رفاه ذهنی: تاثیر کیفیت تجربه ارتباطی مشتری و اعتماد به برند (مورد مطالعه: شعب بانک رفاه کارگران شهر تهران)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار گروه مدیریت، دانشکده علوم اجتماعی و اقتصادی، دانشگاه الزهرا، تهران، ایران

2 دانشجوی دکتری مدیریت بازرگانی، گروه مدیریت، دانشکده علوم اجتماعی و اقتصادی، دانشگاه الزهرا، تهران، ایران

چکیده

کیفیت تجربه ارتباطی مشتری، در بر دارنده درک مشتری و قضاوت برجسته وی بوده، موجب مزیت رقابتی پایدار گردیده و در اعتماد به برند موثر بوده و در نهایت رفاه ذهنی را که به  انواع ارزیابی های افراد از زندگی‌شان اعم از مثبت و منفی اطلاق می‌شود، در پی خواهد داشت. هرچه مشتریان از خرید و استفاده از کالاها و خدمات، تجربه بهتری داشته باشند، اعتماد بیشتری در ذهن آنان ایجاد شده و اعتماد به برند یعنی داشتن احساس امنیت و اطمینان مصرف کننده افزایش خواهد یافت. هدف سنجش رفاه ذهنی با تاثیر کیفیت تجربه ارتباطی مشتری و اعتماد به برند است. هدف پژوهش، کاربردی و از لحاظ اجرا توصیفی- همبستگی است که جهت گردآوری داده از پرسشنامه پژوهشگر‌ ساخته استفاده گردیده است. جامعه آماری، شامل مشتریان شعب بانک رفاه کارگران شهر تهران هستند که بر اساس فرمول کوکران و روش نمونه گیری غیر تصادفی در دسترس، 384  نفر به عنوان نمونه انتخاب شده است. جهت تجزیه و تحلیل داده های گردآوری شده، از نرم افزار معادلات ساختاری Smart PLS  استفاده شده است. نتایج بررسی تحلیل مسیر نشان داد کیفیت تجربه ارتباطی مشتری بر رفاه ذهنی، کیفیت تجربه تعاملی مشتری بر اعتماد به برند و اعتماد  به برند بر رفاه ذهنی تأثیر مثبت و معنادار دارد. یافته­ها نشان دهنده این است  که تجربه خوب مشتریان در استفاده از خدمات رفاه، و تعامل با مشتریان افزون بر ایجاد حس اعتماد موجب ایجاد حس خوشایندی در آنان می شود.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Subjective Well-being: The Effect of Customer Relational Experience Quality and Brand Trust) Subject of study: Branches of Refah Kargaran Bank (Tehran))

نویسندگان [English]

  • Zahra Razmi 1
  • Sahra Sadeghi 2
1 Assistant Professor, Department of Management, Faculty of Social Sciences and Economic, Alzahra University, Tehran, Iran
2 Ph.D Student of Business Management, Department of Management, Faculty of Social Sciences and Economic, Alzahra University, Tehran, Iran.
چکیده [English]

The customer relational experience quality is based on outstanding judgment and understanding of the customer. it can result in a sustainable competitive advantage, is effective in trusting the brand, and finally, leads to Subjective well-being, which refers to the various evaluations of people about their lives, both positive and negative. The more customers have a better experience of buying and using goods and services, the more trust will be created in their minds and trust in the brand, which means having a sense of security and consumer confidence. The purpose of this research is to investigate the effect of customer relational experience quality on subjective well-being with the mediating role of trust in the brand. The current research is applied in terms of its purpose and descriptive-correlation in terms of implementation, in which a researcher-made questionnaire was used to collect data. The statistical population included customers of Refah Kargaran Bank branches in Tehran that based on Cochran's formula and the available sampling method, 384 people were selected as the sample. The collected data has been analyzed by SmartPLS structural equation software. The results of the path analysis showed that the customer relational experience quality has a positive and significant effect on subjective well-being. The customer relational experience quality has also a positive and significant effect on trust in the brand, and trust in the brand has a positive and significant effect on Subjective well-being. The findings show that the good experience of customers in using welfare services, in addition to creating a sense of trust, creates a pleasant feeling in them.

کلیدواژه‌ها [English]

  • subjective well-being
  • customer relational experience quality
  • experiential marketing
  • Brand trust

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فصلنامه علمی پژوهشی مدیریت برند
دوره 10، شماره 1 - شماره پیاپی 33
اردیبهشت 1402
صفحه 145-172

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