A model for customer retention in electronic banking market
عنوان مقاله: A model for customer retention in electronic banking market
شناسه ملی مقاله: JR_JSDI-8-1_022
منتشر شده در در سال 1401
شناسه ملی مقاله: JR_JSDI-8-1_022
منتشر شده در در سال 1401
مشخصات نویسندگان مقاله:
Ahmad Khosravi - Department of Marketing Management, Hamedan Branch, Islamic Azad University, Hamedan, Iran
Vahid Reza Nasehifar - Department of Business Management, Allameh Tabatabaei University, Tehran, Iran
Thofeh Ghobadi Lamuki - Department of Management, Gonbad kavoos Branch, Islamic Azad University, Gonbad kavoos, Iran
Alireza Islambolchi - Department of Management, Hamedan Branch, Islamic Azad University, Hamedan, Iran
خلاصه مقاله:
Ahmad Khosravi - Department of Marketing Management, Hamedan Branch, Islamic Azad University, Hamedan, Iran
Vahid Reza Nasehifar - Department of Business Management, Allameh Tabatabaei University, Tehran, Iran
Thofeh Ghobadi Lamuki - Department of Management, Gonbad kavoos Branch, Islamic Azad University, Gonbad kavoos, Iran
Alireza Islambolchi - Department of Management, Hamedan Branch, Islamic Azad University, Hamedan, Iran
Background: In a difficult competitive environment, timely and organized relationship with
customers is the best way to increase customer satisfaction, increase sales and reduce costs.
Methods: In a mixed method, interview was used in qualitative section and questionnaire was
used in the quantitative section. The statistical population for the interview was ۱۲ people and
the statistical population of the quantitative section included ۳۸۰ customers of Saderat Bank of
Isfahan and Lorestan provinces that their total number was ۳۷۰۰۰. Measurement tools included
a researcher-made questionnaire and an interview form. Data analysis was performed by
regression test method in SPSS software.
Results: The website, ease of use, information security, appropriate format, savings in time,
and subjective norms were considered as effective variables of electronic banking services. The
results indicated that each of the above components have a direct and significant relationship
with customer retention. to save time, service offering systems should be used using the data
of each customer and the information and the services provided without the need for the
customer's presence in electronic services to improve performance of electronic banking as
well as provide conditions for full competition in the market for banks to increase the
performance of banks.
Conclusion: Given the development pattern of customer retention in banking services, it is
necessary to pay special attention to the importance of the effective factors listed by managers
and employees.
کلمات کلیدی: Banking Personal; Electronics; Marketing
صفحه اختصاصی مقاله و دریافت فایل کامل: https://civilica.com/doc/1700874/