بررسی عوامل فردی و سازمانی مؤثر بر وفاداری الکترونیکی با نقش متغیر میانجی رضایت الکترونیکی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار گروه مدیریت، دانشکده علوم اداری و اقتصاد، دانشگاه اصفهان

2 کارشناس ارشد مدیریت بازرگانی

چکیده

ارائه‌ی خدمات بانکداری الکترونیکی، موضوعی قابل تأمل جهت ادامه‌ی رقابت در بازار جهانی است. انتظارات روزافزون مشتریان جهت دریافت خدمات ایده‌آل در زمینه‌ی بانکداری الکترونیکی و همچنین وجود رقبای تجاری نشان از اهمیت این حوزه دارد. راضی نگه داشتن مشتریان الکترونیکی مستلزم شناسایی و تحلیل عواملی است که خود تا حد زیادی تعیین‌کننده‌ی وفاداری مشتریان می‌باشد. از این‌رو، مطالعه‌ی حاضر به بررسی عوامل فردی و سازمانی مؤثر بر روی وفاداری الکترونیکی با نقش متغیر میانجی رضایت الکترونیکی می‌پردازد. برای این هدف، بر پایه مطالعات انجام شده و بررسی محیط بانکی در ایران مدلی طراحی گردید که به طور خاص، بر روی عوامل فردی از جمله: سودمندی درک شده، سهولت استفاده درک شده و نگرش نسبت به استفاده و عوامل سازمانی از جمله: فناوری، ساختار سازمانی، استراتژی سازمانی، فرهنگ سازمانی و فرایندهای کاری تمرکز می‎‌نماید. جهت جمع‌آوری داده‌های موردنیاز و آزمون مدل،  پرسشنامه‌ای الکترونیکی طراحی و در میان کاربرانی که تجربه‌ی استفاده از خدمات بانکداری الکترونیکی در ایران را داشتند توزیع گردید و 352 پرسشنامه قابل قبول جهت تجزیه تحلیل مورد استفاده قرار گرفت. نتایج تحلیل داده‌ها با استفاده از مدل معادلات ساختاری حاکی از آن است که عوامل فردی و سازمانی منتخب به استثنا استراتژی سازمانی، منجر به ایجاد رضایت الکترونیکی می‌گردند و رضایت الکترونیکی نیز به نوبه‌ی خود بر روی وفاداری الکترونیکی مشتریان تأثیرگذار می‌باشد.

کلیدواژه‌ها

عنوان مقاله [English]

Investigating the Individual and Organizational Factors Affecting E-loyalty with the Mediating Role of E-satisfaction

نویسندگان [English]

  • Hadi Teimouri 1
  • Maryam Goodarzvand Chegini 2
1 Assistant Professor, Department of Management, Faculty of Economic and Administrative Sciences, University of Isfahan, Isfahan
2 M. A, Business Management, Isfahan
چکیده [English]

Providing electronic banking (E-banking) services is of a noteworthy role in continuing the competition in the market. Increasing expectations of customers for ideal services in the field of E-banking and the presence of rival trades show the importance of this issue. Satisfying electronic customers requires identifying and analyzing of the factors that largely determine the loyalty of customers. Hence, the current study examines the individual and organizational factors that affect electronic loyalty (E-loyalty) with the role of electronic satisfaction (E-satisfaction) mediation. To this end, based on the already performed studies and considering the banking conditions in Iran, a model was designed to specially focus on factors such as perceived usefulness, perceived ease of use, attitudes toward use, and organizational factors including technology, organizational structure, organizational strategy, organizational culture and business processes. In order to gather the data and test the model, an electronic questionnaire was designed and delivered to the users who had an experience of E-banking services. As many as 352 acceptable questionnaires (with the acceptable reliability of 0.94) were used for the analysis. The results of the data analysis by the method of route analysis suggested that the chosen individual and organizational factors, except the organizational strategy variable, lead to
E-satisfaction, which, in turn, influences the E-loyalty of customers.

