بررسی تاثیر انواع موانع جابجایی مشتریان بر وفاداری آن ها (مطالعه موردی: مشتریان بانک ملت شهر تهران) | ||
| کاوش‌های مدیریت بازرگانی | ||
| مقاله 6، دوره 11، شماره 21، شهریور 1398، صفحه 115-140 اصل مقاله (715.05 K) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22034/jbar.2019.1552 | ||
| نویسندگان | ||
| زینب زارع پور* 1؛ اسدالله کردناییج2؛ الهه شهابی3 | ||
| 1مربی گروه مدیریت راهبردی، جهاد دانشگاهی واحد هرمزگان ACECR)) | ||
| 2استاد گروه مدیریت، دانشکده مدیریت و اقتصاد، دانشگاه تربیت مدرس | ||
| 3استادیار گروه مدیریت، دانشکده، دانشگاه باهنر کرمان | ||
| چکیده | ||
| افزایش روزافزون بانکهای تجاری موجب ایجاد نگرانی در خصوص جابجایی مشتریان به خصوص برای بانکهای قدیمی و مشهور شده است. در میان این بانکها، بانک ملت با قدمت 38 ساله و سرمایه 50.000 میلیاردی قرار دارد که این تحولات ممکن است باعث کاهش وفاداری مشتریانش و گرایش آنها به سمت بانکهای دیگر بشود. این مسئله موجب شد که در پژوهش حاضر به بررسی انواع موانع جابجایی و نقش آنها در ایجاد وفاداری برای مشتریان بانک ملت در سطح شهر تهران پرداخته شود. این پژوهش، مطالعه ای کاربردی و از نوع توصیفی- همبستگی است. جامعه ی آماری این پژوهش شامل کلیه ی مشتریان بانک ملت در شهر تهران می باشد که حداقل یکبار از خدمات این بانک استفاده کرده اند. تعداد نمونه مورد نیاز بر اساس فرمول کوکران نیز برابر با 385 است. روش نمونه گیری پژوهش حاضر به شیوه نمونه گیری خوشه ای بوده و پرسشنامه تدوین شده در میان 480 نفر از مشتریان شعب مختلف شهر تهران توزیع شد و با استفاده از مدلسازی معادلات ساختاری، برازش مدل و بررسی فرضیه ها مدنظر قرار گرفت. نتایج مربوطه نشان داد که اثر معنادار متغیرهای مختلف مربوط به موانع جابجایی (هزینه های جابجایی، دسترسی و جذابیت سایر گزینه ها، مزایای اجتماعی، مزایای اطمینان و مزایای رفتار ویژه) بر وفاداری مشتریان بانک ملت شهر تهران مورد تایید قرار گرفته است. | ||
| کلیدواژه‌ها | ||
| موانع جابجایی؛ هزینه های جابجایی؛ دسترسی و جذابیت گزینه ها؛ مزایای رابطه‌ای؛ وفاداری مشتری | ||
| عنوان مقاله [English] | ||
| Investigating the Impact of Barriers to Customers' Switching on Their Loyalty: A Case Study of Mellat Bank Customers in Tehran | ||
| نویسندگان [English] | ||
| Zainab Zarepour1؛ Asadollah Kordnaeej2؛ Elahe Shahabi3 | ||
| 1Coach, Strategic Management Unit, Hormozgan University, ACECR | ||
| 2Professor, Department of Management, Faculty of Management and Economics, Tarbiat Modarres University | ||
| 3Assistant Professor, Department of Management, Faculty of Management, Bahonar University of Kerman | ||
| چکیده [English] | ||
| The growing increase of commercial banks has raised some concerns about customer switching especially for well-known and old banks. Among these banks, Mellat bank has a history of 38 years and a capital of 50 trillion. The problem of customer switching may result in decreased loyalty of its customers and their increased tendency for other banks. The present research focuses on the switching barriers and their impacts on the loyalty of Mellat bank customers in Tehran. It is a functional study based on description and correlation. The population of the study consists of all the customers of Mellat banks inTehran who have at least once used the services of this bank. According to the Cochran equation, the sample size was determined to be 385. The sampling method was clustering. A designed questionnaire was distributed among 480 customers of different branches of the bank in Tehran. The model fitness and the study hypotheses were dealt with by modelling structural equilibriums. The results showed the significant effects of different variables related to switching barriers (i.e. Switching Cost, Availability and Attractiveness of Alternatives, Social Benefits, Confidence Benefits and Special Treatment) on the customers’ loyalty to Mellat Banks of Tehran. | ||
| کلیدواژه‌ها [English] | ||
| Switching barriers, Switching cost, Availability and ttractiveness of alternatives, Relational benefits, Customer loyalty | ||
| مراجع | ||
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