Check of experiential marketing effect on loyalty buyers than company's brand (Case Study Milk and dairy Company Bistoon, in the city of Kermanshah)

Transcription

1 Check of experiential effect on loyalty buyers than company's brand (Case Study Milk and dairy Company Bistoon, in the city of Kermanshah) Sadegh Azadi Department of Management. Payame Noor University, I.R of IRAN Shahriar Asgari Master of business administration orientation change management, Deputy follow up and legal collection, Samen credit institution Kermanshah Abstract: In today's world, due to intense competition, to attract new customers and retain old customers, most companies in the, experiential Particular realized, and it is known as a science and profession. This study, in terms of purpose (use), an applied research. In general, this study is a descriptive (nonexperimental), that is, to examine the impact of sensory, loyalty buyers, the brand of milk and dairy Bistoon in the city of Kermanshah. The method used in this study was a descriptive - correlation, including research survey. The population, including those living in the city of Kermanshah, which, according to Morgan, the sample size to were selected. The results showed that, in correlation, the relationship between experiential and customer loyalty options, the relationship between the other options, it was a proven fact. Between satisfaction and experiential to the amount of (0.000), the highest level of significance, and between experiential and intellectual sense, least significantly (0.04) there. Between continuity and repeat purchase, and commitment and also Adherence, respectively and of the sensory are related. Keywords: experiential, loyalty, buyers, company brand, milk and dairy of Bistoon. Introduction Today, organizations have come to believe, is just a repeat purchase customers are able to achieve long-term profits, therefore, seek to facilitate the repurchase of customers, are a step forward. The purpose of the plan to repurchase, repeat customer purchases a certain brand, then use the same brand. Hom and Murt (2010) studied the relationship between emotions, service quality, customer satisfaction, and perceived value with the intent to repurchase, the company said. The findings show that, intend to repurchase the intervention of perceived value, is formed. In today's world manufacturers, production-oriented and price-oriented strategy, the brand-oriented strategies, that have gone on. Among the advantages of the brand, companies can include: increased customer loyalty, increase profitability, prevent the entry of new competitors, reducing vulnerability to competitors, and reduce advertising costs noted (Noorollahi and et al., 2013: 1).In today's world, the dramatic developments in various fields, especially in the global economy and markets can be observed. These changes are permanent, global business activities affect, and the opportunities and threats in the field of economics and business, to bring communities. In this world full development of the businesses will be successful, rapid global changes, rapid changes in the market situation, competitors, distribution systems, mass media, new technologies, and briefly consider and market management. Companies to reputation, will achieve that their true mission, namely customer satisfaction and loyalty, and respect through a better satisfied, they need to be ahead of competitors. In addition, his responsibilities have been committed, and social welfare and socio-political interests of their own, have in mind. Business trend in today's world to break the monopoly, and increasing competition, the competition will come sooner or later every turn. So have to follow basic strategies, such as emotional, take steps to attract customers. In competitive conditions, all the concern now is that not only attract new customers, but also keep your old customers. Perhaps it could be argued, for companies and institutions keep old customers than to attract new customers is important. The reason for this is also very simple. Older customers less selling costs, the cost of trying to attract new customers. In the past, it was assumed that, by adapting to the needs of customers, customer loyalty can be achieved, but experience 35