کلیدواژه‌ها [English]

  • E-banking
  • E-loyalty
  • E-satisfaction
  • Individual factor
  • Organizational factor

مراجع

1-    Abbasi, E., & Rajabi Myandareh, A. A. (2015). A survey of E-loyalty effective factors and barriers to E-banking services in private banks customers in Golestan province. Journal of Business Management, 6(4), 827-844. (in Persian)
2-    Allen Broyles, S. (2009). Loyalty's Influence on Satisfaction in Cross-Cultural Setting. Journal of Product and Brand Management, 18(6), 414-424.
3-    Alsamydai, M.J., Yousif, R. O., & Al Khasawneh, M. H. (2012). The Factors Influencing Consumersʾ Satisfaction and Continuity to Deal with E-banking Services Jordan. Global Journal of Management and Business Research, 12(14), 129-142.
4-    Anand, A. (2007, May). E-satisfaction-A Comprehensive Framework.In Internet and Web Applications and Services, 2007. ICIW'07. Second International Conference on (pp. 55-55). IEEE..
5-    Anderson, R.E., & Srinivasan, S.S. (2003). E-satisfaction and E-loyalty: a Contingency Framework. Psychology & Marketing, 20(2), 123-138.
6-    Auta, E. M. (2010). E-banking in Developing Economy: Emprical Evidence from Nigeria. Journal of Applied Quantitative Methods, 5(2), 212-222.
7-    Behjati, S., Nahich, M., & Othaman, S.N. (2012). Interrelation between E-service Quality and E-satisfaction and Loyalty. European Journal of Business and Management, 4(9), 75-85.
8-    Bergeron, F., Raymond, L., & Rivard, S. (2001). Fit in Strategic Information Technology Management Research: an Empirical Comparison of Perspectives. The International Journal of Management Science (Omega), 29(2), 125-142.
9-    Bogomolova, S. (2011). Service Quality Perceptions of Solely Loyal Customers. International Journal of Market Research, 53(6), 793-810.
10-   Chwelos, P., Benbasat, I., & Dexter, A. S. (2001). Research Report: Empirical Test of an EDI Adoption Model. Informatin Systems Research, 12(3), 304-321.
11-   Coughlan, J., Macredie, R., & Patel, N. (2007). Moving Face-to-Face Communication to Web-Based Systems. Interacting with Computers, 19(1), 1-6.
12-   Daneshgadeh, S., & Yildirim, S.O. (2014). Empirical Invetigation of Internet Banking Usage: the Case of Turkey. Procedia Technology, 16, 322-331.
13-   Davis, F. D. (1989). Perceied Usefulness, Perceived Ease of Use and User Acceptance of Information Technology. MIS Quarterly, 13(3), 319-340.
14-   Davis, F.D, Bagozzi, R.P., & Warshaw, P.R. (1989). User Acceptance of Computer Technology: A Comparison of Two Theorical Models. Management Sceince, 35(8), 982-1003.
15-   Eid, M. (2011). Determinants of E-commerce Customer Satisfaction, Trust and Loyalty in Saudi Arabia. Journal of Electronic Commerce Research, 12(1), 78-93.
16-   Elzinga, D.J., Horak, T., Lee, C.Y., & Bruner, C. (1995). Business Process Management: Survey and Methodology. Engineering Management, IEEE Transactions on, 24(2), 119-128.
17-   Evanschitzkya, H., Iyer, G.R., Hessea, J., & Ahlert, D. (2004). E-satisfaction: a Re-examination. Journal of Retailing, 80(3), 239-247.
18-   Floh, A., & Treiblmaier, H. (2006). What Keeps the E-banking Customer Loyal? a Multigroup Analysis of the Moderating Role of Consumer Characteristics on E-loyalty in the Financial Service Industry. Journal of Electronic Commerce Research, 7(2), 97-110.
19-   Fuentes-Blasco, M., Moliner-Velazquez, B., & Gil-Saureb, I. (2014). Effect of Customer Heterogeneity on the Relationship Satisfaction-Loyalty. Revista Spanola De Investigacion De Marketing ESIC, 18(2), 78-92.
20-   Gera, R. (2011). Modelling E-service Quality and Its Consequences in India: an SEM Approach. Journal of Research in Interactive Marketing, 5(2/3), 203-225.
21-   Ghalandari, K. (2013). The Role of Customers' Individual and Firmsʾ Business Level Factors in the Influence of E-retailing Attribute on E-satisfaction and E- loyalty of Iranian Customers in Purchase Online.Life Science Journal, 10(3s), 926-936.
