دانلود فایل بررسی عوامل رضایت و وفاداری مشتریان محصولات سریع المصرف

توضیحات تکمیلی

دانلود فایل بررسی عوامل رضایت و وفاداری مشتریان محصولات سریع المصرف <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:16.0pt; font-family:"B Lotus";mso-bidi-language:FA'>صفحه<span style='font-size:16.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'>عنوان<span style='font-size:16.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span style='font-size:16.0pt;mso-bidi-font-family: "B Lotus";mso-bidi-language:FA'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'>فصل اول<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus"; mso-bidi-language:FA'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>2 <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal'><span lang='FA' dir='RTL' style='font-size: 14.0pt;font-family:"B Lotus";mso-bidi-language:FA'>1-1-مقدمه <span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus"; mso-bidi-language:FA'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>3<span style='font-size: 14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family: "B Lotus";mso-bidi-language:FA'>1-2-بیان مسئله<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus"; mso-bidi-language:FA'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>4<span style='font-size: 14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family: "B Lotus";mso-bidi-language:FA'>1-3-پیشینه تحقیق<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus"; mso-bidi-language:FA'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>4<span style='font-size: 14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family: "B Lotus";mso-bidi-language:FA'>1-3-1-پیشینه داخلی<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus"; mso-bidi-language:FA'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>4<span style='font-size: 14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family: "B Lotus";mso-bidi-language:FA'>1-3-2-پیشینه خارجی<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus"; mso-bidi-language:FA'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>5<span style='font-size: 14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family: "B Lotus";mso-bidi-language:FA'>1-4-بیان اهمیت و ضرورت<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus"; mso-bidi-language:FA'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>6 <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'>1-5-اهداف تحقیق<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus"; mso-bidi-language:FA'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>6<span style='font-size: 14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family: "B Lotus";mso-bidi-language:FA'>1-5-1-هدف اصلی<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus"; mso-bidi-language:FA'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>6<span style='font-size: 14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family: "B Lotus";mso-bidi-language:FA'>1-5-2-اهداف فرعی<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus"; mso-bidi-language:FA'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>7 <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'>1-5-3-هدف کاربردی <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>7 <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'>1-5-4-هدف ارمانی <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>7 <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'>1-6-چهارچوب نظری<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus"; mso-bidi-language:FA'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>15 <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'>1-7-مدل تحلیلی تحقیق<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus"; mso-bidi-language:FA'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>16<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family: "B Lotus";mso-bidi-language:FA'>1-8-فرضیات تحقیق<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus"; mso-bidi-language:FA'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>17<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family: "B Lotus";mso-bidi-language:FA'>1-9-روش تحقیق<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus"; mso-bidi-language:FA'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>17<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family: "B Lotus";mso-bidi-language:FA'>1-10-جامعه آماری<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus"; mso-bidi-language:FA'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>17<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family: "B Lotus";mso-bidi-language:FA'>1-11-روش نمونه گیری<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus"; mso-bidi-language:FA'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>18<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family: "B Lotus";mso-bidi-language:FA'>1-12-ابزار گرد اوری اطلاعات<span style='font-size:14.0pt;mso-bidi-font-family: "B Lotus";mso-bidi-language:FA'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>18<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family: "B Lotus";mso-bidi-language:FA'>1-13-روش تجزیه وتحلیل داده ها<span style='font-size:14.0pt;mso-bidi-font-family: "B Lotus";mso-bidi-language:FA'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>18<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family: "B Lotus";mso-bidi-language:FA'>1-14-تعریف واژه ها و مفاهیم<span style='font-size:14.0pt;mso-bidi-font-family: "B Lotus";mso-bidi-language:FA'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span style='font-size:14.0pt;mso-bidi-font-family: "B Lotus";mso-bidi-language:FA'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'>فصل دوم <span style='font-size:16.0pt;mso-bidi-font-family:Yagut; mso-bidi-language:FA'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span style='font-size:14.0pt;mso-bidi-font-family: "B Lotus";mso-bidi-language:FA'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'>بخش اول<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus"; mso-bidi-language:FA'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>23<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family: "B Lotus";mso-bidi-language:FA'>1-2-مقدمه<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>24 <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'>2-2-سیر تکاملی رویکردهای بازاریابی<span style='font-size:14.0pt;mso-bidi-font-family: "B Lotus";mso-bidi-language:FA'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>24<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family: "B Lotus";mso-bidi-language:FA'>2-2-1-<span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-ascii-font-family: "Times New Roman";mso-fareast-font-family:"Times New Roman";mso-hansi-font-family: "Times New Roman";mso-bidi-language:FA'> رویکرد معامله ای (سنتی)<span style='font-size:14.0pt;mso-bidi-font-family: "B Lotus";mso-bidi-language:FA'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>24<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family: "B Lotus";mso-bidi-language:FA'>2-2-2-<span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-ascii-font-family: "Times New Roman";mso-fareast-font-family:"Times New Roman";mso-hansi-font-family: "Times New Roman";mso-bidi-language:FA'> رویکرد بازاریابی رابطه مند<span style='font-size:14.0pt;mso-bidi-font-family: "B Lotus";mso-bidi-language:FA'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>25<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family: "B Lotus";mso-bidi-language:FA'>2-2-2-1-استراتژی های بازاریابی رابطه مند<span style='font-size:14.0pt;mso-bidi-font-family: "B Lotus";mso-bidi-language:FA'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>26<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family: "B Lotus";mso-bidi-language:FA'>2-2-3- رویکرد بازاریابی مبتنی بر همکاری<span style='font-size:14.0pt; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>27<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family: "B Lotus";mso-bidi-language:FA'>2-3-<span lang='AR-SA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: AR-SA'>ارتباط بازاریابی رابطه مند و وفاداری مشتریان<span style='font-size:14.0pt;mso-bidi-font-family: "B Lotus";mso-bidi-language:FA'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>33<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family: "B Lotus";mso-bidi-language:FA'>2-3-1-وفاداری<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>34<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family: "B Lotus";mso-bidi-language:FA'>2-3-2-اهمیت وفاداری<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus"; mso-bidi-language:FA'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>35<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family: "B Lotus";mso-bidi-language:FA'>2-3-4-توسعه وفاداری مشتریان<span style='font-size:14.0pt;mso-bidi-font-family: "B Lotus";mso-bidi-language:FA'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>36<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family: "B Lotus";mso-bidi-language:FA'>2-3-5-مزایای حاصل از وفاداری مشتریان<span style='font-size:14.0pt;mso-bidi-font-family: "B Lotus";mso-bidi-language:FA'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>37<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family: "B Lotus";mso-bidi-language:FA'>2-4-رضایت مشتری<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus"; mso-bidi-language:FA'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>44<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family: "B Lotus";mso-bidi-language:FA'>2-5-تعاریف اعتماد<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus"; mso-bidi-language:FA'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>45<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family: "B Lotus";mso-bidi-language:FA'>2-5-1-دیدگاه های مختلف به اعتماد<span style='font-size:14.0pt;mso-bidi-font-family: "B Lotus";mso-bidi-language:FA'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>46<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family: "B Lotus";mso-bidi-language:FA'>2-5-2-اعتماد در بخش خدمات<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus"; mso-bidi-language:FA'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>46<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family: "B Lotus";mso-bidi-language:FA'>2-6-ارزش مشتری<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus"; mso-bidi-language:FA'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>52<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family: "B Lotus";mso-bidi-language:FA'>2-7-ریسک ادراک شده<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus"; mso-bidi-language:FA'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>53<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family: "B Lotus";mso-bidi-language:FA'>2-7-1-ابعاد مختلف ریسک<span style='font-size:14.0pt;mso-bidi-font-family:Arial; mso-bidi-language:FA'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>54 <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'>2-8-دانش مشتری<span style='font-size:14.0pt;mso-bidi-font-family:Arial; mso-bidi-language:FA'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>58<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family: "B Lotus";mso-bidi-language:FA'>2-9-هزینه های تعویض<span style='font-size:14.0pt;mso-bidi-font-family:Arial; mso-bidi-language:FA'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>59<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family: "B Lotus";mso-bidi-language:FA'>2-9-1-انواع هزینه های تعویض<span style='font-size:14.0pt;mso-bidi-font-family: Arial;mso-bidi-language:FA'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>61<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family: "B Lotus";mso-bidi-language:FA'>2-10-روابط مستمر<span style='font-size:14.0pt;mso-bidi-font-family:Arial; mso-bidi-language:FA'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>63<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family: "B Lotus";mso-bidi-language:FA'>2-11-سهولت در خرید<span style='font-size:14.0pt;mso-bidi-font-family:Arial; mso-bidi-language:FA'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>64<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family: "B Lotus";mso-bidi-language:FA'>2-12-تکرار مصرف <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>64 <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'>2-13-قطعیت <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>65<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'><v:shapetype id='_x0000_t202' coordsize='21600,21600' o:spt='202' path='m,l,21600r21600,l21600,xe'> <v:shape id='_x0000_s1026' type='#_x0000_t202' style='position:absolute; left:0;text-align:left;margin-left:139.25pt;margin-top:46.1pt;width:24.9pt; height:25.6pt;z-index:251614208;mso-position-horizontal-relative:text; mso-position-vertical-relative:text' strokecolor='white'> <span style='mso-ignore:vglayout; position:absolute;z-index:251614208;left:0px;margin-left:185px;margin-top: 60px;width:39px;height:41px'> <td width='39' height='41' bgcolor='white' style='border:.75pt solid white; vertical-align:top;background:white'> <span lang='FA' dir='RTL' style='mso-bidi-font-size:11.0pt; line-height:115%;font-family:"Arial",sans-serif;mso-ascii-font-family: Calibri;mso-hansi-font-family:Calibri;mso-bidi-language:FA'> <span lang='FA' dir='RTL' style='font-size:14.0pt;font-family: "B Lotus";mso-bidi-language:FA'>2-14-ادارک مشتری از کیفیت خدمات <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>66<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family: "B Lotus";mso-bidi-language:FA'>2-14-1خدمت <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>66<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'><span lang='AR-SA' dir='RTL' style='font-size:14.0pt;font-family: "B Lotus";mso-bidi-language:AR-SA'>2-14-2-کیفیت خدمات<span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus"; mso-bidi-language:FA'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>70<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'><span lang='AR-SA' dir='RTL' style='font-size:14.0pt;font-family: "B Lotus";mso-bidi-language:AR-SA'>2-14-2-1-ابعاد و عوامل کیفیت خدمات<span lang='FA' dir='RTL' style='font-size:14.0pt; font-family:"B Lotus";mso-bidi-language:FA'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>71<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'><span lang='AR-SA' dir='RTL' style='font-size:14.0pt;font-family: "B Lotus";mso-bidi-language:AR-SA'>2-14-2-2-اندازه گیری کیفیت خدمات<span lang='FA' dir='RTL' style='font-size:14.0pt; font-family:"B Lotus";mso-bidi-language:FA'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>72<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'>بخش دوم:پیشینه تحقیق<span lang='FA' dir='RTL' style='font-size:16.0pt; font-family:Yagut;mso-bidi-language:FA'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt; font-family:"B Lotus";mso-bidi-language:FA'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'>فصل سوم <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>80<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family: "B Lotus";mso-bidi-language:FA'>3-1- مقدمه <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>81 <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'>3-2- روش تحقیق <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>83<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>83<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family: "B Lotus";mso-bidi-language:FA'>3-2-1 قلمرو تحقیق <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'>3-3جامعه اماری <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>84 <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'>3-4- روش نمونه گیری و تعیین حجم نمونه تحقیق <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>85<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family: "B Lotus";mso-bidi-language:FA'>3-4-2-حجم نمونه <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>88<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family: "B Lotus";mso-bidi-language:FA'>3-5 -روش و ابزار جمع آوری داده های تحقیق <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>89<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family: "B Lotus";mso-bidi-language:FA'>3-5-2- ابزار سنجش <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>91 <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'>3-6-مقیاس و طیف ابزار اندازه گیری تحقیق <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>92<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family: "B Lotus";mso-bidi-language:FA'>3-7- سنجش روایی پرسشنامه <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>92 <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'>3-7-1-روایی صوری <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>93 <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'>3-7-2-روایی سازه <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>93 <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'>3-7-3-روایی همگرا <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>94 <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'>3-7-4-روایی محتوا <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>96 <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'>3-8 سنجش پایایی پرسشنامه <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>98<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family: "B Lotus";mso-bidi-language:FA'>3-9-روش تجزیه و تحلیل داده ها <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>99<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'><span lang='AR-SA' dir='RTL' style='font-size:14.0pt;font-family: "B Lotus";mso-bidi-language:AR-SA'>3-9-1-روش مدل معادلات ساختاري<span lang='FA' dir='RTL' style='font-size:14.0pt; font-family:"B Lotus";mso-bidi-language:FA'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>100<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family: "B Lotus";mso-bidi-language:FA'>3-2-9-نرم افزار لیزرل <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>101<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family: "B Lotus";mso-ascii-font-family:"Persian Web";mso-fareast-font-family:"Times New Roman"; mso-hansi-font-family:"Persian Web";mso-bidi-language:FA'>3-9-3--مدل اندازه گيري يا تحليل عاملي تائيدي <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:16.0pt; font-family:"B Lotus";mso-bidi-language:FA'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'>فصل چهارم <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>103<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'>مقدمه <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>104 <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'>4-1 بخش اول : آمار توصيفي <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>104<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family: "B Lotus";mso-bidi-language:FA'>4-1-1ويژگي هاي جمعيت شناختي پاسخگويان <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>104<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family: "B Lotus";mso-ascii-font-family:"Times New Roman";mso-fareast-font-family: "Times New Roman";mso-hansi-font-family:"Times New Roman";mso-bidi-language: FA'>4-1-1-1متغير جنسیت <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>105<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family: "B Lotus";mso-ascii-font-family:"Times New Roman";mso-fareast-font-family: "Times New Roman";mso-hansi-font-family:"Times New Roman";mso-bidi-language: FA'>4-1-1-2 متغير وضعیت تأهل<span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>105<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family: "B Lotus";mso-ascii-font-family:"Times New Roman";mso-fareast-font-family: "Times New Roman";mso-hansi-font-family:"Times New Roman";mso-bidi-language: FA'>4-1-1-3 متغير سن<span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>107<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family: "B Lotus";mso-ascii-font-family:"Times New Roman";mso-fareast-font-family: "Times New Roman";mso-hansi-font-family:"Times New Roman";mso-bidi-language: FA'>4-1-1-4 متغير سطح تحصيلات<span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>108<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family: "B Lotus";mso-ascii-font-family:"Times New Roman";mso-fareast-font-family: "Times New Roman";mso-hansi-font-family:"Times New Roman";mso-bidi-language: FA'>4-1-1-4 متغير شغل<span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>109<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family: "B Lotus";mso-ascii-font-family:"Times New Roman";mso-fareast-font-family: "Times New Roman";mso-hansi-font-family:"Times New Roman";mso-bidi-language: FA'>4-1-1-6 بررسی وضعيت نرمال بودن تک متغيره<span lang='FA' dir='RTL' style='font-size:14.0pt;font-family: "B Lotus";mso-bidi-language:FA'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt; font-family:"B Lotus";mso-bidi-language:FA'> <p class='MsoNormal' dir='RTL' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:justify;text-justify:kashida;text-kashida:0%;line-height:normal; direction:rtl;unicode-bidi:embed'><span lang='FA' style='font-size:16.0pt; font-family:Yagut;mso-ascii-font-family:"Times New Roman";mso-fareast-font-family: "Times New Roman";mso-hansi-font-family:"Times New Roman";mso-bidi-language: FA'>بخش دوم: آمار استنباطی <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>112<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family: "B Lotus";mso-ascii-font-family:"Times New Roman";mso-fareast-font-family: "Times New Roman";mso-hansi-font-family:"Times New Roman";mso-bidi-language: FA'>4-2 اعتبار سنجی مدل تحقيق با مدل معادلات ساختاری <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>164<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family: "B Lotus";mso-ascii-font-family:"Times New Roman";mso-fareast-font-family: "Times New Roman";mso-hansi-font-family:"Times New Roman";color:black; mso-bidi-language:FA'>4-2-2 مدل ساختاری(مدل تحليل مسير)کل<span lang='FA' dir='RTL' style='font-size:14.0pt; font-family:"B Lotus";mso-bidi-language:FA'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:16.0pt; font-family:"B Lotus";mso-bidi-language:FA'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'>فصل پنجم <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>197<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'>مقدمه <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>197<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family: "B Lotus";mso-bidi-language:FA'>5-1- يافته‌هاي توصيفي تحقيق <td width='64' valign='top' style='width:47.95pt;padding:0cm 5.4pt 0cm 5.4pt; height:3.5pt'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>197<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <td width='574' valign='top' style='width:430.85pt;padding:0cm 5.4pt 0cm 5.4pt; height:3.5pt'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family: "B Lotus";mso-bidi-language:FA'>5-1-1- ويژگيهاي جمعيت شناختي پاسخگويان <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>198<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family: "B Lotus";mso-bidi-language:FA'>5-2- نتايج آزمون فرضيه­های پژوهش و تفسير آنها <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>216<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'><span lang='AR-SA' dir='RTL' style='font-size:14.0pt;font-family: "B Lotus";mso-bidi-language:AR-SA'>5-3- پيشنهادات <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>216<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'><span lang='AR-SA' dir='RTL' style='font-size:14.0pt;font-family: "B Lotus";mso-bidi-language:AR-SA'>5-3- 1- پيشنهادات مبتنی بر نتایج تحقیق <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>218<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'><span lang='AR-SA' dir='RTL' style='font-size:14.0pt;font-family: "B Lotus";mso-bidi-language:AR-SA'>5-3- 2- پيشنهادات جهت تحقيقات آتی<span lang='FA' dir='RTL' style='font-size: 14.0pt;font-family:"B Lotus";mso-bidi-language:FA'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>218<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'><span lang='AR-SA' dir='RTL' style='font-size:14.0pt;font-family: "B Lotus";mso-bidi-language:AR-SA'>5-3- 3- <span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus"; mso-bidi-language:FA'>پيشنهادات براي مديران <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>220 <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'>منابع <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>225<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'>پیوست ها <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>226<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'>پیوست الف:پرسشنامه جهت سنجش اعتبار محتوا <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>231<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal;tab-stops:409.5pt'><span