نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی کارشناسی ارشد، گروه مدیریت بازرگانی، پردیس فارابی دانشگاه تهران، تهران، ایران.
2 استادیار، گروه مدیریت بازرگانی، پردیس فارابی دانشگاه تهران، تهران، ایران.
چکیده
نگهداری مشتریان یکی از ابزارهایی است که سازمان ها به کمک آن می توانند در بلند مدت به سودآوری بالایی دست یابند. بدین منظور این مقاله ارتباط بین بازاریابی رابطه مند و نگهداری مشتریان را مورد بررسی قرار داده است. مطالعه حاضر یک پژوهش کاربردی و توصیفی- پیمایشی است که به روش همبستگی انجام شده است و جامعه آماری آن 48 نفر از کارشناسان و مدیران ارشد و باتجربه بانک سپه واقع در ساختمان نگین در شهر تهران می باشد. ابزار گردآوری داده ها در این پژوهش پرسشنامه و داده ها با استفاده از آزمون های رگرسیون، میانگین یک جامعه و فریدمن انجام شده است. نتایج آزمون رگرسیون نشان داد که بازاریابی رابطه مند بر رضایت مشتریان، رضایت مشتریان بر کیفیت رابطه (اعتماد و تعهد مشتریان) و کیفیت رابطه بر نگهداری مشتریان تأثیر مثبت و معناداری دارد. همچنین وضعیت متغیرهای رضایت و نگهداری مشتریان، ضعیف و متغیرهای کیفیت رابطه و بازاریابی رابطه مند متوسط ارزیابی گردید. نتایج آزمون فریدمن نیز حاکی از عدم اولویت یکسان ابعاد بازاریابی رابطه مند بود که ابعاد بازاریابی رابطه مند به ترتیب: تبادل اطلاعات، نظارت بر روابط، فعالیت های فروش و عوامل اجتماعی رتبه بندی شدند. در نهایت محققان پیشنهاداتی را جهت بهبود متغیرهای پژوهش بیان کردند.
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
Identification and Ranking of Related Marketing Components in Order to Retain Sepeh Bank Customers
نویسندگان [English]
- Mostafa Nasiri 1
- Hossein Norouzi 2
1 M.A, Department of Business Management, Farabi Campus, University of Tehran, Tehran, Iran.
2 Assistant Professor, Department of Business Management, Farabi Campus, University of Tehran, Tehran, Iran.
چکیده [English]
Customer retention is one of the tools that organizations can use to achieve high profitability in the long term. For this purpose, this article has examined the relationship between relationship marketing and customer retention. The present study is an applied and descriptive-survey research which was conducted by correlational method and its statistical population is 48 experts and senior and experienced managers of Sepeh Bank located in Negin Building in Tehran. The tool of data collection in this research is a questionnaire and the data is done using regression tests, average of a population and Friedman. The results of the regression test showed that relationship marketing has a positive and significant effect on customer satisfaction, customer satisfaction on relationship quality (customer trust and commitment) and relationship quality on customer retention. Also, the status of the variables of customer satisfaction and retention was weak, and the variables of relationship quality and relational marketing were evaluated as average. The results of Friedman's test also indicated the lack of equal priority of relational marketing dimensions, which relational marketing dimensions were ranked in the following order: information exchange, relationship monitoring, sales activities and social factors. Finally, the researchers made suggestions to improve the research variables.
کلیدواژه‌ها [English]
- Relationship Marketing
- Customer Satisfaction
- Relationship Quality
- Customer Retention
- Sepeh Bank
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