22-   Ghane, S., Fathin, M., & Gholamian, M. (2011). Full Relationship among E-satisfaction, E-trust, E-service Quality and E-loyalty: A Case of Iran E-banking. Journal of Theoretical and Applied Information Technology, 33(1), 1-6.
23-   Grabner-Kräuter, S., & Faullant, R. (2008). Consumer Acceptance of Internet Banking: the Influence of Internet Trust. International Journal of Bank Marketing, 26(7), 483-504
24-   Hamadi, C. (2011). The Moderating Role of Need for Personal Interaction in the Relationship between E-quality, E-satisfaction and Commitment "Case of Moroccan E-banking Users". IBIMA Business Review, 2011, 11 Pages.
25-   Heidari, H., & Mousakhani, M. (2015).Developing a Model of Factors Affecting the Customer Satisfaction inTraditional and Electronic Banking. Journal of new marketing research, 5(1), 201-218. (in Persian)
26-   Henning-Thurau, T. (2004). Customer Orientation of Service Employees: Its Impact on Customer Satisfaction, Commitment, and Retention. International Journal of Service Idustry Management, 15(5), 460-478.
27-   Herington, C., & Weawan, S. (2009). E-ratailing by Bank s: E-service Quality and Its Importance to Customer Satisfaction. European Journal of Marketing, 43(9/10), 1220-1231.
28-   Ho, C. T. B., & Lin, W.C. (2010). Measuring the Service Quality of Internet Banking: Scale Developmant and Validation. European Business Review, 22(1), 5-24.
29-   Huffmire, D. W. (2001). Improving Customer Satisfaction, Loyalty, and Profit: an Integrated Measurement and Management System. Choice, 38(5), 946-947.
30-   Iizuka, K., Iizuka, Y., & Suematsu, C. (2013). E-business Process Modeling Issues: from the Viewpoint of Inter-Organizational Process Efficiency and Information Sharing. Procedia Computer Science, 22, 820-827.
31-   Iyer, G.R., & Bejou, D. (2004). Customer Relationship Management in Electronic Markets. Journal of Relationship Marketing, 2(3-4), 1-13.
32-   Jahromi, A. S. S, Ahmadi, E., Fakhravari, F., & Adibi, P. M. (2011). The Examination Electronic Services Quality of Sina Bank with E-SERVQUAL Model in Shiraz Branches. International Conference on Advancements in Electronics and Power Engineering, (pp. 78-82).
33-   Jaworski, B.J., & Kohli, A.K. (1993). Market Orientation: Antecedents and Consequences. Journal of Marketing, 57(3), 53-70.
34-   Kalkan, A., Bozkurt, Ö.Ҫ., & Arman, M. (2014). The Impacts of Intellectual Capital, Innovation and Organizational Strategy on Firm Performance. Procedia - Social and Behavioral Sciences, 150, 700-707.
35-   Kao, T- V., & Lin, W. T. (2016). The Relationship between Perceived E-serviceQuality and Brand Equity: A Simultaneous Equations System Approch. Computers in Human Behavior, 57, 207-218.
36-    Karimi, A., Shabaninejad, E., & Adibfar, GH. (2016). Assessing Relationship between the Iimplementation of the Electronic System and the Level of Customer Satisfaction in Branches of Bank Saderat of Mazandaran. Organizational Culture Management, 14(2), 475-498. (in Persian)
37-   Kassim, N., & Asiah Abdullah, N. (2010). The Effect of Perceived Service Quality Dimensions on Customer Satisfaction, Trust and Loyalty in E-commerce Settings:a cross cultural analysis . Asia Pacific Journal of Marketing and Logistics, 22(3), 351-371.
38-   Kettinger, W.J., Grover , V., Guha, S., & Segars, A.H. (1994). Strategic Information Systems Revisited: a Study in Sustainability and Performance. MIS Quarterly, 18(1), 31-58.
39-   Kim, H. R. (2004).Developing an Index of Online Customer Satisfaction. Journal of Financial Services Marketing,10(1), 49-64.
40-   Kirakosyan, K., & Dănăiaţă, D. (2014). Communicationa Management in Electronic Banking. Better Communication for Better Relationship. Procedia- Social and Behavioral Sciences, 124, 361-370.
