شناسایی و رتبه‌بندی عوامل ارزیابی شناختی مؤثر بر تنوع‌طلبی خرید خدمات بانکی (مطالعه موردی: مشتریان بانک صادرات، شعبات غرب تهران)

نوع مقاله: مدیریت سازمانی(چالشهای کسب وکار -اخلاق و مسولیت اجتماعی -تحول سازمانی - عملکرد سازمانی -ریسک)

نویسندگان

1 دانشجوی دکترای مدیریت بازرگانی،واحدکرمانشاه،دانشگاه آزاد اسلامی ،کرمانشاه،ایران.

2 گروه مدیریت بازرگانی،واحد کرمانشاه،دانشگاه آزاد اسلامی،کرمانشاه،ایران.

3 گروه مدیریت، دانشکده مدیریت، دانشگاه کردستان، کردستان، ایران.

4 گروه اقتصاد، دانشکده اقتصاد، واحد کرمانشاه، دانشگاه آزاد اسلامی، کرمانشاه، ایران.

10.22080/jem.2020.17116.2982

چکیده

تحقیق حاضر با هدف شناسایی و اولویت‌بندی عوامل مؤثر بر ارزیابی شناختی مشتریان که محرک تنوع‌طلبی خرید خدمات در بانک صادرات شعبات غرب تهران است، صورت گرفت. این تحقیق از منظر هدف کاربردی و روش تحقیق آن بر اساس ماهیت اطلاعات به دو شیوه کیفی-اکتشافی و کمی-پیمایشی طراحی شد. در بخش اکتشافی با ابزار مصاحبه نیمه ساختاریافته اطلاعات لازم جمع‌آوری شد؛ جامعه آماری، مشتریان سه شعبه بانک صادرات در غرب تهران بود که با نمونه‌گیری در دسترس بعد از 21 مصاحبه به اشباع تحلیل رسید. داده‌های مصاحبه‌ها با روش تحلیل مضمون بررسی شد. در بخش پیمایشی بر اساس متغیرهای مستخرج از بخش کیفی، پرسشنامه‌ای 26 سؤالی تنظیم گردید و با نمونه‌گیری تصادفی ساده بین 384 مشتری توزیع گردید. یافته‌های مربوط به بخش کیفی نشان داد از منظر پاسخگویان 8 عامل یا متغیر بر ارزیابی شناختی محرک تنوع‌طلبی خرید خدمات مؤثر است که عبارت‌اند از چیدمان مطلوب، فضای فیزیکی مناسب، وجود نظم داخلی بانک، تصویر بانک، اعتماد، کیفیت خدمات، ارتباطات اثربخش، تبلیغات اثربخش. یافته‌های بخش کمی با کمک آزمون فریدمن نشان داد کیفیت خدمات، اعتماد و فضای فیزیکی مناسب، بیشترین اهمیت را در ارزیابی شناختی مشتریان دارند و مهم‌ترین نقش را تحریک مشتریان به تنوع‌طلبی خرید خدمات بانکی ایفا می­کنند.

کلیدواژه‌ها


عنوان مقاله [English]

Identifying and Prioritizing Factors Affecting the Cognitive Assessment Motive to Variety-Seeking Purchase in Banking Services (Case Study: Customers of Saderat Bank, West Branches of Tehran)

نویسندگان [English]

  • Mojtaba Mehrabpour 1
  • Farshid Namamian 2
  • Fakhroddin Maroufi Naghadei 3
  • Alireza Moradi 4
1 PhD. student in business management Kermanshah branch, Islamic Azad University, Kermanshah,, ,Iran.
2 Department of Business Management, Kermanshah Branch, Islamic Azad University, Kermanshah, Iran.
3 Department of Management, Faculty of Management, University of Kurdistan, Kurdistan, Iran.
4 Department of Economics, Faculty of Economics, Kermanshah Branch, Islamic Azad University, Kermanshah, Iran.
چکیده [English]

