تأثیر تجربه مشتری بر رفتار مشتریان بانکها و موسسه‌های مالی شهرکرد (بررسی نقش میانجی تعهد و اعتماد مشتری)

نوع مقاله : مقاله مستخرج از پایان نامه

نویسندگان

1 کارشناسی ارشد مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و حسابداری، دانشگاه یزد، یزد، ایران

2 استاد گروه مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و حسابداری، دانشگاه یزد، یزد، ایران. (نویستده مسئول)

3 دانشیار گروه مدیریت بازرگانی، دانشکده علوم اداری و اقتصاد، دانشگاه اصفهان، اصفهان، ایران

چکیده

خلق تجربه مناسب برای مشتریان به ذهنیت مشتری‌محور نیاز دارد. در محیط رقابتی امروز، مدیریت تجربه مشتری به یک استراتژی حائز اهمیت در خدمات بانکداری تبدیل شده است به گونه­ای که توجه به این عامل مهم می­تواند منجر به افزایش رقابت­پذیری خدمات بانکی شود. رمز موفقیت صنعت بانکداری این است که بانک­ها چگونه می­توانند تجربه مثبت مشتری را ایجاد کنند. هدف از انجام پژوهش بررسی تأثیر تجربه مشتری بر اعتماد، تعهد و رفتار مشتری می­باشد. پژوهش از نظر ماهیت و روش، توصیفی - همبستگی و از نظر هدف کاربردی است. جامعه آماری پژوهش، مشتریان بانک­ها و مؤسسات مالی شهر شهرکرد هستند و 389 نفر با استفاده از روش نمونه­گیری تصادفی طبقه­ای نسبی به عنوان نمونه­آماری بررسی شدند. ابزار جمع‌آوری داده پرسشنامه بود و روایی آن نیز با توجه روایی واگرا و روایی همگرا مورد تأیید قرار گرفت و پایایی با استفاده از ضریب آلفای کرونباخ و پایایی ترکیبی تأیید شد. پس از نرمال بودن داده‌ها، فرضیه‌های پژوهش با استفاده از ضریب همبستگی پیرسون و مدل معادلات ساختاری به کمک نرم افزار SPSS25 و SmartPLS آزمون شد. نتایج فرضیه‌های پژوهش نشان می‌دهد که تجربه مشتری تأثیر مثبت و معناداری بر  اعتماد و تعهد، رضایت، وفاداری و رفتار شهروندی مشتری دارد. اعتماد و تعهد مشتری تأثیر مثبت و معناداری بر رضایت، وفاداری و رفتار شهروندی مشتری دارند. همچنین نقش میانجی تأثیر تجربه مشتری بر رضایت، وفاداری و رفتار شهروندی مشتری از طریق اعتماد و تعهد مشتری تأیید شد.

کلیدواژه‌ها

عنوان مقاله [English]

Investigating the Mediating Role of Relationship Quality in the Impact of Customer Experience on Customer Behavior (Case Study: Shahrekord Banks and Financial Institutions)

نویسندگان [English]

  • Marzieh Hosseini Sarteshnizi 1
  • sayyed mohammad tabatabaeenasab 2
  • azarnoush Ansari 3
1 MSc. in Business Management, Faculty of Economics, Management and Accounting, Yazd University, Yazd, Iran.
3 Department of Management University of Isfahan, Isfahan, Iran
چکیده [English]

