تبیین و تحلیل اهمیت-عملکرد راهبردهای کیفیت خدمات

نوع مقاله: علمی

نویسندگان

1 استاد گروه مدیریت صنعتی دانشگاه شهید بهشتی

2 دانشگاه شهید بهشتی

3 کارشناسی ارشد مدیریت صنعتی دانشگاه شهید بهشتی

چکیده

امروزه اهمیت صنعت بانکداری الکترونیکی رو به رشد است و بیشتر بانک‌ها در محیط رقابتی و پویای نظام بانکداری فعالیت می‌کنند. در چنین شرایطی بانک‌ها برنامه‌های گوناگون و گسترده‌ای را برای تضمین بقا، بهره‌وری و رشد خود در پیش می‌گیرند. در این تحقیق سعی بر ارائه شاخص­هایی برای اندازه­گیری کیفیت خدمات الکترونیکی و سپس تعیین اولویت شاخص­ها برای بهبود کیفیت خدمات ارائه شده به مشتریان  بوده است  تا از این راه بانک­ها بتوانند به اهداف افزایش رضایت مشتریان و سپس سودآوری نائل شود. پژوهش حاضر با توجه به هدف، کاربردی و روش انجام پژوهش توصیفی-پیمایشی است و از شاخه پژوهش­های میدانی با فرضیات تحقیق است. جامعه آماری آن نیز خبرگان بانکی  جهت تدوین شاخص­ها و مشتریان جهت ارزیابی  است. در ادامه در این پژوهش از 384 مشتری نیز در حوزه بررسی کیفیت خدمات موجود و مطلوب سؤال گردید­­، که در این راستا ماتریس تجزیه و تحلیل اهمیت-عملکرد نیز تدوین گردید. جهت گردآوری داده­ها  از پرسشنامه که پایایی آن با استفاده از الفای کرونباخ و روایی با استفاده  نظر خبرگان سنجیده شده استفاده گردید. تجزیه­و­تحلیل  داده­ها  با روش معادلات ساختاری با رویکرد  روش حداقل مربعات جزئی و نرم­افزار 2 Smart PlS انجام گرفت. نتایج حاکی از تأثیر مثبت و معنادار عوامل شناسایی شده توسط خبرگان توسط تحلیل عاملی اکتشافی است. که در نهایت با توجه به تجزیه و تحلیل اهمیت عملکرد عامل امنیتی در اولویت اقدام برای بهبود  قرار گرفت.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Explain and Analyze the Importance-Performance of Service Quality Strategies

نویسندگان [English]

  • AKBAR ALAM TABRIZ 1
  • Maryam Akhavan Kharazian 2
  • Maryam AHMADI 3
1 PROFESSOR
2 Shahid Beheshti University
3 Master of Industrial Management, Shahid Beheshti University
چکیده [English]

Today, the importance of the e-banking industry is growing, and most banks operate in a competitive and dynamic environment. In such a situation, banks are pursuing a wide range of plans to ensure their survival, productivity and growth. In this study, an attempt made to provide indicators for measuring the quality of electronic services and then to determine the priority of indicators to improve the quality of services provided to customers so that banks can achieve the goals of increasing customer satisfaction and then profitability. According to the purpose, the present research is applied one and the method of conducting is descriptive-survey research with its research hypotheses. Its statistical population is also banking experts to formulate indicators and customers to evaluate. In this study, 384 customers asked about the quality of existing and desirable services, in which the matrix of importance-performance analysis was developed. To collect the data, a questionnaire used, the reliability of which measured based on Cronbach's alpha and validity using the opinion of measured experts. Data analysis performed by using structural equation method with the approach of partial least squares and 2 Smart PLS software. The results indicate a positive and significant effect of the factors identified by experts by exploratory factor analysis. Finally, due to the analysis of the importance of the performance of the security agent, priority given to improving action

کلیدواژه‌ها [English]

  • quality of electronic services
  • Electronic banking
  • Importance-performance analysis
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