بررسی تأثیر کیفیت رابطه بر پاسخ‏ های رفتاری مشتریان در مراحل مختلف چرخۀ عمر رابطۀ مشتری (مطالعۀ موردی: بانک کشاورزی تبریز)

نوع مقاله: مقاله علمی پژوهشی

نویسندگان

1 دانشیار گروه مدیریت بازرگانی، دانشگاه علامه طباطبایی، تهران، ایران

2 استادیار گروه مدیریت بازرگانی، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران

چکیده

هدف مقالۀ حاضر، تعیین تأثیر کیفیت رابطه بر پاسخ‏های رفتاری مشتریان در مراحل مختلف چرخۀ عمر رابطۀ مشتری در صنعت بانکداری ایران است. بدین‌منظور مشتریان بانک کشاورزی به‌عنوان جامعۀ آماری انتخاب شدند و تعداد 417 مشتری با تکمیل پرسشنامه، در تحقیق مشارکت کردند. برای انتخاب نمونه‏ها از روش نمونه‏گیری تصادفی ساده استفاده و فرضیه‏های تحقیق با استفاده از تکنیک مدل‏سازی معادلات ساختاری و نرم‌افزار AMOS آزموده شد. یافته‏های تحقیق نشان داد کیفیت رابطۀ بین بانک و مشتری بر وفاداری مشتری، تبلیغات دهان‌به‌دهان و سهم مشتری تأثیر مثبتی دارد. همچنین نتایج تحقیق نشان داد با سالخورده‏تر‌شدن رابطۀ بین مشتری و بانک، از تأثیر کیفیت رابطه بر تبلیغات دهان‌به‌دهان و وفاداری مشتری کاسته می‏شود، ولی تأثیر کیفیت رابطه بر سهم مشتری در مراحل مختلف چرخۀ عمر رابطۀ مشتری یکسان است.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Effects of relationship quality on Customer behavioral responses at different stages of the customer relationship life cycle: case study of Tabriz Kheshavarzy Bank

نویسندگان [English]

  • hamid ebrahimy 1
  • Samad Aali 2
چکیده [English]

The current Paper seeks to study the effects of Relationship quality on customer’s behavioral responses at different stages of the relationship life cycle in Iran's Banking industry. In this respect Agriculture bank of Iran was selected as the target population of the suggested theoretical model of this experiment and 417customers of the bank have participated as the statistical samples to achieve the goals of this paper. Samples were selected using simple random sampling and Research hypotheses were tested through structural equation modeling and AMOS software. Findings of the research showed that the quality of bank-customer relationship has positive effects on customer loyalty, word-of-mouth and customer’s share. Also the results of the research showed that by aging of the bank-customer relationship, the effects of relationship quality on word-of-mouth and customer’s loyalty are diminished but the effect of relationship quality on customer’s share is the same at different stages of the relationship life cycle.

کلیدواژه‌ها [English]

  • "Customer behavioral responses"
  • "Relationship life cycle"
  • "Relationship marketing"
  • "Relationship quality"
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