تأثیر راهبردهای بازاریابی ارتباطی بر افزایش رضایت، اعتماد و وفاداری الکترونیکی مشتریان بانک سامان در فرآیند ارائه خدمات اینترنتی

نویسندگان
1 - استادیار گروه مدیریت دولتی، دانشکده مدیریت، دانشگاه آزاد اسلامی واحد نراق، ایران
2 - دانشجوی کارشناسی ارشد مدیریت دولتی، دانشگاه آزاد اسلامی واحد نراق، ایران
3 دانشجوی کارشناسی ارشد مدیریت دولتی، دانشگاه آزاد اسلامی واحد نراق، ایران
چکیده
با توجه به اهمیت موضوع وفاداری، این پژوهش درصدد آزمون و بررسی میزان تأثیر و چگونگی نحوه ارتباط بین عوامل مؤثر بر وفاداری الکترونیکی در بانک سامان بوده است که در این راستا متغیر راهبرد بازاریابی ارتباطی به‌عنوان متغیر مستقل، اعتماد الکترونیکی و رضایت الکترونیکی به‌عنوان متغیر تعدیل‌کننده و وفاداری الکترونیکی نیز به‌عنوان متغیر وابسته در مدل تحقیق در نظر گرفته شده اند. به این منظور جامعه آماری این تحقیق، مجموعه‌ای از مشتریان که در سال1391 از خدمات اینترنت‌بانک سامان در شهر تهران خدمات دریافت کردند، انتخاب شد. دو مورد از بنیان‌های بازاریابی ارتباطی، یعنی تعهد و ارتباطات دو جانبه بر اعتماد الکترونیکی تأثیر قابل توجه داشته و همچنین میزان تأثیرگذاری بنیان‌های مدیریت تعارض و شایستگی بر رضایت الکترونیکی در سطح بالایی قرار دارد، اما بین متغیر مدیریت تعارض و اعتماد الکترونیکی رابطه معناداری یافت نشد. واژه‌های کلیدی: راهبرد بازاریابی ارتباطی، رضایت الکترونیکی، اعتماد الکترونیکی.
کلیدواژه‌ها

عنوان مقاله English

The Effect of Relationship Marketing Strategies on Increased Satisfaction, Trust and Electronic Loyalty of Saman Bank’s Customers in the Process of Internet Services

نویسندگان English

hamidreza bahrami 1
ali kanani kashani 2
gholamreza tahmasbi 3
1 Assistant Professor, Islamic Azad University, Naragh, Iran
2 Msc in Public Administration, Islamic Azad University, Naragh, Iran
3 Msc in Public Administration, Islamic Azad University, Naragh, Iran
چکیده English

Given the importance of loyalty, this study seeks to test and investigate the effectiveness and mechanism of relationship between factors that influence the e-loyalty in Saman Bank. In this regard, Relationship Marketing Strategy is the independent variable, e-satisfaction and e-trust are the moderating variables and e-loyalty is the dependent variable in the research model. The research population is a group of customers in Tehran who used the internet services of Saman Bank. Two underlying foundations of Relationship Marketing, mutual obligation and communication, significantly affect e-trust and conflict management foundations and competency are highly effective one-satisfaction. However; no meaningful relationship was found between conflict management and e-trust.

کلیدواژه‌ها English

Relationship Marketing Strategy
E-satisfaction
E-loyalty
 
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