The aim of this study was to identify and prioritization the factors affecting the cognitive assessment of customers that stimulate variety-seeking behavior in purchasing services at Saderat Bank Branches in the west of Tehran. The research method was conducted in two qualitative-exploratory and quantitative-survey methods. In the exploration section, semi-structured interview tools were used to collect the necessary data. The statistical society consisted of all customers of three branch offices of the Saderat Bank in the west of Tehran, which was obtained by sampling after 21 interviews. Data were analyzed by the method of analysis of the subject. In the survey section, based on the variables extracted from the qualitative section, 26 questionnaires were adjusted and distributed among simple 384 randomly selected random sampling. The findings of the qualitative section showed that, from the perspective of the respondents of the 8 factors or variables, the cognitive assessment of the stimulus of diversification is the purchase of effective services, which include: desirable arrangement, appropriate physical space, existence of internal bank order, bank image, trust, service quality, effective communication Effective advertising. The average rating of the 8 factors indicated that the quality of services, trust and an appropriate physical space were considered as factors affecting the customer's cognitive assessment; the most important factor was the stimulation of customers to diversification buying a bank service.

کلیدواژه‌ها [English]

  • Cognitive assessment
  • Diversity
  • Services
  • Saderat Bank
  • Tehran
Abdolvand, Mohammad Ali; Prakhoodi Moghaddam, Parnia (2013). The effect of cognitive and emotional evaluations on behavioral tendencies. Marketing Management, No. 19, 107-93.

Ahn, J. A., & Seo, S. (2018). Consumer responses to interactive restaurant self-service technology (IRSST): The role of gadget-loving propensity. International Journal of Hospitality Management, 74, 109–121. https://doi.org/https://doi.org/10.1016/j.ijhm.2018.02.020.

Ansari, A; Ketabi, S; Saber, Z; Teymouri, H., (2014). Studying the Relationship between Satisfaction, Loyalty and Customer Desire to Brand Change in Service Organizations Considering the Moderating Role of Customer Diversity and Involvement in Purchasing Intention, Journal of New Marketing Research, 5(2). (In Persian)

Baker, J., Parasuraman, A., Grewal, D., Voss, G.B., (2002). The influence of multiple store environment cues on perceived merchandise value and patronage intentions. J. Market. 66, 120–141.

Baluchi, Hossein; Esfidani, Mohammad Rahim; Amui Wajaki, Ali (2015). Investigating the Diversity and Novelty of Tourists on Their Visit Intentions (Case Study: Tourism in Tehran). Business Management. 7(1), 65-43.

Beldona, S., Moreo, A., & Mundhra, G. (2010). The Role of Involvement and Variety-Seeking in Eating out Behaviors. International Journal of Contemporary Hospitality Management, 22(3), 433-444.

Berne, C., Mugica, M., Yague, J. (2001). The Effect of Variety-Seeking on Customer Retention in Services. Journal of Retailing and Consumer Services, 8(6), 335- 345.

Bigne, J. E., Mattila, A. S. & Andreu, L. (2008). “The impact of experiential consumption cognitionsand emotions on behavioral intentions”, Journal of Services Marketing, 22 (4), pp. 303-315.

Chandran, S., & Morwitz, V. (2005). Effects of Participative Pricing on Consumers’ Cognitions and Actions: A Goal Theoretic Perspective. Journal of Consumer Research, 32(2), 249-259.

Desaia, Kalpesh Kaushik., Trivedi, Minakshi (2012). Do consumer perceptions matter in measuring choice variety and variety seeking? Journal of Business Research, Volume 67, Issue 1, January 2014, Pages 2786-2792.

Diallo, M.F., Chandon, J.L., Cliquet, G., Philippe, J., (2013). Factors influencing consumer behaviour towards store brands: evidence from the French market. Int. J. Retail Distrib. Manage. 41 (6), 422–441.

Floor, K., (2007). Branding a Store: How to Build Successful Retail Brands in a Changing Marketplace. Kogan Page, Limited, Philadelphia, PA.

