بررسی رابطه ابعاد کیفیت خدمات و رضایت مشتری در صنعت بانکداری: مدل مقایسه ای خدمات سنتی و الکترونیکی

چکیده

با رقابتی شدن صنعت بانکداری و عدم تمایز محصولات، کیفیت خدمات به عنوان مزیت رقابتی شناخته شده و تاثیر مستقیم بر رضایتمندی مشتریان دارد. اطلاع از تصویر ذهنی سازمان نزد مشتریان و روابط حاکم برآن ها ضمن اینکه نقاط ضعف و قوت یک سازمان را آشکار می سازد، زمینه را برای اتخاذ راهبردهای مناسب و ارتقای سطح عملکرد فراهم می آورد. در این راستا پژوهش حاضر با هدف شناخت مهم ترین عوامل تاثیر گذار بر کیفیت خدمات بانکی و در نهایت رابطه این ابعاد با رضایتمندی مشتریان و ارائه راهکار، انجام شده است. به همین منظور پرسشنامه ای  با استفاده از مدل سروکوال و بهره گیری از متغیر های تاثیر گذار بر خدمات الکترونیک طراحی شد و در شهر تهران با حجم نمونه 384 نفر، از مشتریان سه بانک برتر خصوصی ایران جمع آوری گردید و با روش مدل سازی معادلات ساختاری و استفاده از نرم افزار LISREL 8.7 مورد تجزیه و تحلیل قرار گرفت. نتایج حاکی از آن است که ارداکات مشتریان از کیفیت خدمات الکترونیک تاثیر مثبتی بر میزان ترجیح نسبت به خدمات سنتی دارد و از طرفی ادراکات مشتریان از کیفیت خدمات الکترونیک تاثیر بیشتری نسبت به ادراک مشتریان از کیفیت خدمات سنتی بر رضایت مشتریان دارا می باشد.

کلیدواژه‌ها

عنوان مقاله [English]

Investigate dimensions relationship of service quality and customer satisfaction in banking industrial: comparative model of traditional and e-services

چکیده [English]

Service quality is known as competitive advantage, as the environment of banking moves toward more challenges besides the diversity of banking services. Service quality would customer satisfaction directly. Organization awareness of the organization image on their customer mind discloses the strength and weakness of the organization. It also enables the organization to adopt contingency strategies for performance improvement. The aim of this paper is defining the critical attributes and key variables affecting traditional and electronic banking service quality, how these services are assessed from the customer point of view and how this assessing is affected their perceptions of overall service quality and satisfaction. So a questionnaire with 53 questions, among 384 customers of three private barnds like Parsian, Pasargad and Eghtesad e Novin bank in 22 sector of Tehran was distributed and filled. Datas are analyzed by structural equations modelling and LISREL 8.7 software, then hypothesises are tested. The results showed that the experience of using e-services and customer perceptions of these services had positive influence on their perceptions of electronic services quality and perceived electronic services quality had positive effect on preference towards traditional services. Also perceptions of traditional and e-service quality had direct positive influence on perceived overall service quality. Furthermore, according to statistic analyses perceived IT-based services quality had more effect on customer satisfaction than traditional services.

کلیدواژه‌ها [English]

  • traditional service quality
  • e-service quality
  • banking industrial
  • structural equations modeling

مراجع

 

