طراحی و ارزیابی مدل رضایت مشتریان از کیفیت خدمات غیرحضوری همراه بانک سپه

نوع مقاله : مقاله پژوهشی

نویسندگان

1 گروه مدیریت بازرگانی، دانشگاه پیام نور، تهران، ایران.

2 دکتری مدیریت بازرگانی، گروه مدیریت، دانشگاه پیام نور، تهران، ایران

چکیده
هدف: امروزه با تشدید رقابت میان بانک‌های کشور، بهبود کیفیت خدمات غیرحضوری به یک الزام راهبردی برای بانک‌ها تبدیل شده‌ است. لذا هدف از این پژوهش طراحی و ارزیابی مدل رضایت مشتری از کیفیت خدمات غیرحضوری همراه بانک سپه است.
روش‌شناسی پژوهش: این مطالعه یک پژوهش آمیخته و دربرگیرنده دو بخش کیفی و کمی است. در بخش اول از طریق مصاحبه با 10 نفر از خبرگان حوزه خدمات غیرحضوری در بانک سپه و اجرای تحلیل مضمون کاربردی، مولفه‌های کلیدی خدمات غیرحضوری همراه بانک مورد شناسایی قرار گرفته و مدل نظری پژوهش طراحی‌شده است. در بخش دوم با توزیع پرسشنامه در میان 387 نفر از مشتریان بانک سپه و اجرای مدل‌سازی معادلات ساختاری کمترین مربعات جزیی به ارزیابی مدل اندازه‌گیری و مدل ساختاری پژوهش پرداخته شده است.
یافته‌ها: این پژوهش نشان می‌دهد از میان مولفه‌های کلیدی کیفیت خدمات غیرحضوری همراه بانک، 5 مولفه پاسخگویی و پشتیبانی، کارآمدی، قابلیت اطمینان، طراحی و کاربری آسان دارای تاثیر مثبت معنادار بر رضایت مشتریان از همراه بانک سپه بوده و وفاداری مشتری را به همراه دارد.
اصالت/ارزش‌افزوده علمی: مطالعات پیشین اغلب با اتکا به مدل‌های ارزیابی کیفیت خدمت به بررسی کیفیت خدمات بانکداری غیرحضوری پرداخته‌اند؛ لذا پژوهش حاضر با طراحی و ارزیابی مدل نظری رضایت مشتری از کیفیت خدمات غیرحضوری همراه بانک سپه نه‌تنها سهمی قابل‌توجه در توسعه حوزه نظری کیفیت خدمات بانکداری غیرحضوری دارد بلکه مدیران بانک‌ سپه را قادر می‌سازد با آگاهی از مهم‌ترین مولفه‌ها و شاخص‌ها به بهبود کیفیت خدمات همراه بانک سپه پرداخته و مزیت رقابتی پایدار برای بانک سپه ایجاد کنند.

کلیدواژه‌ها

موضوعات


عنوان مقاله English

Modeling and evaluating customer satisfaction with E-service quality in Sepah mobile banking

نویسندگان English

Farbod Fakhreddin 1
Farbod Fakhreddin 2
1 Department of Business Administration, Payam Noor University, Tehran, Iran.
2 PhD in Business Administration, Department of Management, Payame Noor University, Tehran, Iran
چکیده English

Purpose: With the increasing competition among banks in Iran, enhancing the quality of E-banking services has become a strategic necessity. This study aims to design and evaluate a customer satisfaction model for e-service quality in Sepah Mobile Banking.
Methodology: This study adopts a mixed-methods approach, comprising qualitative and quantitative phases. In the qualitative phase, semi-structured interviews were conducted with 10 experts in Sepah Bank's E-banking sector, and thematic analysis was applied to identify key dimensions of e-service quality, which served as the basis for the proposed model. In the quantitative phase, survey data were collected from 387 Sepah Bank customers, and the model was validated using Partial Least Squares Structural Equation Modeling (PLS-SEM) to assess both measurement and structural components.
Findings: The results indicate that five key dimensions, responsiveness and support, functionality, reliability, design, and ease of use, significantly influence customer satisfaction and contribute to customer loyalty in Sepah Mobile Banking.
Originality/Value: Unlike previous studies that primarily relied on generic service quality models, this research develops a tailored theoretical model for customer satisfaction with Sepah mobile banking's E-services. Besides, the findings provide valuable insights for Sepah Bank managers to enhance E-service quality and achieve a sustained competitive advantage.

کلیدواژه‌ها English

Service quality
Customer satisfaction
Customer loyalty
Mobile banking
Sepah bank
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