نقش پیشایند‌های هویت‌یابی مشتریان با برند، مسئولیت‌پذیری اجتماعی شرکت و سرمایه اجتماعی در رابطه بین رفتار شهروندی و قصد ترک مشتریان شرکت

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دکتری مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران

2 دانشجوی دکتری مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران

چکیده

چکیده
قصد مشتریان در عدم ترک شرکت و بروز رفتارهای شهروندی از جانب آن‌ها در زمره رفتارهایی هستند که می‌توانند تأثیر زیادی بر موفقیت سازمان بگذارند. بنابراین، مطالعه عوامل مؤثر بر شکل‌گیری این رفتارها بسیار مهم هستند. هدف تحقیق حاضر بررسی تأثیر هویت‌یابی مشتری با برند و مسئولیت‌پذیری اجتماعی آن بر رفتارهای شهروندی مشتریان و قصد ترک آن‌ها بود که نقش میانجی سرمایه اجتماعی نیز موردبررسی قرار گرفت. این تحقیق ازنظر هدف کاربردی و ازنظر روش اجرا توصیفی بود. جامعه آماری پژوهش حاضر مشتریان بانک سپه در شهر تهران و حجم نمونه بر اساس فرمول کوکران برای جامعه نامحدود برابر با 384 نفر می‌باشد که به روش نمونه‌گیری تصادفی خوشه‌ای انتخاب شد و براین اساس شهر تهران به مناطق چهارگانه (شمال، جنوب، شرق و غرب) تقسیم و سپس به‌طور تصادفی از بین این مناطق شعباتی انتخاب گردید. داده‌های موردنیاز به‌وسیله پرسشنامه جمع‌آوری شد و بر اساس روش مدل یابی معادلات ساختاری و با استفاده از نرم‌افزار SPSS و Smart PLS مورد تحلیل قرار گرفت. نتایج پژوهش نشان می‌دهد که تأثیر مثبت هویت‌یابی مشتریان با برند بر رفتار شهروندی مشتریان مورد تائید قرار نگرفت. لکن مسئولیت‌پذیری اجتماعی شرکت تأثیر مثبتی بر رفتار شهروندی مشتری داشته و رفتار شهروندی مشتریان نیز برعدم قصد ترک مشتریان تأثیری مثبت دارد. ضمن اینکه نقش میانجی سرمایه اجتماعی در اثرگذاری هویت‌یابی مشتریان با برند و مسئولیت‌پذیری اجتماعی شرکت بر رفتارهای شهروندی مشتری مورد تائید قرار گرفت.

کلیدواژه‌ها

عنوان مقاله [English]

The Antecedent Role of Customer-Brand Identification, Corporate Social Responsibility and Social Capital in The Relationship Between Customer Citizenship Behavior and Customer Turnover Intention

نویسندگان [English]

  • naser seifollahi 1
  • Alireza Hamidzadeh Arbabi 2
1 Doctor of Business Management, Faculty of Social Sciences, Mohaghegh Ardebili University, Ardebil, Iran
2 PhD Student of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardebili, Ardebil, Iran
چکیده [English]

Abstract
Customer intention not to turn over the company and emergence of citizenship behaviors by them are among the behaviors that can have a great impact on the success of the organization. Therefore, studying the factors influencing the formation of these behaviors is very important. The purpose of this study was investigating the effect of customer-brand identification and corporate social responsibility on customer citizenship behaviors and customer turnover intention where in mediating role of social capital was also examined. This research was applied in terms of purpose and descriptive in terms of implementation method. The statistical population of the present study is Sepah Bank customers in Tehran and the sample size was selected 384 people based on Cochran's formula for an unlimited population, which was selected by cluster random sampling method, so Tehran city was divided into four regions (north, south, east and west) and then branches were randomly selected from these regions. The required data were collected by a questionnaire and analyzed based on structural equation modeling method using SPSS and Smart PLS software. The results show that the positive effect of customer-brand identification on customer citizenship behaviors was not confirmed, but corporate social responsibility has a positive effect on customer citizenship behavior and customer citizenship behavior also has a positive effect on customers turnover non intention. At the same time, the mediating role of social capital in the relationship between customer-brand identification and the corporate social responsibility on customer citizenship behaviors was confirmed.

کلیدواژه‌ها [English]

  • customer-brand identification
  • corporate social responsibility
  • customer citizenship behavior
  • social capital
  • customer turnover intention

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