  1. Agarwal, R., Sambamurthy, V., & Stair, R. (2000). Research report: The evolving relationship between general and specific coputer self-effiency: an emprica assessment. Iterntional System Research , 11, 418-430.
  2. Ahmad, J., & Nases, K. (2002). Customer satisfaction and retail banking: an assessment of some of the key anteedents of customer satisfaction in retailbaking. International journal of Bank Marketing , 146-160.
  3. AL-Hawari, M., & Ward, T. (2006). The effect of automated service quality on Australian banks' financial performanace and the mediating role of customer satisfaction. Marketing Intelligence&Planning , 24, 127-147.
  4. Arasli, H., Katircioglu, S., & Samadi, S. (2005). A Comparison of service quality in the banking industry,some evidence from Tuskish- and Greek- speaking areas in Cyprus. International Journal of Bank Marketing , 23, 508-526.
  5. Avkiran, N. (1994). Developing an instrument to measure custome service quality in branch banking. International Journal of Bank Marketing , 12.
  6. Avkiran, N. (1994). Developing an instrument to measure customer service quality in branch banking. International Journal of Bank Marketing , 12, 10-18.
  7. Avkiran, N. (1994). Developing an instrument to measure customer srevice quality in branch banking. International Journal of Bank Marketing , 12.
  8. Bacon, L. D. (1997). Using amos for structural equation modeling in market research. SPSS White Paper.
  9. Behara, R. S., Fisher, W. W., & Lemmink, J. G. (2002). Modelling and Evaluating Quality Measurement using Neural Networks. International Journal of Operations & Production management , 22, 1162-1185.
  10. Berry, L., Wall, A., & Carbone, p. (2006). Service cluse and customer assessment of the service experience lessons from marketing. The Academy of Management perspectives , 20, 43-57.
  11. Bloemer, J., de Ruyter, K., & Wetzels, M. (1999). Linking perceived service quality and service loyalty: a multi-demensional percpective. European Journal of Marketing , 33, 1082-1095.
  12. Blount, Y., Castleman, T., & Swatman, P. (2005). Employee development strategies in the B2C banking enviroment: two australian case stadies. Melbourne: Deakin University.
  13. Brady, M., Cornin, J., & Brand, R. (2002). Performance only measurement of service quality. Journal of Business Research , 55, 17-31.
  14. Bruce Ho, C. T., & Lin, W.-C. (2010). Measuring the service quality of internet banking: scale development and validation. European Business Review , 22, 5-24.
  15. Bruce Ho, C.-T., & Lin, W.-c. (2010). Measuring the service quality of internet banking: scale development and validation. European Business Review , 22, 5-24.
  16. Buttle, F. (1996). SERVQUAL: review, ctirique, research agenda. European Journal of Marketing , 30, 8-32.
  17. Collier, J., & Bienstock, C. (2006). Measuring service quality in e-retailing. Journal of Service Research , 8, 260-275.
  18. Dabholkar, P. (1996). Consumer evaluations of new technology-based self-service options: An investigation of alternative models of service quality. International Journal of Research in Marketing , 13, 29-51.
  19. Diamantopoulos, A., & Siguaw, J. (2000). Introducing LISREL. London: Sage Publications.
  20. Eboli, L. (2007). Service qaulity attributes affecting Custome satisfaction for bus Transit. Journal of Public Ttranspotation , 10, 21-34.
  21. Eboli, L., & Mazzulla, G. (2007, 21-34). Service Quality Attributes affecting Customer Satisfaction for Bus Transit. Public Transportation .
  22. Fitzsimmons, J., & Fitzsimmons, M. (1997). Service Management: operations strategy and information technology. New York: Irwin and McGraw-Hill.
  23. Ganguli, S., & Roy, S. K. (2010). Service quality dimensions of hybrid services. Managing Service Quality , 20, 404-424.
  24. Ghazizadeh, M., Besheli, A. S., & Talebi, V. (2010). Assessing of bank customers retention and loyalty: A case study of state-owned Banks in Tehran. European Journal of Social Science , 17, 274-287.
  25. Herington, C., & Weaven, S. (2009). E-retailing by banks: e-service quality and it's importance to customer satisfacton. (1231, Ed.) European Journal of Marketing , 43, 1220.
  26. Ho, S.-H., & Ko, Y.-Y. (2008). Efffects of self-service technology on customer value and customer readiness:The case of interet banking. Intenet Research , 4, 427-446.
  27. Hu, L., & Bentler, P. (1999). Cutoff citeria for fit indexes in covariance structure Analaysis coventional criteria versus new alternatioves. Structural Equation Modeling , 6, 1-55.