Ghanbari, M; Dehghan Dehnavi, H., (2016). Investigating the Influences of Store Space Symbols on the Variety of Customer Stores -Chain Shopping, 4th National Management Conference, Economics & Accounting, Tabriz, Tabriz Industrial Management Organization, University of Tabriz. (In Persian)

Higgins, E. T., & Spiegel, S. (2004). Promotion and Prevention Strategies for Self- Regulation: A Motivated Cognition Perspective. In R. F. Baumeister & C. Journal of Marketing, Vol. 32 Issue: 4, pp.432-440.

Khorram, J; Mosayyebi, A; Mansouri, F., (2014) Investigating the effect of social stimuli on store space Extravagant shopping shoppers (Case Study: Refah Chainstores), Journal of New Marketing Research, 4(2), 191-208. (In Persian)

Koo, W., Kim, Y.K., (2013). Impacts of store environmental cues on store love and loyalty: single-brand apparel retailers. J. Int. Consum. Market. 25 (2), 94–106.

Kumar, A., & Kim, Y. K. (2014). The store-as-a-brand strategy: The effect of store environment on customer responses. Journal of Retailing and Consumer services, 21(5), 685-695.

Levav, J., Zhu, R., (2009). Seeking freedom through variety. Journal of Consumer Research 6 (December), 600–610.

Liu, Y., Li, K. J., Chen, H., & Balachander, S. (2017). The effects of products' aesthetic design on demand and marketing-mix effectiveness: The role of segment prototypicality and Brand consistency. Journal of Marketing, 81(1), 83-102.

Martınez, E., Montaner, T., (2006). The effect of consumer’s psychographic variables upon deal-proneness. Journal of Retailing and Consumer Services 13 (3), 157–168.

Mattila, A.S., Enz, C.A., (2002). The role of emotions in service encounter. Journal ofService Research 4 (4), 268–277.

Mohammadian, M; Dehdashti, M., (2016). The effect of emotional attachment between consumers and retailers in purchase intention, Journal of Business Administration Researches, 8(15), 39-58. (In Persian)

Mohan, G., Sivakumaran, B., & Sharma, P. (2012). Store environment's impact on variety seeking behavior. Journal of Retailing and Consumer Services, 19(4), 419-428.

Nazarian, Rafik; Farhadipour, Mohammad Reza Faraji, Ali (2013). The Impact of Competition in the Banking Industry on the Effectiveness of Monetary Policy Transmission through the Bank Lending Channel. Trend Quarterly, Twentieth Year, Nos. 61 and 62. pp. 74-43.

Park, J., Stoel, L., Lennon, S.J., (2008). Cognitive, affective and conative responses to visual simulation: the effects of rotation in online product presentation. J. Consum. Behav. 7, 72–87.

Pazhoyan, Jamshid; Shafi'i, Afsaneh (2008). Structural Analysis in the Iranian Banking Industry: An Empirical Application of the Davis U Index. Quarterly Journal of Quantitative Economics, Volume 5, Number 4, p. 105-81.

Roehm, M., & Roehm, H. (2010). The Relationship between Packaging Uniformity and Variety Seeking. Psychology and Marketing, 27(12), 1122-1133.

Sanaei, Ali; Shafei, Reza (2012). A Model for Analyzing and Predicting Customer Buying Behavior Based on Functional Attitude Theory (Case Study: Iranian Automotive Industry). Journal of Business Research, No. 62, pp. 192-153.

Tang, E., & Chin, I. (2007). Analyzing Variety Seeking Behavior Using Panel Data. Journal of International Consumer Marketing, 19(4), 7-31.

Xuhui, W., Muhammad, A., & Ayyub, S. (2018). Determinants of consumption intention of Chinese cuisines for foreigners: the mediating role of variety seeking behavior. International Journal of Culture, Tourism, and Hospitality Research, 12(2), 213–222. https://doi.org/10.1108/IJCTHR-05-2017-0061.

Wu, P.-H., & Kao, D. (2011). Goal Orientation and Variety Seeking Behavior: The Role of Decision Task. Journal of Economic Psychology. 32(1), 65-72.