تاثیر منابع انسانی سبز بر وفاداری مشتری با توجه به نقش میانجی کیفیت فناوری بانکی: (مطالعه موردی کشورهای ایران و عراق)
الموضوعات :
مصطفی حمیدیاسر
1
,
حسین شریفی رنانی
2
,
مناف مرزه نعمه راضی
3
,
سعید دایی کریم زاده
4
1 - دانشجوی دکتری رشته اقتصاد، واحد اصفهان (خوراسگان)، دانشگاه آزاد اسلامی، اصفهان، ایران.
2 - دانشیار اقتصاد، واحد اصفهان (خوراسگان)، دانشگاه آزاد اسلامی، اصفهان، ایران. *(مسوول مکاتبات)
3 - دانشیار اقتصاد، دانشگاه قادسیه، دیوانیه، عراق.
4 - دانشیار اقتصاد، واحد اصفهان (خوراسگان)، دانشگاه آزاد اسلامی، اصفهان، ایران
الکلمات المفتاحية: منابع انسانی سبز, وفاداری مشتری, کیفیت فناوری بانکی.,
ملخص المقالة :
زمینه و هدف: بخش بانکی از طریق ارائه خدمات مالی به ذینفعان مختلف از جمله افراد، شرکت ها و ارگان های دولتی در تحریک توسعه اقتصادی نقش اساسی دارد و بنابراین نیاز است تا عوامل موثر بر آن مورد بررسی قرار گیرد. از جمله این موارد می توان به موضوع منابع انسانی سبز اشاره داشت. منابع انسانی سبز تلاش می‌کند تا شیوه‌های پایدار را در یک سازمان پیش ببرد که منجر به پیامدهای زیست‌محیطی مطلوب می‌شود و به طور همزمان رفاه کارکنان و کارایی سازمانی را افزایش می‌دهد که از این طریق می توان با وفاداری مشتریان ارتباط پیدا نماید. همچنین در این رابطه، کیفیت فناوری بانکی نیز می تواند نقش تعیین کننده ای داشته باشد. بر همین اساس، هدف اصلی تحقیق حاضر بررسی تاثیر منابع انسانی سبز بر وفاداری مشتری با توجه به نقش میانجی کیفیت فناوری بانکی در کشورهای ایران و عراق می باشد.
روش پژوهش: برای این منظور از روش پرسشنامه ای برای جمع‌آوری داده‌ها استفاده شده که در نهایت اطلاعات مربوط به 600 پاسخ‌دهنده (300 نفر در کشور ایران و 300 نفر در کشور عراق) در نیمه دوم سال 2023 گردآوری شده است. مدل مورد نظر با کمک تجزیه و تحلیل رگرسیونی توسط نرم افزار SPSS اعتبارسنجی شده است.
یافته ها: یافته های تحقیق نشان می‌دهد که شیوه‌های مدیریت منابع انسانی سبز با اشتراک دانش سبز، آموزش و توسعه سبز، ارزیابی عملکرد سبز، سیستم پاداش سبز، تأثیر مفیدی بر وفاداری مشتریان در کشورهای ایران و عراق داشته است. همچنین مشاهده شد که کیفیت خدمات فناوری بانکی اثر تعدیل کننده بر رابطه بین تاثیر منابع انسانی سبز بر وفاداری مشتریان در بانک های مورد بررسی در کشورهای ایران و عراق داشته است که میزان این اثر گذاری ها به صورت کلی در کشور ایران نسبت به کشور عراق قوی تر بوده است.
بحث و نتیجه گیری: بر همین اساس، نتیجه گیری می شود که یافته های این مطالعه می تواند بینش‌های ارزشمندی را در مورد اثربخشی شیوه‌های مدیریت منابع انسانی سبز در افزایش وفاداری مشتریان با توجه به نقش میانجی کیفیت فناوری بانکی ارائه دهد و منابع انسانی سبز و کیفیت فناوری بانکی باید به عنوان دو عامل موثر بر وفاداری مشتریان بانکی در نظر گرفته شوند.
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