بررسی تأثیر راهبردگرایی بر وفاداری مشتریان با نقش میانجی قابلیت های بازاریابی (مورد مطالعه: بانک سپه استان اردبیل)
محورهای موضوعی :
1 - موسسه آموزش عالی مقدس اردبیلی
کلید واژه: راهبردگرایی وفاداری مشتری قابلیت های بازاریابی بانک سپه استان اردبیل ,
چکیده مقاله :
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.
The mentioned research was applied in terms of purpose and in terms of the method of collecting descriptive-correlational information and in terms of field implementation. The statistical population includes all the employees of Sepeh Bank (1. Former Sepeh Bank; 2. Laws, 3. Ansar, 4. Mehr Ektisad, 5. Kausar Credit Institution, 6. Hikmat Iranian) and a number of clients of Ardabil province, whose number is equal to There are 415 people. And the sample number of 199 people was selected by random sampling method using Morgan's table. The main tool for collecting information in this research was three types of standard questionnaires. The collected data have been analyzed using SPSS and SMARPLS software. The results of this research indicate the path coefficients between the first hypothesis; 0.685 and the value of t statistic is also 21.70 and in the second hypothesis; 0.482 and the value of t statistic is also 33.51 and in the third hypothesis; 0.599 and the value of t statistic is also 41.52 and in the fourth hypothesis; 0.490 and the value of t statistic is also 22.30 and in the fifth hypothesis; 0.604 and the value of t statistic is also 22.81 and the path coefficient in the sixth hypothesis; 0.540 and the value of t statistic is also 50.18, which shows that strategic orientation and its dimensions and marketing capabilities have a significant effect on customer loyalty.
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