مدل یابی ساختاری اثرعوامل روانشناختی و مهارت های ارتباطی بر مشتری مداری کارکنان بانک مسکن کرمانشاه
الموضوعات :
ابراهیم حشمتی
1
,
کیوان کاکابرایی
2
1 - پسادکتری، گروه روان شناسی، دانشکده ادبیات وعلوم انسانی، واحد کرمانشاه، دانشگاه آزاد اسلامی، کرمانشاه، ایران.
2 - واحد کرمانشاه. دانشگاه آزاد
الکلمات المفتاحية: واژگان کلیدی: نگرش مثبت, هوش هیجانی, خودکارآمدی, مهارت های ارتباطی و مشتری مداری.,
ملخص المقالة :
چکیده:
هدف: با توجه به اینکه حیات سازمانهای خدماتی خصوصا بانک ها بستگی به رضایت مشتری دارد. راهبرد بیشتر بانک ها و موسسات مالی تاکید بر کیفیت محصول برای مشتری مداری است و کمتر به بررسی عوامل روانشناختی و ارتباطی و تاثیر آن بر مشتری مداری توجه شده است هدف این پژوهش، مدل یابی ساختاری اثرعوامل روانشناختی، نگرش مثبت، هوش هیجانی و خودکارآمدی و مهارت های ارتباطی بر مشتری مداری کارکنان بانک مسکن کرمانشاه است.
روش شناسی: روش تحقیق از نوع همبستگی بوده و برای جمع آوری داده ها از پرسشنامه های استاندارد، مشتری مداری دوناوان(2004)، نگرش مثبت اینگرام و وینسکی(1988)، هوش هیجانی بار-آن(1997)، خودکارآمدی شرر(1982) و مهارت های ارتباطی بارتون جی ای(1990) استفاده شده است. برای تحلیل داده ها از مدل معادلات ساختاری با رویکرد حداقل مربعات جزیی و از نرم افزارهای SPSS و Smart PLSاستفاده شد.
یافته ها: یافته های پژوهش نشان داد که تمامی متغیرهای مورد بررسی بر مشتری مداری کارکنان تاثیر مثبت و معناداری دارند. ضریب تاثیر برای نگرش مثبت557/.، هوش هیجانی059/.، خود کارآمدی144/. و مهارت های ارتباطی0298/.به دست آمد.
نتیجه گیری: به طورکلی نتایج از این امر حکایت داشت که عوامل روانشناختی که شامل نگرش مثبت، هوش هیجانی ، خودکارآمدی بودند و همچنین مهارت های ارتباطی، بر مشتری مداری کارکنان بانک تاثیر مثبت و معناداری داشت. بنابراین با توجه به آموزش کاربست این عوامل برای کارکنان بانک بیش از پیش می بایست مد نطر قرار گیرد.
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