سنجش مدل مدیریت تجربه مشتری در خدمات بانکداری الکترونیکی

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 دانشیار، گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه علامه طباطبایی، تهران، ایران.

2 استاد، گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه علامه طباطبایی، تهران، ایران.

3 استادیار، گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه علامه طباطبایی، تهران، ایران

4 دکتری مدیریت بازاریابی، دانشکده مدیریت، دانشگاه علامه طباطبایی، تهران، ایران.

چکیده

هدف: در حوزه خدمات بانکداری الکترونیکی، بانک‌ها‌ و ارائه‌دهندگان خدمات، مدیریت تجربه مشتری را به‌عنوان یک تحول استراتژیک شناسایی کرده و بر آن متمرکز شده‌اند و بکارگیری این رویکرد منجر به ترویج رفتارهای سودآور مشتریان و رسیدن به مزیت رقابتی است. ازاین‌رو هدف این تحقیق آزمون مدل مدیریت تجربه مشتری در خدمات بانکداری الکترونیکی در صنعت بانکداری و خدمات پرداخت الکترونیکی ایران است.
روش: این تحقیق جزء پژوهش‌های توسعه‌ای کاربردی و بر اساس نحوه گردآوری داده‌ها جزء پژوهش‌های میدانی- پیمایشی است. جامعه موردنظر‌ تحقیق مدیران و کارشناسان حوزه خدمات بانکداری الکترونیکی و جامعه محدود بوده و روش نمونه‌گیری پژوهش با توجه به عدم دسترسی کافی به افراد، از روش نمونه‌گیری در دسترس استفاده شد و تعداد 170 پرسشنامه جمع‌آوری شد. تجزیه و تحلیل داده‌ها با روش معادلات ساختاری انجام و از نرم افزار پی.ال.اس استفاده شد.
یافته‌ها: این مدل شامل 8 بعد تجربه مشتری، ابزار ارائه‌دهنده خدمات بانکداری الکترونیکی، عوامل بازاریابی، عوامل زیرساخت تکنولوژیک، عوامل ساختار، عوامل مشتریان، عوامل صنعت خدمات بانکداری الکترونیکی و محیط کلان در خدمات بانکداری الکترونیکی است که مولفه‌های آن مورد آزمون قرار گرفت. همچنین در ارزیابی بخش ساختاری مدل بین سازه‌ها‌ی درون‌زا و برون‌زا  ارتباط قوی برقرار است و مدل کلی پژوهش از برازش مطلوبی برخوردار است.
نتیجه‌گیری: نتایج تحقیق در قالب مدل مدیریت تجربه مشتری برای خدمات بانکداری الکترونیکی ارائه شد. نتایج تحلیل داده‌ها ضمن تأیید فرضیه‌ها نشان داد که ابعاد و مولفه‌های مدل مورد تأیید است و تجربه مشتری وابسته به ابعاد درون سازمانی و برون سازمانی است.

کلیدواژه‌ها

عنوان مقاله [English]

Testing the customer experience management model in E-banking

نویسندگان [English]

  • Vahid , Nasehifar 1
  • Zohreh Dehdashti Shahrokh 2
  • Mahmood Mohammadian 3
  • Mostafa Allahverdi 4
1 Associate Prof., Faculty of Business Administration, Management & Accounting, Allame Tabataba’i University, Tehran, Iran.
2 Prof., Faculty of Business Administration, Management & Accounting, Allame Tabataba’i University, Tehran, Iran.
3 Assistant Prof., Faculty of Business Administration, Management & Accounting, Allame Tabataba’i University, Tehran, Iran.
4 Ph.D., Business Administration, Management & Accounting, Allame Tabataba’i University, Tehran, Iran.
چکیده [English]

Objective
In the field of e-banking services, banks and service providers have identified and focused on customer experience management as a strategic transition, and applying this approach has led to the promotion of profitable customer behaviors and the achievement of competitive advantage. Therefore, the purpose of this study is to test the customer experience management model in electronic banking services in the Iranian banking and electronic payment services industry.
 
Methodology
This applied development research was conducted based on collecting data via field-survey research. The study population included managers and experts in the field of electronic banking services. Due to insufficient access to individuals, the available method was used for the sampling method and 170 questionnaires were collected. Data analysis was performed using the structural equation method and PLS software was used.
 
Findings
In this study, the research model was tested by exploring the dimensions of customer experience management in the field of electronic banking services and refining it by analyzing quantitative data in the target community. This model included 8 dimensions of customer experience, e-banking service provider tools, marketing factors, technological infrastructure factors, structure factors, customer factors, electronic banking services industry factors, and macro environment in electronic banking services. Also, these dimensions included 22 main categories and 58 sub-categories as the characteristics of the model components. In evaluating the structural part of the model, there was a strong relationship between endogenous and exogenous structures, and the overall research model has a good fit. The determination coefficient (R2) of endogenous structures of the model with its exogenous structures with a value of more than 0.729, indicated the strength of the structural part of the model. According to the path coefficients determined in the reflective model, the factors of technological infrastructure (0.723), customer factors (0.502), structural factors (0.397), marketing factors (0.123), and provider tools Electronic banking services (0.119) had the most effect on the independent variables, and had the greatest impact on creating the customer experience, too.
 
Conclusion
The research results were presented in the form of a customer experience management model for electronic banking services. The results of data analysis while confirming the hypotheses showed that the dimensions and components of the model are confirmed. In the research model, improving customer experience was the centralized goal of customer experience management, which depended on internal and external dimensions, and in this regard, customer experience management strategies in e-banking services were presented. Finally, suggestions for future implementation and research were provided.

کلیدواژه‌ها [English]

  • Customer Experience Management (CEM)
  • Customer Experience
  • E-Banking Services
  • E-Banking Service Device
  • Testing Model

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مدیریت بازرگانی
دوره 13، شماره 4
1400
صفحه 974-1000

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