تأثیر یر عدالت ادراک شده مشتریان بر رضایت از بازیابی خدمات و رفتارهای پس از خرید

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار،گروه مدیریت بازرگانی،واحد بین المللی خرمشهر،دانشگاه آزاد اسلامی،خرمشهر،ایران

2 دانشجوی دکتری،گروه مدیریت بازرگانی،واحد رودهن،دانشگاه آزاد اسلامی،رودهن،ایران

چکیده

با توجه به نرخ بالای نارضایتی مشتریان از خدمات بانکی، مساله بازیابی خدمات در بخش بانکداری کشور مصداق واضحی می‌یابد. بازیابی خدمات بیانگر عکس العمل بانک ها در زمان بروز مشکل است. این مطالعه با هدف بررسی تاثیر عدالت ادراک شده مشتریان بانک بر رضایت از بازیابی خدمات و رفتارهای پس از خرید در میان مشتریان بانک­ها انجام شده است. این پژوهش یک مطالعه کاربردی است که با رویکرد توصیفی-پیمایشی انجام شده است. جامعه آماری این تحقیق کلیه مشتریان دریافت کنندگان خدمات بانکی می‌باشند (جامعه نامحدود) که از این میان، نمونه‌ای متشکل از 409 نفر به عنوان نمونه آماری با  استفاده از نرم افزار SAMPLE-POWER انتخاب شده است. در این مطالعه برای جمع‌آوری اطلاعات از پرسشنامه اقتباسی استفاده شده است. قابل ذکر است روایی و پایایی پرسشنامه مورد تایید قرار گرفت. برای آزمون فرضیات از تکنیک حداقل مربعات جزئی و نرم افزار اسمارت پی.ال.اس استفاده شده است. نتایج حاصل از این تحلیل نشان داد عدالت توزیعی، رویه‌ای، تعاملی و اطلاعاتی تاثیر مثبت و معنی‌داری بر رضایت از بازیابی خدمات دارد؛ رضایت از‌ بازیابی خدمات تاثیر مثبت و معناداری بر اعتماد مشتریان، تبلیغات توصیه‌ای و قصد خرید مجدد دارد؛  اعتماد به صورت مثبت و مستقیم بر تبلیغات توصیه‌ای و قصد خرید مجدد تاثیر دارد؛ رضایت از بازیابی خدمات از طریق اعتماد بر تبلیغات توصیه‌ای و قصد خرید مجدد تاثیر می گذارد؛ همچنین مشخص شد که رضایت از بازیابی خدمات به صورت مثبت و مستقیم بر اعتبار برند و ارزش ویژه برند مبتنی بر مشتری دارد.

کلیدواژه‌ها

عنوان مقاله [English]

The Impact of Customers' Perceived Justice on Service Recovery Satisfaction and Post-Purchase Behaviors

نویسندگان [English]

  • leila andervazh 1
  • seyed mohamad hosein lotfi ashtiani 2
1 Department of Business Management - Islamic Azad University - khorramshahr International Branch- khoozestan - Iran
2 Department of Commerce - Faculty of Management - Islamic Azad University, Roodehen Branch
چکیده [English]

Considering the high rate of customer dissatisfaction with banking services, the issue of service recovery is a clear example in the country's banking sector. Service recovery shows the reaction of banks when a problem occurs. This study aims to study the impact of the perceived justice of bank customers on satisfaction with service recovery and post-purchase behaviors. This research is an applied study that was conducted with a descriptive-survey approach. The statistical population is all customers who receive banking services (unlimited population), from which a sample of 409 people has been selected as a statistical sample using SAMPLE-POWER software. In this study, an adapted questionnaire was used to collect information. It is worth mentioning that the validity and reliability of the questionnaire were confirmed. The partial least squares technique and SmartPLS software were used to test the hypotheses. The results showed that distributive, procedural, interactive, and informational justice has a positive and significant impact on satisfaction with service recovery; Satisfaction with service recovery has a positive and significant effect on customer trust, recommended advertising, and repurchase intention; Trust has a positive and direct impact on recommendation advertising and repurchase intention; Service recovery satisfaction through trust influences recommendation advertising and repurchase intention; It was also found that satisfaction with service recovery has a positive and direct impact on brand credibility and customer-based brand equity.

کلیدواژه‌ها [English]

  • Bank Customers
  • Service Recovery
  • Customer Satisfaction
  • Perceived Justice

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نشریه علمی راهبردهای بازرگانی
دوره 18، شماره 17
شهریور 1400
صفحه 147-168

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