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

مراجع

  1.  

    1. Azizi, Shahriar, (2016) Research methodology in management,Tehran: The Organization for Researching and Composing University textbooks in the Humanities (in persian)
    2. Anvari, R., & Amin, S. M. (2010). Commitment, involvement and satisfaction in relationship marketing. Contemporary Research in Business, 1(11), 51-70.
    3. Bendapudi, N., & Leone, R. P. (2003). Psychological implications of customer participation in co-production. Journal of marketing, 67(1), 14-28.
    4. Byrne, Z. S. (2005). Fairness reduces the negative effects of organizational politics on turnover intentions, citizenship behavior and job performance. Journal of Business and Psychology, 20(2), 175-200.
    5. Cohen, A. (2007). One Nation, Many Cultures A Cross-Cultural Study of the Relationship Between Personal Cultural Values and Commitment in the Workplace to In-Role Performance and Organizational Citizenship Behavior. Cross-cultural research, 41(3), 273-300.
    6. Fatima, J. K., Razzaque, M. A., & Di Mascio, R. (2015). Modelling roles of commitment on rapport and satisfaction. International Journal of Bank Marketing, 33(3), 261-275.
    7. Foa, U. G. (1971). Interpersonal and economic resources. Science, 171(3969), 345-351.
    8. Fyrand, L., Moum, T., Finset, A., & Glennås, A. (2002). The impact of disability and disease duration on social support of women with rheumatoid arthritis. Journal of behavioral medicine, 25(3), 251-268.
    9. Hsieh, A. T., Yen, C. H., & Chin, K. C. (2004). Participative customers as partial employees and service provider workload. International journal of service industry management, 15(2), 187-199.
    10. Homburg, C., Grozdanovic, M., & Klarmann, M. (2007). Responsiveness to customers and competitors: the role of affective and cognitive organizational systems. Journal of Marketing, 71(3), 18-38.
    11. Helgeson, V. S. (2003). Social support and quality of life. Quality of life research, 12(1), 25-31.
    12. Ilies, R., Fulmer, I. S., Spitzmuller, M., & Johnson, M. (2006). Personality and citizenship behavior: The role of affect and satisfaction. In 66th Annual Meeting of the Academy of Management in Atlanta, Georgia.
    13. Kim, H. S., Kim, H. S., Choi, B., & Choi, B. (2016). The effects of three customer-to-customer interaction quality types on customer experience quality and citizenship behavior in mass service settings. Journal of Services Marketing, 30(4), 384-397.
    14. Lam, T., & Qiu Zhang, H. (2003). Job satisfaction and organizational commitment in the Hong Kong fast food industry. International Journal of Contemporary Hospitality Management, 15(4), 214-220.
    15. Lin, Y. H., & Chen, C. F. (2013). Passengers' shopping motivations and commercial activities at airports–The moderating effects of time pressure and impulse buying tendency. Tourism Management, 36, 426-434.
    16. Mendonça, G., & Farias Júnior, J. C. D. (2015). Physical activity and social support in adolescents: analysis of different types and sources of social support. Journal of sports sciences, 33(18), 1942-1951.
    17. Muliawan, A. D., Green, P. F., & Robb, D. A. (2009). The turnover intentions of information systems auditors. International Journal of Accounting Information Systems, 10(3), 117-136.
    18. Payne, A., Storbacka, K., Frow, P., & Knox, S. (2009). Co-creating brands: Diagnosing and designing the relationship experience. Journal of Business Research, 62(3), 379-389.
    19. Patterson, P., Razzaque, M., & Terry, C. (2013). Customer Citizenship Behaviourin Service Organisations: A Social Exchange Model. In Proceedings of the Australian and New Zealand Academy Conference (pp. 2079-2089).
    20. Revilla-Camacho, M. Á., Vega-Vázquez, M., & Cossío-Silva, F. J. (2015). Customer participation and citizenship behavior effects on turnover intention. Journal of business research, 68(7), 1607-1611.
    21. Revilla‐Camacho, M. Á., Vega‐Vázquez, M., & Cossío‐Silva, F. J. (2017). Exploring the customer's intention to switch firms: The role of customer‐related antecedents. Psychology & Marketing, 34(11), 1039-1049.
    22. Rosenbaum, M. S., & Massiah, C. A. (2007). When customers receive support from other customers: exploring the influence of intercustomer social support on customer voluntary performance. Journal of Service Research, 9(3), 257-270.
    23. Rosenbaum, M. S. (2006). Exploring the social supportive role of third places in consumers' lives. Journal of Service Research, 9(1), 59-72.
    24. Steensma, H. E. R. M. A. N., Van Breukelen, W., & Sturm, M. A. R. I. S. K. A. (2004). Studying employee turnover by splitting up the usual comparison group. Journal of Individual Employment Rights, 11(1), 211-227.
    25. Steptoe, A., Owen, N., Kunz-Ebrecht, S. R., & Brydon, L. (2004). Loneliness and neuroendocrine, cardiovascular, and inflammatory stress responses in middle-aged men and women. Psychoneuroendocrinology, 29(5), 593-611.
    26. Wang, C. Y. (2010). Service quality, perceived value, corporate image, and customer loyalty in the context of varying levels of switching costs. Psychology & Marketing, 27(3), 252-262.
    27. Wills, T. A., & Shinar, O. (2000). Measuring perceived and received social support. Social support measurement and intervention: A guide for health and social scientists, 86-135.
    28. Zhu, D. H., Sun, H., & Chang, Y. P. (2016). Effect of social support on customer satisfaction and citizenship behavior in online brand communities: The moderating role of support source. Journal of Retailing and Consumer Services, 31, 287-293.
کاوش‌های مدیریت بازرگانی
دوره 11، شماره 22
اسفند 1398
صفحه 129-148

فایل ها

هم رسانی

ارجاع به این مقاله

آمار