نقش کانال‌های همه‌کاره در افزایش رضایت و وفاداری مشتریان

نوع مقاله : ترویجی

نویسندگان

1 کارشناس ارشد، گروه مدیریت، دانشکده علوم اداری و اقتصادی، دانشگاه فردوسی مشهد، مشهد، ایران

2 استادیار، گروه مدیریت، دانشکده علوم اداری و اقتصادی، دانشگاه فردوسی مشهد، مشهد، ایران

3 استاد گروه مدیریت، دانشکده علوم اداری و اقتصادی، دانشگاه فردوسی مشهد، مشهد، ایران

چکیده

امروزه با گسترش فناوری‌‌ها و کانال‌‌های آنلاین، مشتریان متمایل به استفاده همزمان از کانال‌‌های آفلاین و آنلاین در مسیر مشارکتشان با سازمانی مانند بانک‌‌ هستند تا بتوانند سریع‌تر، از طریق چندین کانال و نقاط تماس به هدف نهایی خود دست یابند. با توجه به هماهنگی و هم‌‌افزایی بین این کانال‌‌ها و ارزش مثبت ایجاد شده، مفهوم کیفیت ادغام کانال همه‌‌کاره و ارزش درک‌‌شده کانال همه‌‌کاره مطرح می‌‌شود. فرضیات این پژوهش به بررسی تأثیر کیفیت ادغام و ارزش درک‌‌شده کانال همه‌‌کاره بر وفاداری مشتری باتوجه به نقش میانجی رضایت و مشارکت مشتری پرداخته است. این پژوهش به لحاظ هدف، کاربردی و از نظر روش انجام کار، از نوع پیمایشی است. جامعه آماری مشتریان 10 بانک‌‌ خصوصی در شهر مشهد هستند که از بین آنها، بانک‌‌هایی با بیشترین تعداد شعب جهت جمع‌‌آوری نمونه برگزیده شدند که شامل بانک‌‌های ملت، صادرات، تجارت، رفاه، اقتصاد نوین، پاسارگاد، سینا، شهر، ایران‌‌زمین و آینده می‌‌باشند. برای جمع‌‌آوری داده‌‌ها از پرسشنامه استاندارد استفاده و این پرسشنامه به صورت الکترونیکی بین مشتریان این بانک‌‌ها توزیع گردید و در نهایت 386 پرسشنامه به صورت غیرتصادفی سهمیه‌‌ای جمع‌‌آوری و مورد تجزیه و تحلیل قرارگرفت. برای تجزیه و تحلیل داده‌‌ها از روش مدلسازی معادلات ساختاری و نرم افزارهای SPSS و AMOS استفاده گردید. یافته‌‌های پژوهش حاکی از آن است کیفیت ادغام و ارزش درک شده کانال همه‌‌کاره بر وفاداری مشتری تأثیر مثبت و معناداری داشته و تأثیر رضایت و مشارکت مشتری در رابطه بین کیفیت ادغام و ارزش درک‌‌شده کانال همه‌‌کاره بر وفاداری مشتری مثبت و معنادار است.

کلیدواژه‌ها

عنوان مقاله [English]

The Role of Omnichannel in Increasing Customer Satisfaction and Loyalty

نویسندگان [English]

  • Zinat Parsaei 1
  • Ghasem Eslami 2
  • Fariborz Rahimnia 3
1 M.Sc of Business Management, Department of Management, Faculty of Economics and Administrative Sciences, Ferdowsi University of Mashhad, Mashhad, Iran
2 Assistant Professor, Department of Management, Faculty of Economics and Administrative Sciences, Ferdowsi University of Mashhad, Mashhad, Iran
3 Professor of Management, Faculty of Administrative and Economic Sciences, Ferdowsi University of Mashhad, Mashhad, Iran
چکیده [English]

Today, with the expansion of online technologies and channels, customers tend to use offline and online channels simultaneously in their partnership with an organization such as a bank, so that they can reach their final goal faster through several channels and contact points. Considering the coordination and synergy between these channels and the positive value created, the concept of the Omnichannel Integration Quality and the Omnichannel Perceived Value is proposed. The hypothesis of this research is to examine the effect of the Omnichannel Integration Quality and the Omnichannel Perceived Value on customer loyalty according to the mediating role of customer satisfaction and engagement. This research is practical in terms of purpose and survey type in terms of the method of doing the work. The statistical population is the customers of 10 private banks in Mashhad, among them, banks with the largest number of branches were selected for sample collection, which includes Mellat, Saderat, Tejarat, Refah, Eghtesad Novin, Pasargad, Sina, Shahr, Iran Zamin. A standard questionnaire was used to collect data and this questionnaire was distributed electronically among the customers of these banks, and finally, 386 questionnaires were collected and analyzed in a non-random quota manner. The structural equation modeling method and SPSS and AMOS software were used for data analysis. The findings of the research indicate that the Omnichannel Integration Quality and the Omnichannel Perceived Value have a positive and significant effect on customer loyalty, and the effect of customer satisfaction and engagement in the relationship between Omnichannel Integration Quality and Omnichannel Perceived Value on customer loyalty is positive and significant.
 
 

کلیدواژه‌ها [English]

  • Omnichannel Integration Quality/ Omnichannel Perceived Value/ Customer Loyalty/ Customer Satisfaction /Customer Engagement

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بررسی‌های بازرگانی
دوره 21، شماره 119 - شماره پیاپی 119
خرداد و تیر 1402
صفحه 75-98

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  • تاریخ دریافت: 28 تیر 1401
  • تاریخ بازنگری: 05 مرداد 1401
  • تاریخ پذیرش: 09 مرداد 1401

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