بررسی تأثیر اثربخشی ارتباطات بانکی بر رضایت مشتریان با نقش میانجی ارزش درک شده، کیفیت درک شده و اعتماد مشتریان (مورد مطالعه: مشتریان بانک شهر استان قزوین)
محورهای موضوعی : مدیریت بازاریابی
وحیده علیپور
1
,
محمد باشکوه اجیرلو
2
,
عاطفه مهری بازقلعه
3
,
انیس مهری بازقلعه
4
1 - استادیار، گروه مدیریت و حسابداری، دانشگاه زنجان، زنجان، ایران
2 - دانشیار، گروه مدیریت بازرگانی، دانشگاه محقق اردبیلی، اردبیل، ایران
3 - دانشجوی دکتری مدیریت بازرگانی، دانشگاه محقق اردبیلی، اردبیل، ایران
4 - کارشناس ارشد مدیریت کسب‌وکار، دانشگاه پیام نور تهران، تهران، ایران
کلید واژه: اعتماد مشتریان, کیفیت درک شده, ارزش درک شده, اثربخشی ارتباطات, رضایت مشتریان,
چکیده مقاله :
ارتباطات بانکی مؤثر می‌تواند روابط با مشتریان را بهبود بخشد و تقویت کند تا به سطح مطلوبی از عملکرد برسند. اگرچه در دهه‌های اخیر بانک‌ها و خدمات ارائه شده توسط آن‌ها پیشرفت کرده‌اند، اما رضایت مشتری از نظر ارتباطات بانکی هنوز نگران‌کننده است. هدف از این پژوهش بررسی تأثیر اثربخشی ارتباطات بر رضایت مشتری با نقش میانجی ارزش درک شده، کیفیت درک شده و اعتماد مشتریان است. پژوهش از حیث هدف کاربردی و بر مبنای روش، یک تحقیق توصیفی از نوع همبستگی است. جامعه آماری این پژوهش شامل کلیه مشتریان بانک شهر در استان قزوین است. حجم جامعه مورد نظر نامحدود و طبق جدول کرجسی و مورگان برابر با 384 نفر در نظر گرفته شد. پرسش‌نامه به صورت الکترونیکی در بین جامعه آماری پخش گردید و در نهایت تعداد 384پرسش‌نامه مورد تجزیه‌و‌تحلیل قرار گرفت. روش نمونه‌گیری در دسترس برای جمع‌آوری داده‌ها انتخاب شد و گردآوری داده‌های مورد نیاز در این پژوهش با استفاده از پرسش‌نامه 21 سؤالی انجام گرفت. نتایج مطالعه نشان داد که اثربخشی ارتباطات بر رضایت مشتری، اعتماد مشتری، ارزش درک شده و کیفیت درک شده تأثیر مثبت و معنی‌داری دارد. همچنین اثربخشی ارتباطات به صورت غیرمستقیم از طریق اعتماد، ارزش درک شده و کیفیت درک شده منجر به رضایت مشتریان می‌شود. سایر نتایج در قالب بحث و نتیجه‌گیری در پژوهش آمده است.
Effective banking communications can improve and strengthen customer relationships to achieve the desired level of performance. Although banks and the services they provide have improved in recent decades, customer satisfaction with banking communications is still a concern. The purpose of this study is to investigate the effect of communication effectiveness on customer satisfaction with the mediating role of perceived value, perceived quality and customer trust. The research is a descriptive correlational research in terms of applied purpose and method. The statistical population of this study includes all customers of Bank Shahr in Qazvin province. The size of the target population was unlimited and according to Krejcie and Morgan table was equal to 384 people. The questionnaire was distributed electronically among the statistical population and finally 384 questionnaires were analyzed. The available sampling method was selected for data collection and the required data were collected in this study using a 21-item questionnaire. The results of the study showed that the effectiveness of communication has a positive and significant effect on customer satisfaction, customer trust, perceived value and perceived quality. Also, the effectiveness of communication indirectly leads to customer satisfaction through trust, perceived value and perceived quality. Other results are presented in the form of discussion and conclusions in the research.
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حیدرزاده، ک. و عادل‌پور، ا. (1389). "ارزیابی نقش و تأثیر کیفیت خدمات الکترونیکی، کیفیت کلی خدمات و رضایت مشتری بر فرآیند تصمیم گیری خرید مصرف‌کنندگان درخریدهای آنلاین"، مدیریت بازاریابی، دوره 5، شماره 8، صص. 35-68.
