تحليل رابطۀ مديريت دانش و اخلاق با وفاداري مشتري

The Role of Customer Knowledge Management on the Professional Ethics of Banks' Loyal Customers

ﺳﺎزﻣﺎنﻫﺎي اراﺋﻪ دﻫﻨﺪه ﻣﺤﺼﻮﻻت و ﺧﺪﻣﺎت از ﻣﺪﯾﺮﯾﺖ داﻧﺶ و ﺷﯿﻮة ارﺗﺒﺎﻃﯽ ﺑﻪ ﻋﻨﻮان ﻓﺎﮐﺘﻮرﻫﺎي رﻗﺎﺑﺘﯽ ﮐﻠﯿﺪي در اﻗﺘﺼـﺎد ﺟﻬـﺎﻧﯽ ﯾﺎد ﻣﯽﮐﻨﻨﺪ و ﺑﺮاي ﺣﻀﻮر ﻣﻮﻓﻖ در ﺑﺎزار آﻧﻬﺎ را ﻣﺪﻧﻈﺮ ﻗﺮار ﻣﯽ دﻫﻨﺪ. ﻫﺪف از اﯾﻦ ﭘﮋوﻫﺶ، ﺗﺤﻠﯿﻞ راﺑﻄﻪ ﻣﺪﯾﺮﯾﺖ داﻧﺶ و اﺧـﻼق ﺑـﺎ وﻓـﺎداري ﻣﺸﺘﺮي در ﺑﺎﻧﮏﻫﺎي ﻣﻨﺘﺨﺐ اﺳﺖ روش: اﯾﻦ ﭘﮋوﻫﺶ ﮐﺎرﺑﺮدي و ﺗﻮﺻﯿﻔﯽ ﺑﻮد و از روشﻫﺎي ﻫﻤﺒﺴﺘﮕﯽ اﺳﺘﻔﺎده ﺷﺪ. ﺟﺎﻣﻌﻪ آﻣﺎري، ﺷﺎﻣﻞ ﻣﺸﺘﺮﯾﺎن داﺋﻤﯽ ﺷﻌﺐ ﺑﺎﻧﮏﻫﺎي ﻣﻠﺖ ﻣﻠﯽ، ﭘﺎﺳﺎرﮔﺎد و ﺗﺠﺎرت ﺷﻬﺮ ﺗﻬﺮان ﺑﻮد ﮐﻪ از ﻣﯿﺎن آﻧﻬﺎ 1000 ﻧﻔﺮ ﺑﺎ روش در دﺳﺘﺮس ﺑﻪ ﻋﻨﻮان ﻧﻤﻮﻧﻪ اﻧﺘﺨﺎب ﺷﺪﻧﺪ. اﺑـﺰار ﭘـﮋوﻫﺶ ﭘﺮﺳﺸـﻨﺎﻣﻪ ﺑﻮد . روش ﺗﺠﺰﯾﻪ و ﺗﺤﻠﯿﻞ ﻣﻮرد اﺳﺘﻔﺎده در اﯾﻦ ﭘﮋوﻫﺶ، ﻣﺪل ﻣﻌﺎدﻻت ﺳﺎﺧﺘﺎري SEM ﻣﯽﺑﺎﺷﺪ. ﺑﺮاي ﺑﺮرﺳﯽ راﺑﻄـﻪ ﺑـﯿﻦ ﻣﺘﻐﯿﺮﻫـﺎ، ﭘـﺲ از ﺟﻤﻊآوري دادهﻫﺎ از ﻃﺮﯾﻖ ﭘﺮﺳﺸﻨﺎﻣﻪ، از ﻧﺮم اﻓﺰار آﻣﺎري AMOS 22 اﺳﺘﻔﺎده ﺷﺪه اﺳﺖ و ﺑﺮاي ﺗﺠﺰﯾﻪ و ﺗﺤﻠﯿﻞ ﭘﺮﺳﺸﻨﺎﻣﻪ از ﻧﺮماﻓﺰار SPSS 22 اﺳﺘﻔﺎده ﺷﺪه اﺳﺖ ﯾﺎﻓﺘﻪﻫﺎ: ﺑﺮاﺳﺎس ﯾﺎﻓﺘﻪﻫﺎي ﭘﮋوﻫﺶ، ﻣﺪﯾﺮﯾﺖ داﻧﺶ و اﺧﻼق ﺑﺎ وﻓﺎداري ﻣﺸﺘﺮي در ارﺗﺒﺎط اﺳﺖ و ﺑﺮﻃﺒﻖ آزﻣﻮنﻫﺎي ﺑﺮازﻧﺪﮔﯽ ﻣﺪل، ﻫﺮ ﭼﻬﺎر ﺑﺎﻧﮏ از ﻣﺪل ﺑﺮازش ﻧﺴﺒﺘﺎ ﺧﻮﺑﯽ ﺑﺮﺧﻮردار ﻫﺴﺘﻨﺪ. ﻧﺘﯿﺠﻪﮔﯿﺮي: ﻧﺘﺎﯾﺞ ﺣﺎﺻﻞ ﺷﺪه ﻧﺸﺎن ﻣﯽ دﻫﺪ ﻣﻘﻮﻟﻪ ﻫﺎي ﻣﺪﯾﺮﯾﺖ داﻧﺶ و اﺧﻼق ﻣﺪﯾﺮﯾﺖ ﻧﻘﺶ ﻣﻬﻤﯽ در اﯾﺠﺎد ﻣﺸﺘﺮﯾﺎن وﻓﺎدار دارﻧﺪ.

Product and service providers cite knowledge management and communication as key competitive factors in the global economy and consider them for successful market presence. The purpose of this study is to analyze the relationship between knowledge management and ethics with customer loyalty in selected banks. Method: This research was applied and descriptive and correlation methods were used. The statistical population included regular customers of Mellat, Melli, Pasargad and Tejarat Bank branches in Tehran, from which 1000 people were selected as a sample by the available method. The research tool was a questionnaire. The analysis method used in this research is the SEM structural equation model. To analyze the relationship between variables, after collecting data through a questionnaire, AMOS 22 statistical software was used and SPSS 22 software was used to analyze the questionnaire. Results: According to the research findings, knowledge management and ethics are related to customer loyalty and according to model fit tests, all four banks have a relatively good fit model. Conclusion: The results show that the categories of knowledge management and management ethics have an important role in creating loyal customers.