Examining the relationship between Perceived value and customer loyalty: the mediate role of relationship quality
الموضوعات : Journal of Business Analysis
Mohsen Najafi
1
,
Mojtaba maleki
2
,
Mohsen Ghazi
3
,
Fatemeh Jalalian
4
1 - دکتری مدیریت دولتی گرایش رفتار سازمانی، مدرس دانشگاه، تهران، ایران
2 - دکتری مدیریت بازرگانی، استادیار گروه مدیریت کسب و کار، دانشگاه علوم پزشکی آزاد اسلامی تهران، ایران
3 - دانشجوی کارشناسی ارشد مدیریت کسب وکار،گروه مدیریت کسب و کار، دانشگاه علوم پزشکی آزاد اسلامی تهران، ایران.
4 - دانشجوی کارشناسی ارشد مدیریت بازرگانی،گروه مدیریت کسب و کار، دانشگاه علوم پزشکی آزاد اسلامی تهران، ایران.
الکلمات المفتاحية: ارزش درک شده مشتری, کیفیت رابطه, وفاداری مشتری, بانک,
ملخص المقالة :
مقاله حاضر به بررسی ارتباط بین ارزش درک شده و وفاداری مشتری با نقش میانجی ابعاد کیفیت رابطه (اعتماد، رضایت و تعهد) پرداخته است. دادهها از 372 مشتری در صنعت بانکداری جمع آوری شد. در این پژوهش پایایی و روایی اندازه گیری و با استفاده از تکنیک تحلیل عاملی تاییدی، به تایید رسید. همچنین فرضیههای این پژوهش از طریق مدلسازی معادلات ساختاری با کمک نرم افزار AMOS مورد آزمون قرار گرفتند. نتایج نشان داد که هر سه بعد کیفیت رابطه (تعهد، اعتماد و رضایت) پیشبینیکننده معناداری برای وفاداری مشتری بوده و بهعنوان واسطهای جزئی بین ارزش درکشده و وفاداری مشتری عمل میکند. برای به دست آوردن وفاداری مشتریان، ارائه ارزش برتر یک عامل کلیدی موفقیت است. از این رو، مدیران بانک باید به تعهد و اعتماد مشتریان توسط کارکنان تماس، رفع نیازهای خاص مشتریان و توجه ویژه به برخی از جنبههای احساسی مرتبط با لذت مشتریان از خدمات توجه داشته باشند.
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