داودآبادی، م. (1385). "مدیریت و ارتباطات سازمانی"، همایش ملی مدیریت فناوری اطالعات و ارتباطات، اصفهان، 24 و 25 اردیبهشت.
داوری، ع. و رضازاده، آ. (1392). "مدل‌سازی معادلات ساختاری با نر‌م‌افزار PLS"، جهاد دانشگاهی، سازمان انتشارات، تهران.
ربیعه، س. و رضاییان، ع. (1401). "تأثیر مدیریت ارتباط با مشتری اجتماعی بر عملکرد مالی با نقش میانجی‌گری تعهد مشتری و رضایت مشتری (مورد مطالعه: بانک‌های خصوصی استان خوزستان)"، مدیریت بازاریابی، دوره 17، شماره 55، صص. 95-109.
کیا، ک.، میرابی، و.ر. و مظفری، ا. (1395). "رابطه مدیریت ارتباط با مشتری، کیفیت خدمات و رضایت استفاده‌کنندگان در سازمان‌های خدماتی (بررسی موردی خانه سالمندان)"، مدیریت بازاریابی، دوره 11، شماره 31، صص. 49-65.
نجفی‌زاده، ن. و میرزایی، ع.ا. (1397). "بررسی تأثیر آمیخته بازاریابی خدمات بر ارزش‌های درک شده، رضایت و نیات رفتاری مشتری در رستوران"، مدیریت بازاریابی، دوره 13، شماره 39، صص. 37-54.
Abu-ELSamen, A.A., Akroush, M.N., Al-Sayed, A.L. & Hasan, H.J. (2012). “An empirical model of customer service quality and customer loyalty in an international electronics company”, International Journal of Electronic Business, Vol. 10(1), PP. 39-63.
Al-Qeed, M.A., ALsadi, B.Y. & Al-Azzam, Z.F. (2017). “The impact of customer relationship management on achieving service quality of banking sector of Jordan”, International Journal of Business and Management, Vol. 12(3), P. 180.
Amin, M. (2016). “Internet banking service quality and its implication on e-customer satisfaction and e-customer loyalty”, International journal of bank marketing, Vol. 34(3), PP. 280-306.
Anderson, E. & Weitz, B. (1992). “The use of pledges to build and sustain commitment in distribution channels”, Journal of marketing research, Vol. 29(1), PP. 18-34.
Athanassopoulou, P. & Johne, A. (2004). “Effective communication with lead customers in developing new banking products”, International Journal of Bank Marketing, Vol. 22(2), PP. 100-125.
Aurier, P. & de Lanauze, G.S. (2011). “Impacts of in‐store manufacturer brand expression on perceived value, relationship quality and attitudinal loyalty”, International Journal of Retail & Distribution Management, Vol. 39(11), PP. 810-835.
Bao, Y., Bao, Y. & Sheng, S. (2011). “Motivating purchase of private brands: Effects of store image, product signatureness, and quality variation”, Journal of Business Research, Vol. 64(2), PP. 220-226.
Berman, B. & Evans, J.R. (2010). “Great Ideas in Retailing: To Accompany Retail Management: a Strategic Approach”, Pearson/Prentice Hall.
Bhat, S.A. & Darzi, M.A. (2013). “Customer relationship management: A review of Indian banking sector”, The Bus. Rev, Vol. 17(1-2), PP. 58-67.
Bucăţa, G. & Rizescu, A.M. (2017). “The role of communication in enhancing work effectiveness of an organization”, Land Forces Academy Review, Vol. 22(1), PP. 49-57.
Cavallone, M. & Modina, M. (2013). “Customer perception of bank communication: Evidence and implications”, Corporate Ownership & Control, Vol. 10(3-4), PP. 299-307.
Chaudhuri, A. & Holbrook, M.B. (2001). “The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty”, Journal of marketing, Vol. 65(2), PP. 81-93.
Davari, A. & Rezazadeh, A. (2012). “Structural equation modeling with PLS software”, Jihad Daneshgahi Publishing Organization. (In Persian).