  28. Jabnoun, N., & Al-Tamimi, H. (2003). Measuring perceived service quality at UAE commercial banks. International Journal of Commerce and Management , 13, 29-53.
  29. Jamal, A., & Anastasiadou, K. (2007). Invetigating the effects of service quality dimensions and expertise on loyalty. European Journal of Marketing , 43, 398-420.
  30. Kotler, P., & Armstrong, G. (1999). Principles of Marketing (8th ed.). New Jersey, USA: Pretice Hall Inc.
  31. Kumar, M., Kee, F. T., & Charles, V. (2010). Comparative evaluation of critical factors in delivering service quality of bank. International Journal of Quality & reliability Management , 27, 351-377.
  32. Lassar, W., Manolis, C., & Winsor, R. (2000). Serive quality perspectives and satisfaction in private banking. Journal of Service Marketing , 14, 183.
  33. Lee, J., & Allaway, A. (2002). Effects of personal control on adoption of self-service technology innovations. Service Marketing , 16, 553-572.
  34. Licata, J., Weber, J., & Reed, P. (1998). Satisfacton Surveys: staying on the right side of the tracking. Bank Marketing , 30, 26-31.
  35. Lichtenstein, S., & Williamson, K. (2006). UNDERSTANDING CONSUMER ADOPTION OF INTERNET BANKING: UNDERSTANDING CONSUMER ADOPTION OF INTERNET BANKING: . Journal of Electronic Commerce Research , 50-66.
  36. MacCallum, R., Browne, M., & Sugawara, H. (1996). Power Analysis and Determination od Sample soze for covariance Structure Modeling. Psychological Methods , 1, 130-149.
  37. Miles, J., & Shevlin, M. (1998). Effects of sample size, model specification and factor loading on the GFI in confirmatory factor analysis. Personality and Individual Differences , 25, 85-90.
  38. Mishkin, F. (2001). The economics of money, banking and financial markets (6th ed.).
  39. Muslim, A., & Ziadi, I. (2008). An examination of the ralationship between service quality perception and customer satisfaction. International Journal of Islamice and Middle eastern Finance and Management , 1, 191-209.
  40. Ndubisi, N. (2006). A structural euation modelling of the antecedents of relationship quality in the Malaysia banking sector. Journal of Financial Service Marketing , 11, 131-141.
  41. Newman, K. (2001). Interrogating SERVQUAL: a critical assessment of service quality measurement in a high street retail bank. International Journal of Bank Marketing , 19, 126-139.
  42. Othman, A., & Owen, L. (2002). Adopting & Measuring Customer Service Quality (sq) in Islamic Banks. Internationa Journal of Islamic Financial Service , 3.
  43. Parasuraman, A. (2000). Technology readiness index (TRI) – a multiple-item scale to measure readiness to embrace new technologies. Journal of Service Research , 2, 307-320.
  44. Parasuraman, A. (2000). Technology readiness index(TRL)- a multiple-item scale to measure readiness to embrace new technology. Journal of Service Research , 2, 307-320.
  45. Parasuraman, A., Zeithaml, V., & Malhotra, A. (2005). E-S-Qual: a multiple item scale of assessing electronic service quality. Journal of Service Research , 7, 213-233.
  46. Pikkarainen, T., Pikkarainen, K., Karjaluoto, H., & Pahnila, S. (2004). Cunsomer acceptance of online banking: An extension of the technology acceptance model. International Research , 14, 224-235.
  47. Poon, W.-C. (2008). User's adoption of e-banking services: The Malaysian persepective. Business & Industria Marketing , 23, 59-69.
  48. Rafaeli, A., Ziklik, L., & Doucet, L. (2008). The impact of call center Employees' customer orientation behaviore on service quality. Journal of Service Research , 10, 239-255.
  49. Rafaeli, A., Ziklik, L., & Doucet, L. (2008). The impact of call enter employee's customer orientation behaviors on service quality. Journal of Service Reseurch , 10, 239-255.
  50. Rod, M., J.Ashill, N., Shao, J., & Carruthers, J. (2009). An examination of the relationship between service quality dimensions, overall internet banking service quality and customer satisfaction A New Zealand study. Marketing and Planning , 103-126.
  51. Roland, S., & Freeman, I. (2010). A new measure of e-service quality in France. Internationa Journal of Retail & Disribution Management , 38, 497-517.
  52. Sadiq Sohail, M., & Shaikh, N. M. (2008). Internet banking and quality of service. Online Information Review , 32, 58-72.
  53. Schneider, B., & White, S. (2004). Service Quality: Research Perspective. UK.London: SAGE Publications Ltd.
  54. Seth, N., & Deshmukh, S. (2005). Service quality models: a review. International Journal of Reliability Management , 22, 913-949.
