ارزیابی تأثیر رضایت و قابلیت استفاده از وب‌سایت در توسعه بهره‌وری و گفته‌های شفاهی مثبت در خدمات بانکداری الکترونیک (مطالعه موردی: بانک‌های تجارت)
محورهای موضوعی : مدیریت بازرگانیراضیه صمدی پور 1 , علی خوش اخلاق 2 , هادی رزقی شیرسوار 3
1 - باشگاه پژوهشگران جوان و نخبگان، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران- ایران
2 - باشگاه پژوهشگران جوان و نخبگان، واحد علوم و تحقیقات،دانشگاه آزاد اسلامی،تهران-ایران
3 - 3-عضو هیأت علمی ،گروه مدیریت آموزشی، واحد گرمسار، دانشگاه ازاد اسلامی، گرمسار،ایران
کلید واژه: رضایت مشتری, بهره‌وری, بانکداری الکترونیک, قابلیت استفاده از وب‌سایت, گفته‌های شفاهی مثبت,
چکیده مقاله :
این تحقیق کوشیده است تا تأثیر رضایت و قابلیت استفاده از وب‌سایت را بر بهره‌وری و گفته‌های شفاهی مثبت مشتریان الکترونیکی بانک تجارت مورد بررسی و کاوش قرار‌دهد. داده‌های تحقیق با استفاده از نظرخواهی از 384 نفر از مشتریان الکترونیکی بانک تجارت گردآوری و برای بررسی و برآورد اثر رضایت و قابلیت استفاده از وب‌سایت بر بهره‌وری و گفته‌های شفاهی مثبت از تحلیل رگرسیونی چند متغیره سلسله مراتبی(HMRA) به‌وسیله نرم‌افزار Lisrel استفاده‌شده‌است. یافته‌های حاصل از تحقیق نشان‌داد که قابلیت استفاده از وب‌سایت تاثیر مستقیمی بر رضایت مشتریان در کسب و کار بانکداری الکترونیکی دارد و همچنین رضایت مشتریان موجب بهره‌وری آنها و بهره‌وری موجب گفته‌های شفاهی مثبت در کسب و کار بانکداری الکترونیک می‌شود. در نهایت رضایت مشتریان بر گفته‌های شفاهی مثبت و بهره‌وری در کسب و کار بانکداری الکترونیک تاثیر مستقیم دارد.
This study attempts to investigate the influence of satisfaction and usability of the website on productivity and positive oral statements of e-bank customers. The data were gathered from the survey of 384 customers using e-commerce database, and for evaluating the effect of satisfaction and usability of the website on productivity and positive oral statements, hierarchical multivariable regression analysis (HMRA) was used through Lisrel software. The results of the study showed that the use of website has a direct impact on customer satisfaction in electronic banking business. Also customer satisfaction leads to productivity, and productivity results in positive oral statements made in e-banking business. Finally, customer satisfaction has a direct impact on positive oral statements and e-banking business productivity
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- Athanassopulos, A. D. (1997). Another Look in to the Agenda of Customer Satisfaction: Focusing on Service Providers own and Perceived Viewpoints. International Journal of Bank marketing, 15.
- Aydin, S., & Ozer, G. (2005). The Analysis of Antecedents of Customer Loyalty in the Turkish Mobile Telecommunication Market. Europesn Journal of Marketing, 39, 910-925.
- Babin, B. J., Kilee, Y., Ju Kim, E., & Griffin, M. (2005). Modeling Consumer Satisfaction and Word-of-Mouth: Restaurant Patronage in_ Korea. Journal of Service Marketing, 19.
- Bush, V. D., Bush, A. J., Clark, P., & Bush, R. P. (2005). Girl Power and Word of-Mouth Behavior in the Flourishing Sports Market. Journal of consumer Marketing, 22.
- Dai, R. (2000). Marketing. Management Consulting, 5, (In Persian).
- Hang, Z., Ingyu, Q., Vonderembse, M. A., & Jeen-Su, L. (2003). Manufacturing Flexibility: Defining and Analyzing Relationships management. 21, 173-191.
- Hil, N. (2006). Customer Satisfaction Measurement. Tehran: Resa, (In Persian).
- Kavosi, M. R., & Saghayi, A. (2005). Methods of customer satisfaction measurement.Tehran: Sabzan, (In Persian).
- Kotler, F. (2009). Marketing Management. Translation by: B., Foruzandeh, Esfahan: Amukhteh, (In Persian).
- Kotler, F. (2004). Ten Unforgivable Mistakes in Marketin. Tehran: Kavesh, (In Persian).