style='font-size:14.0pt;mso-bidi-font-family: "B Lotus";mso-bidi-language:FA'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:409.5pt'>پیوست ب:پرسشنامه پژوهش <p class='MsoNormal' align='center' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:center;line-height:normal;tab-stops:409.5pt'> <span style='font-size:16.0pt;line-height:115%;mso-bidi-font-family:Yagut;mso-bidi-language: FA'> <span style='font-size:16.0pt;line-height:115%;mso-bidi-font-family:Yagut;mso-bidi-language: FA'> <span lang='FA' dir='RTL' style='font-size:16.0pt;line-height:115%;font-family:Yagut;mso-bidi-language: FA'>فهرست جداول <td width='76' valign='top' style='width:56.75pt;padding:0cm 5.4pt 0cm 5.4pt; height:6.3pt'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus"; mso-bidi-language:FA'>صفحه<span style='font-size:14.0pt; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='508' valign='top' style='width:380.7pt;padding:0cm 5.4pt 0cm 5.4pt; height:6.3pt'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:151.5pt'>عنوان<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <td width='76' valign='top' style='width:56.75pt;padding:0cm 5.4pt 0cm 5.4pt; height:6.3pt'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal'>33<span style='font-size:14.0pt; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='508' valign='top' style='width:380.7pt;padding:0cm 5.4pt 0cm 5.4pt; height:6.3pt'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>2-1- تعاریف وفاداری<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <td width='76' valign='top' style='width:56.75pt;padding:0cm 5.4pt 0cm 5.4pt; height:6.3pt'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal'>43<span style='font-size:14.0pt; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='508' valign='top' style='width:380.7pt;padding:0cm 5.4pt 0cm 5.4pt; height:6.3pt'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>2-2-جدول نوآوری ها در مدل اسکمپر<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <td width='76' valign='top' style='width:56.75pt;padding:0cm 5.4pt 0cm 5.4pt; height:6.3pt'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal'>44<span style='font-size:14.0pt; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='508' valign='top' style='width:380.7pt;padding:0cm 5.4pt 0cm 5.4pt; height:6.3pt'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>2-3-تعارف اعتماد <span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus"; mso-bidi-language:FA'> <td width='76' valign='top' style='width:56.75pt;padding:0cm 5.4pt 0cm 5.4pt; height:6.3pt'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal'>77 <td width='508' valign='top' style='width:380.7pt;padding:0cm 5.4pt 0cm 5.4pt; height:6.3pt'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal'><span lang='FA' dir='RTL' style='font-size: 14.0pt;font-family:"B Lotus";mso-bidi-language:FA'>2-4خلاصه پیشینه تحقیق <td width='76' valign='top' style='width:56.75pt;padding:0cm 5.4pt 0cm 5.4pt; height:6.3pt'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal'>87 <td width='508' valign='top' style='width:380.7pt;padding:0cm 5.4pt 0cm 5.4pt; height:6.3pt'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal'><span lang='FA' dir='RTL' style='font-size: 14.0pt;font-family:"B Lotus";mso-bidi-language:FA'>3-1تعیین حجم نمونه <td width='76' valign='top' style='width:56.75pt;padding:0cm 5.4pt 0cm 5.4pt; height:6.3pt'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal'>90<span style='font-size:14.0pt; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='508' valign='top' style='width:380.7pt;padding:0cm 5.4pt 0cm 5.4pt; height:6.3pt'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>3-<span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-ascii-font-family: "Times New Roman";mso-fareast-font-family:"Times New Roman";mso-hansi-font-family: "Times New Roman";mso-bidi-language:FA'>2 شاخصها ومنابع پرسشنامه<span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'> <td width='76' valign='top' style='width:56.75pt;padding:0cm 5.4pt 0cm 5.4pt; height:6.3pt'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal'>95<span style='font-size:14.0pt; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='508' valign='top' style='width:380.7pt;padding:0cm 5.4pt 0cm 5.4pt; height:6.3pt'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal;tab-stops:209.75pt 277.6pt 288.0pt right 369.9pt'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'> مورد قبول ارزیابان <span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'>CVR<span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus"; mso-bidi-language:FA'> 3-3حداقل <span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <td width='76' valign='top' style='width:56.75pt;padding:0cm 5.4pt 0cm 5.4pt; height:6.3pt'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal'>95<span style='font-size:14.0pt; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='508' valign='top' style='width:380.7pt;padding:0cm 5.4pt 0cm 5.4pt; height:6.3pt'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>3-<span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-ascii-font-family:"Times New Roman"; mso-fareast-font-family:"Times New Roman";mso-hansi-font-family:"Times New Roman"; mso-bidi-language:AR-SA'> <span lang='AR-SA' dir='RTL' style='font-size: 14.0pt;font-family:"B Lotus";mso-ascii-font-family:"Times New Roman"; mso-fareast-font-family:"Times New Roman";mso-hansi-font-family:"Times New Roman"; mso-bidi-language:AR-SA'>4نتایج مرتبط با نسبت اعتبار محتوای بدست آمده برای سوالات پرسش نامه<span lang='FA' dir='RTL' style='font-size:14.0pt; font-family:"B Lotus";mso-bidi-language:FA'> <td width='76' valign='top' style='width:56.75pt;padding:0cm 5.4pt 0cm 5.4pt; height:6.3pt'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal'>97<span style='font-size:14.0pt; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='508' valign='top' style='width:380.7pt;padding:0cm 5.4pt 0cm 5.4pt; height:6.3pt'> <p class='MsoNormal' dir='RTL' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:justify;line-height:normal;tab-stops:54.75pt;direction:rtl; unicode-bidi:embed'>3-<span lang='FA' style='font-size: 14.0pt;font-family:"B Lotus";mso-ascii-font-family:"Times New Roman"; mso-fareast-font-family:"Times New Roman";mso-hansi-font-family:"Times New Roman"; mso-bidi-language:FA'> 5آزمون آلفاي کلي كرونباخ براي پايايي پرسشنامه<span dir='LTR' style='font-size:14.0pt;font-family:"Times New Roman",serif; mso-fareast-font-family:"Times New Roman";mso-bidi-font-family:"B Lotus"; mso-bidi-language:FA'> <td width='76' valign='top' style='width:56.75pt;padding:0cm 5.4pt 0cm 5.4pt; height:6.3pt'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal'>98 <td width='508' valign='top' style='width:380.7pt;padding:0cm 5.4pt 0cm 5.4pt; height:6.3pt'> <p class='MsoNormal' dir='RTL' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:justify;line-height:normal;tab-stops:54.75pt;direction:rtl; unicode-bidi:embed'><span lang='FA' style='font-size:14.0pt;font-family:"B Lotus"; mso-bidi-language:FA'>3-<span lang='FA' style='font-size:14.0pt; font-family:"B Lotus";mso-ascii-font-family:"Times New Roman";mso-fareast-font-family: "Times New Roman";mso-hansi-font-family:"Times New Roman";color:black; mso-bidi-language:FA'> 6ضرايب هر يک از سازه ها با کل آزمون آلفاي کرونباخ پرسشنامه مشتريان<span lang='FA' style='font-size:14.0pt;font-family: "B Lotus";mso-bidi-language:FA'> <td width='76' valign='top' style='width:56.75pt;padding:0cm 5.4pt 0cm 5.4pt; height:6.3pt'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal'>106 <td width='508' valign='top' style='width:380.7pt;padding:0cm 5.4pt 0cm 5.4pt; height:6.3pt'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal'><span lang='FA' dir='RTL' style='font-size: 14.0pt;font-family:"B Lotus";mso-bidi-language:FA'>4-1درصد فراواني متغير سن<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <td width='76' valign='top' style='width:56.75pt;padding:0cm 5.4pt 0cm 5.4pt; height:6.3pt'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal'>107<span style='font-size:14.0pt; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='508' valign='top' style='width:380.7pt;padding:0cm 5.4pt 0cm 5.4pt; height:6.3pt'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>4-2 درصد فراواني متغيرتحصيلات <span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <td width='76' valign='top' style='width:56.75pt;padding:0cm 5.4pt 0cm 5.4pt; height:6.3pt'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal'>108<span style='font-size:14.0pt; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='508' valign='top' style='width:380.7pt;padding:0cm 5.4pt 0cm 5.4pt; height:6.3pt'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>4-3 درصد فراواني متغير شغل<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <td width='76' valign='top' style='width:56.75pt;padding:0cm 5.4pt 0cm 5.4pt; height:6.3pt'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal'>109<span style='font-size:14.0pt; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='508' valign='top' style='width:380.7pt;padding:0cm 5.4pt 0cm 5.4pt; height:6.3pt'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>4-4 آزمون های بررسی نرمال بودن توزيع متغير های تحقيق<span style='font-size:14.0pt;mso-bidi-font-family: "B Lotus";mso-bidi-language:FA'> <td width='76' valign='top' style='width:56.75pt;padding:0cm 5.4pt 0cm 5.4pt; height:6.3pt'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal'>110<span style='font-size:14.0pt; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='508' valign='top' style='width:380.7pt;padding:0cm 5.4pt 0cm 5.4pt; height:6.3pt'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>4-5 آماره های توصيفی درباره هر يک از متغير های تحقيق<span style='font-size:14.0pt;mso-bidi-font-family: "B Lotus";mso-bidi-language:FA'> <td width='76' valign='top' style='width:56.75pt;padding:0cm 5.4pt 0cm 5.4pt; height:6.3pt'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal'>111<span style='font-size:14.0pt; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='508' valign='top' style='width:380.7pt;padding:0cm 5.4pt 0cm 5.4pt; height:6.3pt'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>4-6 بررسی کفایت نمونه<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <td width='76' valign='top' style='width:56.75pt;padding:0cm 5.4pt 0cm 5.4pt; height:27.25pt'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal'>116<span style='font-size:14.0pt; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='508' valign='top' style='width:380.7pt;padding:0cm 5.4pt 0cm 5.4pt; height:27.25pt'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>4-7 تفاوت مقادير کای اسکوير در تعيين اثر بخشی اصلاح مدل اوليه اندازه گيری <span style='font-size:14.0pt; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='76' valign='top' style='width:56.75pt;padding:0cm 5.4pt 0cm 5.4pt; height:6.3pt'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal'>119<span style='font-size:14.0pt; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='508' valign='top' style='width:380.7pt;padding:0cm 5.4pt 0cm 5.4pt; height:6.3pt'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>4-8 نتايج مدل اندازه گيری متغيرهای تکرار مصرف و سهولت در خرید<span style='font-size:14.0pt; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='76' valign='top' style='width:56.75pt;padding:0cm 5.4pt 0cm 5.4pt; height:25.4pt'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal'>121<span style='font-size:14.0pt; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='508' valign='top' style='width:380.7pt;padding:0cm 5.4pt 0cm 5.4pt; height:25.4pt'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>4-9 شاخصهای برازندگی مدل اندازه گيری متغيرهای تکرارمصرف و سهولت در خرید <span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <td width='76' valign='top' style='width:56.75pt;padding:0cm 5.4pt 0cm 5.4pt; height:26.75pt'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal'>123<span style='font-size:14.0pt; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='508' valign='top' style='width:380.7pt;padding:0cm 5.4pt 0cm 5.4pt; height:26.75pt'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>4-10 تفاوت مقادير کای اسکوير در تعيين اثر بخشی اصلاح مدل اوليه اندازه گيری متغيرهای رضایت مشتری و روابط مستمر <span style='font-size:14.0pt; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='76' valign='top' style='width:56.75pt;padding:0cm 5.4pt 0cm 