41-   Koufteros, X.A., Nahm, A.Y., Cheng, T.E., & Lai, K. H. (2007). An Empirical Assessment of a Nomological Network of Organizational Design Constructs: From Culture to Structure to Pull Production to Performance. International Journal of Production Economics, 106(2), 468-492.
42-   Krell, T. & Gale, J. (2005). E-business Migration: a Process Model. Journal of Organizational Change Management, 18 (2), 117-131.
43-   Lee, W. O., & Wong, L. S. (2016). Determinants of Mobile Commerce Customer Loyalty in Malaysia. Perocedia-Social and Behavioral Sciences, 224, 60-67.
44-   Liao, Z., & Cheung, M. T. (2002). Internet-Based E-banking and Consumer Attitudes: an Empirical Study,. Information and Management, 39(4), 283-295.
45-   Liao, C., Chuang, S. H., & To, P. L. (2011). How knowledge management mediates the relationship between environment and organizational structure.Journal of Business Research, 64(7), 728-736.
46-   Lie´bana-Cabanillas, F., Mun˜oz-Leiva, F., Sa´nchez-Ferna´ndez, J., I, M., & Jesu´ s, V-D. (2016). The moderating effect of user experience on satisfaction with electronic banking: empirical evidence from the Spanish case. Information Systems and e-Business Management, 14(1): 141-165.
47-   Lin , G.T., & Sun, C. C. (2009). Factors Influencing Satisfaction and Loyalty in Online Shopping: An Integrated Model. Online Information Review, 33(3), 458-475.
48-   Liu, C.T., Guob, Y.M., & Lee, C.H. (2011). The Effects of Relationship Quality and Switching Barriers on Customer Loyalty. International Journal of Information Management, 31(1), 71-79.
49-   Lombard, C., & Louis, D. (2012). Consumer Satisfaction and Loyalty: two Main Consequences of Retailer Personality. Journal of Retailing and Consumer Services, 19(6), 644-652.
50-   Luarn, P., & Lin, H. H. (2003). A Customer Loyalty Model for E-service Context. Journal of Electronic Commerce Research, 4(4), 156-167.
51-   McDermott, R., & O'dell, C. (2001). Overcoming Cultural Barriers to Sharing Knowledge. Journal of Knowledge Management, 5(1), 76-85.
52-   McDonald, R.P., &  Ho, M. H. R. (2002). Principles and Practice in Reporting Structural Equation Analysis. Psycological Methods, 7(1), 64-82.
53-   Meijaard, J., Brand, M.J., & Mosselman, M. (2005). Organizational Structure and Performance in Dutch Small Firms. Small Business Economics, 25(1), 83-96.
54-   Molla, A., & Licker, P.S (2005). E-commerce Adaption in Developing Countries: a Model and Instrument. Information and Mangement, 42(6), 877-899.
55-   Nahm, A.Y., Vonderembse, M.A., & Koufteros, X.A. (2003). The Impact of Organizational Structure on Time-Baseed Manufacturing and Plant Performance. Journal of Operations  Management, 21(3), 281-306.
56-   Pérez Pérez, M., Martinez Sánchez, A., De Luis Carnicer, P., & José Vela Jiménez, M. (2004). A Technology Acceptance Model of Innovation Adoption: the Case of Teleworking. European Journal of Innovation Management, 7(4), 280-291.
57-   Ponirin, Scott, D., & Von Der Heidt, T. (2010). E-loyalty: Its Antecedents, Implications and Differences between Developed and Developing Countries. Proceedings of the Academy of Marketing Science Cultural Perspectives in Marketing (CPM) Conference (IESEG). Lille, France.
58-   Ramayah, T., Ahmad, N.H., & Lo, M.C. (2010). The Role of Quality Factors in Intention to Continue Using an E-learning System in Malaysia. Procedia-Social and Behavioral Sciences, 2(2), 5422-5426.
59-   Rangriz, H., & Karami, N. (2012). The Impact of Satisfaction and Website Usability in Dveloping Customer Loyalty and Positive Word-of-Mouth in the E-banking Services (Case Study: Zanjan Province Mellat bank). Quantitative Researches in Management, 3(1), 81-98. (in Persian)
60-   Safa, N.S., & Ismail, M. A. (2013). A customer Loyalty Formation Model in Electronic Commerce. Economis Modelling, 35, 559-564.