  55. Sharma, S., Mukherjee, S., Kumar, A., & W.R, D. (2005). A simulation study to investigate the use of cutoff values for assessing model fit in covariance structure models. Journal of Business Research , 58, 935-943.
  56. Sheng, T., & Liu, C. (2010). An empirical Study on the effect of e-service quality on online customer satisfaction and loyalty. Nankai Businees Review International , 1, 273-283.
  57. Smith, A. (1995). Measuring service quality: is SERQUAL now redundant? Journal of Marketing Management , 11, 257-276.
  58. Sun, O., Wang, C., & Cao, H. (2009). Applying E-S-QUAL scale to nalysis the factors Affecting consimers to use internet banking service.
  59. Trablod, L. M., Heim, G. R., & Field, J. M. (2006). Comparing E-service performance across industry sectors. Internationa Journal of Retail & Distribution Managment , 34 (4/5), 240-257.
  60. Trabold, L., Theim, G., & Field, J. (2006). Comparing e-service performance across industry sectores: drivers od overall satisfaction in online retailing. Internatinal Journal of Retail & Distribution Management , 34.
  61. Uma Sankar, M., Jyoti Ranjan, D., Pattnaik, S., & Ayasa Kanta, M. (2010). Service Quality Attributes Affecting Customer Satisfaction in Banking Sector of India. Economics, Finance and Administrative Sciences , 88-99.
  62. Wah, C. k., & Ndubisi, N. O. (2005). Factorial and discriminat analyses of the under pinnings of relationship marketing and customer satisfaction. Internatinal Journal off Bank Marketing , 23, 542-557.
  63. Wan, W., Luk, C., & Chow, C. (2003). Customer's adoption of banking channels in Hong Kong. International Journal of Bank Marketing , 23, 255-272.
  64. wang, Y., Lo, H., & Hui, Y. (2003). The antecedents of service qualiry and product quality and their influences on bank reputation: evidence from banking industy in China. Managing Service Quality , 13.
  65. Wang, Y., Lo, H., & Hui, Y. (2003). The Antecedents of Service Quality and Product Quality and their Influences on Bank Reputation: Evidence from Banking Industry in China. Managing Service Quality , 13, 72-83.
  66. Wang, Y., Wang, Y., & Lin, H. (2003). Determinate of user acceptance of intenet banking: an emprical study. International Journal of Service Industry Management , 14, 501-519.
  67. Wong, A., & Sohal, A. (2003). Service quality and customer loyalty perspectives on two levels of retail relationships. Journal of Service Marketing , 17, 495-513.
  68. Wong, D. H., Rexha, N., & Phau, I. (2008). Re-examininh traditional service quality in an e-banking era. International Journal of Bank Marketing , 26, 526-545.
  69. Yang, Z., & Xiang, F. (2004). Online service quality dimensions and their relationships with satisfaction. International Journal of Service Industry Management , 15, 302-326.
  70. Yang, Z., & Xiang, F. (2004). Online service quality dimensions and their relationships with satisfaction. International Journal of Service Industry Management , 15, 302-326.
  71. Yang, Z., Jun, M., & Peterson, R. T. (2004). Measuring customer perceived online service quality. International Journal of Operations & Production Managment , 24, 1149-1174.
  72. Yang, Z., Jun, M., & Peterson, R. T. (2004). Measuring customer perceived online service quality. International Journal of operation & production Management , 24, 1149-1174.
  73. Yap, K. B., Wong, D. H., Loh, C., & Bak, R. (2010). Offline and online banking where to draw the line when building trust in e-banking? International Journal of Bank Marketing , 28, 27-46.
  74. Zeithaml, V. (2002). Service excellence in electronic channels. Managing Service Quality , 12, 135-138.
  75. Zhilin, Y., & Xiang, F. (2004). Online service quality dimensions and their relationships with satisfaction. International Journal of Service Industry Management , 15, 302-326.
  76. Zhu, F., Wymer Jr, W., & Chen, I. (2002). IT-based services and service quality in consumer banking. International Journal of Service Industry Management , 69-90.
  77. بامداد, ن., & رفیعی مهرآبادی, ن. (1387). بررسی رضایت مشتریان از کیفیت خدمات خوردپرداز بانک ها. پژوهشنامه علوم انسانی و اجتماعی مدیریت , 31, 39-58.
  78. بانک مرکزی, ا. (1388). خلاصه تحولات اقتصادی 1388. تهران: اتشارات بانک مرکزی جمهوری اسلامی ایران.
  79. حسینی, م. ح., احمدی نژاد, م., & قادری, س. (1389). بررسی و سنجش کیفیت خدمات و ارتباط آن با رضایتمندی مشتری. بررسی های بازرگانی .
کاظمی, م., & مهاجر, ش. (1388). رتبه بندی عوامل موثر بر رضایت مشتری از کیفیت خدمات در شعب بانک اقتصاد نوین مشهد. فصلنامه مدیریت صنعتی دانشکده علوم انسانی , 10, 92-104.

فصلنامه علوم مدیریت ایران

دوره 6، شماره 24
زمستان 1390
صفحه 41-66

فایل ها

اشتراک گذاری

ارجاع به این مقاله

آمار