5.4pt; height:6.3pt'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal'>126<span style='font-size:14.0pt; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='508' valign='top' style='width:380.7pt;padding:0cm 5.4pt 0cm 5.4pt; height:6.3pt'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>4-11 نتايج مدل اندازه گيری متغيرهای رضایت مشتری و روابط مستمر <span style='font-size: 14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='76' valign='top' style='width:56.75pt;padding:0cm 5.4pt 0cm 5.4pt; height:6.3pt'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal'>127<span style='font-size:14.0pt; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='508' valign='top' style='width:380.7pt;padding:0cm 5.4pt 0cm 5.4pt; height:6.3pt'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>4-12 شاخص های برازندگی مدل اندازه گيری متغير کیفیت خدمات<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <td width='76' valign='top' style='width:56.75pt;padding:0cm 5.4pt 0cm 5.4pt; height:6.3pt'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal'>129<span style='font-size:14.0pt; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='508' valign='top' style='width:380.7pt;padding:0cm 5.4pt 0cm 5.4pt; height:6.3pt'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>4-13تفاوت مقادير کای اسکوير در تعيين اثر بخشی اصلاح مدل اوليه اندازه گيری <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal'><span lang='FA' dir='RTL' style='font-size: 14.0pt;font-family:"B Lotus";mso-bidi-language:FA'>متغيرهای ارزش عملکردی و ارزش عاطفی <span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus"; mso-bidi-language:FA'> <td width='76' valign='top' style='width:56.75pt;padding:0cm 5.4pt 0cm 5.4pt; height:6.3pt'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal'>132<span style='font-size:14.0pt; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='508' valign='top' style='width:380.7pt;padding:0cm 5.4pt 0cm 5.4pt; height:6.3pt'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>4-14 نتايج مدل اندازه گيری متغيرهای ارزش عملکردی و ارزش عاطفی<span style='font-size:14.0pt; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='76' valign='top' style='width:56.75pt;padding:0cm 5.4pt 0cm 5.4pt; height:26.6pt'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal'>133<span style='font-size:14.0pt; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='508' valign='top' style='width:380.7pt;padding:0cm 5.4pt 0cm 5.4pt; height:26.6pt'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>4-15 شاخص های برازندگی مدل اندازه گيری متغيرهای ارزش عملکردی و عاطفی <span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <td width='76' valign='top' style='width:56.75pt;padding:0cm 5.4pt 0cm 5.4pt; height:6.3pt'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal'>136<span style='font-size:14.0pt; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='508' valign='top' style='width:380.7pt;padding:0cm 5.4pt 0cm 5.4pt; height:6.3pt'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>4-16 نتايج مدل اندازه گيری متغیرهای ارزش اجتماعی و ارزش مالی<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <td width='76' valign='top' style='width:56.75pt;padding:0cm 5.4pt 0cm 5.4pt; height:6.3pt'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal'>137<span style='font-size:14.0pt; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='508' valign='top' style='width:380.7pt;padding:0cm 5.4pt 0cm 5.4pt; height:6.3pt'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal'><span lang='FA' dir='RTL' style='font-size: 14.0pt;font-family:"B Lotus";mso-bidi-language:FA'> 4-17 شاخصهای برازندگی مدل اندازه گيری متغیرهای ارزش اجتماعی ومالی<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <td width='76' valign='top' style='width:56.75pt;padding:0cm 5.4pt 0cm 5.4pt; height:6.3pt'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal'>139<span style='font-size:14.0pt; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='508' valign='top' style='width:380.7pt;padding:0cm 5.4pt 0cm 5.4pt; height:6.3pt'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>4-18 تفاوت مقادير کای اسکوير در تعيين اثر بخشی اصلاح مدل اوليه اندازه گيری متغيرهای کیفیت و اعتماد <span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <td width='76' valign='top' style='width:56.75pt;padding:0cm 5.4pt 0cm 5.4pt; height:6.3pt'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal'>142<span style='font-size:14.0pt; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='508' valign='top' style='width:380.7pt;padding:0cm 5.4pt 0cm 5.4pt; height:6.3pt'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>4-19 نتايج مدل اندازه گيری متغيرهای کیفیت و اعتماد<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <td width='76' valign='top' style='width:56.75pt;padding:0cm 5.4pt 0cm 5.4pt; height:6.3pt'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal'>143<span style='font-size:14.0pt; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='508' valign='top' style='width:380.7pt;padding:0cm 5.4pt 0cm 5.4pt; height:6.3pt'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>4-20 شاخص های برازندگی مدل اندازه گيری متغيیرهای کیفیت و اعتماد<span style='font-size:14.0pt; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='76' valign='top' style='width:56.75pt;padding:0cm 5.4pt 0cm 5.4pt; height:6.3pt'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal'>146<span style='font-size:14.0pt; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='508' valign='top' style='width:380.7pt;padding:0cm 5.4pt 0cm 5.4pt; height:6.3pt'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>4-21 تفاوت مقادير کای اسکوير در تعيين اثر بخشی اصلاح مدل اوليه اندازه گيری متغیرهای هزینه تعویض و وفاداری<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <td width='76' valign='top' style='width:56.75pt;padding:0cm 5.4pt 0cm 5.4pt; height:23.3pt'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal'>149<span style='font-size:14.0pt; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='508' valign='top' style='width:380.7pt;padding:0cm 5.4pt 0cm 5.4pt; height:23.3pt'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>4-22 نتايج مدل اندازه گيری متغیرهای هزینه تعویض و وفاداری <span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <td width='76' valign='top' style='width:56.75pt;padding:0cm 5.4pt 0cm 5.4pt; height:6.3pt'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal'>150<span style='font-size:14.0pt; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='508' valign='top' style='width:380.7pt;padding:0cm 5.4pt 0cm 5.4pt; height:6.3pt'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>4-23 شاخص های برازندگی مدل اندازه گيری متغییرهای هزینه تعویض و وفاداری<span style='font-size: 14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='76' valign='top' style='width:56.75pt;padding:0cm 5.4pt 0cm 5.4pt; height:33.05pt'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal'>153<span style='font-size:14.0pt; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='508' valign='top' style='width:380.7pt;padding:0cm 5.4pt 0cm 5.4pt; height:33.05pt'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>4-24 تفاوت مقادير کای اسکوير در تعيين اثر بخشی اصلاح مدل اوليه اندازه گيری متغیرهای ریسک ادراک شده <span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus"; mso-bidi-language:FA'> <td width='76' valign='top' style='width:56.75pt;padding:0cm 5.4pt 0cm 5.4pt; height:23.1pt'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal'>156<span style='font-size:14.0pt; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='508' valign='top' style='width:380.7pt;padding:0cm 5.4pt 0cm 5.4pt; height:23.1pt'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>4-25 نتايج مدل اندازه گيری متغيیر ریسک ادراک شده<span style='font-size:14.0pt;mso-bidi-font-family: "B Lotus";mso-bidi-language:FA'> <td width='76' valign='top' style='width:56.75pt;padding:0cm 5.4pt 0cm 5.4pt; height:26.15pt'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal'>157<span style='font-size:14.0pt; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='508' valign='top' style='width:380.7pt;padding:0cm 5.4pt 0cm 5.4pt; height:26.15pt'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>4-26 شاخص های برازندگی مدل اندازه گيری متغیرهای ریسک سلامتی و عملکردی<span style='font-size:14.0pt; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='76' valign='top' style='width:56.75pt;padding:0cm 5.4pt 0cm 5.4pt; height:27.1pt'> <p class='MsoNormal' style='margin-top:12.0pt;margin-right:0cm;margin-bottom: 0cm;margin-left:0cm;margin-bottom:.0001pt;line-height:normal'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family: "B Lotus";mso-bidi-language:FA'>160<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <td width='508' valign='top' style='width:380.7pt;padding:0cm 5.4pt 0cm 5.4pt; height:27.1pt'> <p class='MsoNormal' align='right' style='margin-top:12.0pt;margin-right:0cm; margin-bottom:0cm;margin-left:0cm;margin-bottom:.0001pt;text-align:right; line-height:normal'>4-27 نتايج مدل اندازه گيری متغیرهای قطعیت و دانش عینی <span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <td width='76' valign='top' style='width:56.75pt;padding:0cm 5.4pt 0cm 5.4pt; height:18.65pt'> <p class='MsoNormal' style='margin-top:12.0pt;margin-right:0cm;margin-bottom: 0cm;margin-left:0cm;margin-bottom:.0001pt;line-height:normal'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family: "B Lotus";mso-bidi-language:FA'>161<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <td width='508' valign='top' style='width:380.7pt;padding:0cm 5.4pt 0cm 5.4pt; height:18.65pt'> <p class='MsoNormal' align='right' style='margin-top:12.0pt;margin-right:0cm; margin-bottom:0cm;margin-left:0cm;margin-bottom:.0001pt;text-align:right; line-height:normal'>4-28 شاخص های برازندگی مدل اندازه گيری متغیرهای قطعیت و دانش عینی<span style='font-size:14.0pt;mso-bidi-font-family: "B Lotus";mso-bidi-language:FA'> <td width='76' valign='top' style='width:56.75pt;padding:0cm 5.4pt 0cm 5.4pt; height:23.75pt'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal'>162<span style='font-size:14.0pt; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='508' valign='top' style='width:380.7pt;padding:0cm 5.4pt 0cm 5.4pt; height:23.75pt'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>4-29 بررسی مقادير ميانگین واريانس استخراج شده<span style='font-size:14.0pt;mso-bidi-font-family: "B Lotus";mso-bidi-language:FA'> <td width='76' valign='top' style='width:56.75pt;padding:0cm 5.4pt 0cm 5.4pt; height:23.1pt'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal'>162<span style='font-size:14.0pt; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='508' valign='top' style='width:380.7pt;padding:0cm 5.4pt 0cm 5.4pt; height:23.1pt'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal'><span lang='AR-SA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: AR-SA'>4-30 بررسی پايايی مقياس های مورد استفاده با استفاده از پايايی ترکيبی<span style='font-size:14.0pt; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='76' valign='top' style='width:56.75pt;padding:0cm 5.4pt 0cm 5.4pt; height:23.75pt'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal'>173<span style='font-size:14.0pt; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='508' valign='top' style='width:380.7pt;padding:0cm 5.4pt 0cm 5.4pt; height:23.75pt'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>4-31 ضرايب مسير اثرات کل سازه ها و معنی داری پارامتر های برآورد شده<span style='font-size:14.0pt;mso-bidi-font-family: "B Lotus";mso-bidi-language:FA'> <td width='76' valign='top' style='width:56.75pt;padding:0cm 5.4pt 0cm 5.4pt; height:23.1pt'> <p class='MsoNormal' style='margin-bottom:0cm;margin-bottom:.0001pt;line-height: normal'>187<span style='font-size:14.0pt; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='508' valign='top' style='width:380.7pt;padding:0cm 5.4pt 0cm 5.4pt; height:23.1pt'> <p class='MsoNormal' align='right' style='margin-bottom:0cm;margin-bottom:.0001pt; text-align:right;line-height:normal'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language: FA'>4-32 شاخص برازندگی مدل ساختاری<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <td width='76' valign='top' style='width:56.75pt;padding:0cm 5.4pt 0cm 5.4pt; height:20.05pt'> <p class='MsoNormal' style='margin-top:12.0pt;margin-right:0cm;margin-bottom: 0cm;margin-left:0cm;margin-bottom:.0001pt;line-height:normal'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family: "B Lotus";mso-bidi-language:FA'>188<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <td width='508' valign='top' style='width:380.7pt;padding:0cm 5.4pt 0cm 5.4pt; height:20.05pt'> <p class='MsoNormal' align='right' style='margin-top:12.0pt;margin-right:0cm; margin-bottom:0cm;margin-left:0cm;margin-bottom:.0001pt;text-align:right; line-height:normal'>4-33 جدول توافقی بین متغییر های تحقیق با جنسیت، سن، شغل، تحصیلات و تاهل<span style='font-size:14.0pt; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='76' valign='top' style='width:56.75pt;padding:0cm 5.4pt 0cm 5.4pt; height:18.75pt'> <p class='MsoNormal' style='margin-top:12.0pt;margin-right:0cm;margin-bottom: 0cm;margin-left:0cm;margin-bottom:.0001pt;line-height:normal'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family: "B Lotus";mso-bidi-language:FA'>215<span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <td width='508' valign='top' style='width:380.7pt;padding:0cm 5.4pt 0cm 5.4pt; height:18.75pt'> <p class='MsoNormal' align='right' style='margin-top:12.0pt;margin-right:0cm; margin-bottom:0cm;margin-left:0cm;margin-bottom:.0001pt;text-align:right; line-height:normal'><span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-bidi-language:FA; mso-ansi-font-style:italic'>5-1-فرضیه های تحقیق در یک نگاه <span style='font-size:14.0pt;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <span lang='FA' dir='RTL' style='font-size:14.0pt;line-height:115%;font-family:"B Lotus";mso-bidi-language: FA'> <span style='font-size: 14.0pt;line-height:115%;mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <span style='font-size:14.0pt; font-family:"IranNastaliq",serif;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <span style='font-size:14.0pt;font-family:"IranNastaliq",serif;mso-bidi-font-family: "B Lotus";mso-bidi-language:FA'> <span lang='FA' dir='RTL' style='font-size:16.0pt;font-family:Yagut;mso-ascii-font-family: IranNastaliq;mso-hansi-font-family:IranNastaliq;mso-bidi-language:FA'>فهرست نمودارها <span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-ascii-font-family: IranNastaliq;mso-hansi-font-family:IranNastaliq;mso-bidi-language:FA'>صفحه<span style='font-size:14.0pt;font-family:"IranNastaliq",serif;mso-bidi-font-family: "B Lotus";mso-bidi-language:FA'> <span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-ascii-font-family: IranNastaliq;mso-hansi-font-family:IranNastaliq;mso-bidi-language:FA'>عنوان<span style='font-size:14.0pt;font-family:"IranNastaliq",serif;mso-bidi-font-family: "B Lotus";mso-bidi-language:FA'> <span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-ascii-font-family:IranNastaliq; mso-hansi-font-family:IranNastaliq;mso-bidi-language:FA'>104<span style='font-size:14.0pt;font-family: "IranNastaliq",serif;mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-ascii-font-family:IranNastaliq; mso-hansi-font-family:IranNastaliq;mso-bidi-language:FA'>4-1 درصد فراواني متغير جنسیت<span style='font-size:14.0pt;font-family:"IranNastaliq",serif;mso-bidi-font-family: "B Lotus";mso-bidi-language:FA'> <span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-ascii-font-family:IranNastaliq; mso-hansi-font-family:IranNastaliq;mso-bidi-language:FA'>105<span style='font-size:14.0pt;font-family: "IranNastaliq",serif;mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-ascii-font-family:IranNastaliq; mso-hansi-font-family:IranNastaliq;mso-bidi-language:FA'>4-2 درصد فراواني متغير وضعیت تأهل<span style='font-size:14.0pt;font-family:"IranNastaliq",serif;mso-bidi-font-family: "B Lotus";mso-bidi-language:FA'> <span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-ascii-font-family:IranNastaliq; mso-hansi-font-family:IranNastaliq;mso-bidi-language:FA'>106<span style='font-size:14.0pt;font-family: "IranNastaliq",serif;mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-ascii-font-family:IranNastaliq; mso-hansi-font-family:IranNastaliq;mso-bidi-language:FA'>4-3 درصد فراواني متغير سن<span style='font-size: 14.0pt;font-family:"IranNastaliq",serif;mso-bidi-font-family:"B Lotus"; mso-bidi-language:FA'> <span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-ascii-font-family:IranNastaliq; mso-hansi-font-family:IranNastaliq;mso-bidi-language:FA'>107<span style='font-size:14.0pt;font-family: "IranNastaliq",serif;mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-ascii-font-family:IranNastaliq; mso-hansi-font-family:IranNastaliq;mso-bidi-language:FA'>4-4 درصد فراواني متغيرتحصيلات<span style='font-size:14.0pt;font-family:"IranNastaliq",serif;mso-bidi-font-family: "B Lotus";mso-bidi-language:FA'> <span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-ascii-font-family:IranNastaliq; mso-hansi-font-family:IranNastaliq;mso-bidi-language:FA'>108<span style='font-size:14.0pt;font-family: "IranNastaliq",serif;mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-ascii-font-family:IranNastaliq; mso-hansi-font-family:IranNastaliq;mso-bidi-language:FA'>4-5 درصد فراواني متغير شغل<span style='font-size:14.0pt;font-family:"IranNastaliq",serif;mso-bidi-font-family: "B Lotus";mso-bidi-language:FA'> <span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-ascii-font-family: IranNastaliq;mso-hansi-font-family:IranNastaliq;mso-bidi-language:FA'> <span style='font-size:14.0pt;font-family:"IranNastaliq",serif;mso-bidi-font-family: "B Lotus";mso-bidi-language:FA'> <span style='font-size:14.0pt;font-family:"IranNastaliq",serif;mso-bidi-font-family: "B Lotus";mso-bidi-language:FA'> <span style='font-size:14.0pt;font-family:"IranNastaliq",serif;mso-bidi-font-family: "B Lotus";mso-bidi-language:FA'> <span style='font-size:14.0pt;font-family:"IranNastaliq",serif;mso-bidi-font-family: "B Lotus";mso-bidi-language:FA'> <span style='font-size:14.0pt;font-family:"IranNastaliq",serif;mso-bidi-font-family: "B Lotus";mso-bidi-language:FA'> <span lang='FA' dir='RTL' style='font-size:16.0pt;font-family:Yagut;mso-ascii-font-family: IranNastaliq;mso-hansi-font-family:IranNastaliq;mso-bidi-language:FA'>فهرست اشکال <td width='69' valign='top' style='width:52.0pt;padding:0cm 5.4pt 0cm 5.4pt; height:6.3pt'> <span lang='AR-SA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-ascii-font-family: IranNastaliq;mso-hansi-font-family:IranNastaliq;mso-bidi-language:AR-SA'>صفحه<span style='font-size:14.0pt;font-family:"IranNastaliq",serif;mso-bidi-font-family: "B Lotus";mso-bidi-language:FA'> <td width='534' valign='top' style='width:400.6pt;padding:0cm 5.4pt 0cm 5.4pt; height:6.3pt'> <span lang='AR-SA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-ascii-font-family: IranNastaliq;mso-hansi-font-family:IranNastaliq;mso-bidi-language:AR-SA'>عنوان<span style='font-size:14.0pt;font-family:"IranNastaliq",serif;mso-bidi-font-family: "B Lotus";mso-bidi-language:FA'> <td width='69' valign='top' style='width:52.0pt;padding:0cm 5.4pt 0cm 5.4pt; height:5.8pt'> <span lang='AR-SA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-ascii-font-family:IranNastaliq; mso-hansi-font-family:IranNastaliq;mso-bidi-language:AR-SA'>1<span lang='FA' dir='RTL' style='font-size:14.0pt; font-family:"B Lotus";mso-ascii-font-family:IranNastaliq;mso-hansi-font-family: IranNastaliq;mso-bidi-language:FA'>5<span style='font-size:14.0pt; font-family:"IranNastaliq",serif;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <td width='534' valign='top' style='width:400.6pt;padding:0cm 5.4pt 0cm 5.4pt; height:5.8pt'> <span lang='FA' dir='RTL' style='font-size: 14.0pt;font-family:"B Lotus";mso-ascii-font-family:IranNastaliq;mso-hansi-font-family: IranNastaliq;mso-bidi-language:FA'>1-7-مدل تحقیق <span style='font-size:14.0pt; font-family:"IranNastaliq",serif;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <td width='69' valign='top' style='width:52.0pt;padding:0cm 5.4pt 0cm 5.4pt; height:5.95pt'> <span lang='AR-SA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-ascii-font-family:IranNastaliq; mso-hansi-font-family:IranNastaliq;mso-bidi-language:AR-SA'>38<span style='font-size:14.0pt;font-family:"IranNastaliq",serif; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='534' valign='top' style='width:400.6pt;padding:0cm 5.4pt 0cm 5.4pt; height:5.95pt'> <span lang='AR-SA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-ascii-font-family:IranNastaliq; mso-hansi-font-family:IranNastaliq;mso-bidi-language:AR-SA'>2-1-روش های اندازه گیری رضایت مشتری<span style='font-size:14.0pt;font-family:"IranNastaliq",serif; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='69' valign='top' style='width:52.0pt;padding:0cm 5.4pt 0cm 5.4pt; height:6.15pt'> <span lang='AR-SA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-ascii-font-family:IranNastaliq; mso-hansi-font-family:IranNastaliq;mso-bidi-language:AR-SA'>40<span style='font-size:14.0pt;font-family:"IranNastaliq",serif; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='534' valign='top' style='width:400.6pt;padding:0cm 5.4pt 0cm 5.4pt; height:6.15pt'> <span lang='AR-SA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-ascii-font-family:IranNastaliq; mso-hansi-font-family:IranNastaliq;mso-bidi-language:AR-SA'>2- 2 -مدل کانو <span style='font-size:14.0pt;font-family:"IranNastaliq",serif;mso-bidi-font-family: "B Lotus";mso-bidi-language:FA'> <td width='69' valign='top' style='width:52.0pt;padding:0cm 5.4pt 0cm 5.4pt; height:6.3pt'> <span lang='AR-SA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-ascii-font-family:IranNastaliq; mso-hansi-font-family:IranNastaliq;mso-bidi-language:AR-SA'>42<span style='font-size:14.0pt;font-family:"IranNastaliq",serif; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='534' valign='top' style='width:400.6pt;padding:0cm 5.4pt 0cm 5.4pt; height:6.3pt'> <span lang='AR-SA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-ascii-font-family:IranNastaliq; mso-hansi-font-family:IranNastaliq;mso-bidi-language:AR-SA'>2-3 مدل شاخص رضایت مشتری در کشور سوئد <span style='font-size:14.0pt;font-family:"IranNastaliq",serif;mso-bidi-font-family: "B Lotus";mso-bidi-language:FA'> <td width='69' valign='top' style='width:52.0pt;padding:0cm 5.4pt 0cm 5.4pt; height:5.8pt'> <span lang='FA' dir='RTL' style='font-size: 14.0pt;font-family:"B Lotus";mso-ascii-font-family:IranNastaliq;mso-hansi-font-family: IranNastaliq;mso-bidi-language:FA'>48<span style='font-size:14.0pt;font-family:"IranNastaliq",serif;mso-bidi-font-family: "B Lotus";mso-bidi-language:FA'> <td width='534' valign='top' style='width:400.6pt;padding:0cm 5.4pt 0cm 5.4pt; height:5.8pt'> <span lang='AR-SA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-ascii-font-family:IranNastaliq; mso-hansi-font-family:IranNastaliq;mso-bidi-language:AR-SA'>2-4-ارزش مشتری<span style='font-size:14.0pt;font-family: "IranNastaliq",serif;mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='69' valign='top' style='width:52.0pt;padding:0cm 5.4pt 0cm 5.4pt; height:6.3pt'> <span lang='AR-SA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-ascii-font-family:IranNastaliq; mso-hansi-font-family:IranNastaliq;mso-bidi-language:AR-SA'>50<span style='font-size:14.0pt;font-family:"IranNastaliq",serif; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='534' valign='top' style='width:400.6pt;padding:0cm 5.4pt 0cm 5.4pt; height:6.3pt'> <span lang='FA' dir='RTL' style='font-size: 14.0pt;font-family:"B Lotus";mso-ascii-font-family:IranNastaliq;mso-hansi-font-family: IranNastaliq;mso-bidi-language:FA'>2-5 رضایت مشتری ناشی ارزش دریافتی<span style='font-size:14.0pt;font-family: "IranNastaliq",serif;mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='69' valign='top' style='width:52.0pt;padding:0cm 5.4pt 0cm 5.4pt; height:6.15pt'> <span lang='AR-SA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-ascii-font-family:IranNastaliq; mso-hansi-font-family:IranNastaliq;mso-bidi-language:AR-SA'>57<span style='font-size:14.0pt;font-family:"IranNastaliq",serif; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='534' valign='top' style='width:400.6pt;padding:0cm 5.4pt 0cm 5.4pt; height:6.15pt'> <span lang='FA' dir='RTL' style='font-size: 14.0pt;font-family:"B Lotus";mso-ascii-font-family:IranNastaliq;mso-hansi-font-family: IranNastaliq;mso-bidi-language:FA'>2-6 مدل نوناکار و تاکایوچی <span style='font-size:14.0pt;font-family:"IranNastaliq",serif;mso-bidi-font-family: "B Lotus";mso-bidi-language:FA'> <td width='69' valign='top' style='width:52.0pt;padding:0cm 5.4pt 0cm 5.4pt; height:32.9pt'> <span