-بازاریابی رابطه‌ای و تأثیر آن بر ارزش ویژه برند در صنعت بانکداری (موردمطالعه: بانک حکمت ایرانیان)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبائی، تهران، ایران.

2 دانشجوی دکترا، گروه مدیریت بازرگانی، دانشگاه علامه طباطبائی، تهران، ایران.

چکیده

بانک‌ها و مؤسسات مالی با استفاده از بازاریابی رابطه‌ای با در نظر گرفتن منافع هر دو طرف مبادله به برقراری و حفظ یک رابطه بلندمدت با مشتریان خود می پردازند که می‌تواند به تقویت ارزش ویژه برند آن‌ها کمک نماید. پژوهش حاضر به بررسی تأثیر ابعاد بازاریابی رابطه‌ای که شامل، اعتماد، همدلی، ایجاد پیوند، ارزش‌های مشترک، رابطه متقابل و ارتباطات می‌باشد بر ارزش ویژه برند که از وفاداری به برند، کیفیت ادراک‌شده و تصویر ذهنی برند تشکیل‌شده است می پردازد. پژوهش ازنظر هدف کاربردی و نحوه گردآوری داده‌ها از نوع پژوهش‌های توصیفی- پیمایشی و به‌طور کامل مدل یابی معادلات ساختاری است. جامعه آماری، مشتریان بانک حکمت ایرانیان شهر تهران هستند. برای جمع‌آوری داده‌ها 390 پرسش‌نامه توزیع گردید. اطلاعات جمع‌آوری‌شده با استفاده از نرم‌افزار SPSS و AMOS 23 مورد تجزیه‌وتحلیل قرار گرفتند. نتایج به‌دست‌آمده حاکی از آن است که اعتماد، همدلی، رابطه متقابل و ارتباطات تأثیر مثبت و معناداری بر ارزش ویژه برند بانک دارند همچنین نتایج پژوهش نشان داد که ارزش‌های مشترک و ایجاد پیوند تأثیر مثبت و معناداری بر ارزش ویژه برند بانک ندارند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Dimensions of Relationship Marketing and Its Impact on Brand Equity in Banking Industry (Case of Hekmat Iranian Bank)

نویسندگان [English]

  • Mahmood Mohammadian 1
  • Amir Aslani Afrashteh 2
1 Assistant Prof., Faculty of Management and Accounting, Allameh Tabataba'i University, Tehran, Iran.
2 Ph.D. student, Department of Business Management, Allameh Tabatabai University, Tehran, Iran.
چکیده [English]

One of the new concepts in the field of marketing that was developed after the traditional marketing is relationship marketing. Considering the mutual benefits of both parties (service providers and customers), service organizations such as banks and financial institutions can implement relationship marketing tools and tactics, in order to establish and maintain a long-term relationship with their customers that can help enhance brand equity. The current study discusses the impact of the dimensions of relationship marketing including trust, empathy, bonding, shared values, reciprocity and communication on brand equity consisting of brand loyalty, perceived quality and brand image. This study is an applied research regarding its objectives. Considering the data collection method, it is a descriptive survey which uses structural equation modelling. The statistical population of this researchconsists of the customers of Hekmat Iranian Bank in Tehran. The customers are those who have active accounts in Hekmat Iranian Bank (current and savings accounts). A total number of 390 questionnaires were distributed in order to collect data. The collected information were analysed using SPSS and AMOS 23. The results indicate that trust, empathy, reciprocity and communication have a significant positive effect on banks’ brand equity. Moreover, the results show that shared values and bonding do not have a positive significant effect on banks’ brand equity.

کلیدواژه‌ها [English]

  • Dimension of Relationship Marketing
  • Brand Equity
  • Banking Industry

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