Aim and Introduction: With the advent of new technologies, customer expecta-tions from banks are on the rise. This is due to customers becoming more edu-cated and informed, leading them to anticipate a superior banking experience. In recent years, in addition to the effects of technological advances, service marketing has focused on relationship-based and experience-based approaches. This literature highlights the significance of establishing, nurturing, and sustaining long-term relationships with consumers. Such relationships result in positive word-of-mouth advertising, customer loyalty and retention, and enhanced sales performance. The role of customer relationship management in the bank as a strategic tool in the development of service activities is undeniable. Today, with the introduction of new electronic communication technologies, the discussion of customer relationship management has evolved. This evolution is attributed to the creation of new communication platforms, offering organizations and economic enterprises numerous possibilities. Experience the benefits firsthand. Successful experience in providing banking services can be interpreted as customer experience. Customer experience refers to the experience of using banking services, which serves as a tool to evaluate whether consumers will continue using the services. Consumers' success in conducting transactions at a financial institution or bank will result in a positive customer experience, whereas consumers' failure to receive services will result in a negative customer experience. The key to the banking industry's success lies in how banks can create a positive customer experience.
Methodology: In terms of practical purpose, this research is descriptive survey research in nature and method. The statistical population of the research includes customers of banks and financial institutions in Shahrekord. A Likert scale was used to design the questionnaire. The questionnaire used had 41 items. To check the validity of the questionnaire, both content validity and construct validity methods were employed. This involved distributing the questionnaire to multiple professors, who unanimously confirmed its validity. Convergent and divergent validity were utilized to assess the construct validity, and the results indicated that the questions demonstrate good validity. To evaluate the reliability of the questionnaire. Based on the results, Cronbach's alpha and composite reliability coefficient were obtained for all research variables above 0.70. In this research, the sampling method is simple random sampling. Considering the unlimited size of the population and utilizing Morgan's table, the estimated number of samples is 389 people. The method of data analysis involved structural equation modeling using SmartPLS software.
Finding and Discussion: The research results show that customer experience has a positive and significant effect on customer trust. In this regard, it is suggested that trust-building activities should be taken into consideration. The research results show that customer experience has a positive and significant effect on customer commitment. It is suggested that employees create a distinctive ex-perience for customers. The research results show that customer experience has a positive and significant effect on customer satisfaction. The research results show that customer experience has a positive and significant effect on customer loyalty. It is suggested that banks involve customers in service activities to pique their curiosity. This way, customers will contemplate the superior services offered by the bank and financial institutions even when they are at home. The research results show that customer experience has a positive and significant effect on customer citizenship behavior. Banks should strive to create an exceptional customer experience to guide their clients. The research results indicate that cus-tomer trust has a positive and significant impact on customer satisfaction. Im-plementing periodic lotteries for customers can help maintain customer satisfac-tion and incentivize the use of competitive and easily accessible banking ser-vices. Providing high-performance software for customers can also contribute to maintaining customer satisfaction and enhancing loyalty. The results of the re-search indicate that customer trust has a positive and significant impact on cus-tomer loyalty. Banks can protect customers' accounts and information to ensure that customers feel their information is secure with the bank. The research results show that customer trust has a positive and significant effect on customer citi-zenship behavior. If the customer has the necessary trust in the bank and its ser-vices, they will be willing to take the time to explain to other customers. Such customers also contribute to creating a competitive advantage for banks. The re-search results show that customer commitment has a positive and significant ef-fect on customer satisfaction.The employees and officials of the bank should engage in dedicated activities aimed at strengthening the relationship between the customer and the bank. This can be achieved through proper treatment, professional appearance of the employees, and providing service with a welcoming demeanor.The research results show that customer commitment has a positive and significant effect on customer loyalty. Officials and practitioners at banks and financial institutions should strive to encourage customers to return for additional banking services.
Conclusion: The most important contribution of this research is the proposed conceptual model that illustrates the impact of customer experience on relation-ship quality and customer behavior. As the business environment becomes more competitive, customers are becoming more aware. Consumers who have a posi-tive experience with a service are more likely to recommend it to others. The findings of this research indicate that the quality of customer experience in the banking industry significantly influences customer loyalty, satisfaction, and citi-zenship behavior. The present study offers new insights into the dynamic envi-ronment of the banking industry and consumer behaviors.
 

