پیوندهای مفید
اخبار و اعلانات
آمار
| تعداد نشریات | 25 |
| تعداد شماره‌ها | 933 |
| تعداد مقالات | 7,666 |
| تعداد مشاهده مقاله | 12,513,871 |
| تعداد دریافت فایل اصل مقاله | 8,896,197 |
رفاه ذهنی: تاثیر کیفیت تجربه ارتباطی مشتری و اعتماد به برند (مورد مطالعه: شعب بانک رفاه کارگران شهر تهران) | ||
| فصلنامه علمی پژوهشی مدیریت برند | ||
| مقاله 4، دوره 10، شماره 1 - شماره پیاپی 33، اردیبهشت 1402، صفحه 145-172 اصل مقاله (2.38 M) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22051/bmr.2023.42185.2405 | ||
| نویسندگان | ||
| زهرا رزمی* 1؛ سحر صادقی2 | ||
| 1استادیار گروه مدیریت، دانشکده علوم اجتماعی و اقتصادی، دانشگاه الزهرا، تهران، ایران | ||
| 2دانشجوی دکتری مدیریت بازرگانی، گروه مدیریت، دانشکده علوم اجتماعی و اقتصادی، دانشگاه الزهرا، تهران، ایران | ||
| چکیده | ||
| کیفیت تجربه ارتباطی مشتری، در بر دارنده درک مشتری و قضاوت برجسته وی بوده، موجب مزیت رقابتی پایدار گردیده و در اعتماد به برند موثر بوده و در نهایت رفاه ذهنی را که به انواع ارزیابی های افراد از زندگی‌شان اعم از مثبت و منفی اطلاق می‌شود، در پی خواهد داشت. هرچه مشتریان از خرید و استفاده از کالاها و خدمات، تجربه بهتری داشته باشند، اعتماد بیشتری در ذهن آنان ایجاد شده و اعتماد به برند یعنی داشتن احساس امنیت و اطمینان مصرف کننده افزایش خواهد یافت. هدف سنجش رفاه ذهنی با تاثیر کیفیت تجربه ارتباطی مشتری و اعتماد به برند است. هدف پژوهش، کاربردی و از لحاظ اجرا توصیفی- همبستگی است که جهت گردآوری داده از پرسشنامه پژوهشگر ساخته استفاده گردیده است. جامعه آماری، شامل مشتریان شعب بانک رفاه کارگران شهر تهران هستند که بر اساس فرمول کوکران و روش نمونه گیری غیر تصادفی در دسترس، 384 نفر به عنوان نمونه انتخاب شده است. جهت تجزیه و تحلیل داده های گردآوری شده، از نرم افزار معادلات ساختاری Smart PLS استفاده شده است. نتایج بررسی تحلیل مسیر نشان داد کیفیت تجربه ارتباطی مشتری بر رفاه ذهنی، کیفیت تجربه تعاملی مشتری بر اعتماد به برند و اعتماد به برند بر رفاه ذهنی تأثیر مثبت و معنادار دارد. یافتهها نشان دهنده این است که تجربه خوب مشتریان در استفاده از خدمات رفاه، و تعامل با مشتریان افزون بر ایجاد حس اعتماد موجب ایجاد حس خوشایندی در آنان می شود. | ||
| کلیدواژه‌ها | ||
| رفاه ذهنی؛ کیفیت تجربه ارتباطی مشتری؛ بازاریابی تجربی؛ اعتماد به برند | ||
| عنوان مقاله [English] | ||
| Subjective Well-being: The Effect of Customer Relational Experience Quality and Brand Trust) Subject of study: Branches of Refah Kargaran Bank (Tehran)) | ||
| نویسندگان [English] | ||
| Zahra Razmi1؛ Sahra Sadeghi2 | ||
| 1Assistant Professor, Department of Management, Faculty of Social Sciences and Economic, Alzahra University, Tehran, Iran | ||
| 2Ph.D Student of Business Management, Department of Management, Faculty of Social Sciences and Economic, Alzahra University, Tehran, Iran. | ||
| چکیده [English] | ||
| The customer relational experience quality is based on outstanding judgment and understanding of the customer. it can result in a sustainable competitive advantage, is effective in trusting the brand, and finally, leads to Subjective well-being, which refers to the various evaluations of people about their lives, both positive and negative. The more customers have a better experience of buying and using goods and services, the more trust will be created in their minds and trust in the brand, which means having a sense of security and consumer confidence. The purpose of this research is to investigate the effect of customer relational experience quality on subjective well-being with the mediating role of trust in the brand. The current research is applied in terms of its purpose and descriptive-correlation in terms of implementation, in which a researcher-made questionnaire was used to collect data. The statistical population included customers of Refah Kargaran Bank branches in Tehran that based on Cochran's formula and the available sampling method, 384 people were selected as the sample. The collected data has been analyzed by SmartPLS structural equation software. The results of the path analysis showed that the customer relational experience quality has a positive and significant effect on subjective well-being. The customer relational experience quality has also a positive and significant effect on trust in the brand, and trust in the brand has a positive and significant effect on Subjective well-being. The findings show that the good experience of customers in using welfare services, in addition to creating a sense of trust, creates a pleasant feeling in them. | ||