lang='AR-SA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-ascii-font-family:IranNastaliq; mso-hansi-font-family:IranNastaliq;mso-bidi-language:AR-SA'>115<span style='font-size:14.0pt;font-family:"IranNastaliq",serif; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='534' valign='top' style='width:400.6pt;padding:0cm 5.4pt 0cm 5.4pt; height:32.9pt'> <span lang='FA' dir='RTL' style='font-size: 14.0pt;font-family:"B Lotus";mso-ascii-font-family:IranNastaliq;mso-hansi-font-family: IranNastaliq;mso-bidi-language:FA'>4-1 مدل اولیه اندازه گيری متغيرهای تکرار مصرف و سهولت در خرید قبل از اصلاح <span style='font-size:14.0pt; font-family:"IranNastaliq",serif;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <td width='69' valign='top' style='width:52.0pt;padding:0cm 5.4pt 0cm 5.4pt; height:5.95pt'> <span lang='AR-SA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-ascii-font-family:IranNastaliq; mso-hansi-font-family:IranNastaliq;mso-bidi-language:AR-SA'>117<span style='font-size:14.0pt;font-family:"IranNastaliq",serif; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='534' valign='top' style='width:400.6pt;padding:0cm 5.4pt 0cm 5.4pt; height:5.95pt'> <span lang='AR-SA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-ascii-font-family:IranNastaliq; mso-hansi-font-family:IranNastaliq;mso-bidi-language:AR-SA'>4<span lang='FA' dir='RTL' style='font-size:14.0pt; font-family:"B Lotus";mso-ascii-font-family:IranNastaliq;mso-hansi-font-family: IranNastaliq;mso-bidi-language:FA'>-2مدل اندازه گيری متغيرهای تکرار مصرف و سهولت در خرید (پس از اصلاحات)<span style='font-size:14.0pt;font-family: "IranNastaliq",serif;mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='69' valign='top' style='width:52.0pt;padding:0cm 5.4pt 0cm 5.4pt; height:17.75pt'> <span lang='AR-SA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-ascii-font-family:IranNastaliq; mso-hansi-font-family:IranNastaliq;mso-bidi-language:AR-SA'>118<span style='font-size:14.0pt;font-family:"IranNastaliq",serif; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='534' valign='top' style='width:400.6pt;padding:0cm 5.4pt 0cm 5.4pt; height:17.75pt'> <span lang='FA' dir='RTL' style='font-size: 14.0pt;font-family:"B Lotus";mso-ascii-font-family:IranNastaliq;mso-hansi-font-family: IranNastaliq;mso-bidi-language:FA'>4-3مقدیر تی برای بررسی معنی داری بار های عاملی مدل اندازه گيری متغيرهای تکرار مصرف و سهولت در خرید<span style='font-size:14.0pt;font-family:"IranNastaliq",serif;mso-bidi-font-family: "B Lotus";mso-bidi-language:FA'> <td width='69' valign='top' style='width:52.0pt;padding:0cm 5.4pt 0cm 5.4pt; height:5.8pt'> <span lang='AR-SA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-ascii-font-family:IranNastaliq; mso-hansi-font-family:IranNastaliq;mso-bidi-language:AR-SA'>12<span lang='FA' dir='RTL' style='font-size:14.0pt; font-family:"B Lotus";mso-ascii-font-family:IranNastaliq;mso-hansi-font-family: IranNastaliq;mso-bidi-language:FA'>2<span style='font-size:14.0pt; font-family:"IranNastaliq",serif;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <td width='534' valign='top' style='width:400.6pt;padding:0cm 5.4pt 0cm 5.4pt; height:5.8pt'> <span lang='FA' dir='RTL' style='font-size: 14.0pt;font-family:"B Lotus";mso-ascii-font-family:IranNastaliq;mso-hansi-font-family: IranNastaliq;mso-bidi-language:FA'> 4-4 مدل اولیه اندازه گيری متغيرهای رضایت مشتری و روابط مستمر<span style='font-size:14.0pt;font-family:"IranNastaliq",serif; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='69' valign='top' style='width:52.0pt;padding:0cm 5.4pt 0cm 5.4pt; height:41.8pt'> <span lang='AR-SA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-ascii-font-family:IranNastaliq; mso-hansi-font-family:IranNastaliq;mso-bidi-language:AR-SA'>124<span style='font-size:14.0pt;font-family:"IranNastaliq",serif; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='534' valign='top' style='width:400.6pt;padding:0cm 5.4pt 0cm 5.4pt; height:41.8pt'> <span lang='FA' dir='RTL' style='font-size: 14.0pt;font-family:"B Lotus";mso-ascii-font-family:IranNastaliq;mso-hansi-font-family: IranNastaliq;mso-bidi-language:FA'>4-5 مدل اندازه گيری متغيرهای رضایت مشتری و روابط مستمر اشباع شده(پس از اصلاحات)<span style='font-size:14.0pt;font-family:"IranNastaliq",serif;mso-bidi-font-family: "B Lotus";mso-bidi-language:FA'> <td width='69' valign='top' style='width:52.0pt;padding:0cm 5.4pt 0cm 5.4pt; height:12.6pt'> <span lang='AR-SA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-ascii-font-family:IranNastaliq; mso-hansi-font-family:IranNastaliq;mso-bidi-language:AR-SA'>125<span style='font-size:14.0pt;font-family:"IranNastaliq",serif; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='534' valign='top' style='width:400.6pt;padding:0cm 5.4pt 0cm 5.4pt; height:12.6pt'> <span lang='FA' dir='RTL' style='font-size: 14.0pt;font-family:"B Lotus";mso-ascii-font-family:IranNastaliq;mso-hansi-font-family: IranNastaliq;mso-bidi-language:FA'> 4-6 مقاديرتی برای بررسی معنی داری بار های عاملی مدل اندازه گیری متغيرهای رضایت مشتری و روابط مستمر<span style='font-size:14.0pt;font-family:"IranNastaliq",serif;mso-bidi-font-family: "B Lotus";mso-bidi-language:FA'> <td width='69' valign='top' style='width:52.0pt;padding:0cm 5.4pt 0cm 5.4pt; height:5.8pt'> <span lang='AR-SA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-ascii-font-family:IranNastaliq; mso-hansi-font-family:IranNastaliq;mso-bidi-language:AR-SA'>128<span style='font-size:14.0pt;font-family:"IranNastaliq",serif; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='534' valign='top' style='width:400.6pt;padding:0cm 5.4pt 0cm 5.4pt; height:5.8pt'> <span lang='FA' dir='RTL' style='font-size: 14.0pt;font-family:"B Lotus";mso-ascii-font-family:IranNastaliq;mso-hansi-font-family: IranNastaliq;mso-bidi-language:FA'>4-7 مدل اولیه اندازه گيری متغيرهای ارزش عملکردی و ارزش عاطفی<span style='font-size:14.0pt;font-family:"IranNastaliq",serif;mso-bidi-font-family: "B Lotus";mso-bidi-language:FA'> <td width='69' valign='top' style='width:52.0pt;padding:0cm 5.4pt 0cm 5.4pt; height:5.95pt'> <span lang='AR-SA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-ascii-font-family:IranNastaliq; mso-hansi-font-family:IranNastaliq;mso-bidi-language:AR-SA'>130<span style='font-size:14.0pt;font-family:"IranNastaliq",serif; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='534' valign='top' style='width:400.6pt;padding:0cm 5.4pt 0cm 5.4pt; height:5.95pt'> <span lang='FA' dir='RTL' style='font-size: 14.0pt;font-family:"B Lotus";mso-ascii-font-family:IranNastaliq;mso-hansi-font-family: IranNastaliq;mso-bidi-language:FA'>4-8 مدل اندازه گيری متغيرهای ارزش عملکردی و ارزش عاطفی اشباع شده(پس ازاصلاح) <span style='font-size:14.0pt;font-family:"IranNastaliq",serif;mso-bidi-font-family: "B Lotus";mso-bidi-language:FA'> <td width='69' valign='top' style='width:52.0pt;padding:0cm 5.4pt 0cm 5.4pt; height:1.55pt'> <span lang='AR-SA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-ascii-font-family:IranNastaliq; mso-hansi-font-family:IranNastaliq;mso-bidi-language:AR-SA'>13<span lang='FA' dir='RTL' style='font-size:14.0pt; font-family:"B Lotus";mso-ascii-font-family:IranNastaliq;mso-hansi-font-family: IranNastaliq;mso-bidi-language:FA'>1<span style='font-size:14.0pt; font-family:"IranNastaliq",serif;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <td width='534' valign='top' style='width:400.6pt;padding:0cm 5.4pt 0cm 5.4pt; height:1.55pt'> <span lang='FA' dir='RTL' style='font-size: 14.0pt;font-family:"B Lotus";mso-ascii-font-family:IranNastaliq;mso-hansi-font-family: IranNastaliq;mso-bidi-language:FA'>4-9مقادیر تی برای بررسی معنی داری بار های عاملی مدل اندازه گیری متغيرهای ارزش عملکردی و ارزش عاطفی<span style='font-size:14.0pt;font-family:"IranNastaliq",serif; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='69' valign='top' style='width:52.0pt;padding:0cm 5.4pt 0cm 5.4pt; height:1.55pt'> <span lang='AR-SA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-ascii-font-family:IranNastaliq; mso-hansi-font-family:IranNastaliq;mso-bidi-language:AR-SA'>134<span style='font-size:14.0pt;font-family:"IranNastaliq",serif; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='534' valign='top' style='width:400.6pt;padding:0cm 5.4pt 0cm 5.4pt; height:1.55pt'> <span lang='FA' dir='RTL' style='font-size: 14.0pt;font-family:"B Lotus";mso-ascii-font-family:IranNastaliq;mso-hansi-font-family: IranNastaliq;mso-bidi-language:FA'>4-10 مدل اندازه گيری متغیرهای ارزش اجتماعی و ارزش مالی در حالت استاندارد<span style='font-size:14.0pt;font-family:"IranNastaliq",serif;mso-bidi-font-family: "B Lotus";mso-bidi-language:FA'> <td width='69' valign='top' style='width:52.0pt;padding:0cm 5.4pt 0cm 5.4pt; height:1.55pt'> <span lang='FA' dir='RTL' style='font-size: 14.0pt;font-family:"B Lotus";mso-ascii-font-family:IranNastaliq;mso-hansi-font-family: IranNastaliq;mso-bidi-language:FA'>135 <td width='534' valign='top' style='width:400.6pt;padding:0cm 5.4pt 0cm 5.4pt; height:1.55pt'> <span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-ascii-font-family: IranNastaliq;mso-hansi-font-family:IranNastaliq;mso-bidi-language:FA'>4-11 مدل اندازه گيری متغیرهای ارزش اجتماعی و ارزش مالی برای بررسی مقادير در حالت معنی داری<span style='font-size:14.0pt;font-family:"IranNastaliq",serif; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='69' valign='top' style='width:52.0pt;padding:0cm 5.4pt 0cm 5.4pt; height:1.55pt'> <span lang='AR-SA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-ascii-font-family:IranNastaliq; mso-hansi-font-family:IranNastaliq;mso-bidi-language:AR-SA'>138<span style='font-size:14.0pt;font-family:"IranNastaliq",serif; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='534' valign='top' style='width:400.6pt;padding:0cm 5.4pt 0cm 5.4pt; height:1.55pt'> <span lang='FA' dir='RTL' style='font-size: 14.0pt;font-family:"B Lotus";mso-ascii-font-family:IranNastaliq;mso-hansi-font-family: IranNastaliq;mso-bidi-language:FA'>4-12 مدل اولیه اندازه گيری متغیرهای کیفیت و اعتماد<span style='font-size: 14.0pt;font-family:"IranNastaliq",serif;mso-bidi-font-family:"B Lotus"; mso-bidi-language:FA'> <td width='69' valign='top' style='width:52.0pt;padding:0cm 5.4pt 0cm 5.4pt; height:1.55pt'> <span lang='AR-SA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-ascii-font-family:IranNastaliq; mso-hansi-font-family:IranNastaliq;mso-bidi-language:AR-SA'>140<span style='font-size:14.0pt;font-family:"IranNastaliq",serif; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='534' valign='top' style='width:400.6pt;padding:0cm 5.4pt 0cm 5.4pt; height:1.55pt'> <span lang='FA' dir='RTL' style='font-size: 14.0pt;font-family:"B Lotus";mso-ascii-font-family:IranNastaliq;mso-hansi-font-family: IranNastaliq;mso-bidi-language:FA'>4-13 مدل اندازه گيری متغیرهای کیفیت و اعتماد اشباع شده(پس از اصلاحات)<span style='font-size:14.0pt;font-family:"IranNastaliq",serif;mso-bidi-font-family: "B Lotus";mso-bidi-language:FA'> <td width='69' valign='top' style='width:52.0pt;padding:0cm 5.4pt 0cm 5.4pt; height:1.55pt'> <span lang='AR-SA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-ascii-font-family:IranNastaliq; mso-hansi-font-family:IranNastaliq;mso-bidi-language:AR-SA'>141<span style='font-size:14.0pt;font-family:"IranNastaliq",serif; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='534' valign='top' style='width:400.6pt;padding:0cm 5.4pt 0cm 5.4pt; height:1.55pt'> <span lang='AR-SA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-ascii-font-family:IranNastaliq; mso-hansi-font-family:IranNastaliq;mso-bidi-language:AR-SA'>4<span lang='FA' dir='RTL' style='font-size:14.0pt; font-family:"B Lotus";mso-ascii-font-family:IranNastaliq;mso-hansi-font-family: IranNastaliq;mso-bidi-language:FA'>-14مقادیر تی برای بررسی معنی داری بار های عاملی مدل اندازه گیری متغیرهای کیفیت و اعتماد<span style='font-size: 14.0pt;font-family:"IranNastaliq",serif;mso-bidi-font-family:"B Lotus"; mso-bidi-language:FA'> <td width='69' valign='top' style='width:52.0pt;padding:0cm 5.4pt 0cm 5.4pt; height:1.55pt'> <span lang='AR-SA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-ascii-font-family:IranNastaliq; mso-hansi-font-family:IranNastaliq;mso-bidi-language:AR-SA'>145<span style='font-size:14.0pt;font-family:"IranNastaliq",serif; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='534' valign='top' style='width:400.6pt;padding:0cm 5.4pt 0cm 5.4pt; height:1.55pt'> <span lang='FA' dir='RTL' style='font-size: 14.0pt;font-family:"B