کلیدواژه‌ها [English]

  • Customer Experience
  • Customer Commitment
  • Customer Trust
  • Customer Behavior

مراجع

  1. تیموری، هادی؛ محمدشفیعی، مجید؛ و دلیلی، شیوا. (1395). فناوری اطلاعات در نظام بانکی: کیفیت خدمات بانکداری الکترونیک و وفاداری مشتری (مطالعه مشتریان بانک ملی اصفهان)، کنفرانس ملی نوآوری در مدیریت سیستم ها و فناوری اطلاعات با رویکرد هوشمندی کسب و کار، تهران.
  2. داوری، علی و رضا زاده، آرش. (1392). مدل‌سازی معادلات ساختاری با نرم‌افزار PLS. تهران: سازمان انتشارات جهاد دانشگاهی.
  3. رحیمی، فرج اله. (1395). نرم افزارهای کاربردی در تحقیقات مدیریت (نرم افزارهای PLS, AMOS, LISREL, SPSS). اهواز: ترآوا.
  4. محسنین، شهریار و اسفیدانی، محمدرحیم. (1396). معادلات ساختاری مبتنی بر رویکرد حداقل مربعات جزیی به کمک نرم­افزار Smart-PLS (آموزشی و کاربردی). تهران: موسسه کتاب مهربان نشر.
  1. محمدشفیعی، مجید و احقر بازرگان، نگین (1397). تاثیر توسعه داد و ستد‌های الکترونیک بر وفاداری الکترونیک مشتریان و قصد خرید مجدد، کاوشهای مدیریت بازرگانی، 10(20)، 71-90.
  2. محمدشفیعی، مجید؛ توکلی، هدی؛ و طبائیان، ریحانه سادات (1397). تاثیر بازارگرایی، نوآوری خدمات و کیفیت خدمات بر ترجیح برند و تمایل به پرداخت قیمت بالاتر؛ مطالعه مسافران شرکت‌های حمل‌ونقل ریلی، مدیریت برند، 5(13)، 169-204.
  3. محمدشفیعی، مجید؛ سیفی، محسن؛ و محمدی، مرجان (1397). تاثیر مدیریت ارتباط با مشتری بر بهبود فرآیندهای داخلی، رضایت مشتریان و سودآوری (مورد مطالعه: شعب سازمان تامین اجتماعی اصفهان) راهبردهای بازرگانی، 25(12)، 31-48.
  4. محمدشفیعی، مجید؛ سیفی، محسن؛ و یزدی، اعظم (1399). پیشایندها و پسایندهای استقرار مدیریت ارتباط با مشتری الکترونیک در کسب‌‌و‌کارهای کوچک و متوسط، تحقیقات بازاریابی نوین، 10(1)، 129-146.
  5. یاوری، زهرا؛ محمدشفیعی، مجید؛ و غیور، فاطمه (1396). ارزیابی کیفیت خدمات کلینیک­های تخصصی درمانی منتخب شیراز با استفاده از مدل SERVQUAL، مدیریت اطلاعات سلامت، 14(6)، 236-242.
  6. Al Abdulrazak, R.M., & Gbadamosi, A. (2017). Trust, religiosity, and relationship marketing: a conceptual overview of consumer brand loyalty. Society and Business Review, 12(3), 320-339.
  7. Al-Wugayan, A. A. (2019). Relationship versus customer experience quality as determinants of relationship quality and relational outcomes for Kuwaiti retail banks. International Journal of Bank Marketing, 37(5), 1234-1252.
  8. Anaza, N. A., & Zhao, J. (2013). Encounter-based antecedents of e-customer citizenship behaviors. Journal of Services Marketing, 27(2), 130-140.
  9. Bagozzi, R.P. (1992). The self-regulation of attitudes, intentions, and behavior. Social Psychology Quarterly, 55(2), 178-204.
  10. Barari, M., Ross, M., & Surachartkumtonkun, J. (2020). Negative and positive customer shopping experience in an online context. Journal of Retailing and Consumer Services, 53, 1-9.
  11. Belanche, D., Casaló, L.V., & Guinalíu, M. (2013). The Role of Consumer Happiness in Relationship Marketing. Journal of Relationship Marketing, 12(2), 79-94.
  12. Brun, I., Rajaobelina, L., Ricard, L., & Amiot, T. (2020). Examining the influence of the social dimension of customer experience on trust towards travel agencies: the role of experiential predisposition in a multichannel context. Tourism Management Perspectives, 34, 1-10.
  13. Chang, P. L., & Chieng, M. H. (2006). Building consumer–brand relationship: A cross ‐cultural experiential view. Journal of Psychology and Marketing, 23(11), 927-959.
