طراحی مدل رضایت از بازآفرینی خدمات با تأکید بر وفاداری به برند بر مبنای نظریه داده بنیاد در صنعت بانکداری
محورهای موضوعی : مدیریت بازاریابی
سید محمد حسین لطفی آشتیانی
1
(دانشجوی دکتری مدیریت بازرگانی، واحد رودهن، دانشگاه آزاد اسلامی، رودهن، ایران)
سید مهدی جلالی
2
(استادیار، گروه مدیریت بازرگانی، واحد تهران مرکزی، تهران، ایران)
بیتا تبریزیان
3
(استادیار، گروه مدیریت و حسابداری، واحد رودهن، دانشگاه آزاد اسلامی، رودهن، ایران)
کلید واژه: وفاداری, بانکداری, بازآفرینی خدمات, رضایت, بخشش مشتری,
چکیده مقاله :
با توجه به نرخ بالای شکست خدمات در بانک‌ها و تأثیر منفی آن بر رفتار مشتری، این تحقیق با هدف طراحی مدل رضایت از بازآفرینی خدمات با تأکید بر وفاداری به برند بر مبنای نظریه داده بنیاد در صنعت بانکداری انجام شده است. پژوهش حاضر از نظر هدف در حیطه تحقیقات توسعه‌ای می‌باشد که با روش کیفی انجام می‌شود. جامعه آماری تحقیق، خبرگان و مدیران صنعت بانکداری ایران هستند که از این میان 15 نفر به صورت هدفمند غیرتصادفی به عنوان نمونه انتخاب شدند. ابزار اصلی گردآوری داده‌ها، مصاحبه عمیق نیمه ساختاریافته است. پایایی و روایی مصاحبه‌ها با دو روش بازآمون و توافق درون موضوعی دو کدگذار مورد تأیید قرار گرفت. تحلیل داده‌های کیفی با روش نظریه داده بنیاد انجام شد. بر اساس مدل پارادایمی به دست آمده در این تحقیق مؤلفه‌های مرتبط با رضایت از بازیابی خدمات در شش دسته عوامل علی (مشتری‌مداری، وجهه برند، ارتباطات، ارزیابی عملکرد درست و رشد و توسعه خدمات)، شرایط زمینه‌ای (فرهنگ برند)، پدیده محوری (رضایت از بازآفرینی)، راهبردها (استراتژی سازمان، بازاریابی، و تبلیغات)، شرایط مداخله‌گر (خشم مشتری و عوامل محیطی) و پیامدها (وفاداری به برند، اعتماد برند، رضایت مشتری و افزایش سود) شناسایی شدند. بر اساس نتایج به دست آمده در این تحقیق می‌توان استنباط نمود که با استفاده از راهکارهای بازآفرینی خدمات میزان رضایت و وفاداری مشتریان بانکی را بهبود بخشید.
Due to the high rate of service failure in banks and its negative impact on customer behavior, this research has been conducted with the aim of developing a satisfaction model for service recreation in banking industry, with an emphasis on grounded theory-based brand loyalty. The purpose of this research is in the field of developmental research, which is carried out with a qualitative method. The statistical population of the research is the experts and managers of Iran's banking industry (branch managers of the Bank of Agriculture) and 15 of them were selected in a non-random way. The main tool of data collection is semi-structured in-depth interview. The reliability and validity of the interviews were confirmed by two methods of retesting and intra-subject agreement of two coders. Qualitative data analysis was done using the grounded theory method and using MAXQDA software. Based on the paradigm model obtained in this research, the components related to satisfaction with service recreation in six categories of causal factors (customer-oriented, brand image, communication, evaluation of correct performance and growth and development of services), background conditions (brand culture), phenomenon The main factors (satisfaction with recovery), strategies (organization strategy, marketing, and advertising), intervening conditions (customer anger and environmental factors) and outcomes (brand loyalty, brand trust, customer satisfaction and profit increase) were identified.Based on the results obtained in this research, it can be concluded that the level of satisfaction and loyalty of bank customers can be improved by using service recreation solutions.
احمدی، س. و مظفری، م. (۱۳۹۷). "تأثیر شکست خدمات بر ریسک و کیفیت درک شده با نقش میانجی اعتبار برند"، پنجمین کنفرانس ملی پژوهش‌های کاربردی در مدیریت و حسابداری، تهران.
