تأثیر ارزش رابطه مشتری با بانک بر رفتار شهروندی مشتری از طریق متغیرهای میانجی کیفیت رابطه و قدرت رابطه (مورد مطالعه: بانک صادرات اصفهان)
محورهای موضوعی : مدیریت بازاریابی
عباس قائدامینی هارونی
1
,
رضا ابراهیم زاده دستجردی
2
,
مهرداد صادقی
3
,
مجید ماهرانی برزانی
4
1 - دانشجوی دکتری مدیریت فرهنگی، واحد تهران جنوب، دانشگاه آزاد اسلامی، تهران، ایران
2 - استادیار، گروه مدیریت رسانه‌ای، واحد اصفهان (خوراسگان)، دانشگاه آزاد اسلامی، اصفهان، ایران
3 - استادیار، گروه مدیریت و برنامه ریزی فرهنگی، واحد اصفهان (خوراسگان)، دانشگاه آزاد اسلامی، اصفهان، ایران
4 - دانشجوی دکتری مدیریت فرهنگی، واحد اصفهان (خوراسگان)، دانشگاه آزاد اسلامی، اصفهان، ایران
کلید واژه: ارزش رابطه, کیفیت رابطه, قدرت رابطه, رفتار شهروندی مشتری,
چکیده مقاله :
هدف این تحقیق بررسی تأثیر ارزش رابطه مشتری با بانک بر رفتار شهروندی مشتری از طریق متغیرهای میانجی کیفیت رابطه و قدرت رابطه در مشتریان بانک صادرات اصفهان بود. تحقیق حاضر از نظر هدف کاربردی و از نظر نحوه گردآوری اطلاعات توصیفی از نوع همبستگی بود. جامعه آماری تحقیق حاضر را کلیه مشتریان در شعب بانک صادرات به تعداد 4662118 تشکیل دادند که از طریق فرمول نمونه‌گیری کوکران تعداد 645 نفر به عنوان نمونه از طریق روش نمونه‌گیری هدفمند وابسته به معیار انتخاب شدند ابزار پژوهش پرسش‌نامه استاندارد ارزش رابطه و پرسش‌نامه استاندارد کیفیت رابطه و پرسش‌نامه استاندارد رفتار شهروندی مشتری و پرسش‌نامه استاندارد قدرت رابطه بودند که روایی پرسش‌نامه‌ها بر اساس روایی محتوایی با استفاده از نظر صاحب نظران،صوری بر مبنای دیدگاه تعدادی از جامعه آماری و سازه با روش تحلیل عاملی مورد بررسی قرار گرفتند و پس از اصطلاحات لازم روایی مورد تأیید قرار گرفت و از سوی دیگرپایایی پرسش‌نامه‌ها با روش آلفای کرونباخ به ترتیب پرسش‌نامه استاندارد ارزش رابطه (0/84) و پرسش‌نامه استاندارد کیفیت رابطه (0/81) و پرسش‌نامه استاندارد رفتار شهروندی مشتری (0/75) و پرسش‌نامه استاندارد قدرت رابطه (0/70) برآورد شد. تجزیه و تحلیل داده‌ها در دو سطح توصیفی و استنباطی مشتمل بر مدل‌سازی معادلات ساختاری انجام گرفت. نتایج تحقیق نشان داد که ارزش رابطه ی مشتری با بانک بر رفتار شهروندی مشتری از طریق متغیرهای کیفیت رابطه و قدرت رابطه تأثیر معناداری دارد که ضریب تأثیر آن با میانجی‌گری کیفیت رابطه برابر 0/17 و با میانجی‌گری قدرت رابطه برابر 0/13 می‌باشد.
The purpose of this study was to investigate the effect of customer relationship with the bank on customer behavior through intermediary variables of relationship quality and relationship strength. The present research was applied in terms of purpose and in terms of collecting descriptive information of correlation type. The statistical population of this study was all staff members working at the branches of SADERAT Bank, numbering 4662118. By using Cochran sampling formula, 645 people were selected through simple random sampling method. The research tools were standard questionnaire of value relationship and standard questionnaire of relationship quality and the standard questionnaire of customer behavior and power standard questionnaire. The validity of the questionnaires was assessed based on the content validity based on the opinion of the experts on the basis of the views of some of the statistical population and the structure by factor analysis method and after valid terms Word confirmation. On the other hand, the Cornbrash’s alpha method was used to determine the questionnaire of standard value of relationship (0.84) and standard questionnaire of relationship quality (0.81) and customer's standard citizenship behavior questionnaire (0.75), respectively. The standard strength questionnaire (0.70) was estimated. Data analysis was carried out at two descriptive and inferential levels including structural equation modeling. The results of the research showed that the value of customer relationship with the bank had a significant effect on customer's citizenship behavior through the relationship between quality of relationship and power. The coefficient of influence of the relationship with the mediation of the quality of the relationship was equal to 0.17 and with the mediating power of the relationship equal to 0.13 be.
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آقاداوود، س.ر. و ردائی، م. (1385). "تمرین رفتار با مشتری"، اصفهان، انتشارات غزل.
رنجبریان،ب.، رشید کابلی،م.، صنایعی،ع. و حدادیان،ع. (1391). "تحلیل رابطه بین ارزش درک شده، کیفیت درک شده، رضایت مشتری و قصد خرید مجدد در فروشگاه‌های زنجیره‌ای تهران"، فصلنامه مدیریت بازرگانی، دوره 4، شماره 11، صص. 55-70.
طاهرپور کلانتری، ح.ا. و طیبی طلوع، ا. (1389). "رابطه مدیریت ارتباط با مشتری با عملکرد"، مجله چشم‌انداز مدیریت بازرگانی، شماره 1، صص. 109-122.
