تحلیل ارزش درک شده، کیفیت ارتباط و وفاداری مشتری در صنعت بانکداری کشور

نوع مقاله : مقاله پژوهشی

نویسندگان

1 کارشناس ارشد مدیریت بازرگانی، بانک سامان

2 دانشیار دانشگاه تربیت مدرس

3 استاد دانشگاه تربیت مدرس

چکیده

در عصر حاضر سازمان‌ها علاوه بر جذب مشتری دغدغه حفظ مشتری، ایجاد رابطه مستمر و درنهایت ایجاد وفاداری در مشتریان را دارند. دو مفهوم ارزش درک شده و کیفیت رابطه به عنوان اصلی‌ترین مفاهیم مؤثر بر وفاداری مشتریان مطرح هستند. بر این اساس، تحقیق حاضر با هدف بررسی تأثیر ارزش درک شده و کیفیت رابطه بر وفاداری مشتریان و ابعاد آن در صنعت بانکداری صورت گرفته است.
این پژوهش از نوع مطالعات توصیفی- پیمایشی بوده و برای جمع‌آوری داده­ها نیز از ابزار پرسشنامه استفاده شده است. تمامی مشتریان بانک سامان در کلان شهر تهران به عنوان جامعه آماری در نظر گرفته شد و نمونه­ای 380 نفری از این مشتریان برای مطالعه استفاده گردید. جهت تجزیه و تحلیل داده­ها نیز از روش مدل­سازی معادلات ساختاری (SEM) و تحلیل عاملی تأییدی (CFA) استفاده شده است.
یافته­های تحقیق نشان دادند که ارزش درک شده و کیفیت رابطه به طور کلی تأثیر مثبت معنی­داری بر وفاداری مشتریان دارند. علاوه بر این مشخص شد که دو متغیر ارزش درک شده مشتری و کیفیت رابطه بر ابعاد وفاداری نیز تاثیر معنی­داری دارند.

کلیدواژه‌ها

عنوان مقاله [English]

The Analysis of Perceived Value, Relationship Quality and Customer Loyalty in Banking Industry in Iran

نویسندگان [English]

  • Davood Rezaee 1
  • Asad Kordnaeej 2
  • Asghar Moshabki 3
1 M.A in Commerce Management
2 Associate Professor, Tarbiat Modarres University
3 Professor, Tarbiat Modarres University
چکیده [English]

At the present time in addition to attracting customers, organizations are concerned to keep customers, enjoy a continual relationship with them and make them loyal. Relationship quality and perceived value are considered as the most effective concepts on customer loyalty. Accordingly, the present study has been aimed to assess the impact of perceived value and relationship quality on customer loyalty and its dimensions in the banking industry. This research is a descriptive-survey study and a questionnaire was used to collect data. All customers of Saman Bankin Tehran metropolis were considered as a statistical population and a sample of 380 individuals were used for the study of the client. The structural equation modeling approach (SEM) and Confirmatory Factor Analysis (CFA) are used to analyze the data. Research findings showed that relationship quality and perceived value have a positive significant effect on customer loyalty. In addition, it was found that two variables, customer perceived value and relationship quality, have a significant effect on customer loyalty dimensions.

کلیدواژه‌ها [English]

  • Perceived Value
  • Relationship Quality
  • Loyalty

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کاوش‌های مدیریت بازرگانی
دوره 8، شماره 15
فروردین 1395
صفحه 21-38

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