The study of cultural intelligence effect and loyalty of customers, to brand (CASE STUDY: Snova in Kermanshah)

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1 study of cultural intelligence effect and loyalty of customers, to brand (CASE STUDY: Snova in Kermanshah) Farshad Shahbazi Department of Management, Payame oor University, I.R. of IRA Bahman Saeidipour Department of Educational Sciences, Payame oor University, I. R. of IRA Abstract objective of this study was to investigate the influence of cultural intelligence, the loyal buyers, compared to the company's brand Snova studied is the city of Kermanshah. This study is applied. This descriptive study, survey method. Data collection, through document library, field studies are. For this purpose, the questionnaire method was used for this study, and the validity of expert teachers, was approved, and reliability (.78 and.83), respectively, for cultural intelligence, and brand loyalty is achieved. population of this research includes company customer Snova, the number is,, so the sample size is, according to Morgan table was taken. In this research, descriptive and inferential methods, and use of software SPSS22 and AMOS, an analysis of the data obtained from the questionnaires will be discussed. Results showed that, of all the relationship between the variables, it was a proven fact. In the regression analysis, the relationship between cultural intelligence and loyalty of customers, overall impact, and also between the four dimensions (the strategic, knowledge, motivation and behavior) also had a significant positive correlation with buyer loyalty, and relationship proof, and in relation to, respectively,.29,.32,.39 and.35 are. significance and the relationship between intelligence and loyalty, too, is.6. In the structural equation, and based on the strategic analysis of Amos, the rate is.22 on the loyalty of buyers involved, the amount is significant. As well as the motivation, the amount of.42, the loyalty of influential buyers, which, is significant. After treatment, to.33 on the loyalty of customers, the impact of which is significant, and after knowledge, at a rate of.3 Buyers impact on loyalty that is significant. Accordingly, the motivation, the amount of.42 the highest impact on the loyalty of customers, and have the least impact is strategic to.25. Keywords: cultural intelligence, loyalty, brands, buyer, Snova Company. Statement of the problem Culture is a way to understand the world and the way it is, to shape behavior. Since culture and its elements, with values and beliefs are, and the world is full of very interesting routes, which is why we see different behaviors (Landeran Esfahani and Rahimi ejad, 28: ). Working in a diverse environment of this century, it is necessary to stress from culture shock, disorders and consequences, cultural conflicts to be managed properly, because some of the cultural aspects, like art, music and style behavior, to it can be seen easily, but more challenging parts of the culture, such as beliefs, values, expectations, attitudes and assumptions, elements of culture that cannot be seen, but the behavior of individuals affected, and sometimes led to conflict and What are the contradictions that derive compatibility and adjusted for the effect of culture is needed. Hence, one of the factors that are taken into consideration, and has been dubbed as a moderator, cultural intelligence. Cultural intelligence, the new range of intelligence that relationship is very much diverse work environments. (Seng, 24, 9-2). Cultural intelligence, to allow individuals to recognize that, how others think, and how to respond to patterns of behavior, as a result, reduce barriers to cross-cultural communication and people, cultural diversity gives Management power. ability of individuals to personal growth, through continued learning and a better understanding of cultural heritage, customs, and various values and deal effectively with people with different cultural backgrounds and perceptions. Early and stigma, as well as, cultural intelligence, the ability of the individual to cope effectively with new forms of cultural definition, and structure of this concept to other s of intelligence, including emotional and social intelligence linked (Harris and Lievence, 24 ). Cultural Intelligence, one of the most efficient tools to perform tasks efficiently, the environment is cultural diversity, cultural intelligence that has special abilities and skills, allowing the person to a multi-cultural 78

