Razi Journal of Medical Sciences

fa پیامدهای وفاداری الکترونیک مشتریان در صنعت بانکداری Implications of Electronic Customer Loyalty in the Banking Industry روانشناسی بالینی Clinical Psychiatry پژوهشي Research <div style="text-align: justify;">زمینه و هدف: وفاداری مشتریان و به ‌ویژه وفاداری الکترونیک در کسب‌وکارهای الکترونیکی به جهت کسب سود و منافع بیشتر، یکی از موضوع‌هایی است که امروزه از دیدگاه بسیاری از مدیران، به علت فضای رقابتی حاکم بر آن از جایگاه ویژه‌ای برخوردار است. لذا هدف از تحقیق حاضر بررسی پیامدهای وفاداری الکترونیک مشتریان در صنعت بانکداری (مورد مطالعه: بانک مسکن خراسان رضوی) می‌باشد. روش کار: تحقیق حاضر ازلحاظ ماهیت از نوع اکتشافی، از لحاظ هدف کاربردی و از نظر شیوه گردآوری داده‌ها توصیفی می‌باشد. روش این تحقیق از نوع آمیخته می‌باشد. در مرحله نخست و در بخش کیفی بر اساس روش داده بنیاد الگو نظری ایجاد شد و سپس در مرحله کمی با بهره‌گیری از فرایند تحلیل عاملی تأییدی، به تجزیه و تحلیل و شناسایی پیامدهای وفاداری الکترونیک پرداخته شد. جامعه آماری تحقیق در بخش کیفی شامل کارشناسان بخش فناوری اطلاعات در بانک بودند که 14 نفر با استفاده از روش نمونه‌گیری هدفمند انتخاب  و تا رسیدن به اشباع نظری مصاحبه‌ها انجام گردید و در بخش کمی مشتریان استفاده‌کننده از خدمات بانکداری الکترونیک بانک مسکن خراسان رضوی می‌باشند که با روش نمونه‌گیری در دسترس و با استفاده از جدول کوکران حجم نمونه به تعداد  384 نفر بوده است. اﺑﺰار اندازه‌گیری در ﺑﺨﺶ کیفی، مصاحبه نیمه ساختاریافته و در بخش کمی از پرسشنامه محقق ساخته استفاده شد. یافته ها: در این تحقیق در بخش کیفی هفت پیامده وفاداری الکترونیک سازمان‌دهی شد. همچنین در بخش کمی نتایج تحلیل عامل تأییدی حاکی از روایی و پایایی پیامدهای نهائی بود و کلیه مؤلفه‌ها در وفاداری الکترونیک مشتریان مؤثر بودند. نتیجه گیری: در مجموع نتایج تحقیق حاضر، دانش وسیعی را پیرامون نحوه وفادارسازی الکترونیک مشتریان بانکداری الکترونیک بانک مسکن در اختیار مدیران این بانک در جهت رسیدن به حداکثر بهره‌وری قرار داد.</div> <div style="text-align: justify;">Background & Aims: Through reducing costs and increasing bank profitability, increasing the speed in providing services to customers, and easy and round-the-clock access of customers to services, electronic banking has been able to free itself from the restrictions of time and place and create a special economic position for itself. In today's competitive world, banks should pay the most attention to their needs, opinions, and objections about banking services to keep their customers and they should know that in banking, the customer's voice is the voice on which the bank's policies should be formed. In between, honoring customers, proper interaction with customers, surveying customers, having a proper two-way relationship with customers, investigating customer problems and handling their complaints promptly, being aware of customer satisfaction, increasing the quality and speed of service delivery, adapting the bank's policies to the needs customers, verifying the accuracy of the services provided to customers, etc., can greatly help banks in retaining customers, and this will not be possible unless the bank accepts that paying attention to customers is the key to their longevity. Loyalty is a type of positive attitude toward an entity (brand, service, shop, or seller) and supportive behavior toward it. Based on this, it can be said that loyalty refers to a strong commitment to repurchase a product or a superior service in the future, in such a way that the same brand or product is purchased despite the influence and potential marketing efforts of competitors. Loyalty, the researchers stated, means maintaining a deep commitment to repurchase or reselect a product or service, continuously in the future, despite situational influences and marketing efforts potentially changing customer behavior. Due to the importance of users in the online environment, creating electronic loyalty has been raised as a necessary challenge, and due to the many competitions in today's electronic world, it is a fundamental issue to provide a model for maintaining and keeping customers in the housing bank; Therefore, it is important to examine the consequences of electronic loyalty in the banking industry, because despite the research conducted in the field of electronic banking and also the influence of factors affecting loyalty, few studies have investigated the consequences of electronic loyalty in the banking industry, and accordingly, due to the lack of research related to Organizational issues and issues in the field of e-banking, this research tries to solve the challenges facing e-banking regarding the consequences of the e-loyalty of Maskan Bank users and to investigate what factors are the consequences of e-loyalty of customers in Maskan Bank? Methods: According to the purpose and topic of the research, a mixed method (qualitative-quantitative) has been used in this research, and considering the nature of the presentation of the performance management model, it is considered mixed exploratory research, which has the code of ethics IR.IAU.SARI.REC.1403.111 The code of ethics of the Islamic Azad University of Sari branch was approved by the commission. The statistical population of the research is all the data and professional knowledge present in branches active in the field of electronic banking in Khorasan Razavi Housing Bank and the results of the researcher's observations as well as the results of interviews with the experiences of technology and information experts of Khorasan Razavi Housing Bank, which can be found in the qualitative section. The statistical population includes the following; All