طراحی مدل دو جنبه‌ای وفاداری مشتریان خدمات بانکداری الکترونیک

نوع مقاله : مقاله پژوهشی

نویسندگان

1 گروه مدیریت بازرگانی، واحد تهران مرکزی، دانشگاه آزاد اسلامی، تهران،ایران

2 گروه مدیریت بازرگانی،دانشکده مدیریت،دانشگاه آزاد اسلامی واحد تهران مرکز،تهران،ایران

3 گروه مدیریت بازرگانی، واحد تهران مرکز، دانشگاه آزاد اسلامی، تهران، ایران.

10.22034/cbsj.2023.62705

چکیده

در شریط رقابتی بازار امروز به دست آوردن جایگاه مناسب و وفادار نمودن مشتریان از اهمیت بسزایی برخوردار است. این تحقیق آمیخته‌ای از روش کیفی با رویکرد داده‌بنیاد و روش کمی می‌باشد. جهت شناسایی عوامل موثر بر وفاداری در گام اول، با 19 نفر از خبرگان که از روش نمونه‌گیری غیر‌احتمالی و از نوع هدفمند انتخاب شده بودند، طی دو مرحله مصاحبه صورت گرفت. بر اساس یافته‌های نرم‌افزار Maxqdaمدل اولیه تحقیق تبیین گردید. در فاز کمی، با طراحی پرسشنامه‌ای بر مبنای مدل به‌دست آمده از بخش کیفی و توزیع آن بین مشتریان بانکداری الکترونیک بانک صادرات در شهر تهران که از روش نمونه‌گیری تصادفی طبقه‌ای انتخاب شده بودند، مدل مذکور با استفاده از نرم افزارهای SPSS ، 3smart PLS و تکنیک معادلات ساختاری آزمون گردید. یافته‌ها نشان می‌دهد: عوامل جذاب و اجباری بر وفاداری اثرگذارند و عوامل اجباری چون اینرسی و هزینه تغییر بر عوامل جذاب، تاثیر خواهند داشت و در انتها مدل وفاداری مشتریان بانکداری الکترونیک در ایران با دوجنبه شناخت-عاطفه-رفتار و عوامل جذاب و اجباری ارائه شده است.

کلیدواژه‌ها


عنوان مقاله [English]

Designing a two-dimensional model of e-banking customer loyalty

نویسندگان [English]

  • mahboubeh nourinasab 1
  • Kamran Nourbakhsh 2
  • farideh hagh shenas kashani 3
1 Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, IRAN
2 business management,faculty of management,Islamic Azad university, Centeral Tehran branch,Tehran ,Iran
3 Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran.
چکیده [English]

In today's competitive market environment, gaining a good position and loyal customers is very important. This research is a mix of qualitative method with granded theory approach and quantitative method. In order to identify the factors affecting loyalty in the first step, 19 experts who were selected by non-probability sampling method and purposeful type, were interviewed in two stages. Based on the findings of Maxqda software, the initial research model was explained.
In a quantitative phase, by designing a questionnaire based on the model obtained from the qualitative section and its distribution among e-banking customers of Saderat Bank in Tehran who were selected by stratified random sampling, the model using SPSS, smart PLS3 and Structural equation technique was tested. Findings show: dedication and constraint factors affect loyalty and constraint factors such as inertia and switching cost will affect dedication factors, and finally the loyalty model of e-banking customers in Iran with two aspects of cognition-emotion-behavior and dedication and constraint factors Provided.

کلیدواژه‌ها [English]

  • "dedication factors"
  • " constraint factors"
  • "loyalty"
  • "banking industry"
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