توسعه شاخصي براي اندازه گيري رابطه متقابل خريدار – عرضه كننده بارويكردي مبتني بر نيروي گرانش-مطالعه موردي: لوازم آرايشي در شهر اصفهان

Objective: This research aims to explore an‎d develop an index for measuring the quality of the relationship between buyers an‎d sellers, utilizing an approach based on the concept of gravitational force. Data an‎d Methodology: The study follows a descriptive-analytical an‎d cross-sectional methodology. Data was collected using Kano an‎d RQ (RELQUAL) questionnaires, with 100 buyers of cosmetic products (sunscreen creams from three different bran‎ds) in southern Isfahan selec‎ted as the statistical population. The data was analyzed using Excel software. Findings: The results show that several factors, including product an‎d service quality, trust, an‎d communication, play significant roles in enhancing the relationship quality between buyers an‎d sellers. Additionally, the calculations reveal that the gravitational force formula can be used to measure the degree of attraction between the buyer an‎d the seller. Results: The average impact of various product features on customer satisfaction an‎d dissatisfaction was analyzed. It was found that there is a positive an‎d significant relationship between the quality relationship index between the buyer an‎d seller an‎d the gravitational force model. The study’s findings suggest that this relationship positively affects customer satisfaction an‎d can lead to improvements in sales an‎d marketing strategies.

5

165403