| کلیدواژه‌ها [English] | ||
| subjective well-being, customer relational experience quality, experiential marketing, Brand trust | ||
|
سایر فایل های مرتبط با مقاله
|
||
| مراجع | ||
|
کیا، نرگس (1395). بررسی رابطه بین کیفیت خدمات درک شده با قصد خرید مجدد و رفاه ذهنی (بهزیستی ذهنی) با توجه به نقش میانجی رضایت و شناسایی مشتریان (مطالعه موردی: شعب بانک کشاورزی شهر گرگان). پایان‌نامه کارشناسی ارشد، موسسه آموزش عالی حکیم جرجانی. درستکار، احسان، یعقوبی پور، علی، منتظری، محمد.(1400). شناسایی الگوی ذهنی مشتریان نسبت به برند بانک ملی ایران، فصلنامه مدیریت برند، 8(25)، 233-267. Abbasi, A. Z., Shamim, A. Ting, D. H. Hlavacs, H. & Rehman, U. (2021). Playful-consumption experiences and subjective well-being: Children’s smartphone usage. Entertainment Computing, 36, 100390. Aboelmaged, M. Hashem, G. & Mouakket, S. (2021). Predicting subjective well-being among mHealth users: A readiness–value model. International Journal of Information Management, 56, 102247. Abror, A. Patrisia, D. Engriani, Y. Evanita, S. Yasri, Y. & Dastgir, S. (2019). Service quality, religiosity, customer satisfaction, customer engagement and Islamic bank’s customer loyalty. Journal of Islamic Marketing, 11(6), 1691-1705. ADI, S, IRAWAN, B, SUROSO, I, SUDARYANTO, S.(2022). Loyalty-based sustainable competitive advantage and intention to choose back at one bank, General Management, 23(189), 306-315. Ahmed, Z. Rizwan, M. Ahmad, M. & Haq, M. (2014). Effect of brand trust and customer satisfaction on brand loyalty in Bahawalpur. Journal of Sociological Research, 5(1), 306-326. ARSLAN, F. M. & ALTUNA, O. K. (2019). The Role of Nostalgia Proneness in the Effect of Brand Image, Corporate Image, Brand Trust and Consumer Involvement on Emotional Attachment: Global Vs. Local Brand. Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 37(2), 215-240. Asbar, Y, Biby, S, Razif, R. (2022). The influence of experiential marketing, experiential value and brand trust on customer satisfaction telkomsel simpati card in the city of Lhokseumawe, International Journal of Educational Review, Law And Social Sciences (IJERLAS) 2 (4), 595–604. Bassi, M, Carissoli, C, Beretta, S, Negri, L, Fianco, A, and Delle Fave, A. (2022). Flow Experience and Emotional Well-Being among Italian Adolescents during the COVID-19 Pandemic, The Journal of Psychology, 156(6), 395-413 Blázquez, M. (2014). Fashion shopping in multichannel retail: The role of technology in enhancing the customer experience. International Journal of Electronic Commerce, 18(4), 97-116. Chen, CC, Su, PR, Jiang, JS, Lin, MH. (2022). Research on the impact of cultural and creative industry experiential marketing on brand trust and customer loyalty, The International Journal of Organizational Innovation, 14 (4), 295-309. Cheng, B. Peng, Y. Zhou, X. Shaalan, A. Tourky, M. & Dong, Y. (2022). Negative workplace gossip and targets’ subjective well-being: a moderated mediation model. The International Journal of Human Resource Management, 1-25. Cahang, C.(2020). How Branded Videos Can Inspire Consumers and Benefit Brands: Implications for Consumers’ Subjective Well-Being, JOURNAL OF ADVERTISING, 49(5), 613-632. Delgado‐Ballester, E. & Munuera‐Alemán, J. L. (2001). Brand trust in the context of consumer loyalty. European Journal of marketing. Deshwal, P. (2016). Customer experience quality and demographic variables (age, gender, education level, and family income) in retail stores. International Journal of Retail & Distribution Management, 44 (9), 940-955. Dorostkar, E, Yaghoubipoor, A, Montazeri, M. (2021). Identifying the Mental Pattern of Customers towards the Brand of Iran Melli Bank, Quarterly Journal of Brand Management, 8(25), 233-272. [In Persian] Domínguez-Quintero, A. M. González-Rodríguez, M. R. & Paddison, B. (2020). The