بررسی تاثیر فعالیت‌های مسئولیت اجتماعی بانک‌ها بر عملکرد کارکنان و رضایت و وفاداری مشتریان (مورد مطالعه: یکی از بانک‌های خصوصی کشور)

الموضوعات :

علی حمیدی زاده ¹ , رسول ثانوی فرد ² , مهسا اسدالله ³

1 - استادیار ،گروه مدیریت پردیس فارابی دانشگاه تهران ، قم، ایران.
2 - استادیار ،گروه مدیریت بازرگانی، واحد قم، دانشگاه آزاد اسلامی، قم، ایران.
3 - دکتری مدیریت بازاریابی، واحد قم، دانشگاه آزاد اسلامی، قم، ایران.

تاريخ الإرسال : 06 الإثنين , صفر, 1440 تاريخ التأكيد : 21 الإثنين , ذو القعدة, 1443 تاريخ الإصدار : 08 السبت , محرم, 1444

الکلمات المفتاحية: وفاداری مشتری, عملکرد کارکنان, رضایت مشتری, مسئولیت اجتماعی, کیفیت ادراک شده خدمات,

ملخص المقالة :

امروزه سازمان‌ها می‌بایست با مسئولیت اجتماعی به خوبی آشنا باشند تا ضمن بدست آوردن شهرت در بازار، تصویر مثبتی از خود در ذهن مشتریان، کارکنان و سایر ذینفعان و سهامداران ایجاد کنند. هدف اصلی از انجام این تحقیق بررسی تاثیر مسئولیت اجتماعی بانک‌ها‌ بر عملکرد کارکنان و رضایت و وفاداری مشتریان می‌باشد. در این پژوهش به دلیل حفظ محرمانگی اطلاعات از ذکر نام بانک مربوطه خودداری شده است. برای آزمون فرضیات پژوهش از روش میدانی و پرسشنامه‌های استاندارد دارای روایی و پایایی استفاده گردیده است. حجم نمونه متشکل از 189 نفر از مشتریان بانک است که از ‌روش تصادفی ساده انتخاب شده‌اند. برای تجزیه و تحلیل آماری از نرم افزار وارپPLS و روش مدل سازی معادلات ساختاری استفاده شده است. نتایج نشان می‌دهد مسئولیت اجتماعی بر روی عملکرد کارکنان و کیفیت ادراک شده خدمات تاثیر گذار است ولی بر روی رضایت مشتریان فاقد تاثیر مستقیم است. همچنین عملکرد کارکنان بر روی رضایت مشتریان تاثیر گذار است و رضایت مشتری نیز منجر به وفاداری نگرشی و رفتاری آنان می‌گردد.

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