بررسی پیشایندها و پیامدهای تجربه مشتری در استفاده از اپلیکیشن‌های بانکداری موبایلی
محورهای موضوعی : دانش نو در مدیریت بازاریابی
نسترن حق جوی جوانمرد
1
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ابوالقاسم ابراهیمى
2
1 - دکتری رشته مدیریت بازرگانی، گروه مدیریت بازرگانی، دانشگاه تهران، تهران، ایران
2 - دانشـکده اقتصـاد، مـدیریت و علـوم اجتمـاعی، دانشـگاه شـیراز، شـیراز، ایـران
کلید واژه: بانکداری موبایلی, اپلیکیشن بانکداری موبایلی, تجربه مشتری, وفاداری برند, قصد استفاده مجدد,
چکیده مقاله :
هدف: این پژوهش با هدف بررسی پیشایندها و پیامدهای تجربه مشتری در استفاده از اپلیکیشن های بانکداری موبایلی صورت گرفته است.
روش‌شناسی: با توجه به ماهیت موضوع و اهداف پژوهش، پژوهش حاضر توصیفی از نوع همبستگی و کاربردی میباشد. جامعه آماری این پژوهش شامل کاربران اپلیکیشن‌های بانکداری موبایلی در ایران میباشد. ازاین‌رو 389 نفر از این جامعه به روش غیرتصادفی در دسترس متناسب با حجم جامعه انتخاب شدند. دادههای پژوهش با استفاده از ابزار پرسشنامه از کاربران اپلیکیشن‌های بانکداری موبایلی جمعآوری شد. دادههای گردآوری شده با استفاده از مدلسازی معادلات ساختاری مبتنی بر رویکرد حداقل مربعات جزئی نرم افزار Smartpls3.0)) مورد تحلیل قرار گرفته‌اند.
یافته‌ها: نتایج حاصل از این پژوهش نشان داد مؤلفه‌های اپلیکیشن‌های بانکداری موبایلی شامل اعتماد، راحتی، ویژگی های اپلیکیشن، نفوذ اجتماعی و پشتیبانی مشتری بر تجربه مشتری در استفاده از اپلیکیشن‌های بانکداری موبایلی تأثیر مثبت و معنی‌داری دارد. همچنین، تجربه مشتری بر وفاداری برند و قصد استفاده مجدد از اپلیکیشن تأثیر مثبت و معنی دارد دارد و وفاداری برند بر قصد استفاده مجدد از اپلیکیشن تأثیر معناداری دارد.
نتیجه‌گیری: در نهایت نیز با توجه به نتایج پژوهش، پیشنهادهای کاربردی در این حوزه و پیشنهاداتی برای پژوهشهای آتی ارائه شده است.
EXTENDED ABSTRACT
Purpose: This study aims to examine the antecedents and consequences of customer experience in using mobile banking applications.
Methodology: Considering the nature of the subject and the research objectives, this research is a descriptive study of a correlational and applied type. The statistical population of this study includes users of mobile banking applications in Iran. Therefore, 389 people from this population were selected using a non-random proportional to the size of the population method. The research data were collected using a questionnaire from users of mobile banking applications. The collected data were analyzed using structural equation modeling based on the partial least squares approach (SmartPLS3.0).
Findings: The results of this study showed that the components of mobile banking applications, including trust, convenience, application features, social influence, and customer support, have a positive and significant impact on customer experience in using mobile banking applications. Customer experience also has a positive and significant impact on brand loyalty and intention to reuse the application, and brand loyalty has an impact on intention to reuse the application. Finally, based on the research results, practical suggestions in this area and suggestions for future research are presented.
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