سامانه مدیریت نشریات علمی دانشگاه شهید بهشتی

عباسی نامی, حامد, آسایش, ابوالقاسم. (1400). استراتژی کانال همه کاره: تاثیر کیفیت تعاملات یکپارچه و سلاست درک شده بر وفاداری مشتریان، از طریق تجربه مثبت. , 20(48), 87-113. doi: 10.52547/jbmp.20.48.87
حامد عباسی نامی; ابوالقاسم آسایش. "استراتژی کانال همه کاره: تاثیر کیفیت تعاملات یکپارچه و سلاست درک شده بر وفاداری مشتریان، از طریق تجربه مثبت". , 20, 48, 1400, 87-113. doi: 10.52547/jbmp.20.48.87
عباسی نامی, حامد, آسایش, ابوالقاسم. (1400). 'استراتژی کانال همه کاره: تاثیر کیفیت تعاملات یکپارچه و سلاست درک شده بر وفاداری مشتریان، از طریق تجربه مثبت', , 20(48), pp. 87-113. doi: 10.52547/jbmp.20.48.87
عباسی نامی, حامد, آسایش, ابوالقاسم. استراتژی کانال همه کاره: تاثیر کیفیت تعاملات یکپارچه و سلاست درک شده بر وفاداری مشتریان، از طریق تجربه مثبت. , 1400; 20(48): 87-113. doi: 10.52547/jbmp.20.48.87

استراتژی کانال همه کاره: تاثیر کیفیت تعاملات یکپارچه و سلاست درک شده بر وفاداری مشتریان، از طریق تجربه مثبت

چشم انداز مدیریت بازرگانی
مقاله 4، دوره 20، شماره 48 - شماره پیاپی 81، دی 1400، صفحه 87-113    اصل مقاله (1.72 M)
نوع مقاله: علمی - پژوهشی
شناسه دیجیتال (DOI): 10.52547/jbmp.20.48.87
نویسندگان
حامد عباسی نامی* 1؛ ابوالقاسم آسایش2
1استادیار دانشکده مدیریت دانشگاه آزاد اسلامی واحد قم
2دانشجوی دکتری رشته مدیریت بازرگانی -بازاریابی دانشگاه آزاد اسلامی واحد قروین ،قزوین ،ایران
چکیده
هدف: افزایش اشکال مختلف کانالهای ارائه محصولات و خدمات به مشتریان و روند پیشرفت آن از یک کانال به چند کانال (بازاریابی چند کاناله) و سپس به بازاریابی کانال همه کاره، خرید و استفاده از محصولات و خدمات را برای مشتریان آسانتر کرده است. هدف از این پژوهش، بررسی تاثیرگذاری متغیرهای کیفیت تعامل یکپارچه و سلاست روانی درک شده، بر وفاداری نگرشی مشتریان به وسیله تاثیرگذاری تجربه مثبت است.
روش: برای بررسی فرضیه های پژوهش، از نمونه ای 384 تایی از مشتریان بانکها در شهر تهران که با روش نمونه‌گیری تصادفی انتخاب شدند، استفاده گردید و به وسیله روش معادلات ساختاری با رویکرد حداقل مربعات جزئی به کمک نرم‌افزار SMART- PLS مورد آزمون قرار گرفت.
یافته‌ها: کیفیت تعاملات یکپارچه و سلاست درک شده بر تجربه مثبت مشتری تاثیرگذار بوده و بانکها می توانند از این طریق به ایجاد یک تجربه مثبت در مشتریان خود دست یابند. زیرا تجربه مثبت، در شکل‌گیری وفاداری مشتری نقش مهمی دارد. از یافته‌های دیگر این است که تجربه مثبت مشتری بر وفاداری نگرشی وی تاثیرگذار است. زیرا تجربه مثبت از خرید، یک نگرش و احساس خوب از خرید و از برند را در مشتری شکل داده و موجب وفاداری وی می‌شود.
نتیجه‌گیری: استراتژی کانال فراگیر می‌تواند بر تجربه مشتریان بانک تاثیرات خوب و طولانی مدت داشته باشد. بنابراین، بانک‌ها می توانند جنبه‌های مختلف مربوط به کانال‌های خدمات خود را شناسایی و بطور مستمر مورد پایش قرار دهند، تا بتوانند از طریق استراتژی کانال همه کاره، به تجربیات مثبت مشتریان و وفاداری آنها دست یابند.
کلیدواژه‌ها
کانال همه‌کاره/ فراگیر؛ کیفیت تعاملات یکپارچه؛ سلاست و روانی درک‌شده؛ تجربه مثبت و وفاداری نگرشی
عنوان مقاله [English]
Omnichannel Strategy: The Impact of Integrated Interaction Quality and Perceived Fluency on Customer Attitudinal Loyalty Through Positive Experience
نویسندگان [English]
hamed abasi nami1؛ abolghasem asayesh2
1Assistant Professor, School of Management, Islamic Azad University, Qom Branch
2PhD student in Business Administration,،, Islamic Azad University, of Ghazvin ,Ghazvin,Iran
چکیده [English]
Objective: Increasing the different forms of channels for providing products and services to customers and its development process from one channel to several channels (multi-channel marketing) and then to versatile channel marketing has made it easier for customers to buy and use products and services. The purpose of this study was to investigate the effect of integrated interaction quality variables and perceived psychological relaxation on customer attitude loyalty by influencing positive experience.
Methodology: To test the research hypotheses, a sample of 384 bank customers in Tehran who were selected by random sampling method was used and by structural equation method with partial least squares approach using SMART-PLS software Was tested.
Finding: The quality of integrated interactions and perceived fluency affect the positive customer experience and banks can achieve a positive experience in their customers. Because positive experience plays an important role in shaping customer loyalty. Another finding is that a positive customer experience affects his attitude loyalty. Because a positive shopping experience forms a good attitude and feeling of shopping and of the brand in the customer and leads to his loyalty.
Conclusion: Inclusive channel strategy can have good and long-term effects on the bank's customer experience. Therefore, banks can identify and continuously monitor various aspects of their service channels, so that they can achieve positive customer experiences and loyalty through a versatile channel strategy.
کلیدواژه‌ها [English]
Omnichannel Strategy, Integrated Interaction Quality, Perceived Fluency, Attitudinal Loyalty, Positive Experience
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