تاثیر حمایت اجتماعی و تعهد عاطفی بر رفتار شهروندی مشتریان و قصد ترک آنان

نوع مقاله: مقاله پژوهشی

نویسندگان

1 استادیار، دانشکده حسابداری و مدیریت، دانشگاه شهید بهشتی، تهران

2 دانشجوی دکتری مدیریت بازرگانی، دانشکده حسابداری و مدیریت، دانشگاه شهید بهشتی، تهران

چکیده

مشارکت مشتریان در فرآیند ارائه خدمات باعث می­شود شرکت­ها خدمات بهتری را ارائه کنند و اینگونه رفتارهای مشارکتی منجر به ایجاد یک مزیت رقابتی برای شرکت­ها می­شود. مقاله حاضر با هدف بررسی حمایت­های اجتماعی و تعهد عاطفی مشتریان در بروز رفتار شهروندی مشتریان و اثری که بر قصد ترک مشتریان می­گذارد، صورت گرفته است. این پژوهش از نوع مطالعات توصیفی-پیمایشی بوده و برای جمع­آوری داده­ها نیز از ابزار پرسشنامه استفاده شده است. جامعه آماری این پژوهش، مشتریان مراکز تناسب اندام شهر تهران و در بازه زمانی بهار و تابستان 1396، درنظر گرفته شد و نمونه­ای 384 نفری از این مشتریان برای مطالعه استفاده گردید.  تحلیل داده­ها به وسیله­ی نرم­افزار spss و SmartPLS و به روش معادلات ساختاری انجام شده است. نتایج پژوهش حاکی از آن است که حمایت­های اجتماعی و تعهد عاطفی با ضرایب 40/0، 15/0 و 61/0 بر رفتار شهروندی مشتریان تاثیر مثبت و قابل توجهی دارد. همچنین بروز رفتارهای شهروندی توسط مشتریان بر قصد ترک آنان تاثیر معکوس و معناداری با ضریب 28/0 دارد. همچنین مشتریانی که فشار زمانی کمتری را درک کرده بودند، نسبت به انجام رفتارهای شهروندی مشتاق­تر بودند.

کلیدواژه‌ها


عنوان مقاله [English]

The effect of social support and affective commitment on customer's citizenship behavior and customer turnover intention

نویسندگان [English]

  • Esmaeil Shahtahmasbi 1
  • Sajad Mazarei 2
1 Associate Professor, Faculty of Management and Accounting, Shahid Beheshti University
2 Ph.D Student, Faculty of Management and Accounting, Shahid Beheshti University
چکیده [English]

Customer participation in service delivery processes gives companies a feedback and helps them provide better services. Such a participatory behavior leads to a competitive advantage for companies. The present study aims to investigate social support and affective commitment in customer citizenship behavior and its effect on customer turnover intention. The research is a descriptive-survey study in which a questionnaire was used to collect the data. The research population was the customers of fitness centers in Tehran in the spring and summer of 2017. A samples size of 384 clients was used for the study. The SPSS and SmartPLS software programs were used to analyze the data. The results indicated that social support and affective commitment have positive and significant effects on customer citizenship behavior with the coefficients of 0.4, 0.15 and 0.61. Furthermore, customer citizenship behavior has a significant and reverse effect on the turnover intention of customers with the coefficient of 0.28. The results also showed that supportive sources differently affect the customer satisfaction in terms of social supports. Customers who had perceived less time pressure were more eager for citizenship behavior.

کلیدواژه‌ها [English]

  • Affective commitment
  • Customer citizenship behavior
  • Customer turnover intention
  • Social support
 
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