  14. Chi, N. T. K., & Hoang Vu, N. (2023). Investigating the customer trust in artificial intelligence: The role of anthropomorphism, empathy response, and interaction. CAAI Transactions on Intelligence Technology, 8(1), 260-273.
  15. Chiu, C.M., Cheng, H.L., Huang, H.Y., & Chen, C.F. (2013). Exploring individuals’ subjective well-being and loyalty towards social network sites from the perspective of network externalities: The Facebook case. International Journal of Information Management, 33(3), 539-552.
  16. Daud, A., Farida, N., Razak, M. (2018). Impact of customer trust toward loyalty: the mediating role of perceived usefulness and satisfaction. Journal of Business and Retail Management Research 13(2), 235-242.
  17. Davari, A., & Rezazadeh, A. (2013). Structural Equation Modeling with PLS Software, Tehran: Jihad Daneshgahi Publishing Organization. [In Persian].
  18. De Keyser, A., Lemon, K. N., Klaus, P., & Keiningham, T. L. (2015). A framework for understanding and managing the customer experience. Marketing Science Institute working paper series, 85(1), 15-121.
  19. Deng, Z., Lu, Y., Wei, K.K., & Zhang, J. (2010). Understanding customer satisfaction and loyalty: An empirical study of mobile instant messages in China. International Journal of Information Management, 30(4), 289-300.
  20. Deyalage, P. A., & Kulathunga, D. (2019). Factors affecting online customer satisfaction: the Sri Lankan perspective. International Journal of Business and Management, 14(2), 99-114.
  21. Dimitriades, Z. S. (2006). Customer satisfaction, loyalty and commitment in service organizations: Some evidence from Greece. Journal of Management Research News, 29(12), 782–800.
  22. Farhana, N., Mohsin, A. M. A., & Ariffin, S. K. (2021). Examining the Relationship between Customer Experience and Customer Equity in South Asia’s Health Sector. Journal of Entrepreneurship, Business and Economics, 9(1), 275-301.
  23. Fernandes, T., & Pinto, T. (2019). Relationship quality determinants and outcomes in retail banking services: The role of customer experience. Journal of Retailing and Consumer Services, 50, 30-41.
  24. Fowler, J. G. (2013). Customer Citizenship Behavior: An Expanded Theoretical Understanding Department of Marketing and Economics. International Journal of Business and Social Science, 4(5), 1-9.
  25. Fullerton, G. (2011). Creating advocates: the roles of satisfaction, trust and commitment. Journal of Retailing and Consumer Services, 18(1), 92-100.
  26. Ginting, Y., Chandra, T., Miran, I., & Yusriadi, Y. (2023). Repurchase intention of e-commerce customers in Indonesia: An overview of the effect of e-service quality, e-word of mouth, customer trust, and customer satisfaction mediation. International Journal of Data and Network Science, 7(1), 329-340.
  27. Giovanis, A. N., & Athanasopoulou, P. (2018). Consumer-brand relationships and brand loyalty in technology-mediated services. Journal of Retailing and Consumer Services, 40, 287-294.
  28. Giovanis, A., Athanasopoulou, P., & Tsoukatos, E. (2015). The role of service fairness in the service quality – relationship quality – customer loyalty chain: an empirical study. Journal of Service Theory and Practice, 25(6), 744-776.  
  29. Glaveli, N., Papadimitriou, D., Karagiorgos, T., & Alexandris, K. (2023). Exploring the role of fitness instructors’ interaction quality skills in building customer trust in the service provider and customer satisfaction. European Sport Management Quarterly, 23(3), 767-788.