2 shows that with the arrival of new companies, products more adapted to customers' needs were, most customers, attract new companies arrived. After assuming it is intended to provide distinctive products can lead to customer loyalty, but the tragedy with the arrival of new competitors, the more distinctive products was repeated, until the idea of maintaining customer loyalty, through the creation of lasting relationships, and build understanding and they were made to feel special. The idea that some rebound referred to as customer relationship management. The aim of this new way of thinking, managing the relationships with our customers, and assume suggest that customers not only because of differentiated products, and in accordance with their needs, but also because of his attachment to relations with suppliers of products, from a company buy out. In other words, having differentiated products, and in accordance with customer needs is a prerequisite. But not necessarily "a sufficient condition, for capturing and maintaining customer loyalty is not. Sufficient, long-lasting customer relationships (Adamson et al., 2003: 23). In today's world, due to intense competition, to attract new client, and keeping old customers' most companies, have realized the position, and it is known as a science expertise. Considering that one of the new ways in, experiential, need to be examined what could be a better way, the loyalty of customers, effective for future purchases. And the greatest positive impact on customers, the purchase is carried out, and makes sense as a symbol or signs, the company which, in for the company is a winner. And between rival companies, a distinction created, it is an advantage for the company. Customer retention and loyalty that, to continue the business, it is crucial to be (Ehigie, 2006: 494). In this study we intend, to know whether a sense of loyalty buyers, brand than positive and significant impact. Hypotheses: The main hypothesis: sensory on loyalty buyers than company brand is positive and significant impact. Special assumptions: Experiential on create a sense of satisfaction on behalf of the buyer, has a significant positive impact. Sensory on the continued purchase and repeat purchase, the buyer, has a significant positive impact. Marketing sense on the sense of thought, than the brand a positive and significant impact. Sensory on the creation of commitment to the buyer, the company brand, has a significant positive impact. Based on what was studied, can be conceptual model study, presented in the form below: research background: 36

3 Table theoretical framework - national and international studies Internal row or Researcher external name year Research subject study Examine the mediating role of customer-based brand equity, the 1 Internal Rahimnia and impact of brand 2012 Fatemi image and successful relationship with the customer, 5 star hotels Mashhad 2 Internal 3 external Sheidayi Habashi and et al Ramos and Franko external Sondon 2007 The role of relationship, experiential and support, customer loyalty The impact of communication and promotion price on brand equity The effect of brand image, loyalty and satisfaction, intention to buy cosmetics research method The analytical - Solidarity method The analytical - Solidarity method The analytical - deductive method Analytical - Descriptive methods Research Results The study indirect effects of successful communication with customers, brand image, it is more of an indirect effect, and reflects the important role of brand equity, brand image is on.creating In private and public banks, experiential variables, trust and commitment and significant positive effect on customer loyalty are. Comparing the results showed that neural networks to better results than that obtained in traditional statistical tests, achieved and therefore.can be trusted Marketing communications, have a positive impact on.brand equity Performance, sociocultural, experience and increase visibility, positively affect satisfaction. Also, satisfaction, loyalty indexes. The results showed that, in all their efforts, the advantages of brands to achieve, focus on.customer loyalty According to the literature examined, it can be concluded that, experiential and the ability to do this, the involvement of sensory capabilities customers can, underlying market boom, profits and satisfaction, and customer loyalty is. Of course, different studies, different factors in evaluating experiential, in different locations have assessed that all this has been demonstrated that the ability to earn loyalty and customer confidence, is very important. Statistical Society 37

4 The study sample in this research, including buyers of milk and dairy products Bistoon in the city of Kermanshah. Valid and reliable assessment tools to determine the credibility (reliability), and ensuring the implementation questionnaires, with 5 professors specializing in the field of study, were consulted and their opinions questionnaires were applied in the preparation and modification, and after resolving ambiguous points of the final questionnaire, the samples were analyzed. It also utilizes software (22SPSS), and Cronbach's alpha test, the validity of the questionnaire, and its components are listed in Table (3-3) was determined. Table 3-3-validity of the questionnaire Variable Cronbach's alpha Number of subjects inside to out Process./ 912 out to inside Process./ 855 Spanning Process./ 871 Customer service./ 848 The effectiveness of promotional activities, in order to grow market share and sales 0/866 Having a strong distribution network 0/ 822 Its contact Customer 0/ 903 The use of research 0/ 705 The ability to create differentiated products 0/ 921 Satisfaction 0/ 752 Continue shopping and repeat 0/ 831 Commitment and Adherence 0/ 71 Sense of intellectual 0/ 95 If a steady questionnaire, the Cronbach's alpha values greater than 0.7, and whatever the amount is closer to number 1, is higher than the reliability of the questionnaire. Inferential statistics Check the assumption of normality To check the assumption of normality of the study variables, Kolomogrov Smirnov one-sample test was used. As well as to examine the bivariate normal assumption, the Shapiro-Wilk test was used. The results showed that, assuming normal for all variables can not be excluded (0.05 <P). In fact, the significance of other variables, is more than 0.05, then the variables are normal. The result Kolmogorov-Smirnov test for normality underwriters review Significance level Test Sample size Dimension 0/847 0/613 inside to out Process 0/051 0/351 Satisfaction 0/082 1/425 Continue shopping and repeat 0/514 0/859 Sense of intellectual 0/693 0/711 Commitment And adherence 0/422 0/875 Total Variable Experiential Loyalty Buyers SIG. 0/155 0/106 The result Shapiro-Wilk test to check the bivariate normal underwriting TEST N Variable 0/993 Sensory - satisfied 0/992 Sensory - continue to buy and repeat 38