Lotus";mso-ascii-font-family:IranNastaliq;mso-hansi-font-family: IranNastaliq;mso-bidi-language:FA'>4-15 مدل اولیه اندازه گيری متغیرهای هزینه تعویض و وفاداری<span style='font-size:14.0pt;font-family:"IranNastaliq",serif;mso-bidi-font-family: "B Lotus";mso-bidi-language:FA'> <td width='69' valign='top' style='width:52.0pt;padding:0cm 5.4pt 0cm 5.4pt; height:31.55pt'> <span lang='AR-SA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-ascii-font-family:IranNastaliq; mso-hansi-font-family:IranNastaliq;mso-bidi-language:AR-SA'>147<span style='font-size:14.0pt;font-family:"IranNastaliq",serif; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='534' valign='top' style='width:400.6pt;padding:0cm 5.4pt 0cm 5.4pt; height:31.55pt'> <span lang='FA' dir='RTL' style='font-size: 14.0pt;font-family:"B Lotus";mso-ascii-font-family:IranNastaliq;mso-hansi-font-family: IranNastaliq;mso-bidi-language:FA'>4-16 مدل اندازه گيری متغیرهای هزینه تعویض و وفاداری اشباع شده(پس از اصلاحات)<span style='font-size:14.0pt;font-family:"IranNastaliq",serif;mso-bidi-font-family: "B Lotus";mso-bidi-language:FA'> <td width='69' valign='top' style='width:52.0pt;padding:0cm 5.4pt 0cm 5.4pt; height:1.55pt'> <span lang='AR-SA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-ascii-font-family:IranNastaliq; mso-hansi-font-family:IranNastaliq;mso-bidi-language:AR-SA'>148<span style='font-size:14.0pt;font-family:"IranNastaliq",serif; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='534' valign='top' style='width:400.6pt;padding:0cm 5.4pt 0cm 5.4pt; height:1.55pt'> <span lang='FA' dir='RTL' style='font-size: 14.0pt;font-family:"B Lotus";mso-ascii-font-family:IranNastaliq;mso-hansi-font-family: IranNastaliq;mso-bidi-language:FA'>4-17مقادیر تی برای بررسی معنی داری بار های عاملی مدل اندازه گیری متغیرهای هزینه تعویض و وفاداری<span style='font-size:14.0pt;font-family:"IranNastaliq",serif; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='69' valign='top' style='width:52.0pt;padding:0cm 5.4pt 0cm 5.4pt; height:1.55pt'> <span lang='AR-SA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-ascii-font-family:IranNastaliq; mso-hansi-font-family:IranNastaliq;mso-bidi-language:AR-SA'>151<span style='font-size:14.0pt;font-family:"IranNastaliq",serif; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='534' valign='top' style='width:400.6pt;padding:0cm 5.4pt 0cm 5.4pt; height:1.55pt'> <span lang='FA' dir='RTL' style='font-size: 14.0pt;font-family:"B Lotus";mso-ascii-font-family:IranNastaliq;mso-hansi-font-family: IranNastaliq;mso-bidi-language:FA'>4-18 مدل اولیه اندازه گيری متغیرهای ریسک ادراک شده<span style='font-size: 14.0pt;font-family:"IranNastaliq",serif;mso-bidi-font-family:"B Lotus"; mso-bidi-language:FA'> <td width='69' valign='top' style='width:52.0pt;padding:0cm 5.4pt 0cm 5.4pt; height:1.55pt'> <span lang='AR-SA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-ascii-font-family:IranNastaliq; mso-hansi-font-family:IranNastaliq;mso-bidi-language:AR-SA'>154<span style='font-size:14.0pt;font-family:"IranNastaliq",serif; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='534' valign='top' style='width:400.6pt;padding:0cm 5.4pt 0cm 5.4pt; height:1.55pt'> <span lang='FA' dir='RTL' style='font-size: 14.0pt;font-family:"B Lotus";mso-ascii-font-family:IranNastaliq;mso-hansi-font-family: IranNastaliq;mso-bidi-language:FA'>4-19 مدل اندازه گيری متغیر ریسک ادراک شده(پس از اصلاحات)<span style='font-size:14.0pt;font-family:"IranNastaliq",serif;mso-bidi-font-family: "B Lotus";mso-bidi-language:FA'> <td width='69' valign='top' style='width:52.0pt;padding:0cm 5.4pt 0cm 5.4pt; height:1.55pt'> <span lang='AR-SA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-ascii-font-family:IranNastaliq; mso-hansi-font-family:IranNastaliq;mso-bidi-language:AR-SA'>155<span style='font-size:14.0pt;font-family:"IranNastaliq",serif; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='534' valign='top' style='width:400.6pt;padding:0cm 5.4pt 0cm 5.4pt; height:1.55pt'> <span lang='FA' dir='RTL' style='font-size: 14.0pt;font-family:"B Lotus";mso-ascii-font-family:IranNastaliq;mso-hansi-font-family: IranNastaliq;mso-bidi-language:FA'> 4-20-مقادیرتی برای بررسی معنی داری بار های عاملی مدل اندازه گیری متغیر ریسک ادراک شده <span style='font-size:14.0pt;font-family:"IranNastaliq",serif; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='69' valign='top' style='width:52.0pt;padding:0cm 5.4pt 0cm 5.4pt; height:1.0cm'> <span lang='AR-SA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-ascii-font-family:IranNastaliq; mso-hansi-font-family:IranNastaliq;mso-bidi-language:AR-SA'>158<span style='font-size:14.0pt;font-family:"IranNastaliq",serif; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='534' valign='top' style='width:400.6pt;padding:0cm 5.4pt 0cm 5.4pt; height:1.0cm'> <span lang='FA' dir='RTL' style='font-size: 14.0pt;font-family:"B Lotus";mso-ascii-font-family:IranNastaliq;mso-hansi-font-family: IranNastaliq;mso-bidi-language:FA'>4-21 مدل اندازه گيری متغیرهای قطعیت و دانش عینی در حالت استاندارد<span style='font-size:14.0pt;font-family:"IranNastaliq",serif;mso-bidi-font-family: "B Lotus";mso-bidi-language:FA'> <td width='69' valign='top' style='width:52.0pt;padding:0cm 5.4pt 0cm 5.4pt; height:34.6pt'> <span lang='AR-SA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-ascii-font-family:IranNastaliq; mso-hansi-font-family:IranNastaliq;mso-bidi-language:AR-SA'>159<span style='font-size:14.0pt;font-family:"IranNastaliq",serif; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='534' valign='top' style='width:400.6pt;padding:0cm 5.4pt 0cm 5.4pt; height:34.6pt'> <span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-ascii-font-family: IranNastaliq;mso-hansi-font-family:IranNastaliq;mso-bidi-language:FA'> 4-22 مقاذیر تی مدل اندازه گيری متغیرهای قطعیت و دانش عینی <span style='font-size:14.0pt;font-family:"IranNastaliq",serif;mso-bidi-font-family: "B Lotus";mso-bidi-language:FA'> <td width='69' valign='top' style='width:52.0pt;padding:0cm 5.4pt 0cm 5.4pt; height:1.55pt'> <span lang='AR-SA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-ascii-font-family:IranNastaliq; mso-hansi-font-family:IranNastaliq;mso-bidi-language:AR-SA'>165<span style='font-size:14.0pt;font-family:"IranNastaliq",serif; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='534' valign='top' style='width:400.6pt;padding:0cm 5.4pt 0cm 5.4pt; height:1.55pt'> <span lang='FA' dir='RTL' style='font-size: 14.0pt;font-family:"B Lotus";mso-ascii-font-family:IranNastaliq;mso-hansi-font-family: IranNastaliq;mso-bidi-language:FA'>4-23 مدل عمومی ليزرل(مدل تحليل مسيرکل بدون اثر تعدیلی)<span style='font-size:14.0pt;font-family:"IranNastaliq",serif; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='69' valign='top' style='width:52.0pt;padding:0cm 5.4pt 0cm 5.4pt; height:1.55pt'> <span lang='AR-SA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-ascii-font-family:IranNastaliq; mso-hansi-font-family:IranNastaliq;mso-bidi-language:AR-SA'>166<span style='font-size:14.0pt;font-family:"IranNastaliq",serif; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='534' valign='top' style='width:400.6pt;padding:0cm 5.4pt 0cm 5.4pt; height:1.55pt'> <span lang='FA' dir='RTL' style='font-size: 14.0pt;font-family:"B Lotus";mso-ascii-font-family:IranNastaliq;mso-hansi-font-family: IranNastaliq;mso-bidi-language:FA'>4-24- بررسی معنی داری ضرایب مسير برآورد شده در مدل مسير بدون اثر تعدیلی<span style='font-size:14.0pt;font-family:"IranNastaliq",serif;mso-bidi-font-family: "B Lotus";mso-bidi-language:FA'> <td width='69' valign='top' style='width:52.0pt;padding:0cm 5.4pt 0cm 5.4pt; height:1.55pt'> <span lang='AR-SA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-ascii-font-family:IranNastaliq; mso-hansi-font-family:IranNastaliq;mso-bidi-language:AR-SA'>167<span style='font-size:14.0pt;font-family:"IranNastaliq",serif; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='534' valign='top' style='width:400.6pt;padding:0cm 5.4pt 0cm 5.4pt; height:1.55pt'> <span lang='FA' dir='RTL' style='font-size: 14.0pt;font-family:"B Lotus";mso-ascii-font-family:IranNastaliq;mso-hansi-font-family: IranNastaliq;mso-bidi-language:FA'>4-25 مدل عمومی ليزرل(مدل تحليل مسير) با اثر تعدیلی متغیر ریسک<span style='font-size:14.0pt;font-family:"IranNastaliq",serif; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='69' valign='top' style='width:52.0pt;padding:0cm 5.4pt 0cm 5.4pt; height:5.95pt'> <span lang='AR-SA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-ascii-font-family:IranNastaliq; mso-hansi-font-family:IranNastaliq;mso-bidi-language:AR-SA'>168 <td width='534' valign='top' style='width:400.6pt;padding:0cm 5.4pt 0cm 5.4pt; height:5.95pt'> <span style='font-size:14.0pt;font-family: "IranNastaliq",serif;mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <span lang='FA' dir='RTL' style='font-size: 14.0pt;font-family:"B Lotus";mso-ascii-font-family:IranNastaliq;mso-hansi-font-family: IranNastaliq;mso-bidi-language:FA'>4-26-مقادیرتی برای بررسی معنی داری ضرایب مسير برآورد شده در مدل با اثر تعدیلی متغیر ریسک <td width='69' valign='top' style='width:52.0pt;padding:0cm 5.4pt 0cm 5.4pt; height:1.55pt'> <span lang='AR-SA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-ascii-font-family:IranNastaliq; mso-hansi-font-family:IranNastaliq;mso-bidi-language:AR-SA'>169<span style='font-size:14.0pt;font-family:"IranNastaliq",serif; mso-bidi-font-family:"B Lotus";mso-bidi-language:FA'> <td width='534' valign='top' style='width:400.6pt;padding:0cm 5.4pt 0cm 5.4pt; height:1.55pt'> <span lang='FA' dir='RTL' style='font-size: 14.0pt;font-family:"B Lotus";mso-ascii-font-family:IranNastaliq;mso-hansi-font-family: IranNastaliq;mso-bidi-language:FA'>4-27 مدل عمومی ليزرل(مدل تحليل مسير) با اثر تعدیلی متغیر قطعیت <td width='69' valign='top' style='width:52.0pt;padding:0cm 5.4pt 0cm 5.4pt; height:23.8pt'> <span lang='AR-SA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-ascii-font-family:IranNastaliq; mso-hansi-font-family:IranNastaliq;mso-bidi-language:AR-SA'>170 <td width='534' valign='top' style='width:400.6pt;padding:0cm 5.4pt 0cm 5.4pt; height:23.8pt'> <span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-ascii-font-family: IranNastaliq;mso-hansi-font-family:IranNastaliq;mso-bidi-language:FA'>4-28- بررسی معنی داری ضرایب مسير برآورد شده در مدل با اثر تعدیلی متغیر قطعیت <td width='69' valign='top' style='width:52.0pt;padding:0cm 5.4pt 0cm 5.4pt; height:1.55pt'> <span lang='AR-SA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-ascii-font-family:IranNastaliq; mso-hansi-font-family:IranNastaliq;mso-bidi-language:AR-SA'>171 <td width='534' valign='top' style='width:400.6pt;padding:0cm 5.4pt 0cm 5.4pt; height:1.55pt'> <span lang='FA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-ascii-font-family: IranNastaliq;mso-hansi-font-family:IranNastaliq;mso-bidi-language:FA'>4-29 مدل عمومی ليزرل(مدل تحليل مسير) با اثر تعدیلی متغیر دانش <td width='69' valign='top' style='width:52.0pt;padding:0cm 5.4pt 0cm 5.4pt; height:37.85pt'> <span lang='AR-SA' dir='RTL' style='font-size:14.0pt;font-family:"B Lotus";mso-ascii-font-family:IranNastaliq; mso-hansi-font-family:IranNastaliq;mso-bidi-language:AR-SA'>1<span lang='FA' dir='RTL' style='font-size:14.0pt; font-family:"B Lotus";mso-ascii-font-family:IranNastaliq;mso-hansi-font-family: IranNastaliq;mso-bidi-language:FA'>72<span style='font-size:14.0pt; font-family:"IranNastaliq",serif;mso-bidi-font-family:"B Lotus";mso-bidi-language: FA'> <td width='534' valign='top' style='width:400.6pt;padding:0cm 5.4pt 0cm 5.4pt; height:37.85pt'> <span lang='FA' dir='RTL' style='font-size: 14.0pt;font-family:"B Lotus";mso-ascii-font-family:IranNastaliq;mso-hansi-font-family: IranNastaliq;mso-bidi-language:FA'>4-30- بررسی معنی داری ضرایب مسير برآورد شده در مدل با اثر تعدیلی متغیر دانش <span style='font-size:14.0pt;font-family:"IranNastaliq",serif;mso-bidi-font-family: "B Lotus";mso-bidi-language:FA'> <span style='font-size:14.0pt;font-family:"IranNastaliq",serif;mso-fareast-font-family: Calibri;mso-bidi-font-family:"B Lotus";mso-ansi-language:EN-US;mso-fareast-language: EN-US;mso-bidi-language:FA'><br clear='all' style='page-break-before:always; mso-break-type:section-break'> <p class='MsoNormal' dir='RTL' style='text-align:justify;direction:rtl;unicode-bidi: embed'><span lang='FA' style='font-size:14.0pt;line-height:115%;font-family:"B Lotus"; mso-bidi-language:FA'> <p