ارائه مدل شناخت ارزش طول عمر مشتریان (CLV) (مورد مطالعه: شعب بانک ملی-شهر چالوس) | ||
| کاوش‌های مدیریت بازرگانی | ||
| مقاله 4، دوره 11، شماره 21، شهریور 1398، صفحه 69-89 اصل مقاله (970.5 K) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22034/jbar.2019.1550 | ||
| نویسندگان | ||
| محمدرحیم اسفیدانی1؛ فاطمه توپااسفندیاری* 2 | ||
| 1استادیار گروه مدیریت، دانشکده مدیریت، دانشگاه تهران، تهران، ایران | ||
| 2کارشناسی ارشد مدیریت اجرایی، دانشکده مدیریت، پردیس فارابی دانشگاه تهران، قم، ایران | ||
| چکیده | ||
| امروزه مسأله چگونگی برقراری ارتباط با مشتریان و حفظ درازمدت این ارتباط، یکی از مهمترین مسائل مؤثر در دوام و ثبات شرکتها در عرصه رقابت و سودآوری است. بانکها برای باقی ماندن در عرصه رقابت، علاوه‌بر اینکه نیازمند جذب مشتریان جدید هستند، بیش از آن باید هرچه بیشتر سعی در حفظ مشتریان ارزشمند خود نمایند. جهت تحقق این امر، در ابتدا بانکها نیازمند ابزاری هستند تا بتوانند مشتریان ارزشمند خود را شناسایی کنند. ارزش طول عمر مشتریان (CLV) ابزاری است که میتواند این امکان را برای بانکها فراهم نماید. هدف از پژوهش حاضر، ارائه مدلی برای بررسی عوامل مؤثر برCLV بانک ملی میباشد. دادهها از 278 نفر از مشتریان شعب بانک ملی- چالوس جمعآوری گردید و تأثیر ساختارهای چند بعدی تعهد (اعم از تعهد عاطفی و تعهد حسابگرانه)، وفاداری (اعم از وفاداری نگرشی و وفاداری رفتاری) و همچنین هزینههای تعویض (سوئیچینگ) بر CLV بانک ملی مورد بررسی قرارگرفت. بهمنظور تحلیل دادهها و تست مدل پیشنهادی پژوهش، روش حدأقل مربعات جزئی (PLS) مورد استفاده قرارگرفت. نتایج حاکی از تأثیر مثبت و معنادار «تعهد عاطفی»، «تعهد حسابگرانه»، «وفاداری رفتاری» و «هزینههای تعویض» بر CLV بانک ملی میباشد. در پایان، پیشنهادهایی برای پژوهشهای آینده فراهم شدهاست. | ||
| کلیدواژه‌ها | ||
| ارزش طول عمر مشتری؛ بانک ملی؛ تعهد؛ وفاداری؛ هزینههای تعویض (سوئیچینگ) | ||
| عنوان مقاله [English] | ||
| Presenting a Model to Investigate the Factors Affecting CLV: A Case Study of Melli Bank Branches in Challus | ||
| نویسندگان [English] | ||
| Mohammad Rahim Esfidani1؛ Fatemeh Toopa Esfandiari2 | ||
| 1Assistant Professor, Management Faculty, University of Tehran, Tehran, Iran | ||
| 2EMBA, Management Faculty, Farabi Campus, University of Tehran, Qom, Iran | ||
| چکیده [English] | ||
| Nowadays, the issue of how to communicate with customers and maintain the relationship with them for long is of utmost importance because it affects the durability and stability of companies in the competitive situation. In order to survive in the competition arena, banks need both to attract new customers and to keep their valuable customers. To do this, they first require a tool to identify their valuable customers. Customer lifetime value (CLV) is a tool that can make it possible for the banks. The aim of this study is to provide a model to investigate the factors affecting Melli bank’s CLV. The data were collected from 278 costumers of Melli bank branches in Challus. The effects of commitment multi-dimensional structure (including affective commitment and calculative commitment), loyalty (including attitudinal loyalty and behavioral loyalty), and the switching costs of CLV in Melli Bank were examined. Partial Least Squares (PLS) were used to analyze the data and test the proposed model. The results indicate the significant and positive effect of "emotional commitment", "calculative commitment", "behavioral loyalty" and "switching costs" on the CLV of Melli Bank. Finally, some recommendations are provided for future research. | ||
| کلیدواژه‌ها [English] | ||
| Customer lifetime value, Commitment, Loyalty, Melli bank, Switching costs | ||
| مراجع | ||
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