مطالعات نوین در مدیریت و سازمان

مطالعات نوین در مدیریت و سازمان

واکاوی ارتباط بازاریابی رابطه‌مند با وفاداری مشتری در حوزه بانکداری الکترونیکی

نوع مقاله : مقاله پژوهشی

نویسندگان
1 استادیار گروه مدیریت، موسسه آموزش عالی بینالود، مشهد، ایران.
2 دکتری مدیریت دولتی، گروه مدیریت دولتی، دانشکده مدیریت، واحد تهران مرکزی، دانشگاه آزاد اسلامی، تهران، ایران.
3 کارشناسی ارشد مدیریت بازرگانی، گروه مدیریت، موسسه آموزش عالی بینالود، مشهد، ایران.
10.22034/jmsmo.2025.536216.1035
چکیده
پژوهش حاضر با هدف بررسی ارتباط ابعاد بازاریابی رابطه‌مند با وفاداری مشتری در حوزه بانکداری الکترونیکی، با تأکید بر نقش میانجی رضایت مشتری در کلیه شعب بانک آینده در شهر مشهد انجام شده است. از نظر هدف این پژوهش در دسته پژوهش‌های کاربردی قرار گرفته است و از دید ماهیت، از نوع توصیفی پیمایشی است. جامعه آماری این پژوهش، مشتریان بانک آینده بوده که با توجه نامعلوم بودن حجم جامعه، تعداد 384 نفر به عنوان نمونه انتخاب گردیدند. ابزار گردآوری در این پژوهش پرسشنامه است. همچنین، با استفاده از نرم‌افزارهای  SPSS و SMART PLS داده‌های جمع‌آوری شده تحلیل شده است. نتایج نشان داد که  بازاریابی رابطه‌مند بر رضایت مشتری و وفاداری مشتری در بین مشتریان بانک آینده تأثیر معناداری دارد. همچنین، نتایج نشان داد که رضایت مشتری بر وفاداری مشتری در بین مشتریان بانک آینده تأثیر معناداری دارد و نقش میانجی رضایت مشتری در رابطه بین بازاریابی رابطه مند و وفاداری مشتری در بین مشتریان بانک آینده تأیید شده است.
کلیدواژه‌ها

موضوعات


عنوان مقاله English

Analyzing the Relationship Between Relationship Marketing and Customer Loyalty in the Field of Electronic Banking

نویسندگان English

neda zarin negar 1
Mohsen Najafi 2
Amir Khayat 3
1 Assistant Professor of Management Department, Binaloud Institute of Higher Education, Mashhad, Iran.
2 PhD in Public Administration, Department of Public Administration, Faculty of Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran.
3 Master of Business Administration, Management Department, Binalood Institute of Higher Education, Mashhad, Iran.
چکیده English

The present study aimed to investigate the relationship between relationship marketing dimensions and customer loyalty in the field of electronic banking, with an emphasis on the mediating role of customer satisfaction in all branches of Ayandeh Bank in Mashhad. In terms of its purpose, this study is classified as applied research and in terms of its nature, it is a descriptive survey. The statistical population of this study was Ayandeh Bank customers, and due to the unknown size of the population, 384 people were selected as a sample. The collection tool in this study was a questionnaire. Also, the collected data was analyzed using SPSS and SMART PLS software. The results showed that relationship marketing has a significant effect on customer satisfaction and customer loyalty among Ayandeh Bank customers. Also, the results showed that customer satisfaction has a significant effect on customer loyalty among Ayandeh Bank customers, and the mediating role of customer satisfaction in the relationship between relationship marketing and customer loyalty among Ayandeh Bank customers has been confirmed.

کلیدواژه‌ها English

Relationship Marketing
Customer Loyalty
Customer Satisfaction
Electronic Banking
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  • تاریخ دریافت 25 خرداد 1404
  • تاریخ بازنگری 30 تیر 1404
  • تاریخ پذیرش 27 شهریور 1404
  • تاریخ انتشار 01 شهریور 1404