جامه شورانی، ر. و شیخی‌فر، ر. (1396). "بررسی رابطه بین نارسایی در ارایه خدمات، احیا خدمات با وفاداری مشتریان (مطالعه موردی: شرکت‌های خدماتی حمل و نقل مسافر راه آهن شهر تهران)"، مدیریت بازرگانی، 5(1)، 34-51.
سلیمانی شیجانی، س. و دل افروز، ن. (1397). "تعامل تأثیر میزان شکست خدمات و اقدام به شکایت مشتری بر اعتبار برند"، فصلنامه مدیریت توسعه و تحول، 35، 57-65.
صنایعی، ع. و انصاری، آ. (1399). "ارزیابی تجربه مشتریان فولاد مبارکه اصفهان"، مجله رهیافتی در مدیریت بازرگانی. 1(2)، 44-63.
وظیفه دوست، ح. و پوررضا، ح. (1399). "رابطه شکست خدمات و احیاء خدمات با وفاداری مشتریان"، مطالعات کاربردی در علوم مدیریت و توسعه. 3(23)، 1-8.
طاهری، ع.، زاهد غروی، م. و آسایش، ح. (1402). "مدیریت سود و ریسک لازمه افزایش کارایی شعب بانک ملی ایران"، مدیریت بازاریابی، 18(58)، 139-149.
قائد امینی، ع.، صادقی، م. و کورنگ، س. (1401). "اثرات عملکرد بر رفتار خرید مصرف‌کننده از طریق متغییر‌های واسط اعتماد و وفاداری به برند"، مجله مدیریت بازاریابی، 54، 151-175.
Ahmadi, S. & Mozafari, M.M. (2017). “The effect of service failure on perceived risk and quality with the mediating role of brand reputation, 5th National Conference on Applied Research in Management and Accounting. Tehran. [In Persian]
Akhtar, S. & Barlow, J. (2018). “Forgiveness therapy for the promotion of mental well-being: A systematic review and meta-analysis”, Trauma, Violence & Abuse, 19(1), 107-122. https://doi.org/10.1177/1524838016637079.
Alenazi, S.A. (2021). “Determinants of Pre-Service Failure Satisfaction and Post-Service Recovery Satisfaction and their Impact on Repurchase and Word-of-Mouth Intentions”, Calitatea, 22(182), 88-94.
Ali, M.A., Ting, D.H., Isha, A.S.N., Ahmad-Ur-Rehman, M. & Ali, S. (2022). “Does service recovery matter? Relationships among perceived recovery justice, recovery satisfaction and customer affection and repurchase intentions: the moderating role of gender”, Journal of Asia Business Studies. 5(2), 73-98.
Arora, P. & Narula, S. (2018). “Linkages between service quality, customer satisfaction and customer loyalty: A literature review”, IUP Journal of Marketing Management, 17(4), 1-30.
Babin, B.J., Zhuang, W. & Borges, A. (2021). “Managing service recovery experience: effects of the forgiveness for older consumers”, Journal of Retailing and Consumer Services, 58, 102222. https://doi.org/10.1016/j.jretconser.2020.102222.
CAI, R.R., Lu, L. & Gursoy, D. (2018). “Effect of disruptive customer behaviors on others' overall service experience: An appraisal theory perspective”, Tourism Management, 69, 330-344. https://doi.org/10.1016/j.tourman.2018.06.013.
Elbaz, A.M., Soliman, M., Al-Alawi, A., Al-Romeedy, B.S. & Mekawy, M. (2023). “Customer responses to airline companies' service failure and recovery strategies: the moderating role of service failure habit”, Tourism Review, 78(1), 1-17. https://doi.org/10.1108/TR-03-2022-0108.
Fernandes, D., Ordabayeva, N., Han, K., Jung, J. & Mittal, V. (2022). “How political identity shapes customer satisfaction”, Journal of Marketing. 86(6), 116-134.
Gonçalves Filho, C., Kiefer, K., Fetscherin, M., Blandina, A., Rocha, M.N. & Monteiro, P.R. R. (2023). “The effects of brand relationships on justice perceptions in service recovery”, Journal of Consumer Marketing. 26(1), 376-391.
