تعیین اولویت راهبردی به منظور بهبود کیفیت خدمات مشتریان بانکی

نوع مقاله: علمی-

نویسندگان

1 استادیار گروه مدیریت بازرگانی دانشگاه امام صادق ( ع )

2 دکتری مدیریت بازرگانی از دانشگاه شهید بهشتی

چکیده

بهبود کیفیت خدمات به دلیل نقشی که در افزایش رضایت مشتریان و سپس سودآوری سازمانها دارد از اهمیت روز افزاونی در مطالعات و تحقیقات برخوردار شده است. در این تحقیق سعی بر ارائه شاخص هایی برای اندازه گیری کیفیت خدمات بانکی  و سپس تعیین اولویت شاخص ها برای بهبود بوده تا از این راه بانک ها بتوانند به اهداف افزایش رضایت مشتریان و سپس سودآوری نائل شوند. جامعه آماری این تحقیق مشتریان بانک های کشور بوده اند. دراین تحقیق از روش های آزمون فرض مقایسات میانگین دو جامعه مستقل ، تحلیل عاملی تأییدی و سپس روش IPA برای تعیین اولویت اقدام در جهت بهبود شاخص ها و پاسخ به سؤالات تحقیق استفاده شده است. نتایج علاوه بر معرفی شاخص هایی برای اندازه گیری کیفیت خدمات ارائه شده به مشتریان بانکی ، نشان داد که 8 شاخص از میان 24 شاخص ارائه شده برای اندازه گیری کیفیت خدمات از نظر راهبردی در اولویت اقدام برای بهبود قرار داشته و برای همین بانکها باید برای بهبود آنها اقدامات لازم را انجام دهند.

کلیدواژه‌ها


عنوان مقاله [English]

Determine Strategic Priorities to Improve Customers Banking Services Quality

نویسندگان [English]

  • Yaser Sobhanifard 1
  • Maryam Akhavan Kharazian 2
1 Assistant Professor of Emam Sadegh University, Department of Business Management, Tehran, Iran
2 PhD of Business Adminastration , Shahid Beheshti university
چکیده [English]

Improvement in Quality services has increasingly importance because of its role in increasing customer satisfaction and profitability of organizations. In this study tried we want to present indicators to measure the quality of banking services and then determine the priority of indicators for improvement.by this method banks to be able to achieve to their goals including increase customer satisfaction and profitability. The population of this study is country's banking customers. This study used independent compare mean of two population test and confirmatory factor analysis. For determining the priority action IPA method is used to improve indicators and answer research question.  In addition to the introduction of indicators to measure quality of customer services, the results showed that 8 of the 24 indicators for measuring quality of customer service have priority of action for improvement and banks should be take required practices to improve them.

کلیدواژه‌ها [English]

  • Customer service quality
  • Bank
  • IPA method
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