بررسي تاثير پاسخگويي اجتماعي بر وفاداري مشتري با ميانجي گري رضايت،اعتماد

Investigating the Impact of Social Responsiveness on Customer Loyalty by Mediating Satisfaction, Trust

هدف اصلي از انجام اين رساله بررسي تاثير پاسخگويي اجتماعي بر وفاداري مشتري با ميانجي گري رضايت،اعتماد (مطالعه موردي :مديريت شعب بانك هاي تجارت و ملت ،صادرات و سپه استان قزوين)مي باشد. در اين تحقيق پاسخگويي اجتماعي بعنوان متغير مستقل، رضايت و اعتماد بعنوان متغيّر ميانجي و وفاداري مشتري بعنوان متغير وابسته در مدل مفهومي تحقيق قرار گرفتند. جامعه آماري اين پژوهش مراجعه كنندگان به شعب بانك هاي تجارت و ملت استان قزوين مي‌باشند. حجم نمونه حاضر تقريباً 196 ارباب رجوع برآورد گرديد و با پيش‌بيني ريزش احتمالي تعداد 210 پرسشنامه توزيع كه در نهايت 200 پرسشنامه تكميل و جمع آوري گرديد، داده هاي مورد نياز تحقيق گرد آوري و با استفاده از فنون آمارتوصيفي و نرم افزار SPSS و فنون آمار استنباطي به كمك نرم افزارهاي آماري Pls انجام گرديده است. يافته ها حاكي از آن است كه تمامي فرضيه هاي تحقيق كه در آنها رابطه معناداري بين ابعاد متغير مستقل تحقيق و متغير ميانجي و نيز رابطه بين متغير ميانجي و متغير وابسته را مورد بررسي قرار مي داد مورد سنجش قرار گرفته و تمامي آنها تاييد گرديد.

The main purpose of this research is to investigate the effect of social responsibility on customer empowerment through mediation of satisfaction, trust . In this research, using written sources and reviewers, as well as reviewing the history of researches and articles of valid journals, the conceptual model of research extraction, and social accountability as an independent variable, satisfaction and trust as an intermediary variable and customer loyalty as a dependent variable in the conceptual model of the research, Then, with the help of a supervisor, a standard questionnaire was prepared. To determine the validity of face and structure validity, the Cronbach's alpha coefficient was used to measure the reliability of the questionnaires. The statistical population of this research is referring to branches of Qazvin's business and nation's banks. Due to the uncertainty of the number of clients, the Cochran sampling formula has been used. The sample size was estimated to be about 196 clients, and with the prediction of possible loss, 210 distribution questionnaires were completed and finally 200 questionnaires were completed and collected, The required data were collected and analyzed using descriptive techniques and SPSS software and inferential statistics techniques using pls statistical software. Findings indicate that all research hypotheses in which there is a significant relationship between dimensions The independent variable of the research and the mediator variable, as well as the relationship between the mediator variable and the dependent variable, were evaluated and all confirmed.