تحقیق گردید. متغیر های ویژگی های ظاهری ،کیفیت ، قیمت گذاری، خدمات پس از فروش و ارزش درک شده در سطح اطمینان 99 درصد بر رضایت مشتریان مبلمان چوبی خانگی تاثیر گذار هستند. اما تأثیر متغیر سیستم توزیع بر رضایت مشتریان مورد تایید واقع نشد.همچنین با توجه به نتایج بدست آمده مشخص است که متغیرجنسیت فقط رابطه ی متغیر ویژگی های ظاهری با رضایت مشتریان را آن هم در سطح معناداری 90 درصد مورد تعدیل قرار می دهد. | ||
| کلیدواژهها | ||
| طراحی محصول؛ رضایت مشتری؛ مبلمان چوبی؛ معادلات ساختاری | ||
| عنوان مقاله [English] | ||
| The effect of new product layout on customer satisfaction in wooden household furniture industries using structural equations model in Tehran province | ||
| نویسندگان [English] | ||
| Hamed Ahmadi1؛ Ajang Tajdini2؛ Amir Lashgari3 | ||
| 1Ms.C student/Karaj Branch, Islamic Azad University | ||
| 3Assistant Professor/ Karaj Branch, Islamic Azad University | ||
| چکیده [English] | ||
| In this research, the impact of various products design was investigated in end-customer’s satisfaction. . For this purpose, the variables are: products ‘external characteristic variables, quality, price, distributing system, after sales services, perceived value and sex moderator variable. The statistical population of this research includes all the consumers of household wooden steel furniture in Tehran city. In order to evaluate and examine the conceptual model, structural equation method and AMOS software are used. The results showed that the model has been fitted in the first-grade and second-grade measurement models and also on structural model. In measurement model, the measurement indices have created some meaningful factor loadings. This issue shows that model has been determined from theoretical literature and the criteria of this measurement have been recognized correctly. This caused a high validity of the measurements ‘tools. The variables of external characteristics, quality, price, after -sales services and perceived value are all effective at 99 percent of the confidence level on the consumer of household wooden furniture. But, the effect of distributing system variable on customer satisfaction did not accept. Also according to the obtained results, it is clear that sex variable can just adapt the relationship between external characteristics and customer satisfaction in the level of 90 percent significance. | ||
| کلیدواژهها [English] | ||
| Product layout, customer satisfaction, Wooden furniture, Structural equations | ||
| مراجع | ||
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