34.Godovykh, M., & Tasci, A.D.A. (2020). Customer experience in tourism: A review of definitions, components, and measurements. Tourism Management Perspectives, 35, 1-10.

  1. Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM). Sage publications.
  2. Hossain, M. S., Sambasivan, M., Abuelhassan, A. E., & Khalifa, G. S. A. (2020). Factors influencing customer citizenship behaviour in the hospitality industry. Annals of Leisure Research, 1-24.
  3. Huang, C.C. (2017). The impacts of brand experiences on brand loyalty: mediators of brand love and trust. Management Decision, 55(5), 915-934.
  4. Jaiswal, S., & Singh, A. (2020). Influence of the Determinants of Online Customer Experience on Online Customer Satisfaction. Paradigm, 24(1), 41-55.
  5. Japutra, A., Utami, A. F., Molinillo, S., & Ekaputra, I. A. (2021). Influence of customer application experience and value in use on loyalty toward retailers. Journal of Retailing and Consumer Services, 59, 1-10.
  6. Jimenez, N., San-Martin, S., & Azuela, J.I. (2016). Trust and satisfaction: the keys to client loyalty in mobile commerce. Academia Revista Latino Americana De Administración, 29(4), 486-510.
  7. Johnson, M. S., Sivadas, E., & Garbarino, E. (2008). Customer satisfaction, perceived risk and affective commitment: An investigation of directions of influence. Journal of Services Marketing, 22(5), 353-362.
  8. Kate, P., Ravi, V., & Gangwar, A. (2023). FinGAN: Chaotic generative adversarial network for analytical customer relationship management in banking and insurance. Neural Computing and Applications, 35(8), 6015-6028.
  9. Khan, I., Hollebeek, L. D., Fatma, M., Islam, J. U., Rather, R. A., Shahid, S., & Sigurdsson, V. (2023). Mobile app vs. desktop browser platforms: The relationships among customer engagement, experience, relationship quality and loyalty intention. Journal of Marketing Management, 39(3-4), 275-297.
  10. Kim, H. S., & Choi, B. (2016). The effects of three customer-to-customer interaction quality types on customer experience quality and citizenship behavior in mass service settings. Journal of Services Marketing, 30(4), 384-397.
  11. Kim, S.H., Kim, M.S., & Lee, D.H. (2016). The effects of personality traits and congruity on customer satisfaction and brand loyalty: evidence from coffee shop customers. Journal of Advances in Hospitality and Leisure, 12, 3-33.
  12. Kusumawati, A., & Rahayu, K. S. (2020). The effect of experience quality on customer perceived value and customer satisfaction and its impact on customer loyalty. The TQM Journal, 75(1), 77-105.
  13. Kwortnik, R.J., & Han, X. (2011). The Influence of guest perceptions of service fairness on lodging loyalty in China. Cornell Hospitality Quarterly, 52(3), 321-332.
  14. Lai, I. K. (2015). The roles of value, satisfaction, and commitment in the effect of service quality on customer loyalty in Hong Kong–style tea restaurants. Journal of Cornell Hospitality Quarterly, 56(1), 118-138.
  15. Ledikwe, A., Roberts-Lombard, M. & Klopper, H.B. (2019). The perceived influence of relationship quality on brand loyalty: An emerging market perspective. African Journal of Economic and Management Studies, (10)1, 85-101.
  16. Lin, Y., & Choe, Y. (2022). Impact of Luxury Hotel Customer Experience on Brand Love and Customer Citizenship Behavior. Sustainability, 14(21), 1-14.
  17. Lishan, X., Wenxuan, Z., & Yinmei, P. (2014). Mediation effect of brand relationship quality between airline brand experience and customer citizenship behavior. International Conference on Service Systems and Service Management, 1-5.
  18. Manyanga, W., Makanyeza, C., & Muranda, Z. (2022). The effect of customer experience, customer satisfaction and word of mouth intention on customer loyalty: The moderating role of consumer demographics. Cogent Business & Management, 9(1), 1-20.
  19. Melewar, T.C., Foroudi, P., Gupta, S., & Foroudi, M.M. (2017). Integrating identity, strategy and communications for trust, loyalty and commitment. European Journal of Marketing, 51(3), 572-60.
