بررسی تاثیر فعالیت‌های مسئولیت اجتماعی بانک‌ها بر عملکرد کارکنان و رضایت و وفاداری مشتریان (مورد مطالعه: یکی از بانک‌های خصوصی کشور)

محورهای موضوعی : مدیریت بازرگانی- بازاریابی

علی حمیدی زاده ¹ , رسول ثانوی فرد ² , مهسا اسدالله ³

1 - استادیار ،گروه مدیریت پردیس فارابی دانشگاه تهران ، قم، ایران.
2 - استادیار ،گروه مدیریت بازرگانی، واحد قم، دانشگاه آزاد اسلامی، قم، ایران.
3 - دکتری مدیریت بازاریابی، واحد قم، دانشگاه آزاد اسلامی، قم، ایران.

تاریخ دریافت : 1397/07/23 تاریخ پذیرش : 1401/03/30 تاریخ انتشار : 1401/05/15

کلید واژه: وفاداری مشتری, عملکرد کارکنان, رضایت مشتری, مسئولیت اجتماعی, کیفیت ادراک شده خدمات,

چکیده مقاله :

امروزه سازمان‌ها می‌بایست با مسئولیت اجتماعی به خوبی آشنا باشند تا ضمن بدست آوردن شهرت در بازار، تصویر مثبتی از خود در ذهن مشتریان، کارکنان و سایر ذینفعان و سهامداران ایجاد کنند. هدف اصلی از انجام این تحقیق بررسی تاثیر مسئولیت اجتماعی بانک‌ها‌ بر عملکرد کارکنان و رضایت و وفاداری مشتریان می‌باشد. در این پژوهش به دلیل حفظ محرمانگی اطلاعات از ذکر نام بانک مربوطه خودداری شده است. برای آزمون فرضیات پژوهش از روش میدانی و پرسشنامه‌های استاندارد دارای روایی و پایایی استفاده گردیده است. حجم نمونه متشکل از 189 نفر از مشتریان بانک است که از ‌روش تصادفی ساده انتخاب شده‌اند. برای تجزیه و تحلیل آماری از نرم افزار وارپPLS و روش مدل سازی معادلات ساختاری استفاده شده است. نتایج نشان می‌دهد مسئولیت اجتماعی بر روی عملکرد کارکنان و کیفیت ادراک شده خدمات تاثیر گذار است ولی بر روی رضایت مشتریان فاقد تاثیر مستقیم است. همچنین عملکرد کارکنان بر روی رضایت مشتریان تاثیر گذار است و رضایت مشتری نیز منجر به وفاداری نگرشی و رفتاری آنان می‌گردد.

چکیده انگلیسی:

: Corporate social responsibility has attracted many researchers over the past decade. Since the organizations need to serve different kinds of people (such as shareholders, customers and employees), It is important for them to be familiar with social responsibility because it creates great opportunities for growth and prosperity in the market and among customers. In this way, they would have the ability to acquire a good reputation in the market, and create a positive image of themselves in customers’ mind. The main objective of this study is to investigate the influence of social responsibility of the bank on employee performance and customer satisfaction and loyalty. Statistical universe of the research included customers of a private bank (whose name has not been mentioned in this study due to confidentiality). In this research, by using random sampling method, 189 people from Tehran branches of the bank were selected. Finally, after distributing 200 copies of questionnaire in the statistical universe, 189 questionnaires were accepted to analyze. Further, to analyze data, we employed structural equations modelling (SEM) using Warp PLS software. Results show that social responsibility affects employee performance and perceived quality of services however it does not have any significant impact on customer satisfaction. In addition, employee satisfaction has a significant impact on customer satisfaction contributing to customer behavioral and attitudinal loyalty

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