5 0/058 0/991 Sensory - a sense of intellectual 0/143 0/896 Sensory - commitment and Adherence In this episode, the impact of experiential, loyalty buyers of milk and dairy products Bistoon, will be discussed. The association between the research variables To examine the relationship between variables, Pearson parametric test, was used. 1. The relationship between sensory, and customer loyalty: : Sensory, on behalf of the buyer's purchase loyalty, positive and significant role. H 0 : Sensory, on behalf of the buyer's purchase loyalty, not positive and significant role. Table examine the relationship between experiential, and customer loyalty Costumer loyalty Experiential Pearson Correlation 1.352* Costumer loyalty Significantly Sample size Pearson Correlation.352* 1 Experiential Significantly.002 Sample size In this hypothesis, the relationship between experiential, and customer loyalty, customer loyalty rates, measured by sensory is, has been, to refuse or reject this context, the Pearson test was used, which according the value sig (0.002), came to the conclusion that, between experiential and customer loyalty, there is a significant relationship. So the hypothesis is accepted. 2. The relationship between sensory, and satisfaction Feeling: experiential on create a sense of buyer satisfaction Feeling, positive and significant role. H 0 : Experiential on create a sense of satisfaction Feeling at the buyer does not have a positive and significant role. Table examine the relationship between experiential, and satisfaction Feeling Satisfaction Feeling Experiential Pearson Correlation 1.254* Satisfaction Feeling Significantly Sample size Pearson Correlation.254* 1 Experiential Significantly Sample size In this hypothesis, the relationship between satisfaction and sense, that sense of satisfaction, as measured by sensory is, has been, to refuse or reject this hypothesis, Pearson test was used, which according to the sig (0.000) came to the conclusion that, between satisfaction and (experiential ), there is a significant relationship. So the above hypothesis is accepted. 3. The relationship between sensory, and continuity and repeat purchase: 39

6 H 0 Advanced Social humanities and Mangement 3(2) 2016:35-42 sensory on continued purchase and repeat purchase, the buyer, has a positive and significant role. : Marketing sense on continued purchase and repeat purchase, the buyer does not have a positive and significant role. Table examine the relationship between experiential, and continuity and repeat purchase Continuation and repeat Experiential purchase Continuation and repeat purchase Experiential Pearson Correlation 1.424* Significantly Sample size Pearson Correlation.424* 1 Significantly.001 Sample size In this hypothesis, the relationship between continuity and repeat purchasing and sense, a continuation and repeat purchase rate, measured by sensory is, has been, to refuse or reject this hypothesis, Pearson test are used. according to the sig (0.001) came to the conclusion that, between continuity and repeat purchase (experiential ), there is a significant relationship. So the above hypothesis is accepted. 4. The relationship between sensory, and intellectual sense : sensory on the sense of thought than the brand a positive and significant impact. H 0 : Marketing sense on the sense of thought than the brand, and not have a significant positive impact. Table examine the relationship between experiential, and intellectual sense Sense of intellectual Experiential Pearson Correlation 1.264* Sense of intellectual Significantly 1.04 Sample size Pearson Correlation.264* 1 Experiential Significantly.04 1 Sample size In this hypothesis, the relationship between the sense of intellectual and experiential, that the sense of belonging intellectual, sensory is investigated, which is to deny or reject this hypothesis, Pearson test was used, which according the value sig (0.04) came to the conclusion that, between sense and intellectual (experiential ), there is a significant relationship. So the above hypothesis is accepted. 5. The relationship between sensory, and commitment : sensory on creation of commitment to the buyer than the brand, has a significant positive H 0 impact. : Sensory on creation of commitment to the buyer than the brand, has not a significant positive impact. 40