Harrison-Walker, L.J. (2019). “The critical role of customer forgiveness in successful service recovery”, Journal of Business Research, 95, 376-391. https://doi.org/10.1016/j.jbusres.2018.07.049.
Honora, A., Chih, W.H. & Wang, K.Y. (2022). “Managing social media recovery: The important role of service recovery transparency in retaining customers”, Journal of Retailing and Consumer Services, 64, 102814. https://doi.org/10.1016/j.jretconser.2021.102814.
Hossain, M., Jahan, N. & Kim, M. (2021). “Effects of Service Justice, Quality, Social Influence and Corporate Image on Service Satisfaction and Customer Loyalty: Moderating Effect of Bank Ownership”, Sustainability, 13(13), 7404. https://doi.org/10.3390/su13137404.
Huang, Y., Gursoy, D., Zhang, M., Nunkoo, R. & Shi, S. (2021). “Interactivity in online chat: Conversational cues and visual cues in the service recovery process”, International Journal of Information Management, 60, 102360. https://doi.org/10.1016/j.ijinfomgt.2021.102360.
Hult, G.T.M., Morgeson III, F.V., Sharma, U. & Fornell, C. (2022). “Customer satisfaction and international business: A multidisciplinary review and avenues for research”, Journal of International Business Studies, 53(8), 1695-1733. https://doi.org/10.1057/s41267-022-00546-2.
Jame Shoorani, R. & Sheikhifar, R. (2016). “Investigating the relationship between service failure, service recovery and customer loyalty (case study: railway passenger transportation service companies in Tehran)”, Business Management, 5(1), 34-51. [In Persian]
Jose, A., Mathew, S., Rejikumar, G., Chacko, D.P. & Thomas, A.K. (2022). “The role of switching cost in the e-service recovery framework among banking customers”, International Journal of Quality and Service Sciences. 14(1), 86-109. https://doi.org/10.1108/IJQSS-11-2020-0172.
Jung, N.Y. & Seock, Y.K. (2017). “Effect of service recovery on customers’ perceived justice, satisfaction, and word-of-mouth intentions on online shopping websites”, Journal of Retailing and Consumer Services, 37, 23-30. https://doi.org/10.1016/j.jretconser.2017.01.012.
Kim, S. & Park, H. (2013). “Effects of various characteristics of social commerce (s-commerce) on consumers’ trust and trust performance”, International Journal of Information Management, 33(2), 318-332. https://doi.org/10.1016/j.ijinfomgt.2012.11.006.
Koc, E. (2020). “Do women make better in tourism and hospitality? A conceptual review from a customer satisfaction and service quality perspective”, Journal of Quality Assurance in Hospitality & Tourism, 21(4), 402-429. https://doi.org/10.1080/1528008X.2019.1672234.
Lee, H.S. (2013). “Major moderators influencing the relationships of service quality, customer satisfaction and customer loyalty”, Asian Social Science, 9(2), 1-11. https://doi.org/10.5539/ass.v9n2p1.
Liu, C.T., Guo, Y.M. & Lee, C.H. (2011). “The effects of relationship quality and switching barriers on customer loyalty”, International Journal of Information Management, 31(1), 71-79. https://doi.org/10.1016/j.ijinfomgt.2010.05.008.
Nadiri, H. (2016). “Diagnosing the impact of retail bank customers’ perceived justice on their service recovery satisfaction and postpurchase behaviours: an empirical study in financial centre of Middle East”, Economic research-Ekonomska istraživanja, 29(1), 193-216. https://doi.org/10.1080/1331677X.2016.1164925.
Okeiyi, U.C. & Agu, A.G. (2022). “Influence of Service Recovery Strategy on Customer Loyalty”, Asian Journal of Economics, Finance and Management, 10(2), 33-43.
Osakwe, C.N. & Yusuf, T.O. (2021). “CSR: A roadmap towards customer loyalty”, Total Quality Management & Business Excellence, 32(13-14), 1424-1440. https://doi.org/10.1080/14783363.2020.1730174.
