بررسی تاثیر شفافیت درک‌شده از عملکرد، تجربه‌ی برند و شهرت سازمانی، بر خشنودی مشتریان

نوع مقاله: مقاله پژوهشی

نویسنده

عضو هیات علمی دانشگاه آزاد ملایر

چکیده

 
پژوهش حاضر با هدف بررسی تاثیر شفافیت درک‌شده از عملکرد، شهرت سازمانی بانک و تجربه‌ی برند بر خشنودی مشتریان صورت پذیرفت. شفافیت عملکرد، برخورد مناسب با ارباب رجوع، پاسخگویی به‌موقع به مشتریان، رسیدگی به شکایات آن‌ها، سهولت در پرداخت تسهیلات و ... همه این موارد دست به دست هم می‌دهند تا برند ساخته شود. اگر بانک‌ها بتوانند در این زمینه فعال ظاهر شوند، خواهند توانست بر جلب اعتماد مشتری، میزان رضایت و خشنودی آن‌ها و ایجاد وفاداری نسبت به خود تاثیرگذار باشند. این پژوهش در نوع خود یک مطالعه‌ی کاربردی، کمّی و پیمایشی است که به صورت مقطعی اجرا شده است. جامعه‌ی آماری، شامل مشتریان شعب بانک سپه شهرستان تهران به تعداد نامحدود بوده است که نمونه‌ای به تعداد 384 نفر از میان آن‌ها به روش نمونه‌گیری غیراحتمالی در دسترس انتخاب شده است. ابزار گردآوری داده‌ها، پرسشنامه و روش تحلیل آن، مبتنی بر حداقل مربعات جزیی و با بهره‌گیری از نرم‌افزار اسمارت پی‌ال‌اس بوده است. یافته‌های پژوهش حاکی از آن هستند که شفافیت درک‌شده از عملکرد و شهرت سازمانی و مولفه‌هایشان بر خشنودی مشتریان بانک سپه، تاثیر مثبت، مستقیم و معناداری دارد. همچنین ابعاد شفافیت درک‌شده، به استثنای شفافیت درک‌شده از سیاست بانک، مولفه‌های شهرت سازمانی، به‌غیر از مولفه‌ی عملکرد شعب بانک و مولفه‌های تجربه‌ی برند، به‌جز مولفه‌ی تجربه‌ی عملی، بر خشنودی مشتریان تاثیر معناداری دارد. همچنین مشخص شد که ابعاد شفافیت درک‌شده، بر شهرت سازمانی بانک سپه، و مولفه‌های شهرت سازمانی، بر تجربه‌ی برند تاثیر معناداری دارد.

کلیدواژه‌ها


عنوان مقاله [English]

Investigation of Perceived Transparency of Bank Performance, Brand Experience and Organizational Reputation effect on Consumer Delight

نویسنده [English]

  • zahra shirazian
faculty member ,department of management ,malayer branch ,Islamic azad univercity
چکیده [English]

 
The objective of the present research is investigation of the effect of the perceived transparency of performance, bank organizational reputation and brand experience on customer delight. Performance transparency customers delight, timely responsiveness to customers,handling their complaints and easy facilities payment and etc make a brand .If the banks can be active in this field they can be effective in attractions of customers trust, delight and creating loyalty to themselves. This study is a cross sectional , applied a qualitative research. The population of the present research include the customers of Teheran Sepah bank branches in an unlimited number that a sample of 384 people were selected in unprobable method. Data gathering tool was questionnaire and it's analysis method was based on minor least square and PLS smart software. The obtained results indicate that the perceived transparency of organizational performance and reputation has a positive , direct and significant effect on Sepah bank customers delight. Also the perceived transparency dimensions except the perceived transparency of the bank policy, the organizational reputation components except the bank branches performance components and the brand experience comments except the operational experience comments have a significant effect on the customers delight. Also it was found that the perceived transparency dimensions have a significant effect on the Sepah bank organizational reputation and brand experience.

کلیدواژه‌ها [English]

  • Perceived Transparency
  • Corporate Reputation
  • Brand Experience
  • Customer Delight
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