Assessing the impact of organizational change tend to increase customer satisfaction with regard to relationship marketing
Subject Areas :
1 -
Keywords: relationship marketing customer satisfaction tendency to acceptance the organization change.,
Abstract :
According to the important of the customer and customer satisfaction in successfully of organizations, and also the role of marketing methods in increasing the customer satisfaction, this study aims to evaluate the effect of tendency to organizational change on customer satisfaction. In this evaluation the effect of relationship marketing is considered as a mediator variable. This study is a practical search in terms of aim and is a descriptive survey in terms of method. The research scope contains the banking services and data is gathering by questionnaires of acceptance the organization changes, relationship marketing, and customer satisfaction through the interviewer by the Melli Bank experts of Iran. The validity and stability of the questionnaires are evaluated by content validity and Cronbach’s alpha index respectively. The amount of three questionnaires have obtained 0/887, 0/898, and 0/833. In this study the relation between variables and their affects are determined via regression test and structural equations. The result show that the tendency to organizational change is effective on relationship marketing and customer satisfaction, and also the relationship marketing is effective on customer satisfaction.
1. برنیکرهوف، روبرت و درسلر، دنیس. (1377). اندازه¬گیری بهره¬وری: راهنمایی برای مدیران و متخصصان، ترجمه دکتر محمود عبدالله زاده.
2. جواهری، ف. (1383). چالش¬های تغییر سازمانی. مجله دانشکده ادبیات و علوم انسانی دانشگاه تربیت معلم. سال 12، شماره 44.
3. جعفری، م و فهیمی، الف. (1379). ابزارهای استراتژیک و فرهنگی مدیریت کیفیت فراگیر، انتشارات موسسه فرهنگی رسا.
4. حنيفي، ف. (1386). بررسي همخواني تغييرات پنج سال اخيردانشگاههاي آزاد اسلامي منطقه هشت برمبناي مديريت تغيير. فصلنامه انديشه¬هاي تازه در علوم تربيتي. شماره مسلسل 9. دانشگاه آزاد اسلامي رودهن.
5. رابین، استیفن،"مبانی رفتار سازمانی"، (1381). ترجمه پارساییان و اعرابی، چاپ پنجم، تهران، انتشارات دفتر پژوهش های فرهنگی.
6. شیخ، الف، سامان و مولایی، س. (1393). ارزیابی اثرات ارتباطات یکپارچه بازاریابی بر ارزش ویژه برند؛ با نقش تصویر ذهنی شرکت و عملکرد برند، فصلنامه تحقیقات بازاریابی نوین، 54-33، مرکز همایش¬های بین-المللی دانشگاه شهید بهشتی تهران.
7. صالح نیا، م، (1389)، جایگاه¬یابی استراتژیک و شناسایی منابع دستیابی به مزیت رقابتی پایدار (مطالعه موردی: جایگاه¬یابی استراتژیک نام¬های تجاری در بخش بانکداری دولتی(، دومین کنفرانس بین المللی بازاریابی خدمات مالی، تهران.
8. قاضی زاده، ق، بیگی نیا،ع ،(1390) ، مقاله بررسی تاثیر بازاریابی رابطه مند بر وفاداری مشتریان با استفاده از مدل توسعه یافته بازاریابی رابطه مند، دو ماهنامه علمی پژوهشی دانشگاه شاهد ،شماره 2-47.
9. نظری، ر. (1387). مدل¬های عارضه¬یابی در حوزه مدیریت تحول. ماهنامه مهندسی خودرو و صنایع وابسته (ضمیمه ماهنامه اندیشه گستر سایپا). شماره 1.
10. Abdul-Mauhmin, A. G. (2002) «Effects of suppliers marketing program variables on industrial buyer relationship satisfaction and commitment», Journal of Business & Industrial Marketing, Vol. 17, No. 7, pp. 637-651.
