ارائه مدل شناخت ارزش طول عمر مشتریان (CLV) (مورد مطالعه: شعب بانک ملی-شهر چالوس)

نوع مقاله: مقاله پژوهشی

نویسندگان

1 استادیار گروه مدیریت، دانشکده مدیریت، دانشگاه تهران، تهران، ایران

2 کارشناسی ارشد مدیریت اجرایی، دانشکده مدیریت، پردیس فارابی دانشگاه تهران، قم، ایران

چکیده

امروزه مسأله چگونگی برقراری ارتباط با مشتریان و حفظ درازمدت این ارتباط، یکی از مهمترین مسائل مؤثر در دوام و ثبات شرکت­ها در عرصه رقابت و سودآوری است. بانک­ها برای باقی ماندن در عرصه رقابت، علاوه‌بر اینکه نیازمند جذب مشتریان جدید هستند، بیش از آن باید هرچه بیشتر سعی در حفظ مشتریان ارزشمند خود نمایند. جهت تحقق این امر، در ابتدا بانک­ها نیازمند ابزاری هستند تا بتوانند مشتریان ارزشمند خود را شناسایی کنند. ارزش طول عمر مشتریان (CLV) ابزاری است که می‎تواند این امکان را برای بانک­ها فراهم نماید. هدف از پژوهش حاضر، ارائه مدلی برای بررسی عوامل مؤثر برCLV بانک‎ ملی ‏می­باشد. داده­ها از 278 نفر از مشتریان شعب بانک ملی- چالوس جمع‎آوری گردید و  تأثیر ساختارهای چند بعدی تعهد (اعم از تعهد عاطفی و تعهد حسابگرانه)، وفاداری (اعم از وفاداری نگرشی و وفاداری رفتاری) و همچنین هزینه‏های تعویض (سوئیچینگ) بر CLV بانک ملی مورد بررسی قرارگرفت. به­منظور تحلیل داده­ها و تست مدل پیشنهادی پژوهش، روش حدأقل مربعات جزئی (PLS) مورد استفاده قرارگرفت. نتایج حاکی از تأثیر مثبت و معنادار «تعهد عاطفی»، «تعهد حسابگرانه»، «وفاداری رفتاری» و «هزینه­های تعویض» بر CLV بانک ملی می­باشد. در پایان، پیشنهادهایی برای پژوهش­های آینده فراهم شده­است.

کلیدواژه‌ها


عنوان مقاله [English]

Presenting a Model to Investigate the Factors Affecting CLV: A Case Study of Melli Bank Branches in Challus

نویسندگان [English]

  • Mohammad Rahim Esfidani 1
  • Fatemeh Toopa Esfandiari 2
1 Assistant Professor, Management Faculty, University of Tehran, Tehran, Iran
2 EMBA, Management Faculty, Farabi Campus, University of Tehran, Qom, Iran
چکیده [English]

Nowadays, the issue of how to communicate with customers and maintain the relationship with them for long is of utmost importance because it affects the durability and stability of companies in the competitive situation. In order to survive in the competition arena, banks need both to attract new customers and to keep their valuable customers. To do this, they first require a tool to identify their valuable customers. Customer lifetime value (CLV) is a tool that can make it possible for the banks. The aim of this study is to provide a model to investigate the factors affecting Melli bank’s CLV. The data were collected from 278 costumers of Melli bank branches in Challus. The effects of commitment multi-dimensional structure (including affective commitment and calculative commitment), loyalty (including attitudinal loyalty and behavioral loyalty), and the switching costs of CLV in Melli Bank were examined. Partial Least Squares (PLS) were used to analyze the data and test the proposed model. The results indicate the significant and positive effect of "emotional commitment", "calculative commitment", "behavioral loyalty" and "switching costs" on the CLV of Melli Bank. Finally, some recommendations are provided for future research.

کلیدواژه‌ها [English]

