بررسی پیشایندها و پیامدهای تجربه مشتری در استفاده از اپلیکیشن‌های بانکداری موبایلی
الموضوعات :
نسترن حق جوی جوانمرد
1
,
ابوالقاسم ابراهیمى
2
1 - دکتری رشته مدیریت بازرگانی، گروه مدیریت بازرگانی، دانشگاه تهران، تهران، ایران
2 - دانشـکده اقتصـاد، مـدیریت و علـوم اجتمـاعی، دانشـگاه شـیراز، شـیراز، ایـران
الکلمات المفتاحية: بانکداری موبایلی, اپلیکیشن بانکداری موبایلی, تجربه مشتری, وفاداری برند, قصد استفاده مجدد,
ملخص المقالة :
هدف: این پژوهش با هدف بررسی پیشایندها و پیامدهای تجربه مشتری در استفاده از اپلیکیشن های بانکداری موبایلی صورت گرفته است.
روش‌شناسی: با توجه به ماهیت موضوع و اهداف پژوهش، پژوهش حاضر توصیفی از نوع همبستگی و کاربردی میباشد. جامعه آماری این پژوهش شامل کاربران اپلیکیشن‌های بانکداری موبایلی در ایران میباشد. ازاین‌رو 389 نفر از این جامعه به روش غیرتصادفی در دسترس متناسب با حجم جامعه انتخاب شدند. دادههای پژوهش با استفاده از ابزار پرسشنامه از کاربران اپلیکیشن‌های بانکداری موبایلی جمعآوری شد. دادههای گردآوری شده با استفاده از مدلسازی معادلات ساختاری مبتنی بر رویکرد حداقل مربعات جزئی نرم افزار Smartpls3.0)) مورد تحلیل قرار گرفته‌اند.
یافته‌ها: نتایج حاصل از این پژوهش نشان داد مؤلفه‌های اپلیکیشن‌های بانکداری موبایلی شامل اعتماد، راحتی، ویژگی های اپلیکیشن، نفوذ اجتماعی و پشتیبانی مشتری بر تجربه مشتری در استفاده از اپلیکیشن‌های بانکداری موبایلی تأثیر مثبت و معنی‌داری دارد. همچنین، تجربه مشتری بر وفاداری برند و قصد استفاده مجدد از اپلیکیشن تأثیر مثبت و معنی دارد دارد و وفاداری برند بر قصد استفاده مجدد از اپلیکیشن تأثیر معناداری دارد.
نتیجه‌گیری: در نهایت نیز با توجه به نتایج پژوهش، پیشنهادهای کاربردی در این حوزه و پیشنهاداتی برای پژوهشهای آتی ارائه شده است.
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