بررسی ارتباط بین فرهنگ فروش با ارزش ادراک‎شده و عملکرد مشتری (مطالعۀ موردی: کارکنان و مشتریان بانک‌ها و مؤسسه‎های مالی شهرستان پل‎دختر)

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 کارشناس‎ارشد مدیریت بازرگانی، دانشکدۀ علوم انسانی، دانشگاه ایلام، ایلام، ایران

2 دانشیار بازاریابی، دانشکدۀ علوم انسانی، دانشگاه ایلام، ایلام، ایران

3 استادیار مدیریت آموزشی، دانشکدۀ علوم انسانی، دانشگاه ایلام، ایلام، ایران

چکیده

هدف از اجرای این پژوهش، بررسی ارتباط بین فرهنگ فروش با ارزش درک‎شده و عملکرد مشتریان است. پژوهش حاضر از لحاظ هدف، کاربردی است و از نظر شیوۀ گردآوری داده­ها، توصیفی و پیمایشی از نوع همبستگی شمرده می­شود. جامعۀ آماری آن، کلیۀ مشتریان (نامحدود) و کارکنان بانک­ها و مؤسسه‎های مالی شهرستان پل‎دختر (141 نفر) در نظر گرفته شده است. برای جامعۀ کارکنان، از نمونه­گیری تمام­شماری استفاده شد و به‎کمک فرمول کوکران 384 نفر از مشتریان به‎صورت تصادفی طبقه­ای برای نمونه انتخاب شدند. ابزار گردآوری داده­ها پرسشنامه است که روایی محتوایی آنها از دید صاحب‎نظران و روایی همگرایی آنها به‎کمک روش­های آماری به تأیید رسید. پایایی پرسشنامه­ها از طریق پایایی سازه و آلفای کرونباخ بررسی شد. داده­ها با بهره­مندی از مدل­سازی معادلات ساختاری و نرم­افزارهای LISREL و SPSS تجزیه و تحلیل شدند. نتایج نشان داد بین فرهنگ فروش با ارزش درک‎شده و عملکرد مشتری رابطۀ مثبت و معناداری وجود دارد. همچنین ارتباط مثبت و معناداری بین ابعاد فرهنگ فروش با ارزش درک‎شده و عملکرد مشتری برقرار است.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

The Relationships between Sales Culture and Customers’ Perceived value and Performance (the Case of Employees and Customers of Banks and Financial Institutions in Poldokhtar City)

نویسندگان [English]

  • Zahra Ahmadi Alvar 1
  • Yasan allah Pour Ashraf 2
  • Zeinab Toulabi 3
1 MSc. in Business Management, Faculty of Humanities, University of Ilam, Ilam, Iran
2 Associate Prof. in Marketing, Faculty of Humanities, Ilam University, Ilam, Iran
3 Assistant Prof. in Education Management, Faculty of Humanities, Ilam University, Ilam, Iran
چکیده [English]

The present research is conducted to investigate the relationship between sales culture and customers’ perceived value and customers’ performance. The present research is operational in nature and regarding data collection procedure is considered as descriptive - correlative survey study. Research population of this research includes all the employees and customers of banks in Pledokhtar city. The number of employee participants is 141 and there is no limit for the number of customers. All the employees were selected as case study and also 384 cases of customers were selected based on random category sampling using Cochrane formula. The data were collected using questionnaire whose face and content validity were confirmed by the experts and convergence validity was approved using statistical analysis. The reliability of the questionnaire was assessed through construct validity using confirmatory factor analysis and Cronbach's alpha coefficient index. The data were analyzed using Lisrel and SPSS software. The findings of the present research indicated that there is a positive and significant relationship between sales culture and customers’ perceived value and performance. In addition, there is a positive and significant relationship between all 6 dimensions of sales culture and customers’ perceived value and performance.

کلیدواژه‌ها [English]

  • Culture
  • Customers’ perceived value
  • Customers’ performance
  • Sales culture
  • Value

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مدیریت بازرگانی
دوره 9، شماره 4
1396
صفحه 689-716

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