مدل‌سازی اثربخشی راهبردهای سرمایه‌گذاری در روابط مشتری در صنعت بانکداری با تاکید بر رابطه‌گرایی مشتری

نوع مقاله : پژوهشی

نویسندگان

1 دکترای مدیریت بازرگانی، واحد بین الملل قشم، دانشگاه آزاد اسلامی، قشم، ایران

2 گروه مدیریت بازرگانی، دانشگاه علامه طباطبایی، تهران، ایران

3 گروه مدیریت، واحد تهران مرکز، دانشگاه آزاد اسلامی، تهران، ایران

4 گروه پزشکی اجتماعی، دانشگاه علوم پزشکی هرمزگان، بندرعباس، ایران

چکیده

رونـدهای موجود در دنیـای کسب­وکار از جمـله گذر به اقتصاد مبتنـی بر خدمـات و توسعه فناوری‌های ارتباطات و اطلاعات باعث شده تا اهمیت وفاداری مبتنی بر رابطه به­صورت چشمگیری برای شرکت­ها افزایش یابد. هم راستا با این تحولات، در صنعت بانکداری نیز برقراری رابطه بلندمدت با مشتری به استراتژی حیاتی تبدیل شده است. هدف مقاله حاضر، ارائه مدلی جهت ارزیابی اثربخشی راهبردهای سرمایه­گذاری صنعت بانکداری ایران با تأکید بر رابطه­گرایی مشتری است.لذا به­دنبال پاسخ به این سؤال هستیم که میزان رابطه­گرایی مشتری تا چه حد در واکنش آن به راهبردهای سرمایه­گذاری در روابط مشتری تأثیر دارد. در این راستا جامعه آماری، مشتریان بانک کشاورزی در شهر تبریز  است که در حجم نمونه 417 مشتری پرسشنامه تکمیل شد. برای انتخاب نمونه­ها از روش نمونه­گیری تصادفی ساده استفاده شد و فرضیه­های پژوهش­ با استفاده از مدل­سازی معادلات ساختاری و نرم­افزارAMOS  مورد آزمون قرار گرفتند. مطابق یافته­های پژوهش راهبردهای مالی، اجتماعی و ساختاری سرمایه­گذاری در روابط مشتری بر کیفیت رابطه تأثیر مثبت دارد، کیفیت رابطه بر وفاداری مشتری، تبلیغات دهان به دهان و سهم مشتری تأثیر مثبت دارد و تأثیر راهبردهای مالی و اجتماعی بر کیفیت رابطه در مشتریان رابطه­گرا و غیررابطه­گرا متفاوت است ولی تأثیر راهبرد ساختاری بر کیفیت رابطه در مشتریان رابطه­گرا و غیررابطه­گرا یکسان است.  

کلیدواژه‌ها

عنوان مقاله [English]

Modeling the effectiveness of investment strategies in customer relations in the banking industry with emphasis on customer relationship orientation

نویسندگان [English]

  • Samad Aali 1
  • Abdulhamid Ibrahimi 2
  • Vahid Reza Mirabi 3
  • Shahram Zare 4
1 Department of Management, Qeshm International Branch, Islamic Azad University, Qeshm, Iran
2 Faculty of Management, Allameh Tabatabai University, Tehran, Iran
3 Department of Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
4 Department of social Medicine, Hormozgan University of Medical Sciences, Bandar Abbas, Iran
چکیده [English]

The current trends in the business world, from the transition to a service-based economy and the development of ICT technologies, have significantly increased the importance of relationship-based loyalty for companies. In line with these developments, establishing a long-term relationship with the customer has become a vital strategy in the banking industry. The purpose of this article is to provide a model for evaluating the effectiveness of investment strategies in the Iranian banking industry with an emphasis on customer relationalism. Investment has an impact on customer relationships. In this regard, the statistical population is the customers of Keshavarzi Bank in Tabriz, which in the sample size of 417 customers, a questionnaire was completed. Simple random sampling method was used to select the samples and the research hypotheses were tested using structural equation modeling and AMOS software. According to the research findings, financial, social and structural strategies of investing in customer relationships have a positive effect on relationship quality, relationship quality has a positive effect on customer loyalty, word of mouth and customer share, and the effect of financial and social strategies on relationship quality in Relationship and non-relationship customers are different, but the effect of structural strategy on relationship quality is the same in relationship and non-relationship customers.

کلیدواژه‌ها [English]

  • Investment strategies in customer relationships
  • Customer responses
  • relationship orientation
  • Relationship quality

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فصلنامه مطالعات مدیریت راهبردی
دوره 11، شماره 41
فروردین 1399
صفحه 199-216

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سابقه مقاله

  • تاریخ دریافت: 06 آبان 1398
  • تاریخ بازنگری: 26 آذر 1398
  • تاریخ پذیرش: 19 دی 1398

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