2 situations, are effective serve. Due to the turbulent and competitive environment today, many organizations are multicultural. "Cultural intelligence" is the most important tool that can, for proper exposure with multicultural situations, to be employed. This intelligence helps to quickly and accurately understand the various components of culture and behavior appropriate to each of them is expressed. People with high cultural intelligence, can have a significant effect on product development, and customer loyalty have created. se are valuable assets, which are, especially in times of crisis, to further show (Seng, 24, 9-2). Statistics show that many commercial from bankruptcies occurs when people from different cultures do not understand. In different cultures, and even subcultures, within a national culture, there is a whole range of emotions, so that the difference in language, ethnicity, politics and many other properties can, as a source of potential conflict arise, and in If there is no understanding, develop an appropriate working relationship makes it difficult (Thomas and Inkson, 23, 96-99). Research shows, differences between national and international cultures, including important factors that determines the of behavior. fundamental question arising here is that, in the present competitive world we see, many companies have huge financial backing, relationships and influence has declined over time, and in a study done it can be seen that, the company can understand different cultures and would not have been inconsistent and therefore have stagnated. refore, understanding the cultural intelligence and its impact on customer loyalty and gain useful competitive, is very important. researchers in this study sought to answer the question, cultural intelligence and loyalty of customers, to take effect? oretical models and hypotheses main hypothesis: Cultural intelligence on the loyalty of buyers to the brand, has a significant impact. Hypotheses Cultural intelligence strategy on the loyalty of customers, to the company's brand, has a significant impact. Cultural Intelligence strategy on the loyalty of customers, to the company's brand, has a significant impact. Cultural intelligence motivational strategy on the loyalty of customers, to the company's brand, has a significant impact. Behavioral strategies of cultural intelligence on the loyalty of customers, to the company's brand, has a significant impact. background research Moshbeki and Ramvaz, (26), in a study entitled " Cultural intelligence, the elixir of the success of managers world-class" also stated that the information and knowledge managers from other cultures, was average, but the index of cultural behavior that, in fact, external and behavioral Cultural intelligence, the limit is rather low. Kazemi (28), in his sis, with the theme " Cultural intelligence, and employee performance University Mustafa I Cultural intelligence ", based on average test results of a population, Cultural intelligence intelligence-cultural motivation, Cultural intelligence cognitive, behavioral Cultural intelligence, and University Mustafa Internatioanl, was desirable, but Cultural cognitive intelligence, was in good condition. Feghahati (2), the article examines the cultural intelligence, and management is addressed in today's world, the results showed that people with low cultural intelligence, may be able to communicate with colleagues from other cultures are not the same culture, As a result, the business will be in trouble. Papzan ane et al (24), in examining the effects of cultural intelligence, the entrepreneurial behavior of students of Razi University, concluded that, cultural intelligence, cognitive, most of the other components of cultural intelligence, can the students entrepreneurial intentions, effective is. Khashei and Harandi (25), in an article on the role of cultural intelligence, improve their competitive intelligence, the results show that cultural intelligence, competitive intelligence, improve accuracy, and thereby, improve competitive intelligence, knowledge companies Iran's foundation. Van Dyne, Eng, Koh, Templer, such Yi Yeng and Chanderaskaroo and Tai (27), in a study to measure the cultural intelligence, and their impact on adjustment, Decision, cultural adaptation and performance focused Duties. results showed that each of these variables associated cultural intelligence dimensions, and 79

3 in fact cultural intelligence, as a prediction of these variables have been introduced. Mapler, Thai and Chndraskar (26), in a study entitled: "Intelligence cultural motivation, view real jobs, real view of life, and cross-cultural compatibility", found that, after motivational cultural intelligence, the individual's ability to cope with international obligations, is effective. Gregory et al (29), with conducting a study entitled: " role of cultural intelligence in the emergence of a culture of dialogue, information technology outsourcing projects, conducted 32 qualitative interviews, and after analyzing the data, the most appropriate cultural intelligence model in the field of information technology outsourcing offered in the form below. Imai and Glfnd (2), report on their research work, in an article entitled: "Intelligent negotiating cultural impact of cultural intelligence, the continuation of negotiations and its achievements ", the effect of cultural intelligence, the process and negotiate their achievements. ir own research, 24 US negotiator and East Asia, the cultural intelligence test. results, a positive correlation between the behavior of continuous integration, and cultural intelligence showed negotiator. Research Methodology This study, the purpose and the method of research is descriptive and analytical survey. Accordingly, the sample used in the study table, by Krejcie & Morgan, 97) has been prepared (ader et al: 2). population (,), the subjects in this study is customer Snova company, according to a population that is almost unlimited, the number of sample is, according to Morgan Cochran was considered. To test the hypothesis, the software SPSS22) regression, and assuming normal for study variables, Kolomogrov-Smirnov test), and a structural equation model was used. validity and reliability of the questionnaire Questionnaires, as one of the tools for data collection, divided into two categories, category and category selfmade standard and the divide. In this study, researchers from standard tools for collecting information is used. In order to evaluate the reliability of questionnaires, Cronbach's alpha was used (Sarmad, 66: 26), the results showed that the questionnaire has high reliability, so that the reliability of the questionnaire is.92. number of participants Table. reliability of the questionnaire Cronbach's alpha Variable Strategic and metacognitive Knowledge or Cognitive Motivational Behavioural Satisfaction Buy continuity and repetition Intellectual ownership Commitment Analysis of results Of the respondents, 75% were male, and about 25 percent are women. highest percentage of respondents age, belonging to the age group of 5-4 years more, with 52 percent, followed by the age group over 5 years, with 22%, 3 to 4, with 8%, has the highest rate are. highest percentage of educated buyers, with 46% of undergraduate education, and then an associate at a rate of 27 percent. Table2-table analysis and multivariate analysis of variance (MAOVA) (significant of 5/) Variables Df F Sig. of F Age Sex marital status