  20. Menidjel, C., Benhabib, A., & Bilgihan, A. (2017). Examining the moderating role of personality traits in the relationship between brand trust and brand loyalty. Journal of Product & Brand Management, 26(6), 631-649.
  21. Mezher, A. A., & MH, M. (2022). The impact of value engineering technology on customer relationship quality. PalArch's Journal of Archaeology of Egypt/Egyptology, 19(2), 341-364.
  22. Mohamed, E. S. A. (2021). The Impact of Customer Experience and Relationship Quality on Corporate Reputation in the Hotel Sector. International Journal of Customer Relationship Marketing and Management (IJCRMM), 12(2), 53-79.
  23. Mohammad Shafiee, M., & Ahghar Bazargan, N. (2019). The impact of E-exchange development on customers’ E-loyalty and repurchase intention. Journal of Business Administration Research, 10(20), 71-90. [In Persian].
  24. Mohammad Shafiee, M., & Bazargan, N. A. (2018). Behavioral customer loyalty in online shopping: The role of e-service quality and e-recovery. Journal of theoretical and applied electronic commerce research, 13(1), 26-38.
  25. Mohammad Shafiee, M., & Es-Haghi, S. M. S. (2017). Mall image, shopping well-being and mall loyalty. International Journal of Retail & Distribution Management, 45(10), 1114-1134.
  26. Mohammad Shafiee, M., & Tabaeeian, R. A. (2022). The impact of corporate social responsibility on relationship quality and customer citizenship behavior: hotel reputation as a moderator. Journal of Quality Assurance in Hospitality & Tourism, 23(5), 1136-1158.
  27. Mohammad Shafiee, M., Haghighizade, R., & Rahimzadeh, S. (2019). The effect of experiential marketing on brand equity: study of a home appliances manufacturing group. International Journal of Business Innovation and Research, 20(2), 233-252.
  28. Mohammad Shafiee, M., Seify, M., & Mohammadi, M. (2020). The Effects of Customer Relationship Management on Improving Internal Processes, Customer Satisfaction and Profitability (Case Study: Isfahan Social Security Organization Branches). Commercial Strategies, 15(12), 31-48. [In Persian].
  29. Mohammad Shafiee, M., Seify, M., & Yazdi, A. (2020). Antecedents and consequences of implementing electronic customer relationship management in small and‎ medium enterprises. New Marketing Research Journal, 10(1), 129-146. [In Persian].
  30. Mohammad Shafiee, M., Tabaeeian, R. A., & Khoshfetrat, A. (2020b). Tourist engagement and citizenship behavior: The mediating role of relationship quality in the hotel industry. Tourism and Hospitality Research, 20(4), 481-492.
  31. Mohammad Shafiee, M., Tabaeeian, R., & Tavakoli, H. (2020a). The effect of destination image on tourist satisfaction, intention to revisit and WOM: An empirical research in Foursquare social media. In 10th International Conference on e-Commerce in Developing Countries: With Focus on e-Tourism (ECDC). (pp. 1-8). IEEE.
  32. Mohammad Shafiee, M., Tavakoli, H., & Tabaeeian, R. A. (2018). The effect of market orientation, service innovation and service quality on brand preference and willingness to pay higher prices: study of Rail transport companie’s passengers. Quarterly Journal of Brand Management, 5(1), 169-204. [In Persian].
  33. Mohsenin, S., & Esfidani, M.R. (2017). Structural Equations Based on Partial Least Squares Approach Using Smart PLS Software, Educational and Practical, Tehran, Mehraban Nashr. [In Persian].
  34. Mpinganjira, M., Roberts-Lombard, M., & Svensson, G. (2017). Validating the relationship between trust, commitment, economic and non-economic satisfaction in South African buyer–supplier relationships. Journal of Business & Industrial Marketing, 32(3), 421-431.
  35. Munnukka, J., Uusitalo, O., & Toivonen, H. (2016). Credibility of a peer endorser and advertising effectiveness. Journal of Consumer Marketing, 33(3), 182-192.
  36. Murphy, L., Moscardo, G., Pierre, B., & Pearce, P. (2011). Evaluating tourist satisfaction with the retail experience in a typical tourist shopping village. Journal of Retailing and Consumer Services, 18(4), 302-310.
