بررسی تأثیر اثربخشی ارتباطات بانکی بر رضایت مشتریان با نقش میانجی ارزش درک شده، کیفیت درک شده و اعتماد مشتریان (مورد مطالعه: مشتریان بانک شهر استان قزوین)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار، گروه مدیریت و حسابداری، دانشگاه زنجان، زنجان، ایران

2 دانشیار، گروه مدیریت بازرگانی، دانشگاه محقق اردبیلی، اردبیل، ایران

3 دانشجوی دکتری مدیریت بازرگانی، دانشگاه محقق اردبیلی، اردبیل، ایران

4 کارشناس ارشد مدیریت کسب‌وکار، دانشگاه پیام نور تهران، تهران، ایران

چکیده

ارتباطات بانکی مؤثر می‌تواند روابط با مشتریان را بهبود بخشد و تقویت کند تا به سطح مطلوبی از عملکرد برسند. اگرچه در دهه‌های اخیر بانک‌ها و خدمات ارائه شده توسط آن‌ها پیشرفت کرده‌اند، اما رضایت مشتری از نظر ارتباطات بانکی هنوز نگران‌کننده است. هدف از این پژوهش بررسی تأثیر اثربخشی ارتباطات بر رضایت مشتری با نقش میانجی ارزش درک شده، کیفیت درک شده و اعتماد مشتریان است. پژوهش از حیث هدف کاربردی و بر مبنای روش، یک تحقیق توصیفی از نوع همبستگی است. جامعه آماری این پژوهش شامل کلیه مشتریان بانک شهر در استان قزوین است. حجم جامعه مورد نظر نامحدود و طبق جدول کرجسی و مورگان برابر با 384 نفر در نظر گرفته شد. پرسش‌نامه به صورت الکترونیکی در بین جامعه آماری پخش گردید و در نهایت تعداد 384پرسش‌نامه مورد تجزیه‌و‌تحلیل قرار گرفت. روش نمونه‌گیری در دسترس برای جمع‌آوری داده‌ها انتخاب شد و گردآوری داده‌های مورد نیاز در این پژوهش با استفاده از پرسش‌نامه‌ 21 سؤالی انجام گرفت. نتایج مطالعه نشان داد که اثربخشی ارتباطات بر رضایت مشتری، اعتماد مشتری، ارزش درک شده و کیفیت درک شده تأثیر مثبت و معنی‌داری دارد. همچنین اثربخشی ارتباطات به صورت غیرمستقیم از طریق اعتماد، ارزش درک شده و کیفیت درک شده منجر به رضایت مشتریان می‌شود. سایر نتایج در قالب بحث و نتیجه‌گیری در پژوهش آمده است.

کلیدواژه‌ها


عنوان مقاله [English]

The Effect of Communication Effectiveness on Customer Satisfaction with the Mediating Role of Perceived Value, Perceived Quality and Customer Trust (Case Study: Customers of Bank Shahr in Qazvin Province)

نویسندگان [English]

  • vahideh alipoor 1
  • mohammad Bashokouh Ajirlo 2
  • atefeh mehri bazghaleh 3
  • anis mehri bazghaleh 4
1 Assistant Professor, Department of Management and Accounting, Zanjan University, Zanjan, Iran
2 Associate Professor, Department of Business Management, Mohaghegh Ardabili University, Ardabil, Iran
3 PhD student in Business Management, Mohaghegh Ardabili University, Ardabil, Iran
4 Master of Business Management, Payame Noor University of Tehran, Tehran, Iran
چکیده [English]

Effective banking communications can improve and strengthen customer relationships to achieve the desired level of performance. Although banks and the services they provide have improved in recent decades, customer satisfaction with banking communications is still a concern. The purpose of this study is to investigate the effect of communication effectiveness on customer satisfaction with the mediating role of perceived value, perceived quality and customer trust. The research is a descriptive correlational research in terms of applied purpose and method. The statistical population of this study includes all customers of Bank Shahr in Qazvin province. The size of the target population was unlimited and according to Krejcie and Morgan table was equal to 384 people. The questionnaire was distributed electronically among the statistical population and finally 384 questionnaires were analyzed. The available sampling method was selected for data collection and the required data were collected in this study using a 21-item questionnaire. The results of the study showed that the effectiveness of communication has a positive and significant effect on customer satisfaction, customer trust, perceived value and perceived quality. Also, the effectiveness of communication indirectly leads to customer satisfaction through trust, perceived value and perceived quality. Other results are presented in the form of discussion and conclusions in the research.

کلیدواژه‌ها [English]

  • Communication effectiveness
  • Customer trust
  • Customer satisfaction
  • perceived quality
  • Perceived value
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