استراتيجية التسويق بالعلاقات واثرها في تحقيق ولاء الزبون: دراسة استطلاعية تحليلية لآراء عينة من موظفي وزبائن المصارف الاهلية العراقية
الكلمات المفتاحية:
استراتيجية التسويق بالعلاقات، تحقيق ولاء الزبونالملخص
يتناول هذه البحث دور التسويق بالعلاقات بوصفه متغيراً مستقلاً بأبعاده المتمثلة بـ ( الثقة ، الالتزام ، الاتصال ، والرضا ) لتحقيق ولاء الزبون بوصفه متغيراً معتمداً بمؤشراته المتمثلة بـ ( السلوكية ، الموقفية ) ، كدراسة استطلاعية تحليلية لأراء عينة من موظفي وزبائن المصارف التجارية الأهلية العراقية . وقد حاولت الإجابة عن تساؤلات عدة منها : ( ما هو مستوى ممارسة التسويق بالعلاقات في المصارف التجارية الأهلية العراقية قيد البحث ومدى اهتمامها بأبعاده؟ ، ما مستوى اهتمام المصارف قيد البحث بمؤشرات ولاء الزبون ؟ ، ما هو مستوى ولاء الزبائن الذين يتعاملون مع المصارف التجارية الأهلية العراقية مجتمع البحث ؟ ، هل توجد علاقة تأثير بين التسويق بالعلاقات بأبعاده ومؤشرات ولاء الزبون ؟ ) . ويسعى هذا البحث إلى تحقيق جملة من الأهداف منها : 1- الكشف عن مدى ممارسة المصارف قيد البحث للتسويق بالعلاقات. 2- التعرف في مستوى ولاء الزبون لدى المصارف قيد البحث. 3- اختبار التأثير بين التسويق بالعلاقات وولاء الزبون .ومن أجل تحقيق أهداف البحث تم بناء مخطط فرضي يحدد طبيعة العلاقة بين المتغير المستقل ومؤشرات المتغير المعتمد ، وانبثقت عنه فرضية رئيسة تم اختبارها باستخدام مجموعة من الوسائل الإحصائية ، وقد تم اختيار عينة من المصارف التجارية الأهلية العراقية ممثلة بكل من مصرف ( بغداد ، الشمال ، الاقتصاد ، المتحد ، الأهلي ، المنصور) ميداناً لإجراء البحث واختبار فرضيته ، واستعملت استمارة الاستبانة كأداة رئيسة لجمع البيانات المتعلقة بالجانب الميداني ، إذ تم توزيعها في عينة بلغت (90) من موظفي وزبائن المصارف قيد البحث. وتوصل البحث إلى مجموعة من الاستنتاجات أهمها : ( وجود علاقة تأثير ذات دلالة معنوية بين متغيري البحث ) وخرج البحث بمجموعة من التوصيات يأتي في مقدمتها: (إن تطبيق التسويق بالعلاقات يتطلب دعم الإدارة العليا لنشر واعتماد ثقافة مصرفية تركز في خدمة الزبون ) .
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