بررسی تأثیر راهبردگرایی بر وفاداری مشتریان با نقش میانجی قابلیت های بازاریابی (مورد مطالعه: بانک سپه استان اردبیل)
الموضوعات :
1 - موسسه آموزش عالی مقدس اردبیلی
الکلمات المفتاحية: راهبردگرایی وفاداری مشتری قابلیت های بازاریابی بانک سپه استان اردبیل ,
ملخص المقالة :
هدف از این پژوهش، بررسی تأثیر راهبردگرایی بر وفاداری مشتریان با نقش میانجی قابلیت های بازاریابی در بانک سپه استان اردبیل می باشد. تحقیق یاد شده از نظر هدف کاربردی و از نظر نحوه گردآوری اطلاعات توصیفی - همبستگی و از نظر اجرا میدانی بود. جامعه آماری شامل کلیه کارکنان بانک سپه (1. بانک سپه سابق؛ 2. قوانین، 3. انصار، 4. مهراقتصاد، 5. موسسه اعتباری کوثر، 6. حکمت ایرانیان) و تعدادی از ارباب رجوع استان اردبیل تشکیل می‌دهند که تعداد آن‌ها برابر 415 نفر می‌باشد. و تعداد نمونه 199 نفر با روش نمونه گیری تصادفی با استفاده از جدول مورگان انتخاب شد. ابزار اصلی جمع آوری اطلاعات، در این پژوهش، سه نوع پرسشنامه استاندارد بوده است. داده های جمع‌آوری‌شده با استفاده از نرم‌افزارهای SPSS و SMARPLS مورد تجزیه‌وتحلیل قرارگرفته‌اند. نتایج حاکی از این تحقیق ضریب های مسیر بین فرضیه اول؛ 0.685 و مقدار آماره t نیز 21.70 بدست آمده است و در فرضیه دوم؛ 0.482 و مقدار آماره t نیز 33.51 بدست آمده است و در فرضیه سوم؛ 0.599 و مقدار آماره t نیز 41.52 بدست آمده است و در فرضیه چهارم؛ 0.490 و مقدار آماره t نیز 22.30 بدست آمده است و در فرضیه پنجم؛ 0.604 و مقدار آماره t نیز 22.81 بدست آمده است و ضریب مسیر در فرضیه ششم؛ 0.540 و مقدار آماره t نیز 50.18 بدست آمده است که نشان می‌دهد راهبردگرایی و ابعاد آن و قابلیت های بازاریابی بر وفاداری مشتریان تأثیر معناداری دارد.
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