سامانه مدیریت نشریات علمی دانشگاه شهید بهشتی

عبادی‌نیا, حامد, عسگرنژاد نوری, باقر, مولاقلقاچی, مریم. (1402). تأثیر رفتارهای تعاملی کارکنان خط مقدم بر ارزش درک‌شدۀ خدمات و وفاداری مشتری: نقش واسطه‌ای رفتارهای مشارکتی و شهروندی مشتری (مورد مطالعه بیمارستان‌های شهر تبریز). , 22(54), 153-187. doi: 10.48308/jbmp.2023.103820
حامد عبادی‌نیا; باقر عسگرنژاد نوری; مریم مولاقلقاچی. "تأثیر رفتارهای تعاملی کارکنان خط مقدم بر ارزش درک‌شدۀ خدمات و وفاداری مشتری: نقش واسطه‌ای رفتارهای مشارکتی و شهروندی مشتری (مورد مطالعه بیمارستان‌های شهر تبریز)". , 22, 54, 1402, 153-187. doi: 10.48308/jbmp.2023.103820
عبادی‌نیا, حامد, عسگرنژاد نوری, باقر, مولاقلقاچی, مریم. (1402). 'تأثیر رفتارهای تعاملی کارکنان خط مقدم بر ارزش درک‌شدۀ خدمات و وفاداری مشتری: نقش واسطه‌ای رفتارهای مشارکتی و شهروندی مشتری (مورد مطالعه بیمارستان‌های شهر تبریز)', , 22(54), pp. 153-187. doi: 10.48308/jbmp.2023.103820
عبادی‌نیا, حامد, عسگرنژاد نوری, باقر, مولاقلقاچی, مریم. تأثیر رفتارهای تعاملی کارکنان خط مقدم بر ارزش درک‌شدۀ خدمات و وفاداری مشتری: نقش واسطه‌ای رفتارهای مشارکتی و شهروندی مشتری (مورد مطالعه بیمارستان‌های شهر تبریز). , 1402; 22(54): 153-187. doi: 10.48308/jbmp.2023.103820

تأثیر رفتارهای تعاملی کارکنان خط مقدم بر ارزش درک‌شدۀ خدمات و وفاداری مشتری: نقش واسطه‌ای رفتارهای مشارکتی و شهروندی مشتری (مورد مطالعه بیمارستان‌های شهر تبریز)