7 Table examine the relationship between experiential, and commitment Commitment and Experiential Adherence Commitment and Adherence Experiential Pearson Correlation 1.251* Significantly Sample size Pearson Correlation.251* 1 Significantly.004 Sample size In this hypothesis, the relationship between commitment and experiential, that the commitment to experiential has been discussed, that to deny or reject this hypothesis, Pearson test was used, which according the value sig (0.004) came to the conclusion that, between commitment and (experiential ), there is a significant relationship. So the above hypothesis is accepted. Conclusion So based on what was analyzed, it is observed that, in an analysis, especially in the theories, all hypotheses were proven true, and in a significant amount of options, between satisfaction and sense, the amount of (0.000) the highest level of significance, and between experiential and intellectual sense, least significantly (0.04) there. Between continuity and repeat purchase, and commitment and also Adherence, and respectively in the sense, there. Overall results of the study, the results of Kim and colleagues (2011), that in a study entitled (the effects of customers' perceptions of brand personality, informal restaurant), the impact of brand personality on brand preference, brand loyalty and mouth advertising the mouth of payment, were consistent, and the results of this study indicate the impact of brand personality on all these variables, respectively. This results, with research results of Shabgoo and Mirzaee Daryani (2014), in an article entitled "Towards experiential : stimulating the five senses (sight, hearing, smell, touch, taste), and its influence consumer behavior." in line with that, it concluded that, senses simultaneously, influence consumer behavior. And also, stimulate the senses of sight, smell, hearing, touch and taste on consumer behavior, affect. The results indicate that stimulation of the five senses strategic consumer in the process, can be a practical method companies, and retailers to attract customers and increase their loyalty. Practical suggestions: 1. Based on the results of the first hypothesis, which expresses the relationship between experiential, and loyalty is bought, it is necessary to create a series of training courses in the field of loyalty and experiential, on a rotating basis among the different organizations; 2. As a general experiential, loyalty to a variety of factors, especially the satisfaction of the second hypothesis, the Company had a positive effect of dairy and milk Bistoon, should provide more services to customers, especially in the quality, price, packaging and more happiness, more and more customers provided; 3. Based on the results obtained from third hypothesis, showing the relationship between experiential and is continuing and repeat purchase, should provide ongoing subsidies and incentives for successful organizations in the process of experiential continue shopping, the underlying customers, and positive and honestly, it gave continuity; 4. Based on the results of the fourth hypothesis that expresses a sense of belonging options significantly less intellectual, and sensory to this option, given the significant level of 0.04, was less effective, should be good, tailored advertising, encounter any What better with customers, using the experience of successful organizations in this field, and provide better service to improve the intellectual sense, by appointment. 5. The fifth hypothesis results that indicate significantly lower, after the intellectual sense, and expresses the relationship between experiential, and commitment is, it is suggested that services should be 41

8 continuous and not always in line with customer satisfaction, adequate monitoring in this area, the conditions for their commitment and loyalty more buyers and clients, be provided. Sources and references 1. Rahimnia, Fariborz., 2014, experiential mediating role in the relationship between service innovation, and the formation of behavioral intentions of customers, Proceedings of the First International Conference on Economics, Management, Accounting and Social Sciences, Rasht, June Sheidayi Habashi, Akbar., et al., 2014, investigated the role of relationship, experiential and supportive customer loyalty, Journal of Marketing Management / No. 24 / Autumn. 3. Noorollahi, Somayeh et al 2013, the effect of capabilities, market performance varies by creating superior value for customers in the food industry Toos Industrial Estate, Mashhad, Proceedings of the National Conference of modern management. 4. Adamson, I. and Chan, K. M. and Handford, D. (2003), "Relationship : customer commitment and trust as strategy for the smaller Hong Kong corporate banking sector", International journal of bank, Vol. 21, No. 6/7, pp: Ehigie, B. O. (2006), "Correlates of customer loyalty to their bank: a case study in Nigeria", International Journal of Bank Marketing, Vol. 24, No. 7, pp: