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
1- Al-Alak, B. (2014). "Impact of  marketing activities on relationship quality in the Malaysian banking sector". Journal of Retailing and Consumer Services 21(3): 347-356.
2- Chowdhury, J., Reardon, J., & Srivastava, R. (1998). "Alternative modes of measuring store image: An empirical assessment of structured versus unstructured measures".  Journal of marketing Theory and Practice 6(2): 72-86.
3- Chiu, H-C., Hsieh, Y., & Wang, M-C. (2008). "How to encourage customer to use legal software". Journal of Business Ethics 80(3): 583-595.
4- Dagger, T. S., Sweeney, J. C., & Johnson, L. W. (2007). "A Hierarchical model of health service quality: Scale development and investigation of an integrated model". Journal of Service Research 10(2): 123-141.
5- Dick, A. S., & Kunal, B. (1994). "Customer loyalty: Toward an integrated conceptual framework". Journal of the academy of marketing science 22(2): 99-113.
6- Dimitriades, Z. (2006). "Customer satisfaction, Loyalty and commitment in service organizations: Some evidence from Greece". Management Research News 29(12): 787-799.
7- Floh, A, Zauner, A., Koller, M., & Rusch, T. (2014). "Customer segmentation using unobserved heterogeneity in the perceived-value–loyalty–intentions link". Journal of Business Research 67(6): 974–982.
8- Gomez, B. G., Arranz, A. G., & Cillan, J. G. (2006). "The role of loyalty programs in behavioral and affective loyalty". Journal of consumer marketing 23(7): 387-396.
9- Hsieh, Y, & Hiang, S.T. (2004). "A Study of the Impacts of Service Quality on Relationship Quality in Search- Experience-Credence Services". Total Quality Management 15(1): 43-58.
10- Chang, H. & Wang, H. (2011). "The moderating effect of customer perceived value on online shopping behavior". Online Information Review 35(3): 333-359.
11- HUO, Yingbao., & XU, Yifan (2011). "Research on Relationship between Customer Satisfaction and Customer Loyalty in the Banking Service Industry". International Conference on Computer Science and Service System (CSSS): 660-663.
12- Jumaev, M., Dileep, K., & Hanaysha, J. (2012). "Impact of Relationship Marketing on Customer Loyalty in Banking Sector".  Far East Journal of Psychology and Business 6(3): 101-130.
13- Kim, C., Zhao, W., & Yang, K. (2008). "An empirical study on the integrated framework of e-CRM in online shopping: Evaluation the relationship among perceived value, satisfaction, and trust based on customers’ perspectives". Journal of electronic Commerce in Organization 6(3): 1-19.
14- Knox, S. D., Denison, T. J. (2000). "Store loyalty: its impact on retail revenue. An empirical study of purchasing behavior in the UK". Journal of Retailing and Consumer Services 7: 33– 45.
15- Liang, C., & Wang, W. (2004). "Attributes, benefits, customer satisfaction and behavioral loyalty- an integrative research of financial services industry in Taiwan". Journal of Service Research 4(1): 40-52.
16- Morgan, R. M., & Hunt, S. D. (1994). "The commitment- trust theory of relationship marketing".  Journal of Marketing 58(3): 20-38.
17- Nyaseda, C. (2010). "The effectiveness of celebrity endorsed advertising". Dissertation for doctor of business administration. Alliant International University. 25-90.
18- Prior, Daniel D. (2013). "Supplier representative activities and customer perceived value in complex industrial solutions".  Industrial Marketing Management 42: 1192–1201.
19- Richards, K. A., Jones, E. (2008). "Customer relationship management: finding value drivers". Industrial Marketing Management 37: 120–130.
20- Roberts, K., Varki, S., & Brodie, R. (2003). "Measuring the quality of relationships in consumer services: an empirical study". European Journal of Marketing 37(1/2): 169-96.
21- Stokes, D., & Lomax, W. (2002). "Taking control of word of mouth marketing: the case of an entrepreneurial hotelier". Journal of Small Business and Enterprise Development 9(4): 349 – 357.
22- Van Bruggena, T., Gerrit H., Kackerb, M., & Nieuwlaat, C. (2005). "The impact of channel function performance on buyer–seller relationships in marketing channels ". Intern. J. of Research in Marketing 22: 141–158.
23- Vasudevan, H., Gaur, S., & Shinde, R. K. (2006). "Relational switching costs, satisfaction and commitment a study in the Indian Manufacturing context". Asia Pacific Journal of Marketing and Logistics 18(4): 342-353.
24- Vera, J., & Trujillo, A. (2013). "Service quality dimensions and superior customer perceived value in retail banks: An empirical study on Mexican consumers". Journal of Retailing and Consumer Services 20: 579–586. 
25- Wirtz, J., & Chew, P. (2002). "The effects of incentives, deal proneness, satisfaction and tie strength on word-of-mouth behavior". International Journal of Service Industry Management 13(2):141 – 162.
26- Yoo, M., & Bai, B. (2012). "Customer loyalty marketing research: A comparative approach between hospitality and business journals". International Journal of Hospitality Management 33:12- 24.
27- Zhang, X., & Feng, Y. (2009). "The impact of Customer Relationship Marketing Tactics on Customer Loyalty within Swedish mobile telecommunication industry". Master program in international marketing, Halmastad University: 15-17.