mediating role of experience quality on authenticity and satisfaction in the context of cultural-heritage tourism. Current Issues in Tourism, 23(2), 248-260. Dominko, M, Verbic, M. (2022). The effect of subjective well-being on consumption behavior, Journal of Consumer Affairs, 56(2), 876-898. Farias, V, Leite, R.S. (2022). Consumers' Perceptions of the Role of the Marketing System in Subjective Well-being, Globalization & Development Reviw,6(4), 1-35. Gao, L. Melero-Polo, I. & Sese, F. J. (2019). Customer Equity Drivers, Customer Experience Quality, and Customer Profitability in Banking Services: The Moderating Role of Social Influence. Journal of Service Research, 23(2), 1-59. Gupta, A. (2016). Redefining service quality scale with customer experience quality scale: a critical review. International Journal of Services and Operations Management, 25(1), 48-64. Ha, H. Y. & Perks, H. (2005). Effects of consumer perceptions of brand experience on the web: Brand familiarity, satisfaction and brand trust. Journal of Consumer Behaviour: An International Research Review, 4(6), 438-452. Homburg, C. Jozic, D. & Kühnl, C. (2015). A grounded theory of customer experience management. In AMA Educators' Proceedings, 25, 198-199. Kia, Narges (2015). Investigating the relationship between perceived service quality with repurchase intention and mental well-being (mental well-being) with regard to the mediating role of customer satisfaction and identification (case study: Bank of Agriculture branches in Gorgan). Master's thesis, Hakim Jurjani Institute of Higher Education. [In Persian] Jovanović, V. (2016). Trust and subjective well-being: The case of Serbia. Personality Lemke, F. Clark, M. & Wilson, H. (2011). Customer experience quality: an exploration in business and consumer contexts using repertory grid technique. Journal of the Academy of Marketing Science, 39(6), 846-869. Mainardes, E. W. Gomes, V. C. A. Marchiori, D. Correa, L. E. & Guss, V. (2019). Consequences of customer experience quality on franchises and non-franchises models. International Journal of Retail & Distribution Management, 47(3), 311-330. Mainardes, E. W. Gomes, V. C. A. Marchiori, D. Correa, L. E. & Guss, V. (2019). Consequences of customer experience quality on franchises and non-franchises models. International Journal of Retail & Distribution Management, 47(3), 311-330. Mosallamy, D.E, Metawie, M. (2022). The Impact of Internet Banking at Times of Pandemic; Customer Experience, Satisfaction, Trust, Loyalty, E-service Quality and Bank’s Financial Performance; An Application on Egyptian Public Banks, Journal of Business and Management Sciences, 10(2), 70-79. Pethtel, O. L. (2012). Decision-Making Competence, Life Regrets, and Subjective Well-Being in Mature Adults (Doctoral dissertation, Bowling Green State University). Petrescu, M. & Kara, A. (2018). Consumer Aspirations and Subjective Well-Being. Journal of International Consumer Marketing, 30(5), 304-316. Rahmadewi, T. Farida, N. & Dewi, R. S. (2015). Pengaruh Crm Dan Customer Experience Terhadap Keputusan Pembeian Ulang Melalui Brand Trust Pada PT. Nasmoco Pemuda. Jurnal Ilmu Administrasi Bisnis, 4(3), 243-254. Ronda, L, Gracia, E. (2022). Does office aesthetics drive job choice? Boosting employee experience and well-being perception through workplace design, Employee Relations,44( 5), 1077-1091 Su, L, Pan, L, Wen, J, Phau. I. (2022). Effects of tourism experiences on tourists’ subjective well-being through recollection and storytelling, Journal of Vacation Marketing, 0(0), 1–19. Suhan, M, Nayak, S, Nayak, R, Spulbar, C. (2022). Exploring the sustainable effect of mediational role of brand commitment and brand trust on brand loyalty: an empirical study, Economic Research, 35(1), 6422-6444. Xu, W, Jung, H, Han, J. (2022). The Influences of Experiential Marketing Factors on Brand Trust, Brand Attachment, and Behavioral Intention: Focused on Integrated Resort Tourists, Sustainability, 14(20), 13000. | ||
|
آمار تعداد مشاهده مقاله: 341 تعداد دریافت فایل اصل مقاله: 218 |
||