- Kwon, W. S., & Lennon, Sh. J. (2009). What Induces Online Eloyalty? Online Versus offline brand images, Journal of Business Research62, 557- 640.
- Luis V., Casalo, C. F., & Miguel, G. (2008). The Role of Satisfaction and Website Usability in Developing Customer Loyalty and Positive Word-of-Mouth in the Embanking Services. Journal of Bank Marketing, 26, 399-417.
- Seyyed Javadin, R., & Kimasi, M. (2009). Service Quality Management. Tehran: Negahe Danesh, (In Persian).
- Soltani, M. (2011). The Goal is Customer Satisfaction. Automotive Industry Magazine, 3, 41-50, (In Persian).
- Turin, D. (1995). Seven Golden Orders to Satisfy Customers. Translation by: A. A., Shalavand, Tadbir, 58, (In Persian).- Venus, D., & Safaeian, M. (2002). Applied Methods of Banking Services Marketing for Iranian Banks. Tehran: Negahe Danesh, (In Persian).
- Yuk lanwong, W., & Gopal, K. (2007). Measuring Customer Satisfaction. Journal of Retailing 12.
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- Albert, C. (2002). Service Loyalty: The Effects of Service Guality and the Mediating Role of Customer Satisfaction. European Journal of Marketing, 36, 811-828.
- Al Reyes, L. (2002). 22 Fixed Rules for Brand Consolidation. Tehran: Siteh, (In Persian).
- Anderson Eugene W., Claes, F., & Doneld, R. (1994). Customer Satisfaction, Market Share and Profitability. Journal of marketing, 58, 54-58.
- Andriy, Ch. (2001). Electronic Banking in UKRAIN: The Factor in Decision Making. Journal of Operational Research, 101.
- Arasli, H., Mehtap, S. S., & Turan, K, S. (2005). Customer Service Guality in the Greek Cypriot Banking Industry. Managing Service Quality, 15, 41-56.
- Athanassopulos, A. D. (1997). Another Look in to the Agenda of Customer Satisfaction: Focusing on Service Providers own and Perceived Viewpoints. International Journal of Bank marketing, 15.
- Aydin, S., & Ozer, G. (2005). The Analysis of Antecedents of Customer Loyalty in the Turkish Mobile Telecommunication Market. Europesn Journal of Marketing, 39, 910-925.
- Babin, B. J., Kilee, Y., Ju Kim, E., & Griffin, M. (2005). Modeling Consumer Satisfaction and Word-of-Mouth: Restaurant Patronage in_ Korea. Journal of Service Marketing, 19.
- Bush, V. D., Bush, A. J., Clark, P., & Bush, R. P. (2005). Girl Power and Word of-Mouth Behavior in the Flourishing Sports Market. Journal of consumer Marketing, 22.
- Dai, R. (2000). Marketing. Management Consulting, 5, (In Persian).
- Hang, Z., Ingyu, Q., Vonderembse, M. A., & Jeen-Su, L. (2003). Manufacturing Flexibility: Defining and Analyzing Relationships management. 21, 173-191.
- Hil, N. (2006). Customer Satisfaction Measurement. Tehran: Resa, (In Persian).
- Kavosi, M. R., & Saghayi, A. (2005). Methods of customer satisfaction measurement.Tehran: Sabzan, (In Persian).
- Kotler, F. (2009). Marketing Management. Translation by: B., Foruzandeh, Esfahan: Amukhteh, (In Persian).
- Kotler, F. (2004). Ten Unforgivable Mistakes in Marketin. Tehran: Kavesh, (In Persian).
- Kwon, W. S., & Lennon, Sh. J. (2009). What Induces Online Eloyalty? Online Versus offline brand images, Journal of Business Research62, 557- 640.
- Luis V., Casalo, C. F., & Miguel, G. (2008). The Role of Satisfaction and Website Usability in Developing Customer Loyalty and Positive Word-of-Mouth in the Embanking Services. Journal of Bank Marketing, 26, 399-417.
- Seyyed Javadin, R., & Kimasi, M. (2009). Service Quality Management. Tehran: Negahe Danesh, (In Persian).
- Soltani, M. (2011). The Goal is Customer Satisfaction. Automotive Industry Magazine, 3, 41-50, (In Persian).
- Turin, D. (1995). Seven Golden Orders to Satisfy Customers. Translation by: A. A., Shalavand, Tadbir, 58, (In Persian).- Venus, D., & Safaeian, M. (2002). Applied Methods of Banking Services Marketing for Iranian Banks. Tehran: Negahe Danesh, (In Persian).
- Yuk lanwong, W., & Gopal, K. (2007). Measuring Customer Satisfaction. Journal of Retailing 12.