نوع مقاله : مقاله پژوهشی
نویسنده
کارشناسی ارشد مدیریت بازرگانی، دانشکده مدیریت، اقتصاد و حسابداری، دانشگاه پیام نور، تهران، ایران.
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسنده [English]
The purpose of this study is to investigate the mediating role of customer satisfaction in the impact of corporate social responsibility and service quality on brand image (Case study: Arshid Clothing Store in Tehran). The statistical population of this study is Arshid clothing customers in Tehran, the sample size with a confidence level of 0.95, based on the Cochran's formula of 384 people has been determined. Due to the survey nature of the research, a questionnaire was used to collect data. In this study, customer satisfaction in the role of mediator, corporate social responsibility and service quality in the role of independent variable and brand image in the role of dependent variable.The results showed that corporate social responsibility (CSR) has a significant effect on brand image with a mediating role of customer satisfaction among Arshid clothing customers. Quality of service has a significant effect on brand image with a mediating role of customer satisfaction among Arshid clothing customers. Customer has a significant effect on brand image among Arshid clothing customers, corporate social responsibility (CSR) has a significant effect on brand image among Arshid clothing customers. The quality of service has a significant effect on the brand image among Arshid clothing customers, the quality of service has a significant effect on customer satisfaction among Arshid clothing customers, and the company's social responsibility (CSR) has a significant effect on customer satisfaction among Arshid clothing customers
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کلیدواژهها [English]
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