جغرافیا و برنامه ریزی منطقه‌ای

جغرافیا و برنامه ریزی منطقه‌ای

مدل یابی معادلات ساختاری نقش تعدیلگر رفتارهای مخرب سازمانی در رابطه بازاریابی رابطه مند و کیفیت خدمات بانکی در سطح جغرافیای استان کرمان

نوع مقاله : مقاله های برگرفته از رساله و پایان نامه

نویسندگان
1 گروه مدیریت دولتی، واحد کرمان، دانشگاه آزاد اسلامی، کرمان، ایران
2 مدیریت دولتی ، واحد کرمان ، دانشگاه آزاد اسلامی، کرمان، واحد
3 مدیریت دولتی ، واحد کرمان، دانشگاه آزاد اسلامی ، کرمان، ایران
10.22034/jgeoq.2025.512774.4255
چکیده
در عصر رقابت شدید بانکداری، بازاریابی رابطه‌مند و کیفیت خدمات بانکی عوامل کلیدی موفقیت محسوب می‌شوند. با این حال، رفتارهای مخرب سازمانی می‌توانند این رابطه را تضعیف کنند. از این رو تحقیق حاضر با هدف مدل یابی معادلات ساختاری نقش تعدیلگر رفتارهای مخرب سازمانی در رابطه بازاریابی رابطه مند و کیفیت خدمات بانکی انجام شد. روش تحقیق توصیفی- همبستگی بود. جامعه‌آماری شامل کلیه کارکنان بانک های دولتی و خصوصی استان کرمان در سال 1402 بودند که از بین آنها 480 نفر با روش نمونه‌گیری طبقه‌ای انتخاب شدند. ابزار گردآوری اطلاعات شامل سه پرسشنامه محقق‌ساخته بود. برای تجزیه و تحلیل داده‌ها از مدل‌یابی معادلات ساختاری و نرم‌افزار SPSS و AMOS استفاده شد. نتایج تحقیق نشان داد مدل نقش تعدیلگر رفتارهای مخرب سازمانی در رابطه بازاریابی رابطه مند و کیفیت خدمات بانکی از برازش قابل قبولی برخوردار است. براساس نتایج تحقیق بین بازاریابی رابطه مند و کیفیت خدمات بانکی رابطه معنی وجود دارد. رفتارهای مخرب سازمانی در رابطه بین بازاریابی رابطه مند و کیفیت خدمات بانکی نقش تعدیلگر دارد. بنابراین می توان نتیجه گیری کرد برای بهبود کیفیت خدمات بانکی، بانک‌ها باید با تقویت فرهنگ سازمانی و کاهش رفتارهای مخرب سازمانی، شرایطی فراهم کنند که بازاریابی رابطه‌مند به شکلی اثربخش‌تر در ارتقای تجربه مشتریان به کار گرفته شود.
کلیدواژه‌ها

عنوان مقاله English

Structural Equation Modeling of the Moderating Role of Destructive Organizational Behaviors in the Relationship between Business Relationships and the Quality of Banking Services at the Geographic Level of Kerman Pro

نویسندگان English

Sanger salajeghe 1
amirreza Sanjari 2
Navid Fatehi 3
1 Department of Public Administration, Kerman Branch, Islamic Azad University, Kerman, Iran
2 Public administration, Kerman branch, Islamic azad university, Kerman, iran
3 Public administration,Kerman branch,Islamic azad university, Kerman, iran
چکیده English

In the era of intense banking competition, relationship marketing and banking service quality are considered key success factors. However, organizational destructive behaviors can weaken this relationship. Therefore, the present study was conducted with the aim of finding structural equation modeling of the moderating role of organizational destructive behaviors in the relationship between relationship marketing and banking service quality. The research method was descriptive-correlational.The statistical population included all employees of public and private banks in Kerman province in 1402, from which 480 people were selected using stratified sampling. The data collection tool included three researcher-made questionnaires. Structural equation modeling and SPSS and AMOS software were used to analyze the data.The results of the study showed that the model of the moderating role of organizational destructive behaviors in the relationship between relationship marketing and banking service quality has an acceptable fit. According to the results of the study, there is a significant relationship between relationship marketing and banking service quality. Organizational destructive behaviors have a moderating role in the relationship between relationship marketing and banking service quality.Therefore, it can be concluded that to improve the quality of banking services, banks must strengthen organizational culture and reduce destructive organizational behaviors, thereby creating conditions for relationship marketing to be used more effectively in improving customer experience.

کلیدواژه‌ها English

Antecedents
consequences
extra-role behaviors
employees
executive branch
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