technology and information experts of Maskan Bank of Khorasan Razavi province, based on indicators, such as educational qualification, work experience, and management experience in leading banks in the field of electronic banking, age, and job position. The statistical population in the quantitative part are electronic customers who use the electronic banking services of Khorasan Razavi Housing Bank branches. The sample size in qualitative research is not known in advance and the sample is selected purposefully. The sample size is closely related to the degree of saturation; However, due to the importance of variables such as education, employment and experience, we have tried to achieve maximum diversity in terms of sample selection; Therefore, taking into account that in this research we will have twice the sample size in the first stage and in the qualitative part based on the snowball technique and based on the principle of saturation with technology and information experts of Housing Bank of Khorasan Razavi province who are known as innovators or secretly have innovated, an interview will be conducted, and then the consequences of electronic customer loyalty in the banking industry were identified, and in the quantitative part of the statistical population, there were 384 customers using Maskan Bank's electronic banking services, whose content validity was confirmed by experts and construct validity was analyzed It is a confirmatory factor as well as its reliability test through Cronbach's alpha. In order to finally be able to identify the consequences of electronic customer loyalty in the banking industry of Maskan Bank. In this research, in the first stage, and in the qualitative part, based on the snowball technique, based on the principle of saturation, with 14 people from Maskan Bank's technology and information experts, based on indicators such as work experience, job promotion, age, job position that are known as innovators and or have secretly innovated, and as experts in the field of technology, an in-depth interview was conducted with the topic of electronic loyalty in Maskan Bank. It should be noted that in the quantitative stages of the research, easy or accessible sampling was used, which includes customers who use the virtual services of Maskan Bank. The measurement tool was used in the qualitative section, semi-structured interview, and in the quantitative section, a researcher-made questionnaire was used. Results: In this research, seven outcomes of electronic loyalty were organized in the qualitative section. Also, in the quantitative part, the results of the confirmatory factor analysis indicated the validity and reliability of the final results, and all components were effective in the electronic loyalty of customers. Conclusion: The consequences of creating electronic loyalty in electronic banking services for the customers of Maskan Bank; include customer retention, customer satisfaction, increasing productivity, demand management, special VIP services, repurchases, and reducing the costs of Maskan Bank. The consequences are the most important achievements that Bank Maskan expects if it implements all the previous stages and categories effectively and efficiently; reach them In fact, the consequences are the result of hard work that is going to be carried out. Now, assuming that the strategies, underlying and intervening factors have been well implemented by the Housing Bank; the above results are obtained; At the same time, customers increase productivity for this bank and ultimately lead to electronic loyalty in using the bank's virtual services. Finally, customers with special services of the bank increase productivity and improve the position of the bank, and at the same time achieve maximum customer satisfaction, which leads to their retention. On the other hand, demand management has led to an increase in the awareness of others about new banking services and helps the bank to maximize productivity and reduce existing costs. In total, the results of this research provided a wide range of knowledge about the electronic loyalty of Maskan Bank's electronic banking customers to the managers of this bank in order to achieve maximum productivity. </div> وفاداری الکترونیک, بانکداری الکترونیک, رضایت مشتری Electronic Loyalty, Electronic Banking, Customer Satisfaction 1 9 http://rjms.iums.ac.ir/browse.php?a_code=A-10-8034-1&slc_lang=fa&sid=1 Hamid Reza Hematabadi حمیدرضا همت آبادی 3900319475328460081598 3900319475328460081598 No PhD student in Business Administration, Department of human sciences, Birjand Branch, Islamic Azad University, Birjand, Iran دانشجوی دکتری تخصصی مدیریت بازرگانی، دانشکده مدیریت، واحد بیرجند، دانشگاه آزاد اسلامی، بیرجند، ایران Hosein Hakimpour حسین حکیم پور hhakimpur@iaubir.ac.ir 3900319475328460081599 3900319475328460081599 Yes Department of Business Management, Birjand Branch, Islamic Azad University, Birjand, Iran استادیار، دانشکده مدیریت، واحد بیرجند، دانشگاه آزاد اسلامی، بیرجند، ایران Mehdi Mahmoodzadeh Vashan مهدی محمودزاده واشان 3900319475328460081600 0009-0002-7658-755X No Department of Business Management, Birjand Branch, Islamic Azad University, Birjand, Iran استادیار، دانشکده مدیریت، واحد بیرجند، دانشگاه آزاد اسلامی، بیرجند، ایران Hamid Rezaeifar حمید رضایی فر 3900319475328460081601 3900319475328460081601 No Department of Business Management, Birjand Branch, Islamic Azad University, Birjand, Iran استادیار، دانشکده مدیریت، واحد بیرجند، دانشگاه آزاد اسلامی، بیرجند، ایران