غفاری آشتیانی،پ.، زنجیردار، م. و پناهی وانانی، م. (1392). "بررسی تأثیر کیفیت ارتباطات و تفاهم با مشتری بر روی گفته‌های شفاهی مثبت"، فصل نامه مدیریت بازاریابی، شماره 18، صص. 19-1.
محمدی، ا.، رضایی، ز. و احمدی، م. (1394)."رابطه مدیریت ارتباط با مشتری و کیفیت رابطه و ارزش طول عمر مشتری در صنعت هتلداری"، فصلنامه علمی پژوهشی مطالعات مدیریت گردشگری، سال 10، شماره 13، صص. 107-127.
محمودی میمند، م. و هرندی، ع. (1393). "تبیین نقش رفتار شهروندی سازمانی در ارزش ویژه برند مبتنی مشتری"، فصلنامه مدیریت بازاریابی، شماره 23، صص. 111-125.
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نادی،م. و انصاری،م. (1396). "مدل‌سازی معادلات ساختاری رابطة بین ادراک از ابعاد عدالت و عواطف مثبت و منفی مشتری با رفتارهای شهروندی و بدکارکرد مشتری"، فصلنامه علمی-پژوهشی تحقیقات بازاریابی نوین، سال 7، شماره 26، صص. 159-174.
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Abbasi, A., Safarnia, H. & Baradaran, M. (2011). “A Study of factors effecting customer citizenship behavior”, Interdiscirlinary Journal of Contemporary Research in Business, Vol. 3(1), PP. 573-594.
Abbott, J., Stone, M. & Buttle, F. (2001). “Customer Relationship Management in Practice – A Qualitative Study”, Journal of Database Marketing, Vol. 9(1), PP. 24-34.
Agarwal, A., Harding, D.P. & Schumacher, J.R. (2004). “Organizing for CRM”, McKinsey Quarterly, Vol. 3, PP. 80-91.
Ahmadi, F. & Tavreh, N. (2011). “The relationship between corporate reputation and customer citizenship behaviors”, Interdisciplinary Journal of Contemporary Research in Business, Vol. 3(3). PP. 235.
Alniacik, U., Cigerim, E., Akcin, K. & Bayram, O. (2011). “Independent and joint effects of perceived corporate reputation”, affective commitment and job satisfaction on turnover intentions. Vol. 24, PP. 1177-1189.
Anaza, N.A. & Zhao, J. (2013). “Encounter-based antecedents of e-customer citizenship behaviors”, Journal of Services Marketing, Vol. 27, PP. 130-140.
Bagger, J. & Li, A. (2011). “How does supervisory family support influence employees’ attitudes and behaviors? A social exchange perspective”, Journal of Management, Vol. 40, Issue. 4, PP. 1123-1150.
Balaji, M.S. (2014). “Managing customer citizenship behavior: a relationship perspective”, Journal of Strategic Marketing, Vol. 22, No. 3, PP. 222-239.
Barry, J. & Terry, T.S. (2008). “Empirical study of relationship value in industrial services. Journal of Business & Industrial Marketing, Vol. 23 No. 4, PP. 228-241.
Bartikowski, B. & Walsh, G. (2011). “Investigating Mediators between Corporate Reputation and Customer Citizenship Behaviors”, Journal of Business Research, Vol. 64, PP. 39-44.
Bettencourt, L.A. (1997). “Customer voluntary performance: Customers as partners in servicedelivery”, Journal of Retailing, Vol. 73, PP. 383-406.
Bove, L.L., Pervan, S.J., Beatty, S.E. & Shiu, E. (2009). “Service worker role in encouraging customer organizational citizenship behaviors”, Journal of Business Research, Vol. 62, PP. 698-705.
Boyle, M.J. (2004). “Using CRM Software Effectively”, CPA Journal, Vol. 74(7), PP. 17-26.
Burmann, C., Jost-Benz, M. & Riley, N. (2009). “Towards an identity-based brand equity model”, Journal of Business Research, Vol. 62, PP. 390-397.
Chan, K., Gong, T., Zhang, R. & Zhou, M. (2017). “Do employee citizenship behaviors lead to customer citizenship behaviors? Theroles of dual identification and service climate”, Journal of Service Research, Vol. 20(3), PP. 259-274.
Chiaburu, D.S., Oh, I.S., Berry, C.M., Li, N. & Gardner, R.G. (2011). “The five-factor model of personality traits and organizational citizenship behaviors: A meta-analysis”, Journal of Applied Psychology, Vol. 96, PP. 1140-1166.
Daunt, K. & Harris, L.C. (2011). “Customers acting badly: Evidence from the hospitality industry”, Journal of Business Research, Vol. 64(10), PP. 1034-1042.
De Backer, M., Boen, F., Ceux, T., De Cuyper, B., Høigaard, R., Callens, F. & et al. (2011). “Do perceived justice and need support of the coach predict team identification and cohesion? Testing their relative importance among top volleyball and handball players in Belgium and Norway”, Psychology of Sport and Exercise, Vol. 12(4), PP. 192-201.
Demirci Orel, F. & Kara, A. (2014). “Supermarket self-checkout service quality customer satisfaction, and loyalty: Empirical evidence from an emerging market”, Journal of Retailing and Consumer Services, Vol. 21(2), PP. 118-129.
Farh, J.L., Zhong, C.B. & Organ, D.W. (2004). “Organizational citizenship behavior in the People’s Republic of China”, Organization Science, Vol. 15, PP. 241-253.
Fombrun, C. (1996). “Reputation: Realizing value from the corporate image”, Harvard Business School Press.
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