Rifi, A. & Mostafa, R.B. (2022). “Brand credibility and customer-based brand equity: a service recovery perspective”, Journal of Financial Services Marketing, 27, 1-16. https://doi.org/10.1057/s41264-021-00097-x.
Salagrama, R., Prashar, S. & Tata, S.V. (2021). “Examining the influence of forgiveness and its antecedents on consumer behavior: the moderating role of service failure severity”, International Journal of Emerging Markets. https://doi.org/10.1108/IJOEM-11-2020-1378.
Sanyaei, A, & Ansari, A. (2019). “Evaluating the experience of Isfahan Mobarake steel customers”, Journal of approach in business management. 1(2), 44-63. [In Persian]
Soleimani Shijani, S. & Del Afrooz, N. (2017). “The interaction effect of service failure rate and customer complaint action on brand reputation”, Development and Transformation Management Quarterly, (35), 57-65. [In Persian]
Vazhfeh Dost, H. & Pourreza, H. (2019). “The relationship between service failure and service recovery with customer loyalty”, Applied studies in management and development sciences. 3(23), 1-8. [In Persian]
Wang, C.Y. (2010). “Service quality, perceived value, corporate image, and customer loyalty in the context of varying levels of switching costs”, Psychology & Marketing, 27(3), 252-262. https://doi.org/10.1002/mar.20330.
Weber, K. & Hsu, C.H. (2022). “Beyond a Single Firm and Internal Focus Service Failure/Recovery: Multiple Providers and External Service Recoveries”, Journal of Travel Research, 61(1), 50-63.
Wei, J., Zhu, S., Hou, Z., Dong, H. & Li, J. (2022). “Research on the influence mechanism of emotional intelligence and psychological empowerment on customers’ repurchase intention under the situation of online shopping service recovery”, Current Psychology, 1-17. https://doi.org/10.1007/s12144-022-02841-5.
Zhang, D., Li, Y., Li, Y. & Shen, Z. (2022). “Service Failure Risk Assessment and Service Improvement of Self-Service Electric Vehicle”, Sustainability, 14(7), 3723. https://doi.org/10.3390/su14073723.
_||_احمدی، س. و مظفری، م. (۱۳۹۷). "تأثیر شکست خدمات بر ریسک و کیفیت درک شده با نقش میانجی اعتبار برند"، پنجمین کنفرانس ملی پژوهش‌های کاربردی در مدیریت و حسابداری، تهران.
جامه شورانی، ر. و شیخی‌فر، ر. (1396). "بررسی رابطه بین نارسایی در ارایه خدمات، احیا خدمات با وفاداری مشتریان (مطالعه موردی: شرکت‌های خدماتی حمل و نقل مسافر راه آهن شهر تهران)"، مدیریت بازرگانی، 5(1)، 34-51.
سلیمانی شیجانی، س. و دل افروز، ن. (1397). "تعامل تأثیر میزان شکست خدمات و اقدام به شکایت مشتری بر اعتبار برند"، فصلنامه مدیریت توسعه و تحول، 35، 57-65.
صنایعی، ع. و انصاری، آ. (1399). "ارزیابی تجربه مشتریان فولاد مبارکه اصفهان"، مجله رهیافتی در مدیریت بازرگانی. 1(2)، 44-63.
وظیفه دوست، ح. و پوررضا، ح. (1399). "رابطه شکست خدمات و احیاء خدمات با وفاداری مشتریان"، مطالعات کاربردی در علوم مدیریت و توسعه. 3(23)، 1-8.
طاهری، ع.، زاهد غروی، م. و آسایش، ح. (1402). "مدیریت سود و ریسک لازمه افزایش کارایی شعب بانک ملی ایران"، مدیریت بازاریابی، 18(58)، 139-149.
قائد امینی، ع.، صادقی، م. و کورنگ، س. (1401). "اثرات عملکرد بر رفتار خرید مصرف‌کننده از طریق متغییر‌های واسط اعتماد و وفاداری به برند"، مجله مدیریت بازاریابی، 54، 151-175.
Ahmadi, S. & Mozafari, M.M. (2017). “The effect of service failure on perceived risk and quality with the mediating role of brand reputation, 5th National Conference on Applied Research in Management and Accounting. Tehran. [In Persian]
Akhtar, S. & Barlow, J. (2018). “Forgiveness therapy for the promotion of mental well-being: A systematic review and meta-analysis”, Trauma, Violence & Abuse, 19(1), 107-122. https://doi.org/10.1177/1524838016637079.
