مدل یابی ساختاری اثرعوامل روانشناختی و مهارت های ارتباطی بر مشتری مداری کارکنان بانک مسکن کرمانشاه
محورهای موضوعی : مدیریت رفتار سازمانی
ابراهیم حشمتی
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کیوان کاکابرایی
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1 - پسادکتری، گروه روان شناسی، دانشکده ادبیات وعلوم انسانی، واحد کرمانشاه، دانشگاه آزاد اسلامی، کرمانشاه، ایران.
2 - واحد کرمانشاه. دانشگاه آزاد
کلید واژه: واژگان کلیدی: نگرش مثبت, هوش هیجانی, خودکارآمدی, مهارت های ارتباطی و مشتری مداری.,
چکیده مقاله :
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.
Abstract:
Objective: The longevity of service organizations, particularly banks, is heavily reliant on customer satisfaction. While most banks and financial institutions focus on product quality to enhance customer orientation, there has been less emphasis on exploring the psychological and communication factors that influence this orientation. This study aims to structurally model the effects of psychological factors—specifically positive attitude, emotional intelligence, self-efficacy, and communication skills—on the customer orientation of employees at Bank Maskan in Kermanshah.
Methodology: This research employs a correlational method, utilizing standardized questionnaires to gather data. The instruments used include Donovan's Customer Orientation Scale (2004), Ingram and Winsky's Positive Attitude Scale (1988), Bar-On's Emotional Intelligence Scale (1997), Scherer's Self-Efficacy Scale (1982), and Barton J. A.'s Communication Skills Scale (1990). Data analysis was conducted using structural equation modeling with a partial least squares approach, employing SPSS and Smart PLS software.
Findings: The findings reveal that all examined variables have a positive and significant impact on the customer orientation of employees. Specifically, the impact coefficients were as follows: positive attitude (0.557), emotional intelligence (0.059), self-efficacy (0.144), and communication skills (0.298).
Conclusion: Overall, the results indicate that psychological factors—including positive attitude, emotional intelligence, self-efficacy, and communication skills—significantly contribute to the customer orientation of bank employees. Therefore, it is crucial for banks to prioritize training in these areas for their staff to enhance customer service.
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