رفتار واقعی مشتریان بانکداری موبایلی در ایران: ارتباط بین اعتماد، رضایت و رفتار واقعی مشتریان
کلمات کلیدی:
اعتماد, رضایت مشتری, قصد رفتاری, رفتار واقعی, بانکداری موبایلیچکیده
هدف: هدف مطالعه حاضر بررسی مکانیزم ایجاد اعتماد و تأثیر آن بر رضایت، قصد رفتاری و رفتار واقعی مشتریان بانکداری موبایلی بانک شهر در ایران است. روششناسی: روش پژوهش از نظر هدف کاربردی، از نظر روش علی و از شاخه پیمایشی است که ابزار گردآوری دادهها پرسشنامه بسته با طیف 5 گزینهای لیکرت است. نمونه مورد مطالعه 384 نفر از مشتریان بانک شهر در اصفهان که از خدمات بانکداری موبایلی بین فروردین ماه تا خردادماه سال 1403 استفاده کردهاند انتخاب شدند. روش نمونهگیری از نوع در دسترس و برای تعیین حجم نمونه از فرمول کوکران استفاده شده است. بعلاوه، از روش مدل معادلات ساختاری برای بررسی ارتباط بین متغیرها با کمک نرم افزار پیالاس و برای تحلیل آمار توصیفی از نرم افزار اسپیاساس کمک گرفته شد. یافتهها: یافتهها نشان داد متغیرهای کیفیت خدمات (با آماره تی 2.20)، کیفیت اطلاعات (4.55)، کیفیت سیستم (2.85)، اطمینان ساختاری (7.12) و ویژگیهای وظیفهای (3.22) بر متغیر اعتماد تاثیرگذارند و بین متغیر اعتماد و رضایت کاربران (با آماره تی 21.29) از بانکداری موبایلی ارتباط معناداری وجود دارد و رضایت کاربران از بانکداری موبایلی منجر به قصد رفتاری (با آماره تی 20.13) آنها میشود. در نهایت، قصد رفتاری مشتریان آنها را به استفاده از خدمات بانکداری موبایلی (با آماره تی12.75) سوق میدهد. در نهایت، شاخصهای برازش دادهها مانند پایایی ترکیبی و ضریب آلفاری کرونباخ بالاتر از میزان استاندارد 0.7 بود. نتیجهگیری: این مطالعه بر اهمیت اعتماد و رضایت کاربران از بانکداری موبایلی بر رفتار واقعی تأکید و مفاهیمی را برای دانش موجود در زمینه قصد رفتاری با ارایه درک بهتری از چگونگی تأثیر این عوامل بر نیتها و ترجیحات مردم در کشورهای درحال توسعه (ایران) ارایه میدهد.
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حق نشر 2025 Alireza Nalchi Kashi, Omid Beigizadeh Rizi (Author)

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