دسته بندی متغیرهای وبکوال بر اساس مدل کانو در جهت ارزیابی رضایت مشتریان از کیفیت خدمات بانکداری اینترنتی

نوع مقاله: مقاله پژوهشی

نویسندگان

1 استادیار گروه مدیریت دانشگاه اصفهان

2 دانشجوی کارشناسی ارشد مدیریت بازرگانی دانشگاه اصفهان

3 کارشناس ارشد مدیریت صنعتی دانشگاه اصفهان

چکیده

با توجه به اهمیت و موقعیت بانکداری اینترنتی و روند رو به رشد خدمات بانکی اینترنتی طی سال‌های اخیر در کشور، اکنون موسسات مالی و اعتباری و بانک‌ها به خوبی دریافته اند که حفظ موقعیت و توسعه اثربخش بدون بهره گیری استراتژی‌های علمی و عملی در مدیریت اطلاعات و ارتباطات امکان پذیر نیست. امروزه بانک‌ها به منظور باقی ماندن در عرصه رقابت نیازمند ارتقای کیفیت خدمات الکترونیکی بوده و دیدگاه خطی نسبت به این موضوع جامع و کامل نیست. بدین منظور، در تحقیق حاضر مدل تلفیقی کانو و وبکوال استفاده شده است که حذف فرضیه خطی را به همراه دارد. در اولین گام عوامل کیفیت خدمات اینترنتی بانک ملت بر اساس مدل وبکوال تعیین و عملکرد کنونی بانک در ارائه این خدمات از دید مشتریان و انتظارات آنها از کیفیت خدمات اینترنتی ذکر شده مورد ارزیابی قرار گرفته است. با توجه به فاصله بین انتظارات مشتریان و عملکرد کنونی بانک در ارائه این خدمات، خدمات به دو دسته ضعیف و قوی تقسیم شده است. در دومین گام از پژوهش با استفاده از مدل کانو، عوامل کیفیت خدمات بر اساس مدل کانو طبقه بندی شده تا مشخص شود کدام ویژگی کیفیت خدمات ایتنرنتی که توسط مدل وبکوال تعیین و مورد ارزیابی قرار گرفته، دارای اهمیت استراتژیک در ارتباط با رضایت مشتریان است .یافته‌های تحقیق نشان می‌دهد که بانک مربوطه در بعضی از ویژگی‌های کیفیت خدمات الکترونیک، مانند اطلاعات، سهولت درک شده، ابتکار، جاذبه هیجانی و ارتباطات مناسب، که جزو ویژگی‌های الزامی و جذاب هستند، از نظر ارائه خدمات ضعیف بوده و مدیران باید استراتژی‌های مناسبی را برای رفع شکاف کیفیت خدمات به کار گیرند.

کلیدواژه‌ها


عنوان مقاله [English]

Classifying WebQual Variables Based on Kano Model for Evaluating Customer Satisfaction of Internet Banking Service Quality

نویسندگان [English]

  • Ali Shaemi Barzoki 1
  • Javad Khazaei pool 2
  • Mehdi Pormostafa 3
  • Hadi Balouei 3
1 Assistant Professor, Faculty of Administrative Sciences and Economics, University of Isfahan
2 Master Student of Business Administration, University of Isfahan
3 Master Student of Industrial Management, University of Isfahan
چکیده [English]

Considering the importance and position of internet banking and the growing trend of internet banking services in the country in recent years, today the financial and credit institutions and banks have found that obtaining a good position in maintaining and developing effective strategies without scientific and practical management and utilization of information and communication is not possible. Nowadays banks need to improve the quality of their internet services in order to remain competitive and in this respect, merely focusing on linear view of the relationship between customers needs fulfillment and satisfaction is not sufficient. In this paper, the application of integrated model of WebQual and Kano is studied, in which the linear perspective is adjusted. For this purpose, first the bank’s internet service quality dimensions have been determined based on the WebQual model; then, the current practice of banks has been studied and expectation and perception of customers about internet service quality has been evaluated. Considering the gap between customers’ expectations and perceptions, services have been classified into two categories of weak and strong. In the next step, service quality dimensions have been classified based on the Kano model to determine which features of internet service quality are strategically more important with respect to customer satisfaction.

کلیدواژه‌ها [English]

  • Internet Services
  • model web-qual
  • model web
  • QUAL
  • kano model
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