Alenazi, S.A. (2021). “Determinants of Pre-Service Failure Satisfaction and Post-Service Recovery Satisfaction and their Impact on Repurchase and Word-of-Mouth Intentions”, Calitatea, 22(182), 88-94.
Ali, M.A., Ting, D.H., Isha, A.S.N., Ahmad-Ur-Rehman, M. & Ali, S. (2022). “Does service recovery matter? Relationships among perceived recovery justice, recovery satisfaction and customer affection and repurchase intentions: the moderating role of gender”, Journal of Asia Business Studies. 5(2), 73-98.
Arora, P. & Narula, S. (2018). “Linkages between service quality, customer satisfaction and customer loyalty: A literature review”, IUP Journal of Marketing Management, 17(4), 1-30.
Babin, B.J., Zhuang, W. & Borges, A. (2021). “Managing service recovery experience: effects of the forgiveness for older consumers”, Journal of Retailing and Consumer Services, 58, 102222. https://doi.org/10.1016/j.jretconser.2020.102222.
CAI, R.R., Lu, L. & Gursoy, D. (2018). “Effect of disruptive customer behaviors on others' overall service experience: An appraisal theory perspective”, Tourism Management, 69, 330-344. https://doi.org/10.1016/j.tourman.2018.06.013.
Elbaz, A.M., Soliman, M., Al-Alawi, A., Al-Romeedy, B.S. & Mekawy, M. (2023). “Customer responses to airline companies' service failure and recovery strategies: the moderating role of service failure habit”, Tourism Review, 78(1), 1-17. https://doi.org/10.1108/TR-03-2022-0108.
Fernandes, D., Ordabayeva, N., Han, K., Jung, J. & Mittal, V. (2022). “How political identity shapes customer satisfaction”, Journal of Marketing. 86(6), 116-134.
Gonçalves Filho, C., Kiefer, K., Fetscherin, M., Blandina, A., Rocha, M.N. & Monteiro, P.R. R. (2023). “The effects of brand relationships on justice perceptions in service recovery”, Journal of Consumer Marketing. 26(1), 376-391.
Harrison-Walker, L.J. (2019). “The critical role of customer forgiveness in successful service recovery”, Journal of Business Research, 95, 376-391. https://doi.org/10.1016/j.jbusres.2018.07.049.
Honora, A., Chih, W.H. & Wang, K.Y. (2022). “Managing social media recovery: The important role of service recovery transparency in retaining customers”, Journal of Retailing and Consumer Services, 64, 102814. https://doi.org/10.1016/j.jretconser.2021.102814.
Hossain, M., Jahan, N. & Kim, M. (2021). “Effects of Service Justice, Quality, Social Influence and Corporate Image on Service Satisfaction and Customer Loyalty: Moderating Effect of Bank Ownership”, Sustainability, 13(13), 7404. https://doi.org/10.3390/su13137404.
Huang, Y., Gursoy, D., Zhang, M., Nunkoo, R. & Shi, S. (2021). “Interactivity in online chat: Conversational cues and visual cues in the service recovery process”, International Journal of Information Management, 60, 102360. https://doi.org/10.1016/j.ijinfomgt.2021.102360.
Hult, G.T.M., Morgeson III, F.V., Sharma, U. & Fornell, C. (2022). “Customer satisfaction and international business: A multidisciplinary review and avenues for research”, Journal of International Business Studies, 53(8), 1695-1733. https://doi.org/10.1057/s41267-022-00546-2.
Jame Shoorani, R. & Sheikhifar, R. (2016). “Investigating the relationship between service failure, service recovery and customer loyalty (case study: railway passenger transportation service companies in Tehran)”, Business Management, 5(1), 34-51. [In Persian]
Jose, A., Mathew, S., Rejikumar, G., Chacko, D.P. & Thomas, A.K. (2022). “The role of switching cost in the e-service recovery framework among banking customers”, International Journal of Quality and Service Sciences. 14(1), 86-109. https://doi.org/10.1108/IJQSS-11-2020-0172.
