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

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فصلنامه انجمن علوم مدیریت ایران

دوره 6، شماره 24
زمستان 1390
صفحه 41-66

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