class='MsoNormal' dir='RTL' style='text-align:justify;direction:rtl;unicode-bidi: embed'><span lang='FA' style='font-size:14.0pt;line-height:115%;font-family:"B Lotus"; 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mso-ascii-font-family:Calibri;mso-hansi-font-family:Calibri;mso-bidi-language: FA'> <span lang=FA dir=RTL style='font-size:36.0pt;line-height:115%;font-family:'Times New Roman',serif; mso-ascii-font-family:Calibri;mso-hansi-font-family:Calibri;mso-bidi-language: FA'> <span lang=FA dir=RTL style='font-size:36.0pt;line-height:115%;font-family:'Times New Roman',serif; mso-ascii-font-family:Calibri;mso-hansi-font-family:Calibri;mso-bidi-language: FA'>فصل اول<span style='font-size:36.0pt;line-height:115%; mso-bidi-font-family:'Times New Roman';mso-bidi-language:FA'> <span style='font-size:36.0pt;line-height:115%;mso-bidi-font-family:'Times New Roman'; mso-bidi-language:FA'> <span lang=FA dir=RTL style='font-size:36.0pt;line-height:115%;font-family:'Times New Roman',serif; mso-ascii-font-family:Calibri;mso-hansi-font-family:Calibri;mso-bidi-language: FA'>کلیات تحقیق <span lang=FA dir=RTL style='font-size:36.0pt;line-height:115%;font-family:'Times New Roman',serif; mso-ascii-font-family:Calibri;mso-hansi-font-family:Calibri;mso-bidi-language: FA'> <span style='font-size:36.0pt;line-height:115%;mso-bidi-font-family:'Times New Roman'; mso-bidi-language:FA'> <img width='536' height='578' src='file:///C:/Users/CMG/AppData/Local/Temp/msohtmlclip1/01/clip_image001.gif' alt='Vertical Scroll: فصل اول کلیات تحقیق ' v:shapes='Vertical_x0020_Scroll_x0020_1'> <span dir='LTR' style='font-size:14.0pt;line-height:115%; mso-bidi-font-family:"B Lotus";mso-bidi-language:AR-SA'> <p class='MsoNormal' dir='RTL' style='text-align:justify;direction:rtl;unicode-bidi: embed'><span dir='LTR' style='font-size:14.0pt;line-height:115%;mso-bidi-font-family: "B Lotus";mso-bidi-language:AR-SA'> <p class='MsoNormal' dir='RTL' style='text-align:justify;direction:rtl;unicode-bidi: embed'><span dir='LTR' style='font-size:14.0pt;line-height:115%;mso-bidi-font-family: "B Lotus";mso-bidi-language:AR-SA'> <p class='MsoNormal' dir='RTL' style='text-align:justify;direction:rtl;unicode-bidi: embed'><span dir='LTR' style='font-size:14.0pt;line-height:115%;mso-bidi-font-family: "B Lotus";mso-bidi-language:AR-SA'> <p class='MsoNormal' dir='RTL' style='text-align:justify;direction:rtl;unicode-bidi: embed'><span dir='LTR' style='font-size:14.0pt;line-height:115%;mso-bidi-font-family: "B Lotus";mso-bidi-language:AR-SA'> <p class='MsoNormal' dir='RTL' style='text-align:justify;direction:rtl;unicode-bidi: embed'><span dir='LTR' style='font-size:14.0pt;line-height:115%;mso-bidi-font-family: "B Lotus";mso-bidi-language:AR-SA'> <p class='MsoNormal' dir='RTL' style='text-align:justify;direction:rtl;unicode-bidi: embed'><span dir='LTR' style='font-size:14.0pt;line-height:115%;mso-bidi-font-family: "B Lotus";mso-bidi-language:AR-SA'> <p class='MsoNormal' dir='RTL' style='text-align:justify;direction:rtl;unicode-bidi: embed'><span dir='LTR' style='font-size:14.0pt;line-height:115%;mso-bidi-font-family: "B Lotus";mso-bidi-language:AR-SA'> <p class='MsoNormal' dir='RTL' style='text-align:justify;direction:rtl;unicode-bidi: embed'><span dir='LTR' style='font-size:14.0pt;line-height:115%;mso-bidi-font-family: "B Lotus";mso-bidi-language:AR-SA'> <p class='MsoNormal' dir='RTL' style='text-align:justify;direction:rtl;unicode-bidi: embed'><span dir='LTR' style='font-size:14.0pt;line-height:115%;mso-bidi-font-family: "B Lotus";mso-bidi-language:AR-SA'> <p class='MsoNormal' dir='RTL' style='text-align:justify;direction:rtl;unicode-bidi: embed'><span dir='LTR' style='font-size:14.0pt;line-height:115%;mso-bidi-font-family: "B Lotus";mso-bidi-language:AR-SA'> <p class='MsoNormal' dir='RTL' style='text-align:justify;direction:rtl;unicode-bidi: embed'><span dir='LTR' style='font-size:14.0pt;line-height:115%;mso-bidi-font-family: "B Lotus";mso-bidi-language:AR-SA'> <p class='MsoNormal' dir='RTL' style='text-align:justify;direction:rtl;unicode-bidi: embed'><span lang='AR-SA' style='font-size:14.0pt;line-height:115%;font-family: "B Lotus";mso-bidi-language:AR-SA'> <p class='MsoNormal' dir='RTL' style='text-align:justify;direction:rtl;unicode-bidi: embed'><span lang='AR-SA' style='font-size:14.0pt;line-height:115%;font-family: "B Lotus";mso-bidi-language:AR-SA'> <p class='MsoNormal' dir='RTL' style='text-align:justify;direction:rtl;unicode-bidi: embed'><span lang='AR-SA' style='font-size:14.0pt;line-height:115%;font-family: "B Lotus";mso-bidi-language:AR-SA'> <p class='MsoNormal' dir='RTL' style='text-align:justify;direction:rtl;unicode-bidi: embed'><span lang='FA' style='font-size:14.0pt;line-height:115%;font-family:"B Lotus"; mso-bidi-language:FA'> <p class='MsoNormal' dir='RTL' style='text-align:justify;direction:rtl;unicode-bidi: embed'><span lang='FA' style='font-size:14.0pt;line-height:115%;font-family:"B Lotus"; mso-bidi-language:FA'> <p class='MsoNormal' dir='RTL' style='text-align:justify;direction:rtl;unicode-bidi: embed'><span lang='AR-SA' style='font-size:16.0pt;line-height:115%;font-family: Yagut;mso-bidi-language:AR-SA'>1-1-مقدمه<span lang='FA' style='font-size:16.0pt;line-height:115%;font-family:Yagut;mso-bidi-language: FA'> <p class='MsoNormal' dir='RTL' style='text-align:justify;direction:rtl;unicode-bidi: embed'><span lang='FA' style='font-size:14.0pt;line-height:115%;font-family:"B Lotus"; mso-bidi-language:FA'>امروزه با رقابتی شدن بازارها و تغییرات پیوسته محیط، سازمانها به این واقعیت پی برده اند که بشر مانند گذشته بایک نظام اقتصادی رو به گسترش و بازارهای در حال رشد روبرو نیستند لذا هر مشتری ارزش ویژه خود را داشته و برای به دست آوردن سهم بیشتری از بازار خرید مبارزه می کنند. در دوره حاضر متعهد کردن مشتری جایگاه ویژه ای پیداکرده و رشد دادن مشتری و ارتباط مؤثر با وی باعث شده که مشتریان یک سازمان داخل همکار و در خارج از سازمان حامی و طرفدار آن باشند لذا مشتریانی که احساس تعلق خاطر پیدا کرده و سودآوری و عمر طولانی دارند برای سازمانها سرمایه به شمار می روند بنابراین شناخت و پیش بینی نیاز مشتریان برای بنگاه اقتصادی از اهمیت خاصی برخوردار است و مشتری به عنوان عامل کلیدی و محوری در بقای سازمان ایفای نقش می کند زیرا نتایج تحقیق بسیاری از محققان نشان داده که 5درصد کاهش در تعداد مشتریان باعث از دست رفتن 85درصد سود و همچنین 5درصد افزایش در نگهداری مشتریان موجود موجب افزایش 35 تا 125درصد، سود می شود بنابراین امروزه هدف از مدیریت بازاریابی تقاضا سوق دادن مشتری تا حد بلوغ در نردبان وفاداری به سازمانهاست . هر چند در گامهای نخستین رضایتمندی معیار خوبی برای اندازه گیری وفاداری است ولی باید از شاخصهای دیگری نیز که بر روی رضایت و وفاداری، و همچنین رابطه رضایت <span lang='FA' style='font-size:14.0pt;line-height:115%;font-family:"Times New Roman",serif; mso-bidi-language:FA'>با<span lang='FA' style='font-size:14.0pt; line-height:115%;font-family:"B Lotus";mso-bidi-language:FA'> وفاداری نیز یاری گرفت.<span dir='LTR' style='font-size:14.0pt;line-height:115%;mso-bidi-font-family: "B Lotus";mso-bidi-language:FA'> <p class='MsoNormal' dir='RTL' style='text-align:justify;direction:rtl;unicode-bidi: embed'><span lang='AR-SA' style='font-size:14.0pt;line-height:115%;font-family: "B Lotus";mso-bidi-language:AR-SA'> <p class='MsoNormal' dir='RTL' style='text-align:justify;direction:rtl;unicode-bidi: embed'><span lang='AR-SA' style='font-size:14.0pt;line-height:115%;font-family: "B Lotus";mso-bidi-language:AR-SA'> <p class='MsoNormal' dir='RTL' style='text-align:justify;direction:rtl;unicode-bidi: embed'><span lang='AR-SA' style='font-size:14.0pt;line-height:115%;font-family: "B Lotus";mso-bidi-language:AR-SA'> <p class='MsoNormal' dir='RTL' style='text-align:justify;direction:rtl;unicode-bidi: embed'><span dir='LTR' style='font-size:14.0pt;line-height:115%;mso-bidi-font-family: "B Lotus";mso-bidi-language:AR-SA'> <p class='MsoNormal' dir='RTL' style='text-align:justify;direction:rtl;unicode-bidi: embed'><span dir='LTR' style='font-size:14.0pt;line-height:115%;mso-bidi-font-family: "B Lotus";mso-bidi-language:AR-SA'> <p class='MsoNormal' dir='RTL' style='text-align:justify;direction:rtl;unicode-bidi: embed'><span lang='AR-SA' style='font-size:14.0pt;line-height:115%;font-family: "B Lotus";mso-bidi-language:AR-SA'> <p class='MsoNormal' dir='RTL' style='text-align:justify;direction:rtl;unicode-bidi: embed'><span lang='AR-SA' style='font-size:16.0pt;line-height:115%;font-family: Yagut;mso-bidi-language:AR-SA'>1-2-<span lang='FA' style='font-size:16.0pt;line-height:115%;font-family:Yagut;mso-bidi-language: FA'>بیان مسئله(تعریف موضوع تحقیق) <p class='MsoNormal' dir='RTL' style='margin-top:4.8pt;margin-right:0cm;margin-bottom: 0cm;margin-left:0cm;margin-bottom:.0001pt;text-align:justify;direction:rtl; unicode-bidi:embed'><span lang='FA' style='font-size:14.0pt;line-height:115%; font-family:"B Lotus";mso-fareast-font-family:"Times New Roman";mso-hansi-font-family: "Times New Roman";color:black;mso-font-kerning:12.0pt;mso-bidi-language:FA'>سازمان ها به دنبال رضایتمندی مشتریانشان هستند زیرا نتیجه اصلی فعالیتهای بازاریابی رضایت است. و به عنوان ارتباطی بین مراحل مختلف رفتار خرید مصرف کننده عمل می کند و شرکتها می بایست با راضی نگه داشتن مشتریانشان فعالیتهایشان را توسعه دهند تا اینکه در محیط های تجاری بتوانند مزایا برای خود بدست آورند و خروجی اصلی رضایت وفاداری است در عصر جدید توجّه به رشد و توسعه وفاداری مشتریان به عنوان عامل مهمی در استراتژی بازاریابی شرکتها که منجر به حفظ مشتریان فعلی می شود افزایش یافته است<span dir='LTR' style='font-size:14.0pt;line-height:115%; font-family:"Times New Roman",serif;mso-fareast-font-family:"Times New Roman"; color:black;mso-font-kerning:12.0pt;mso-bidi-language:FA'>.(<span dir='LTR' style='font-size:14.0pt;line-height:115%; font-family:"Times New Roman",serif;mso-fareast-font-family:"Times New Roman"; color:black;mso-font-kerning:12.0pt;mso-bidi-language:AR-SA'>McMullan& Gilmore, 2008)<span dir='LTR' style='font-size:14.0pt;line-height:115%; mso-fareast-font-family:"Times New Roman";mso-hansi-font-family:"Book Antiqua"; mso-bidi-font-family:"B Lotus";color:black;mso-font-kerning:12.0pt;mso-bidi-language: AR-SA'> <span style='font-size:14.0pt;line-height:115%;font-family:"B Lotus";mso-fareast-font-family: "Times New Roman";mso-hansi-font-family:"Book Antiqua";color:black;mso-font-kerning: 12.0pt;mso-bidi-language:AR-SA'> <span style='font-size:14.0pt; line-height:115%;font-family:"B Lotus";mso-fareast-font-family:"Times New Roman"; mso-hansi-font-family:"Book Antiqua";color:black;mso-font-kerning:12.0pt; mso-bidi-language:FA'> <span lang='FA' style='font-size:14.0pt;line-height:115%;font-family:"B Lotus"; mso-fareast-font-family:"Times New Roman";mso-hansi-font-family:"Times New Roman"; color:black;mso-font-kerning:12.0pt;mso-bidi-language:FA'>سازمانها با وفادار کردن مشتریانشان می توانند سهم بازار زیاد و مزیت رقابتی پایداری حاصل کنند ولی طیف وسیعی از عوامل مختلف به طور همزمان روی رضایت مشتریان و وفاداری آنها تأثیر می گذارند که گاهی موجب تضعیف و یا تقویت این رابطه می شوند بنابراین سؤال اصلی تحقیق این است که:<span dir='LTR' style='font-size:14.0pt;line-height:115%; mso-fareast-font-family:"Times New Roman";mso-hansi-font-family:"Book Antiqua"; mso-bidi-font-family:"B Lotus";color:black;mso-font-kerning:12.0pt;mso-bidi-language: FA'> <span lang='FA' dir='RTL' style='font-size:14.0pt;line-height:115%;font-family: "B Lotus";mso-ascii-font-family:"Times New Roman";mso-fareast-font-family:"Times New Roman"; mso-hansi-font-family:"Book Antiqua";color:black;mso-font-kerning:12.0pt; mso-ansi-language:EN-US;mso-fareast-language:EN-US;mso-bidi-language:FA'>چه <span lang='FA' dir='RTL' style='font-size:14.0pt;line-height:115%;font-family:"B Lotus"; mso-ascii-font-family:"Times New Roman";mso-fareast-font-family:"Times New Roman"; mso-hansi-font-family:"Times New Roman";color:black;mso-font-kerning:12.0pt; mso-ansi-language:EN-US;mso-fareast-language:EN-US;mso-bidi-language:FA'>عواملی بر رابطه رضایت با<span lang='FA' dir='RTL' style='font-size:14.0pt; line-height:115%;font-family:"Times New Roman",serif;mso-fareast-font-family: "Times New Roman";color:black;mso-font-kerning:12.0pt;mso-ansi-language:EN-US; mso-fareast-language:EN-US;mso-bidi-language:FA'> <span lang='FA' dir='RTL' style='font-size:14.0pt;line-height:115%;font-family:"B Lotus";mso-ascii-font-family: "Times New Roman";mso-fareast-font-family:"Times New Roman";mso-hansi-font-family: "Times New Roman";color:black;mso-font-kerning:12.0pt;mso-ansi-language:EN-US; mso-fareast-language:EN-US;mso-bidi-language:FA'>وفاداری مشتریان تأثیر دارند؟