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
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