تبیین نقش اعتماد و مشارکت مشتری در بازیابی شکست خدمات بانکداری الکترونیک با رویکرد پویایی شناسی سیستم‌ها

نوع مقاله : برگرفته از پایان نامه و رساله

نویسندگان

1 دانشجوی دکتری، مدیریت بازرگانی ،گروه مدیریت ، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران

2 استادیار، گروه مدیریت ، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران

3 استادیار گروه مدیریت، دانشکده مدیریت، دانشگاه آزاد اسلامی، تبریز، ایران

4 دانشیار گروه مدیریت، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران

10.22034/cbsj.2024.138282.2450

چکیده

چکیده
نقش اعتماد و مشارکت مشتری در محیط‌های الکترونیکی توسط محققان زیادی بررسی شده است. با این حال، مطالعات بسیار کمی ارتباط بین اعتماد الکترونیکی، مشارکت مشتری و بازیابی خدمات الکترونیکی را در حوزه خدمات مالی و بانکی بررسی کرده‌اند. در این مطالعه، با توجه به پیچیدگی روابط بین عوامل موثر بر سیستم، با ترکیب روشهای دیمتل و پویایی شناسی سیستم‌ها به تبیین مدل بازیابی شکست خدمات الکترونیکی و نقش اعتماد و مشارکت مشتری در این فرآیند پرداخته شده است.روش شناسی پژوهش از نوع آمیخته است. بدین صورت که در بعد کیفی ، اکتشافی و توسعه ای و در بعد کمی کاربردی است. نتایج مطالعه نشان می‌دهد که اعتماد مشتری برای بهبود موفقیت‌آمیز عواقب شکست خدمات ضروری است و می‌تواند سودآوری ارائه دهنده خدمات الکترونیکی را در بلندمدت افزایش دهد. نتایج تجزیه و تحلیل در رابطه با کیفیت درک شده قبل از بازیابی، شدت شکست و مشارکت مشتری نشان می‌دهد که کیفیت خدمات درک شده بر سطح اعتماد الکترونیکی قبل از بازیابی مشتریان، تاثیر مثبت دارد. جالب توجه است که مشتریانی که شدت شکست بالایی را تجربه کرده‌اند و در نهایت مشکلاتشان رفع شده است، سود بیشتری برای ارائه‌دهندگان خدمات مالی ایجاد می‌کنند و هرقدر مشتریان در فرآیند بازیابی مشارکت بیشتری داشته باشند، اعتماد الکترونیکی و درآمد بالاتری نیز ایجاد می-کنند. این مطالعه به توضیح نقش محوری اعتماد الکترونیکی و مشارکت مشتری در بازیابی خدمات بانکداری الکترونیکی پرداخته و به تسریع و بهبود فرآیند بازیابی در محیط‌های الکترونیکی پویا کمک می‌کند.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Explaining the role of trust and customer participation in the recovery of failure of electronic banking services with the approach of system dynamics

نویسندگان [English]

  • mohammadreza ebadpour farshbaf 1
  • yaeghub alavi matin 2
  • Morteza Mahmoudzadeh 3
  • Alireza bafandeh zendeh 4
1 Ph.D. Student, Department of Management,Tabriz Branch, Islamic Azad University,Tabriz, Iran
2 Assistant Prof., Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran
3 Department of Management, Tabriz Branch, Islamic Azad university, Tabriz, Iran
4 Associate Professor, Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran
چکیده [English]

The role of customer trust and participation in electronic environments has been investigated by many researchers. However, very few studies have investigated the relationship between electronic trust, customer involvement and electronic service recovery in the field of financial and banking services. In this study, due to the complexity of the relationships between the factors affecting the system, by combining the methods of Dimtel and the dynamics of systems, the explanation of the electronic service failure recovery model and the role of customer trust and participation in this process has been discussed. The research methodology is of a mixed type. . In this way, it is qualitative, exploratory and developmental and quantitatively practical. The results show that customer trust is necessary to successfully improve the consequences of service failure and increase the profitability of the e-service provider in the long run. The results of the analysis regarding perceived quality before recovery, severity of failure and customer participation show that perceived service quality has a positive effect on the level of electronic trust before customer recovery. It is interesting to note that customers who have experienced high failure severity and finally their problems are solved, create more profit for financial service providers, and the more customers participate in the recovery process, the higher the electronic trust and income. also create This study explains the central role of electronic trust and customer participation in the recovery of electronic banking services and helps to accelerate and improve the recovery process in dynamic electronic environments.

کلیدواژه‌ها [English]

  • Electronic trust
  • Customer involvement
  • Electronic service failure recovery
  • Electronic banking
  • System dynamics
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مهدیه، امید؛ پیرایش، رضا و بابلی، مینو (1400). تأثیر هزینه جابجایی بر وفاداری و احتمال رویگردانی مشتریان. مطالعات رفتار مصرف‌کننده، 8 (4)، 61-46.
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