61-   Samadipour, R., Khoshakhlagh, A., & Rezgi Shirsavar, H. (2015). Evaluation of the Effects of Satisfaction and Website Usability in Developing Customer Loyalty, Efficiency, and Positive Word-of-mouth in the E-banking Services (Case Study: Tejarat Banks). Quarterly Journal of Productivity Management, 9(34), 91-110.(in Persian)
62-   Santouridis, I., & Kyritsi, M. (2014). Investigating the Determinants of Internet Banking Adaption in Greece. Procedia Economics and Finance, 9, 501-510.
63-   Senarathna, R., & Wickramasuriya, H. (2011). Organizational Factors Affecting E-commerce Adoption in Small and Medium-Sized Enterprises. Tropical Agricultural Research, 22(2), 204-210.
64-   Shadev, S., & Purani, K. (2008). Modelling the Cosequences of E-service Quality. Marketing Intelligence and Planning, 26(6), 605-620.
65-   Shah, M. H., & Siddiqui, F. A. (2006). Organisational Critical Success Factors in Adoption of E-banking at the Woolwich Bank. International Journal of Information Management, 26(6), 422-456.
66-   Shankar, V., Smith, A. K, & Rangaswamy, A. (2003). Customer Satisfaction and Loyalty in Online and Offline Environment. International Journal of Research in Marketing, 20(2), 153-175.
67-   Suleiman, G. P.,  Mat, N. K. N., Adesiyan, O. I., Mohammad, A. S., & Alekam, J. (2012). Customer Loyalty in E-banking: a Structural Equation Modelling (SEM) Approach. American Journal of Economics(Special Issue), 55-59.
68-   Szymanski, D. M., & Hise, R. T. (2000). E-satisfaction: an Initial Examination. Journal of Retailing, 76(3), 309-322.
69-   Tarafdar, M., & Vaidya, S. D. (2006). Challenges in the Adoption of E-commerce Technologies in India: The Role of Organizational Factors. International Journal of Information Management, 26(6), 428-441.
70-   Toufaily, E., Ricard, L., & Perrien, J. (2013). Customer Loyalty to a Commercial Website: Descriptive Meta-Analysis of the Empirical Literature and Proposal of an Integrative Model. Journal of Business Research, 66(9), 1436-1447.
71-   White, C., & Yu, Y. T. (2005). Satisfaction Emotions and Consumer Behavioral Intentions. Journal of Services Marketing, 19(6), 411-420.
72-   Winnie, P. M. W. (2014). Customer Interface Quality on Customer E-loyalty and E-satisfaction in Malaysia with the Effects of Trustworthiness. Global Journal of Emerging Trends in E-business, Marketing and Consumer Psycology (GJETeMCP), An Online International Research Journal, 1(2), 118-136.
73-   Wu, L. (2013). The Antecedents of Customer Satisfaction and Its Link to Complaint Intentions in Online Shopping: An Integration of Justice, Technology and Trust. International Journal of Information Management, 33(1), 166-176.
74-   Yan, Y., & Fengjie, J. (2009). The Empirical Study on the Influencing Factors of Customers' E-loyalty. Management and Service Science,2009. MASS'09. International Conference on  (pp. 1-4). Wuhan: IEEE.
75-   Yee, B. Y., & Faziharudean, T. M. (2010). Factors Affecting Customer Loyalty of Using Internet  Banking in Malaysia. Journal of Electronic Banking Systems, 2010(2010), 21.
76-   Yoon, C. (2010). Antecedents of Customer Satisfaction with Online Banking in China: The Effects of Experience. Computers in Human Behavior, 26(6), 1296-1304.
77-   Zeng, Q., Chen, W. & Lihua, H. (2008). E-business transformation: an analysis framwork based on critical organizational dimensions. Tsinghua Science and Technology, 13 (3): 408-413.
78-   Zhu, K., Kraemer, K. L, & Xu, S. (2002). A Cross-Country Study of Electronic Business Adoption Using theTechnology-Organization-Environment Framework. Twenty-Third International Conference on Information Systems, ICIS 2002 Proceedings (pp. 337-348).
کاوش‌های مدیریت بازرگانی
دوره 10، شماره 19
شهریور 1397
صفحه 65-97

فایل ها

هم رسانی

ارجاع به این مقاله

آمار