4 Type of significance of determinatio R regression Level error number Type of significance of determinatio R regression Level error number Advanced Social Humanities and Management 3() 26:78-84 Education Based on the table above, it can be seen that between age, gender, marital status and education in line with customer loyalty, a significant relationship was observed. Inferential statistics Regression in the relationship between the variables. strategic dimension on the loyalty of customers than the brand, has a significant impact. Strategic dimension on the loyalty of customers, than the brand, had no significant effect. Strategic dimension on the loyalty of customers than the brand, had no significant effect. Strategic dimension on the loyalty of customers than the brand a meaningful impact. Linear Table 3. between the strategic on the loyalty Buyers Level R number error regression of determination significance R Type of re 2. knowledge dimension on the loyalty of buyers than the brand, has a significant impact. knowledge on the loyalty of customers, than the brand, had no significant effect. knowledge on the loyalty of buyers, the brand, has a significant impact. Table 4. relationship between the knowledge on the loyalty Buyers Linear re 3- motivation dimension on the loyalty buyers than the brand, has a significant impact. motivation on the loyalty of customers than the brand, had no significant effect. motivation on loyalty buyers than the brand, has a significant impact. Table 5: relationship between the motivations on the loyalty Buyers Linear re 4. behavioral dimension on the loyalty of customers than the brand, a significant impact. behavioral dimension on the loyalty of customers than the brand, had no significant effect. 8

5 Type of significance of determinatio R regression Level error number Type of significance Ratio F of R 2 determination regression Error lrvel number steps Advanced Social Humanities and Management 3() 26:78-84 behavioral dimension on the loyalty of customers than the brand, a significant impact. Table 6 examines the relationship between the behavior on loyalty Buyers Linear cultural intelligence on the loyalty of buyers than the brand, has a significant impact. re H H Cultural intelligence on the loyalty of customers than the brand, had no significant effect. : (234) Cultural intelligence on the loyalty of buyers than the brand, has a significant impact. Table 7. relationship between cultural intelligence, and loyalty Buyers R 2 first stage Step by step re secondstage Step by step re relationship between the variables in the form of structural equation model shown in Figure 2, was examined. Figure 2 Structural Equation Model Based on the above it can be seen that, after the :22 strategy, the loyalty of buyers involved, and because a significant amount 45/, 5/ is over, so is a significant amount. As well as the motivation, the amount of.42, the loyalty of influential buyers, and because a significant amount.2, /5 is over, so is a significant 82