Dewnarain, S., Ramkissoon, H. & Mavondo, F. (2019). “Social customer relationship management: An integrated conceptual framework”, Journal of Hospitality Marketing & Management, Vol. 28(2), PP. 172-188.
Dhman, Z. (2011). “The effect of customer relationship management (CRM) concept adoption on customer satisfaction–customers perspective”, Master of Business Administration.
Dimyati, M. (2011). “Theoretical Testing on Service Quality and Product Innovation of Small-Micro Credit Banks (A case Study)”, Journal of Economics, Business, & Accountancy Ventura, Vol. 14(3), PP. 225-238.
García-Fernández, J., Gálvez-Ruíz, P., Fernández-Gavira, J., Vélez-Colón, L., Pitts, B. & Bernal-García, A. (2018). “The effects of service convenience and perceived quality on perceived value, satisfaction and loyalty in low-cost fitness centers”, Sport Management Review, Vol. 21(3), PP. 250-262.
Graupner, E., Melcher, F., Demers, D. & Maedche, A. (2015). “Customers' intention to use digital services in retail banking: an information processing perspective”, DOI: 10.18151/7217332.
Grewal, D., Levy, M. & Kumar, V. (2009). “Customer experience management in retailing: An organizing framework”, Journal of retailing, Vol. 85(1), PP. 1-14.
Guo, Y. (2017). “Implementing relationship banking strategies and techniques and improving customer value”, Finance and market, Vol. 2(2). PP. 1-13
Hanif, M., Hafeez, S. & Riaz, A. (2010). “Factors affecting customer satisfaction”, International research journal of finance and economics, Vol. 60(1), PP. 44-52.
Hellier, P.K., Geursen, G.M., Carr, R.A. & Rickard, J.A. (2003). “Customer repurchase intention: A general structural equation model”, European journal of marketing, Vol. 37(11-12), PP. 1762-1800.
Hidayat, A., Saifullah, M. & Ishak, A. (2016). “Determinants of satisfaction, trust, and loyalty of Indonesian e-commerce customer”, International Journal of Economics and Management, Vol. 10(1), PP. 151-166.
Hoque, M.E., Nik Hashim, N.M.H. & Razzaque, M.A. (2018). “Effects of communication and financial concerns on banking attitude-behaviour relations”, The Service Industries Journal, Vol. 38(13-14), PP. 1017-1042.
Jiang, Y. & Wang, C.L. (2006). “The impact of affect on service quality and satisfaction: the moderation of service contexts”, Journal of Services Marketing, Vol. 20(4), PP. 211-218
Konuk, F.A. (2018). “The role of store image, perceived quality, trust and perceived value in predicting consumers’ purchase intentions towards organic private label food”, Journal of Retailing and Consumer Services, Vol. 43, PP. 304-310.
Kotler, P. & Armstrong, G. (2007). “Princípios de marketing”, Pearson Prentice Hall.
Kirakosyan, K. & Dănăiaţă, D. (2014). “Communication management in electronic banking. Better communication for better relationship”, Procedia-Social and Behavioral Sciences, Vol. 124, PP. 361-370.
Lassar, W.M., Manolis, C. & Winsor, R.D. (2000). “Service quality perspectives and satisfaction in private banking”, Journal of services marketing, Vol. 14(3), PP. 244-271.
Lenka, U., Suar, D. & Mohapatra, P.K. (2009). “Service quality, customer satisfaction, and customer loyalty in Indian commercial banks”, The Journal of Entrepreneurship, Vol. 18(1), PP. 47-64.
Luthra, A. & Dahiya, R. (2015). “Effective leadership is all about communicating effectively: Connecting leadership and communication”, International Journal of Management & Business Studies, Vol. 5(3), PP. 43-48.
Muyeed, M.A. (2012). “Customer perception on service quality in retail banking in developing countries-a case study”, International Journal of Marketing Studies, Vol. 4(1), P. 116.
Natalia, Valonia, S. & Handrimurtjahjo, A.D. (2016). “Factors Influencing Behavioral Intentions of Television Home shopping with Moderating Effect of Consumer Satisfaction”, International Journal of Economics and Management, Vol. 10(S1), PP. 65-79.
Ndubisi, N.O. & Wah, C.K. (2005). “Factorial and discriminant analyses of the underpinnings of relationship marketing and customer satisfaction”, International journal of bank marketing, Vol. 23(7), PP. 542-557.
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