نوع مقاله : علمی - پژوهشی
نویسندگان
1 دانشکده مهندسی صنایع و سیستم ها دانشگاه تربیت مدرس، تهران، ایران
2 دانشکده مهندسی صنایع و سیستم ها، دانشگاه تربیت مدرس، تهران، ایران
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
Managers are seeking to find a way to create, keep and improve the relationship with the customers in their firms. The component of ‘social responsibility’ is very influential on customer mentality and an important component on customer satisfaction and trust in the brand, which has received less attention from brand researchers. This research develops the brand equity model from the customer perspective according to the type of railway organization that is a service-oriented organization and according to the importance of the role of social responsibility towards the brand, it identifies the most important components for this model from the experts' point of view. To validate, after reviewing the literature, structured interviews were conducted with the experts. Thus, questionnaires were designed and sent to the experts in this field and after analyzing the results of the respond of the questionnaires, important and effective components have been identified and introduced. In order to identify the importance of each component to each other, the coefficient of variation was calculated and the most important components were introduced in ascending coefficient of variation. In this study, "perceived quality of railway services" and "customer satisfaction with the railway brand" are the most important components based on the expert’s point of view and after them brand image and brand awareness are the most important, respectively. It is expected that after the results of this study, managers will pay more attention to the specific components and try to guide the condition of the organization to improve these components.
کلیدواژهها [English]
)