چشم انداز مدیریت بازرگانی
مقاله 5، دوره 22، شماره 54 - شماره پیاپی 88، شهریور 1402، صفحه 153-187    اصل مقاله (1.18 M)
نوع مقاله: علمی - پژوهشی
شناسه دیجیتال (DOI): 10.48308/jbmp.2023.103820
نویسندگان
حامد عبادی‌نیا1؛ باقر عسگرنژاد نوری* 2؛ مریم مولاقلقاچی3
1کارشناسی ارشد مدیریت کسب و کار، گروه مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران
2دانشیار و عضو هیئت علمی، گروه مدیریت بازرگانی، دانشکده اقتصاد و مدیریت، دانشگاه ارومیه، ارومیه، ایران.
3کارشناسی ارشد مدیریت بازرگانی، گروه مدیریت بازرگانی، دانشکده اقتصاد و مدیریت، دانشگاه ارومیه، ارومیه، ایران.
چکیده
هدف: هدف پژوهش حاضر، بررسی تأثیر رفتارهای تعاملی کارکنان خط مقدم بر ارزش درک‌شدۀ خدمات و وفاداری مشتری با نقش واسطه­ای رفتارهای مشارکتی و شهروندی مشتری در بیمارستان­های شهر تبریز است. مطالعه حاضر از نظر هدف، کاربردی و از نظر ماهیت و روش، توصیفی - پیمایشی است. جامعۀ آماری پژوهش، بیماران بیمارستان­های شهر تبریز می‌باشد که به علت نامحدود بودن جامعۀ آماری، حجم نمونه ۳۸۴ نفر با استفاده از فرمول کوکران انتخاب شد. ابزار جمع­آوری داده­ها پرسشنامه است که به صورت حضوری توزیع شده است. جهت تجزیه و تحلیل داده­ها از مدل­سازی معادلات ساختاری و تحلیل عاملی تأییدی، و همچنین از نرم­افزارهای SPSS و LISREL  استفاده شده است.
یافته‌ها: نتایج پژوهش نشان می‌دهد که رفتارهای تعاملی کارکنان خط مقدم بر ارزش درک‌شدۀ خدمات، رفتارهای مشارکتی و شهروندی مشتریان تأثیر مثبت و معنادار دارند. از طرفی رفتارهای مشارکتی و شهروندی مشتریان بر ارزش درک‌شدۀ خدمات تأثیر مثبت و معنادار دارند. همین طور ارزش درک‌شدۀ خدمات بر وفاداری مشتریان تأثیر مثبت و معنادار دارد. در نهایت، رفتارهای مشارکتی و شهروندی مشتریان نیز در ارتباط بین رفتارهای تعاملی کارکنان خط مقدم و ارزش درک‌شدۀ خدمات، نقش میانجی مثبت دارند.
نتیجه‌گیری: بدین ترتیب، نتیجۀ پژوهش این است که وجود رفتارهای تعاملی کارکنان خط مقدم و هم­آفرینی ارزش (رفتارهای مشارکتی و شهروندی مشتریان) می­توانند موجب بهبود ارزش درک‌شدۀ خدمات مراکز درمانی گردیده و در نتیجه وفاداری مشتریان را نسبت به این مراکز افزایش دهند.
کلیدواژه‌ها
رفتار تعاملی کارکنان خط مقدم؛ ارزش درک‌شدۀ خدمات؛ وفاداری مشتری؛ رفتار مشارکتی مشتری؛ رفتار شهروندی مشتری
عنوان مقاله [English]
The effect of interactive behaviors of frontline employees on the perceived value of services and customer loyalty: the mediating role of cooperative behaviors and customer citizenship (case study of Tabriz hospitals)
نویسندگان [English]
Hamed Ebadinia1؛ Bagher Asgarnezhad Nouri2؛ Maryam Mola Ghalghachi3
1Master of MBA, Department of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran.
2Associate Professor, Department of Business Management, Faculty of Economics and Management, Urmia University, Urmia, Iran.
3Master of Business Management, Department of Business Management, Faculty of Economics and Management, Urmia University, Urmia, Iran.
چکیده [English]
The purpose of this research is to investigate the effect of interactive behaviors of frontline employees on the perceived value of services and customer loyalty with the mediating role of cooperative behaviors and customer citizenship in Tabriz hospitals. The present study is applied in terms of purpose and descriptive-survey in terms of nature and method. The statistical population of the research is the patients of hospitals (private and public) in Tabriz city, and due to the unlimited statistical population, the sample size of 384 people was selected using Cochran's formula. The results of the research show that the interactive behaviors of frontline employees have a positive and significant effect on the perceived value of services, cooperative behaviors and customer citizenship. On the other hand, cooperative behaviors and customer citizenship have a positive and significant effect on the perceived value of services. Likewise, the perceived value of services has a positive and significant effect on customer loyalty. Finally, cooperative behaviors and customer citizenship also play a positive mediating role in the relationship between the interactive behaviors of frontline employees and the perceived value of services. Thus, the general result of the research is that the presence of interactive behaviors of frontline employees and co-creation of value (participatory behaviors and citizenship of customers) can improve the perceived value of the services of medical centers and, as a result, increase the loyalty of customers towards these centers.
کلیدواژه‌ها [English]
interactive behavior of frontline employees, perceived service value, customer loyalty, customer cooperative behavior, customer citizenship behavior
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