Jung, N.Y. & Seock, Y.K. (2017). “Effect of service recovery on customers’ perceived justice, satisfaction, and word-of-mouth intentions on online shopping websites”, Journal of Retailing and Consumer Services, 37, 23-30. https://doi.org/10.1016/j.jretconser.2017.01.012.
Kim, S. & Park, H. (2013). “Effects of various characteristics of social commerce (s-commerce) on consumers’ trust and trust performance”, International Journal of Information Management, 33(2), 318-332. https://doi.org/10.1016/j.ijinfomgt.2012.11.006.
Koc, E. (2020). “Do women make better in tourism and hospitality? A conceptual review from a customer satisfaction and service quality perspective”, Journal of Quality Assurance in Hospitality & Tourism, 21(4), 402-429. https://doi.org/10.1080/1528008X.2019.1672234.
Lee, H.S. (2013). “Major moderators influencing the relationships of service quality, customer satisfaction and customer loyalty”, Asian Social Science, 9(2), 1-11. https://doi.org/10.5539/ass.v9n2p1.
Liu, C.T., Guo, Y.M. & Lee, C.H. (2011). “The effects of relationship quality and switching barriers on customer loyalty”, International Journal of Information Management, 31(1), 71-79. https://doi.org/10.1016/j.ijinfomgt.2010.05.008.
Nadiri, H. (2016). “Diagnosing the impact of retail bank customers’ perceived justice on their service recovery satisfaction and postpurchase behaviours: an empirical study in financial centre of Middle East”, Economic research-Ekonomska istraživanja, 29(1), 193-216. https://doi.org/10.1080/1331677X.2016.1164925.
Okeiyi, U.C. & Agu, A.G. (2022). “Influence of Service Recovery Strategy on Customer Loyalty”, Asian Journal of Economics, Finance and Management, 10(2), 33-43.
Osakwe, C.N. & Yusuf, T.O. (2021). “CSR: A roadmap towards customer loyalty”, Total Quality Management & Business Excellence, 32(13-14), 1424-1440. https://doi.org/10.1080/14783363.2020.1730174.
Rifi, A. & Mostafa, R.B. (2022). “Brand credibility and customer-based brand equity: a service recovery perspective”, Journal of Financial Services Marketing, 27, 1-16. https://doi.org/10.1057/s41264-021-00097-x.
Salagrama, R., Prashar, S. & Tata, S.V. (2021). “Examining the influence of forgiveness and its antecedents on consumer behavior: the moderating role of service failure severity”, International Journal of Emerging Markets. https://doi.org/10.1108/IJOEM-11-2020-1378.
Sanyaei, A, & Ansari, A. (2019). “Evaluating the experience of Isfahan Mobarake steel customers”, Journal of approach in business management. 1(2), 44-63. [In Persian]
Soleimani Shijani, S. & Del Afrooz, N. (2017). “The interaction effect of service failure rate and customer complaint action on brand reputation”, Development and Transformation Management Quarterly, (35), 57-65. [In Persian]
Vazhfeh Dost, H. & Pourreza, H. (2019). “The relationship between service failure and service recovery with customer loyalty”, Applied studies in management and development sciences. 3(23), 1-8. [In Persian]
Wang, C.Y. (2010). “Service quality, perceived value, corporate image, and customer loyalty in the context of varying levels of switching costs”, Psychology & Marketing, 27(3), 252-262. https://doi.org/10.1002/mar.20330.
Weber, K. & Hsu, C.H. (2022). “Beyond a Single Firm and Internal Focus Service Failure/Recovery: Multiple Providers and External Service Recoveries”, Journal of Travel Research, 61(1), 50-63.
Wei, J., Zhu, S., Hou, Z., Dong, H. & Li, J. (2022). “Research on the influence mechanism of emotional intelligence and psychological empowerment on customers’ repurchase intention under the situation of online shopping service recovery”, Current Psychology, 1-17. https://doi.org/10.1007/s12144-022-02841-5.
Zhang, D., Li, Y., Li, Y. & Shen, Z. (2022). “Service Failure Risk Assessment and Service Improvement of Self-Service Electric Vehicle”, Sustainability, 14(7), 3723. https://doi.org/10.3390/su14073723.
