بررسی عوامل موثر و موانع وفاداری الکترونیکی به خدمات بانکداری الکترونیکی در مشتریان بانک های خصوصی در استان گلستان

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 دانشیار مدیریت، دانشکدة علوم اجتماعی و اقتصادی، دانشگاه الزهرا، تهران، ایران

2 کارشناس ارشد MBA، دانشکدة مدیریت، دانشگاه پیام نور مازندران، ساری، ایران

چکیده

هدف از این مطالعه، شناخت عوامل مؤثر و موانع وفاداری الکترونیکی به خدمات بانکداری الکترونیکی به مشتریان بانک‌های خصوصی است. به‌این‌منظور، دیدگاه 420 مشتری از شش  بانک خصوصی استان گلستان در سال 1390- که از خدمات بانکداری الکترونیکی استفاده کرده‌اند- از طریق پرسشنامه جمع‌آوری شد. نتایج پژوهش، به روش تحلیل عاملی تأییدی، نشان داد که هفت عامل به ‌ترتیب اولویت، رضایت مشتری، تصویر ذهنی، کیفیت خدمات، اعتماد، هزینة تعویض، ویژگی خدمت دریافتی و ارزش خدمات دریافتی در ایجاد وفاداری الکترونیکی مشتریان مؤثر بوده است. به‌علاوه چهار مانع به ترتیب اولویت، فنی، امنیتی و حریم خصوصی، مالی- اقتصادی و فرهنگی- اجتماعی در وفاداری مشتریان به خدمات بانکداری الکترونیکی نقش بازدارندگی داشته‌اند.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

A survey of E-loyalty effective factors and barriers to E-banking services in private banks customers in Golestan province

نویسندگان [English]

  • Ebrahim Abbasi 1
  • Ali Akbar Rajabi Myandareh 2
1 Associate Prof., Faculty of Economic and Social Sciences, Alzahra University, Tehran, Iran
2 MSc. in MBA, Payam Noor University of Mazandaran, Sari, Iran
چکیده [English]

The current study aims to identify the effective factors and barriers to loyalty in electronic banking services in the private banks customers. For this purpose, a survey was done with a questionnaire sampling from 420 customers of private banks in Golestan province, who have used electronic banking services in 2011. The results indicated that seven factors including preference, customer satisfaction, mental image, service quality, trust, switching costs, service attributes, and perceived service value affect the establishment of customers e-loyalty. In addition, four barriers inclduing preference, technicality, security and privacy, financial, economic, cultural and social barriers have had deterrence role in customer's loyalty in electronic banking services.

کلیدواژه‌ها [English]

  • electronic banking services
  • E-loyalty effective factors and barriers
  • Golestan province
  • private banks
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