تأثیر مسؤولیت اجتماعی درکشده سازمان بر ترجیح برند با نقش نگرش به برند و ارتباط خود با برند؛ مورد مطالعه: بیماران بیمارستان نمازی شهرستان شیراز
مجله اخلاق زیستی- علمی پژوهشی,
دوره 10 شماره 35 (1399),
1 July 2020
,
صفحه 1-18
https://doi.org/10.22037/bioeth.v10i35.34186
چکیده
زمینه و هدف: مطالبه از سازمانها برای «مسؤولانه عملکردن» در قبال جامعه، موضوعی است که با گسترش روزافزون اثرگذاری آنها بر محورهای تشکیلدهنده توسعه پایدار، منجر به این شده است که مفهومی به نام مسؤولیت اجتماعی سازمان در دنیای مدیریت ظهور پیدا کند. این پژوهش با هدف بررسی تأثیر مسؤولیت اجتماعی درکشده سازمان بر ترجیح این برند با نقش میانجی نگرش به برند و ارتباط خود با برند در بیمارستان نمازی شهر شیراز انجام شد.
مواد و روشها: پژوهش حاضر از لحاظ هدف، کاربردی و از لحاظ روش گردآوری دادهها، ماهیت توصیفی ـ پیمایشی دارد. دادههای این پژوهش از طریق توزیع پرسشنامه استاندارد در میان یک نمونه 200 نفری از بیماران بیمارستان نمازی که به روش نمونهگیری در دسترس انتخاب شدهاند، گردآوری شده است و بررسی روابط میان متغیرها از طریق مدلیابی معادلات ساختاری صورت گرفت.
یافتهها: نتایج این پژوهش نشان داد که مسؤولیت اجتماعی درکشده بیمارستان نمازی، اثر مثبت و معناداری بر نگرش به برند، ارتباط خود با برند و ترجیح این برند توسط بیماران دارد. همچنین تأثیر میانجی متغیر نگرش به برند در رابطه بین مسؤولیت اجتماعی درکشده بیمارستان نمازی و ترجیح این برند توسط بیماران تأیید شد، ولی نقش میانجی متغیر ارتباط خود با برند در این رابطه تأیید نشد.
ملاحظات اخلاقی: مشارکتکنندگان با آگاهی از اهداف پژوهش پرسشنامهها را تکمیل کردند.
نتیجهگیری: ارتقا و گسترش فعالیتهای مسؤولیت اجتماعی سازمان در بیمارستان نمازی و دیگر بیمارستانها و مراکز خدماتی مشابه، میتواند نقش مثبت و معناداری در بهبود نگرشها و ارزیابیهای بیماران نسبت به برند بیمارستان، تقویت ارتباط خودپنداره آنها با برند و به نوبه خود ترجیح برند بیمارستان توسط آنها داشته باشد.
- مسؤولیت اجتماعی درکشده سازمان ترجیح برند؛ نگرش به برند؛ ارتباط خود با برند
ارجاع به مقاله
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