11. Barnes, J. G and Howlett, D. M. (1998) «Predictors of equity in relationships between financial services providers and retail customers», International Journal of Bank Marketing, Vol. 16, No. 1, pp. 15-23.
12. Berry, L. (1983). Emerging perspective on services marketing, American marketing Association, Chicago, IL.
13. Christopher, M., Payne, A. and Ballantyne, D. (1991) Relationship Bringing Quality, customer service and marketing together. Oxford: Butterworth-Heinemann.
14. Dwyer, F. R and Schurr, P. H. and Oh, S. (1987) «Developing Buyer-Seller Relationships», Journal of Marketing, Vol. 51, pp. 11–27.
15. Elliot, Ronald. D. (1990): The Challenge of Managing Change, http://modiriat.persiangig.ir/DOCUMENT/OB-I-dehghan- 11 .DOC.
16. Fernandez-Gonzalez, A. J and Prado, J. C. P. (2007) «Measurement and analysis of customer satisfaction: company practices in Spain and Portugal», International Journal of Productivity and Performance Management, Vol. 56, No. 5/6, pp. 500-517.
17. Fontenot, R. J., Hyman, M. R., (2004); “The antitrust implication of relationship marketing”, Journal of Business Research, 57, 1211-1221.
18. Gatto, R.P. (2000). The smart manager's F.A.Q. guide: a survival handbook for today's workplace. San Francisco: Jossey-Bass.
19. Hunt, S. D. and Arnett, D. B and Madhavaram, S. (2006) «The explanatory foundations of relationship marketing theory», Journal of Business & Industrial Marketing, Vol. 21, No. 2, pp. 72–87.
20. Jayanthi Ranjan; Vishal Bhatnagar (2009). "Principles for Successful Acrm in Organization", Direct Marketing: An International Journal Vol. 2 No. 4,pp.239-247
21. Kotler, P. (1993), Marketing Management, 11st Edition. India; Peearson Pearson Education Plc Ltd. Pg6-25
22. Kotler, P. and Keller, K. (2006), Marketing Management, 12nd Edition. India; Pearson Education Inc pg 825.
23. Len,Nixon.(2004). "Change Management: Theory and Practice".no1(March 2004), pp1-4.
24. Molina, A and Martin-Consuegra, D and Esteban, A. (2007) «Relational benefits and customer satisfaction in retail banking», International Journal of Bank Marketing, Vol. 25, No. 4, pp. 253-271.
25. Mrtin, V. Handerson, E. (2001). Managing in health and care, ROUTLEDGE PUB. 1 ST EDITION.
26. Morris, M. H. Brunyee, J. and Page, M. (1998). “Relationship marketing in practice”, Industrial Marketing Management, 27, 359-371.
27. Ndubisi, N. O and Wah, C. K. (2005) «Factorial and discriminant analyses of the underpinning of relationship marketing and customer satisfaction», International Journal of bank marketing, Vol. 23, No. 7, pp. 542.
28. Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1985). "A conceptual model of service quality and its implications for future research". Journal of Marketing, 40.pp .41-50.
29. Robert, K. Angelo, k. (2004). "Organizational behavior",Mc Growh.pp432.
30. Sharma, N and Patterson, P. G. (2000). «Switching costs, alternative attractiveness and experience as moderators of relationship commitment in professional, consumer services», International Journal of Service Industry Management, Vol. 11, No. 5, pp. 470-490.
31. So, S. L. M. and Speece, M. W. (2000) «Perceptions of relationship marketing among account managers of commercial banks in a Chinese environment», International Journal of Bank Marketing, Vol. 18, No. 7, pp. 315-327.
32. Takala, T. Uusitalo, O. (1996). “An alternative view of relationship marketing: a framework for ethical analysis”, European Journal of Marketing, Vol. 30, No. 2, pp. 46-60.
33. Webster, F.E. (1992), “The changing role of marketing in the corporation”, Journal of Marketing Vol. 56, October, pp. 1-17.