بررسی رابطه بین رفتار شهروندی سازمانی و بازاریابی رابطه مند در بانکهای تجاری استان کردستان

نوع مقاله : مقاله پژوهشی

نویسنده

استادیار مدیریت دولتی دانشگاه پیام نور، تهران

چکیده

امروزه با گسترش روز افزون صنایع خدماتی، موضوع بازاریابی رابطه مند برای حفظ و جذب مشتریان و برآورد نیازها و خواسته های آنها به مسئلة مهمی برای سازمان ها از جمله بانکهای تجاری تبدیل شده است. تلاش های فراوان سازمان ها در این حوزه، شاهدی بر این ادعاست. رفتار شهروندی سازمانی به عنوان رفتار فرانقش می تواند امر بازاریابی رابطه مند را در سازمانها تسهیل نماید. برای بررسی این ادعا در تحقیق حاضر تلاش شده است تا رابطه بین رفتار شهروندی سازمانی و بازاریابی رابطه مند در بانکهای تجاری استان کردستان مورد مطالعه و بررسی قرار گیرد. برای این منظور تعداد 320 نفر از کارکنان بانکهای تجاری استان اعم از بانکهای خصوصی و دولتی به عنوان نمونه آماری انتخاب شده است. با توجه به اینکه تحقیق از حاضر بر حسب هدف کاربردی و بر اساس شیوه گردآوری داده ها توصیفی از نوع همبستگی است از ابزار پرسشنامه برای گردآوری داده ها استفاده شده است. جهت تعین ارتباط بین متغیرها از آزمون ضریب همبستگی  پیرسون و برای تعین سهم هر یک از ابعاد رفتار شهروندی سازمانی و برآورد اثرات مستقیم و غیر مستقیم آن بر بازاریابی رابطه مند در بانکهای تجاری از برازش مدل رگرسیونی و تحلیل مسیر بهره گرفته شده است.      نتایج حاصل از مطالعه نشان می دهد رابطه معناداری بین ابعاد مختلف رفتار شهروندی سازمانی و بازاریابی رابطه مند در بانکهای تجاری استان کردستان وجود دارد. در این راستا وفاداری سازمانی ، اطاعت سازمانی و خود توسعه ای کارکنان بیشترین تاثیر را در تسهیل بازاریابی رابطه مند دارند.

کلیدواژه‌ها

عنوان مقاله [English]

Survey relationship between relationship marketing and Organizational citizenship behavior in commerce banks in Kurdistan province

نویسنده [English]

  • Freydoon Ahmadi
چکیده [English]

Todays by increasing service industries, relationship marketing for absorbs and maintaince costumer and prepare their needs and wants for organization spatial for commerce banks is very important. Many attempted is done in these filed are documents for this phenomena. Organizational citizenship behavior as extra role cans facilate relationship marketing in organizations. For survey these claim in current study is attempted study relationship between relationship marketing and OCB   in commerce banks in Kurdistan province. For access to this aim 320 people of bank personnel is selection as sample. This study is applied and descriptive study and for data collecting is used of questionnaire instrument. For determining relationship between RM and OCB is used of Pearson correlation test. Also for determining the share of OCB dimensions impact on MR is used of anticipate regression and path analysis.   The results of this study is indicated there are meaningful relationships between OCB and MR. also dimensions of OCB such as organizational loyalty, organizational obedience and self development have main impact on MR in commerce banks in Kurdistan province.

کلیدواژه‌ها [English]

  • Relationship marketing
  • organizational citizenship behavior
  • commerce banks
  • Kurdistan province

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