تأثیر ویژگی‌های درونی و بیرونی محصول توت‌فرنگی بر رضایت‌مندی مشتریان (مصرف‌کنندگان) مطالعه موردی: شهرستان سنندج

فصلنامه علمی -پژوهشی تحقیقات اقتصاد کشاورزی

مقاله 7، دوره 12، شماره 46، مرداد 1399، صفحه 113-132   

نوع مقاله: مقاله پژوهشی

نویسندگان

آکو نادری¹؛ صدیقه نبی ئیان^{* 2}؛ محمدرضا زارع مهرجردی³؛ حامد قادرزاده⁴

¹گروه اقتصاد کشاورزی

²عضو هیئت علمی دانشگاه شهید باهنر کرمان

³گروه اقتصاد کشاورزی، دانشکده کشاورزی، دانشگاه شهید باهنر کرمان.

⁴استادیار گروه اقتصاد کشاورزی دانشگاه کردستان

تاریخ دریافت: 30 فروردین 1397،  تاریخ بازنگری: 03 مرداد 1397،  تاریخ پذیرش: 26 اردیبهشت 1399 

چکیده

یکی از مهم‌ترین اهداف هر کسب‌وکار تولیدی یا خدماتی دستیابی به رضایت مشتریان است. در این تحقیق تأثیر ویژگی‌های درونی و بیرونی ارقام توت‌فرنگی بر رضایت‌مندی مصرف‌کنندگان در شهرستان سنندج بررسی‌شده است. در این راستا 400 نفر به‌طور تصادفی در سال 1395 انتخاب، و جهت بررسی موضوع از مدل لاجیت ترتیبی استفاده گردید. یافته‌ها نشان می‌دهد که به‌جز متغیرهای میزان تحصیلات و شغل که اثر منفی بر میزان رضایت‌مندی مصرف‌کنندگان داشته، اثر سایر متغیرها مثبت و معنی‌دار بوده است. اثر نهایی متغیرهای کیفیت، طعم و مزه، برتری رقم کردستان، قیمت و بسته‌بندی کوچک‌تر و نام تجاری در سطح رضایت زیاد به ترتیب 031/0، 110/0 ، 195/0 ، 089/0 ، 067/0 ، 043/0 و 110/0 بوده و بیانگر این است که افزایش در سطح متغیرهای فوق احتمال رضایت‌مندی بیشتر مصرف‌کنندگان را افزایش می‌دهد. ازاین‌رو پیشنهاد می‌گردد نوع، قیمت، محل تولید و اطلاعات سلامتی محصول بر روی برچسب‌های آن ثبت گردد. همچنین با بسته‌بندی مناسب‌تر، ذکر نام تجاری و افزایش کیفیت، قیمت را افزایش داد چراکه افزایش قیمت برای مصرف‌کنندگان غیرمنطقی نبوده است.

کلیدواژه‌ها

ویژگی‌های درونی و بیرونی محصول؛ رضایت‌مندی مشتریان؛ مدل لاجیت ‌ترتیبی

عنوان مقاله [English]

Effect of Internal and External Features of Strawberry Products on Customer (Consumers) Satisfaction Case Study: Sanandaj

نویسندگان [English]

Aalo Naderi¹؛ S. Nabieyan²؛ Mohamad Reza Zare Mehrjerdi³؛ Hamed Ghaderzadeh⁴

¹M. Sc. Graduate, of Agricultural Economics, Faculty of Agriculture, Shahid Bahonar University of Kerman

²Assistant Professor of Agricultural Economics, Faculty of Agriculture, Shahid Bahonar University of Kerman.

³Associate Professor of Agricultural Economics, Faculty of Agriculture, Shahid Bahonar University of Kerman Assistant Professor of Kurdistan University Respectively.

⁴Assistant Professor of Kurdistan University respectively.

چکیده [English]

One the most important goals of any business are to achieve customer satisfaction. The effect of internal and external features of Kurdish strawberries on customer satisfaction was studied. A simple random sample of 400 customers was selected, and analyzed using ordered logit model. Findings indicate that except education and occupation which have had negative effect on the satisfaction of consumers, the effect of other variables were positive and significant. The marginal effect of quality, taste and the superiority of Kurdish variety, price and smaller packaging and brand in the third category (that is high level of satisfaction) of customers satisfaction were 0.031, 0.192, 0/090, 0.072, 0.039 and 0.112 respectively. In other words, an increase in the level of independent variables increases the likelihood of being at higher level of customer satisfaction. Therefore, it is recommended that variety, price, place of production and health information of products to be recorded on their labels Also, with better packaging, naming and improving quality, the price could be increased as the price increase for consumers would not be unreasonable.

کلیدواژه‌ها [English]

Internal and External Features of the Product, Customer Satisfaction, Ordered Logit Model

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