  • Customer lifetime value
  • Commitment
  • Loyalty
  • Melli bank
  • Switching costs
1-   Bandyopadhyay, S., Martell, M, (2006). “Does attitudinal loyalty influence behavioral loyalty? A theoretical and empirical study”, Journal of Retailing and Consumer Services, Vol.14, 35-44.
2-   Berger and Nasr (1998). “Customer Lifetime Value: Marketing models and applications”, Journal of Interactive Marketing, Volume 12, Number 1, Winter.
3-   Berry, L. L. and Parasuraman, A. (1991). “Marketing services: Competing through quality”, New York: NY, Free Press.
4-   Bettencourt, L. A. (1997). “Customer voluntary performance: Customers as partners in service delivery”, Journal of Retailing, .73 (3), 383-406.
5-   Bloemer J., Ruyter K., Peeters P., (1998). “Investigating drivers of bank loyalty: the complex relationship between image, service quality and satisfaction”, International Journal of Bank Marketing, MCB University Press, Vol. 16/7 pp. 276-286.
6-   Bolton, R, N., Lemon K. N., Verhoef, P.C. (2004), “The Theoretical Underpinnings of Customer Asset Management: A Framework and Propositions for Future Research”, Journal of the Academy of Marketing Science, 32 (3), 271–292.
7-   Ching Lin & Chih Huang. (2009). Understanding social loafing in knowledge contribution from the perspectives of justice and trust. Expert Systems with Applications, 36, 6156–6163.
8-   Ehrenberg, A.S.C., Goodhardt, G.J., Barwise, T.P. (2006). “Double jeopardy revisited”, Journal of Marketing, 54(3), 82-91.
9-   Esposito-Vinzi, V., Wynne, W., Chin W.W., Henseler, J. and Wang, H. (Eds.). (2010). “Handbook of partial least squares: concepts, Methods and Applications” New York: Springer Verlag.
10-   Evanschizky, H.I., Plassran, G.R., Hike, N.J., Meffert,H (2006). “ The relative strength of effective commitment in securing loyalty in service relationship”, Journal of Research in Marketing, 16(4), 303-317.
11-   Gundlach, G.T., Achrol, R.S., Mentzer, J.T. (1995). “The structure of commitment in exchange”, Journal of Marketing, 59(1), 78-92.
12-   Gupta, S. and Lehmann, D. R. (2006). “Customer lifetime value and firm valuation”, Journal of Relationship Marketing, V.5, Issue 2, 2006, pp87-110.
13-   Fayzi,S., Sotoudeh,J., Elsa (1390). "The Relationship Between Customer Relationship Management and the Quality of Communication on the Customer lifetime value of Banks, SADERAT BANK OF TABRIZ", Bank of Iranian Marketing Articles (Internet), (insert date: 13 September 2012), available at <http://marketingarticles.ir>.(In persain)
14-   Hulland. (1999). “Use of partial least Science Environment” Engineering and Technology Griffith University.
15-   Jacoby, J. (1997). “A model of multibrand loyalty”, Journal of Advertising Research, 11, 25-31.
16-   Kotler, P. and Armstrong, G. (1996). “Principles of Marketing”, 7Th ed, Englewood Cliffs, NJ: Prentice-Hall.
17-   Kumar V., Ramani G., Bohling T. (2004). "Customer lifetime value approaches and best practice applications", Journal of Interactive Marketing, Vol. 18, pp. 60–72.
18-   Lee, J., Lee, J., & Feick, L. (2001). “The impact of switching costs on the customer satisfaction-loyalty link: mobile phone service in France”, Journal of Services Marketing, Vol. 15, No.1, pp.35-48.
19-   Liljander, V., Polsa, P., & van Riel, A. (2009). “Modeling consumer responses to an apparel store brand: Store image as a risk reducer", Journal of Retailing and Consumer Services, 16, 281–290.
20-   Marshall W, N (2010). “Commitment, Loyalty and customer lifetime value: investigating the relationship among key determinants”, Journal of Business & Economic Research, 8, 67-84.
21-   Morgan, R.M., & Hunt, S.D, (1994). “The Commitment Theory of Relationship Marketing”, Journal of Marketing, Vol. 58, No.3, 20-38.
22-   Nick Raftar,M.R., Ebrahimi,A. (2011)." The relationship between commitment, loyalty and customer lifetime value (clv)", Thesis of Master. Allameh Tabataba'i University.(In persain)
23-   Pritchard, M.P., Havitz, M.E., Howard, D.R. (1999). “Analyzing the commitment loyalty link in service contexts”, Journal of the Academy of Marketing Science, 27, 333-348.
24-   Rivard & Huff. (1988). “Factors of success for End-User computing” Communications of the ACM 31:5, May, pp, 552-561.
25-   Verhoef, P., Franses P., and Hoekstra, J. (2001). “The Impact of Satisfaction and Payment Equity on Cross-Buying: A Dynamic Model for a Multi-service Provider”, Journal of Retailing, 77 (3), 359-78.
26-   Wen. (2010). “Linking Bayesian networks and PLS path modeling for causal analysis” Expert Systems with Applications, 134–139.:37.
27-   Wixom, B. H., & Watson, H. J. (2001). “An empirical investigation of the factors affecting data warehousing success” MIS Quarterly, 25(1), 17–41.