نوع مقاله : مقالات
نویسندگان
چکیده
تحقیق حاضر به بررسی ارتباط بین شهرت سازمانی با نیات رفتاری مشتری در بانک اقتصاد نوین پرداخته است. برای این منظور، از مؤلفه های شناخت ، اعتماد و تعهد، به عنوان متغیرهای میانجی استفاده، و بر این اساس 8 فرضیه تدوین شد. جامعه آماری تحقیق حاضر را مشتریان بانک اقتصاد نوین در شهر تهران که حداقل یک حساب در بانک داشتند، تشکیل می داد. ابزار جمع آوری اطلاعات، پرسشنامه ای شامل 25 سؤال بود که بعد از سنجش روایی و پایایی آن بر اساس نمونه گیری در دسترس، بین مشتریان توزیع شد. تجزیه و تحلیل داده های جمع آوری شده بر اساس روش تحلیل عاملی و تحلیل معادلات ساختاری انجام شد. نتایج تحقیق بیانگر آن بود که مدل، از برازش مناسبی برخوردار است، شهرت سازمانی با نیات رفتاری مشتری ارتباط معنی داری دارد، و شهرت سازمانی از طریق مؤلفه های شناخت، تعهد و اعتماد، با نیات رفتاری مشتری ارتباط دارد. در انتها، بر اساس نتایج بدست آمده پیشنهاداتی مطرح شد.
کلیدواژه‌ها
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- Priyanko, G.; Mark, A., & Luorong, W. (2011). Customer Perceptions of Corporate Social Responsibility of Service Firms: Impact on Customer Attitudes and Behavioral Intentions, The Pennsylvania State University Park, PA, USA.
- Rosa, C. (2005). Corporate reputation: managing and measurements international, Journal of Management Review, 7(2), 91-109.
- Sarvy, H. H. (2007). Of the effect value variables on willingness to buy and environmental responsibility, MS Thesis, Shahid Beheshti University (in Persian).
- Shamshiri abrandabadi, H. (2000). Measuring the effectiveness of commercial banks on the consumers psychological and behavioral responses of banks services and offered optimal strategies, MS Thesis, Tehran University (in Persian).
- Solomon, R. M. (1992). Consumer behavior: buying, Having and being, ISBN. 0-205.
- Stair, C. (2006). The nature of corporate reputation and measurement of reputation components, Corporate Communication, 11(1), 55-65.
- Tom, B. J. et al., (2006). Indentity, indtended image, construed, image, and reputation: an interdisciplinary framework and suggested jerminology, Journal of The Accademy of Marketing Science, 321(2).
- Trotta, A.; Iannuzzi, A.; Cavallaro, G., & Dell’Atti, S. (2011). Banking reputation and CSR: a stakeholder value approach, University Magna Graecia of Catanzaro, Italy.
- Waddock, S. (2000). The multiple bottom lines of corporate citizenship, social investing, reputation, and responsibility and its, Business and Socity Review, 105(3), 323-345.
- Wartick, S. L. (2002). Measuring corporate reputation, Business and Society
Review, 105(3), 48-51.
- Whetten, D. A. (1997). Theory development and the study of corporate reputation, Corporate Reputation Review, 1(1/2), 26-34.
- William, B. O.; Thomas, I. N., & Raymond, L. W. (2001). Marketing principels, perspectives, Mc Graw, Second edition.
Zeithaml, V. A.; Berry, L. L., & Parasuraman, A. (1996). The behavioural consequences of service quality, Journal of Marketing, 60(25), 31-46.
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