6 amount. After.33 behavior, loyalty Buyers impact, and because a significant amount /56, was more than /5, so it is a significant amount, and after knowledge, at a rate of.3, buyers impact on loyalty, and because a significant amount /2, /5 is over, so is a significant amount. DISCUSSIO Results According to the regression analysis, the relationship between cultural intelligence, the loyalty of customers, overall impact, and also between the four dimensions (the strategic, knowledge, motivation and behavior), the loyalty of customers, have a positive and significant relationship, and the relationship is established, and the connection to the.29,.32,.39 and.35 are. So cultural intelligence, considering the dimensions and angles can trust buyers and customers, businesses, and on this basis has affected their loyalty, and can produce the desired results, for cause, and It was observed that, the significance and the relationship between intelligence and loyalty, too, is.6. In the structural equation, and based on a strategic analysis of Amos later, to the :22 on the loyalty of customers, has played a role, and the importance of strategic strategies, for short, medium and long term, the loyalty and confidence of your customers show that the amount is significant. As well as the motivation, the amount of.42, the loyalty of customers, had an impact that is significant. So the incentive, as an important factor in motivating customers to motivate the purchase, a very important factor in their loyalty, are concerned. After treatment to.33, which is significant impact on buyer loyalty, and behavior of individuals trust and loyalty of customers, are very important and effective, and can lead to good results, and after knowledge, at a rate of.3 buyers impact on loyalty is significant, so is the knowledge and information necessary to take action, one of the most important factors for success is, that in the discussion of cultural intelligence, knowledge can trust and customer loyalty, provide. Accordingly, the motivation, the amount of.42 the highest impact on loyalty and strategic buyers, to have the least impact is.25. results of research, the results Papzan and et al (24), in line with the results of the study showed that 56/78% of students with entrepreneurial intentions were moderate to low. Structural equation modeling showed that cognitive cultural intelligence, most of the other components of cultural intelligence can be effective in students' entrepreneurial intentions. It is also estimated based on the variables used in the study is a good model for measuring the impact of cultural intelligence components, the of entrepreneurial behavior agricultural students. Pearson correlation test results also showed that the components of cultural intelligence, together with intent and entrepreneurial behavior, and there is a significant positive relationship. asiri asl research (2), in their study found that, between emotional intelligence and customer loyalty, there is no significant relationship, but between the four components of emotional intelligence (self-awareness, selfregulation, empathy and social skills ), with only one component of customer loyalty (satisfaction), there is a significant positive relationship. Correlation s obtained for the first three components at a significance of., respectively is (.256,.28,.223), and for the fourth component, a significant of 5., is 6.. results of the relation between self-consciousness and self-employees, that is their individual capabilities with customer loyalty, a significant of.5,.65 and.7 respectively, with correlation s confirmed. Practical suggestions Practical recommendations related to the first hypothesis: First hypothesis: the strategy, the loyalty of customers, to take effect. Since this hypothesis is confirmed, it is suggested that:. Cultural knowledge can be informed customers to increase their loyalty. 2. compatibility of the company's culture, we can increase their loyalty. Practical recommendations related to the second hypothesis: second hypothesis: the knowledge, the loyalty of customers, to take effect. Since this hypothesis is confirmed, it is suggested that:. company can identify the system of legal, economic and culture, increase their loyalty. 2. company can, with understanding of marriage of culture, increase their loyalty. Practical recommendations related to the third hypothesis: 83

7 third hypothesis: the motivation, the loyalty of customers, to take effect. Since this hypothesis is confirmed, it is suggested that:. company can, with understanding people's lives, increase their loyalty. 2. company can, with understanding the business and purchasing conditions, increase their loyalty. Practical recommendations related to the fourth hypothesis: third hypothesis: the behavioral loyalty of customers, to take effect. Since this hypothesis is confirmed, it is suggested that:. company can, by talking to people in the field of purchasing, increase their loyalty. 2. company can interact with the people, increase their loyalty. Recommendations for future research. researchers recommended, using the same variables of the study, the research into the relationship, or a comparison between the provincial companies in our country, and to compare its results with the results of this research. 2. It is recommended to researchers, the research on competing companies, or comparable with the same values as the relationship between the two companies, and compare the results with the results of this research. 3. It is recommended to researchers, using the same variables of the study, this research is now more in the future, and in the course of further study using the methodology of this study, carried out to the validity and estimated model, the study added. References. papzan Abdolhamid et al. (24), the effect of the components of cultural intelligence, the entrepreneurial behavior of students of Razi University, Education Management Agricultural Research Quarterly, Issue 29, Summer. 2. Khashei, Vahid and Attaollah Harandi (25), examines the role of cultural intelligence, improve competitive intelligence, enterprise resource management Journal, Volume 5, umber, Spring. 3. Sarmad, Venus and businessman, A. (26), Research Methods in the Behavioral Sciences (twelfth edition), Tehran:agah Press 5. Feghahati, Syed Alireza (2), cultural intelligence and management in today's world, when the field-august, o Deran Isfahani, Saeed Rahiminejad Peyman (28), cultural intelligence foundation for social harmony. 7. Moshbeki, Asghar and Ramuz, ajmeh. (26), Cultural Intelligence elixir of success in world-class managers, Journal of Economics and Management. 8. aderi, Ezatollah. and Seif araqi, Maryam (2), research methods and how to evaluate it, humanities (with emphasis on Educational Sciences), Tehran, Arasbaran publication. 84