تاثیر محیط های خدماتی بر هیجان مشتری وخروجی های خدمات

نوع مقاله : مقاله علمی پژوهشی

نویسنده

دانشیار مدیریت بازرگانی، دانشگاه ایلام، ایلام، ایران

چکیده

پژوهش حاضر به بررسی تأثیر محیط­های خدماتی بر هیجان مشتری و خروجی­های خدمات می­پردازد. هدف اصلی این پژوهش بررسی تأثیر محیط­های فیزیکی و اجتماعی خدماتی بر هیجان، رضایت و تمایلات رفتاری مشتریان و در نهایت خروجی خدمات است که در آن محیط فیزیکی، دو بعد عوامل طراحی و عوامل محیطی را دربردارد و محیط اجتماعی از دو بعد هیجان بروزیافتۀ کارکنان و جو خدماتی مشتری تشکیل شده است. جامعۀ آماری این پژوهش مشتریان بانک ملی ایران را پوشش می‎دهد که داده­ها به‎کمک توزیع پرسشنامه میان نمونۀ 385 نفری به­دست آمد. تعداد نمونه به‎کمک فرمول آماری کوکران برای جوامع بی‎نهایت و به روش نمونه­گیری خوشه­ای مرحله­ای به‎دست آمد. داده­ها با بهره‎مندی از مدل­سازی معادلات ساختاری و نرم­افزارهای لیزرل و اس.پی.اس.اس تجزیه‎وتحلیل شد. نتایج پژوهش، میان هیجان بروزیافتۀ کارکنان با هیجان مثبت مشتری و رضایت مشتری رابطۀ معناداری نشان داد؛ اما میان ضوابط مشتری با هیجان مثبت مشتری و رضایت مشتری رابطۀ معناداری گزارش نداد. در مقابل، معناداری رابطۀ عوامل محیطی و عوامل طراحی با هیجان مثبت مشتری و رضایت مشتری به تأیید رسید. همچنین میان هیجان مثبت مشتری با رضایت و تمایلات رفتاری مشتریان رابطۀ مستقیمی دیده شد و رابطۀ رضایت و تمایلات رفتاری مشتریان نیز به تأیید رسید.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

The influence of service environments on customer emotion and service outcomes

نویسنده [English]

  • Yasanollah Pourashraf
Associate Professor, University of Ilam, Ilam, Iran
چکیده [English]

This study examined the impact of emotion on customer service and service output deals. The main objective of this study was to investigate the impact of physical environment and social services, the excitement, satisfaction and behavioral intentions of customers and ultimately service outputs. The study of the physical environment has two dimensions and design of physical and social environment in terms of both staff and customers has been the thrill of risk. The population of this study includes customers of Melli Bank; the data was collected using questionnaire among 385 samples. The sample rate using the Cochrane statistical formula for infinite population and stage cluster sampling method is calculated. Data analysis was done by using structural equation modeling through LISREL and SPSS software. The research results show that employees’ update emotions have a significant relationship with client satisfaction and customers' positive emotions, but no relationship was found between these two variables and client terms. In contrast, a significant relationship was found to exist between environmental factors and design factors with customer satisfaction and positive emotion. Also, customer’s positive emotions have a direct relationship with customers’ behavioral tendencies and satisfaction and have a direct relationship with customer satisfaction and behavioral intentions of the customers was also confirmed.

کلیدواژه‌ها [English]

  • behavioral intentions
  • customer positive emotion
  • Customer Satisfaction
  • employee displayed emotion
  • physical environment services
  • social environment services
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