نوع مقاله : مقاله پژوهشی
1 کارشناسی ارشد رشته مدیریت استراتژیک، دانشگاه الوند،همدان، ایران.
2 عضو هیات علمی گروه مدیریت، دانشکده مدیریت و حسابداری، دانشگاه آزاد،همدان، ایران.
عنوان مقاله [English]
The main incentive of this study is to investigate the impact of brand value on the intention of re -purchasing customers of Iranian automobile dealers in Hamadan. Today, organizations have come to believe that it is only by repeating customers' purchases who are able to achieve long -term profits. The intention to re -purchase the customer's loyalty behavioral index and the main consequence of customer satisfaction. In this study, in addition to investigating the special value of Iran Khodro brand on the intention of purchasing the company's produced parts by their consumers, the mental and perceived customers of customer's justice, and interactive justice, as well as the stability of the allocation as modulating factors, are reviewed. This research is in terms of purpose, in nature, descriptive-post-resistant. Research data is collected through the five -choice Likert questions in the research questionnaire. In the present study, SPSS.V24 software has been used to analyze the data from the questionnaire, according to the statistical requirement of the statistical software and PLS.V3 structural equation software. The statistical population includes customers of Iran Khodro Company in Hamadan. Due to the identity of the statistical population and the use of the entire community members, the random sampling method is simple. The results showed that the special value of the brand re -purchase customers of Iran Khodro dealers in Hamadan has a significant impact (0.335). Distributor justice plays a modest role in the impact of brand special value on the intention of re -purchasing customers of Iran Khodro dealers in Hamadan (0.267). Interactive justice plays a modest role in the impact of brand special value on the intention of re -purchasing customers of Iran Khodro dealers in Hamadan (0.94). The stability of allocation on the impact of the brand's special value on the intention of re -purchasing customers of Iran Khodro dealers in Hamadan plays a modest role (0.106).