  37. Olutola, T., Balen, J., Lotisa, V., Johnima, A., & Browndi, I. (2023). The Intermediate Function of Sustainable Dynamic Capabilities in the Association between Social Customer Relationship Management and Sustainable Competitive Advantage. Asian Journal of Basic and Applied Sciences, 10(2023), 97-104.
  38. Pandey, S., & Chawla, D. (2018). Online customer experience (OCE) in clothing e-retail: exploring OCE dimensions and their impact on satisfaction and loyalty–does gender matter?. International Journal of Retail & Distribution Management, 46(3), 323-346.
  39. Pekovic, S., & Rolland, S. (2020). Recipes for achieving customer loyalty: A qualitative comparative analysis of the dimensions of customer experience. Journal of Retailing and Consumer Services, 56, 1-14.
  40. Petter, S., Straub, D., & Rai, A. (2007). Specifying formative constructs in information systems research. MIS Quarterly, 31(4), 623-656.
  41. Prasanna, H. S. (2023). Customer Relationship Management (CRM) Practices in Private Commercial Banks, Reasons behind emergence of CRM and Factors influencing long term relationship–A study wrt Urban Bengaluru. International journal of economic perspectives, 17(6), 69-81.
  42. Qiu, H., Wang, N., & Li, M. (2021). Stimulating Customer Citizenship Behavior with Service Climate: The Mediating Role of Customer Psychological Empowerment. SAGE Open, 11(1), 1-15.
  43. Rahimi, F. (2016). Practical softwares in management researches (PLS, AMOS, LISREL, SPSS). Ahwaz: Tarawa. [In Persian].
  44. Rajaobelina, L. (2018). The impact of customer experience on relationship quality with travel agencies in a multichannel environment. Journal of Travel Research, 57(2), 206-217.
  45. Rajaobelina, L., Brun, I., Tep, S. P., & Arcand, M. (2018). Towards a better understanding of mobile banking: the impact of customer experience on trust and commitment. Journal of financial services marketing, 23(3), 141-152.
  46. Rejali, S. M. J., Sanayei, A., & Shafiee, M. M. (2023). Value proposition in the buyer-seller relationship quality: a mixed method approach. International Journal of Procurement Management, 18(3), 357-386.
  47. Reydet, S., & Carsana, L. (2017). The effect of digital design in retail banking on customers’ commitment and loyalty: the mediating role of positive affect. Journal of Retailing and Consumer Services, 37, 132-138.
  48. Rimawan, E., Mustofa, A., & Mulyanto, A.D. (2017). The influence of product quality, service quality and trust on customer satisfaction and its impact on customer loyalty (Case Study PT ABC Tbk). International Journal of Scientific & Engineering Research, 8(7), 2330-2336.
  49. Roy, S. (2018). Effects of customer experience across service types, customer types and time. Journal of Services Marketing, 32(4), 400–413.
  50. Sarioglu, C. I. (2020). Customer citizenship behavior: scale development and validation. Management & Marketing Journal, 18(1), 57-72.
  51. Saxby, C., Celuch, K., & Walz, A. (2015). How employee trustworthy behaviors interact to emotionally bond service customers. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 28, 75-89.
  52. Senjaya, V. (2013). Pengaruh customer experience quality terhadap customer satisfaction & customer loyalty di kafe excelso tunjungan plaza surabaya: perspektif b2c. Jurnal Strategi Pemasaran, 1(1), 1-15.
  53. Shaikh, A. A., Karjaluoto, H., & Chinje, N. B. (2015). Continuous mobile banking usage and relationship commitment –A multi-country assessment. Journal of Financial Services Marketing, 20(3), 208-219.
  54. Srivastava, M., & Kaul, D. (2016). Exploring the link between customer experience–loyalty–consumer spend. Journal of Retailing and Consumer Services, 31, 277-286.
  55. Sugiato, B., Riyadi, S., & Budiarti, E. (2023). The effects of customer relationship management, service quality and relationship marketing on customer retention: The mediation role of bank customer retention in Indonesia. Accounting, 9(2), 85-94.
  56. Suryani, T., & Listyarti, I. (2020). Building Customer Citizenship Behavior from Relationship Quality and Perceived Value Perspective in Online Transportation Service. Jurnal Sosial Humaniora (JSH), (1), 112-121.
