نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار، گروه مدیریت بازرگانی، دانشکده علوم انسانی، دانشگاه شاهد، تهران، ایران

2 دانشجوی کارشناسی ارشد مدیریت بازرگانی، دانشکده علوم انسانی، دانشگاه شاهد، تهران، ایران

چکیده

کسب رضایت و اعتماد مشتریان با گسترش استفاده از فناوری‏های جدید در نظام‏های بانکی یکی از مهمترین چالش‏های بانکداری در اکوسیستم‏های بانکداری همراه است. بنابراین هدف پژوهش حاضر بررسی رابطه بین مولفه‏های مؤثر بر رضایت و اعتماد مشتریان از خدمات بانکداری تلفن همراه در اکوسیستم‏های بانکداری همراه است. این پژوهش از نوع کاربردی است که با روش پیمایشی انجام شده است. جامعه آماری پژوهش شامل مشتریان استفاده‏کننده از خدمات بانکداری تلفن همراه است که 460 نفر از آنها به عنوان نمونه با استفاده از روش نمونه‏گیری تصادفی انتخاب شده‏اند. ابزار گردآوری داده‏ها در این پژوهش پرسشنامه است و برای تجزیه و تحلیل داده‏ها از آزمون‏های آماری کولموگروف-اسمیرنُف، تی، ضریب همبستگی اسپیرمن و روش معادلات ساختاری استفاده شده است. ابزار تجزیه و تحلیل داده‏ها نرم‏افزار PLS است. یافته‏ها نشان داد که که رابطه مثبت و معنی‏داری بین مولفه‏های زیبایی‏شناختی، کیفیت سیستم، کیفیت خدمات، کیفیت اطلاعات، ویژگی‏های وظیفه، تضمین ساختاری و اجتماعی بودن با اعتماد و رضایت در اکوسیستم‏های بانکداری همراه وجود دارد و این رابطه به لحاظ آماری نیز تائید شده است زیرا کلیه سطوح معنی‏داری به دست آمده کمتر از 05/0 می‏باشد. همچنین یافته‏ها نشان داد که مقدار R2 مربوط به متغیر درون‌زای اعتماد 485/0 و متغیر رضایت از بانکداری موبایل 545/0می‌باشد که نشان از مناسب بودن برازش الگوی ساختاری دارد. بنابراین می‏توان گفت که مؤلفه‏های مؤثر بر بانکداری تلفن همراه به واسطه اعتماد نقش مؤثری در کسب رضایت مشتریان در اکوسیستم‏های بانکداری همراه دارند.

کلیدواژه‌ها

عنوان مقاله [English]

Investigating the relationship between the components affecting customer trust and satisfaction in mobile banking ecosystems

نویسندگان [English]

  • Ebrahim Zarepour Nasirabadi 1
  • Neda Ghamaripoor 2

1 Assistant Professor, Department of Business Administration, Faculty of Humanities, Shahid University, Tehran, Iran

2 Master's student in Business Administration, Faculty of Humanities, Shahid University, Tehran, Iran

چکیده [English]

Gaining customer satisfaction and trust by expanding the use of new technologies in banking systems is one of the most important challenges of banking in mobile ecosystems. Therefore, the present study aims to investigate the relationship between the factors affecting customer satisfaction and trust in mobile banking services in mobile banking ecosystems. This research is of an applied type, which was carried out with a survey method. The statistical population of the research includes customers using mobile banking services, 460 of whom were selected as a sample using random sampling. The tool of data collection in this research is a questionnaire, and Kolmogorov-Smirnoff, T, Spearman's correlation coefficient, and structural equation method were used to analyze the data. The data analysis tool is PLS software. The findings showed that there is a positive and significant relationship between aesthetic components, system quality, service quality, information quality, task characteristics, structural assurance and sociality with trust and satisfaction in mobile ecosystems. And this relationship has been confirmed statistically because all significance levels obtained are less than 0.05. Also, the findings showed that the value of R2 related to the endogenous variable of trust is 0.485 and the variable of satisfaction with mobile banking is 0.545, which indicates the appropriateness of the fit of the structural model. Therefore, it can be said that the factors affecting mobile banking through trust have an effective role in obtaining customer satisfaction in mobile banking ecosystems.

کلیدواژه‌ها [English]

  • Trust
  • Mobile Banking Ecosystems
  • Satisfaction Customer
  • Banking Mobile
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