مدل سنجش انتظارات مشتریان صنعت بانکداری برمبنای ادراک آنان

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار دانشکده مدیریت و حسابداری دانشگاه علامه طباطبایی

2 دانشجوی فوق لیسانس حسابداری، دانشگاه علامه طباطبایی

چکیده

موضوع وفاداری مشتریان یکی از موضوعات چالشی در حوزه بازاریابی است که همواره مد نظر صاحبنظران و مدیران اجرایی می­باشد. از آن جا که حفظ و نگهداشت مشتریان به چگونگی برآورده شدن انتظارات آنان از سوی شرکت­ها بستگی دارد، سنجش دقیق انتظارات مشتریان امری ضروری و در خور توجه است. بر این اساس، هدف این مقاله، توسعه ابزاری استاندارد جهت اندازه گیری انتظارات مشتری برای صنعت بانکداری می­باشد. در این راستا ابتدا با انجام تحلیل عاملی اکتشافی، عوامل مکنون سازه انتظارات مشتری استخراج گردید. سپس برای تعیین اعتبار مدل اکتشاف شده با استفاده از تحلیل عاملی تاییدی به بررسی شاخص­های برازندگی پرداخته شد. نتایج به دست آمده، پنج عامل اصلی و شانزده سنجه مرتبط به آن را برای اندازه­گیری انتظارات مشتری در حوزه بانکداری شناسایی نموده است. عوامل اصلی سازه انتظارات مشتری در حوزه بانکداری شامل حرفه­ای بودن، خدمات با کیفیت، اخلاق حرفه ای، گسترش خدمت رسانی و تعامل مطلوب بین فردی می­باشد.

کلیدواژه‌ها

عنوان مقاله [English]

Customers' Expectations measurement model based on their perception

نویسندگان [English]

  • Yahya Hassas Yeganeh 1
  • Seyed Meisam Tabatabaee Nasab 2
1
2
چکیده [English]

Customer loyalty is one of the most challenging issues in the field of making which how always been noticed by experts and executive managers since the retention of customers depended on how their expectations are satisfied by the companies. Therefore, a careful evaluation of the customer's expectations is important and worth noticing. Accordingly, the aim of this paper is to develop a standard tool to measuring customer expectations in the banking industry. In the first phase of this study, the exploratory factor analysis was used to identify customer's expectation. To identify the validity of model, confirmatory factor analysis was used to assess the suitability indices. The results identified five main and sixteen related factors for gauging customer's expectations in the field of banking industry. In the areas of banking, the determining elements in the shaping customer's expectations included professionalism, quality of service, professional ethics, service development and desirable interpersonal interaction.

کلیدواژه‌ها [English]

  • : customer's expectation
  • evaluation of the customer's expectations
  • banking JEL: E59
  • G29

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