  57. Tabaeeian, R. A., Mohammad Shafiee, M., & Ansari, A. (2023). Developing a scale for gamified e-service quality in the e-retailing industry. International Journal of Retail & Distribution Management, 51(4), 444-464.
  1. Teimouri, H., Shafiee, M. M., & Dalili, S. (2016). Information technology in banking system: E-banking service quality and customer loyalty (Case of Bank Melli customers in Isfahan), 4th conference of information technology managers, Tehran. [In Persian].
  2. Terblanche, N.S. (2015). Customers’ perceived benefits of a frequent flyer program. Journal of Travel & Tourism Marketing, 32(3), 199-210.
  3. Thaichon, P., & Quach, T.N. (2016). Integrated marketing communications and their effects on customer switching intention. Journal of Relationship Marketing, 15(1-2), 1-16.
  4. Thaichon, P., Lobo, A., & Mitsis, A. (2014). An empirical model of home internet services quality in Thailand. Asia Pacific Journal of Marketing and Logistics, 26(2), 190-210.
  5. To, T. H., Du Kim, D. O., Bui, L. T. H., & Pham, H. T. L. (2020). Factors Affecting Customer Satisfaction When Buying on Facebook in Vietnam. The Journal of Asian Finance, Economics and Business, 7(10), 267-273.
  6. Toufaily, E., & Pons, F. (2017). Impact of customers' assessment of website attributes on e-relationship in the securities brokerage industry: A multichannel perspective. Journal of Retailing and Consumer Services, 34, 58-69.
  7. Tran, V. D. (2020). The relationship among product risk, perceived satisfaction and purchase intentions for online shopping. The Journal of Asian Finance, Economics, and Business, 7(6), 221-231.
  8. Tyrvainen, O., Karjaluoto, H., & Saarijärvi, H. (2020). Personalization and hedonic motivation in creating customer experiences and loyalty in omnichannel retail. Journal of Retailing and Consumer Services, 57, 1-10.
  9. Van Esterik-Plasmeijer, P.W., & Van Raaij, W.F. (2017). Banking system trust, bank trust, and bank loyalty. International Journal of Bank Marketing, 35(1), 97-111.
  10. Van Tonder, E. (2016). Trust and commitment as mediators of the relationship between quality advice and customer loyalty. Journal of Applied Business Research, 32(1), 289-302.
  11. Wibowo, A., Chen, S. C., Wiangin, U., Ma, Y., & Ruangkanjanases, A. (2021). Customer behavior as an outcome of social media marketing: The role of social media marketing activity and customer experience. Sustainability, 13(1), 1-18.
  12. Wu, I. L. (2013). The antecedents of customer satisfaction and its link to complaint intentions in online shopping: An integration of justice, technology, and trust. International Journal of Information Management, 33(1), 166-176.
  13. Xie, L., Poon, P., & Zhang, W. (2017). Brand Experience and Customer Citizenship Behavior: The Role of Brand Relationship Quality Abstract. Journal of Consumer Marketting, 34(3), 1-30.
  14. Yasin, M., Liébana-Cabanillas, F., Porcu, L., & Kayed, R. N. (2020). The role of customer online brand experience in customers' intention to forward online company-generated content: The case of the Islamic online banking sector in Palestine. Journal of Retailing and Consumer Services, 52, 101902.
  15. Yavari, Z., Mohammad Shafiee, M., & Ghauor, F. (2018). Evaluating the service quality of selected specialized medical clinics in Shiraz city, Iran, using servqual model. Health Information Management, 14(6), 236-242. [In Persian].
  16. Yi, Y., & Gong, T. (2013). Customer value co-creation behavior: Scale development and validation. Journal of Business research, 66(9), 1279-1284.
  17. Zaid, S., & Patwayati, P. (2021). Impact of customer experience and customer engagement on satisfaction and loyalty: A case study in Indonesia. The Journal of Asian Finance, Economics and Business, 8(4), 983-992.
  18. Zhu, T., Liu, B., Song, M., & Wu, J. (2021). Effects of Service Recovery Expectation and Recovery Justice on Customer Citizenship Behavior in the E-Retailing Context. Frontiers in Psychology, 12, 1-15.
نشریه علمی راهبردهای بازرگانی
دوره 19، شماره 20
بهمن 1401
صفحه 100-125

فایل ها

هم رسانی

ارجاع به این مقاله

آمار