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Register a new userThe Mediating Role of Switching Costs in the Relationship Between Relationship Marketing Programs and Customer Loyalty - A Field Study in Syrian Private Banks in Syrian Costal Area
دور تكاليف التحول للمنافسين التي يشعر بها العملاء في العلاقة ما بين برامج التسويق بالعلاقات و الولاء لديهم- دراسة ميدانية على المصارف الخاصة في الساحل السوري
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هدفت هذه الدراسة إلى اختبار العلاقة بين برامج التسويق بالعلاقات الآتية (البرامج المالية، البرامج الاجتماعية، البرامج الهيكلية) و بين ولاء عملاء المصارف الخاصة في الساحل السوري، و اختبار الدور الوسيط لتكاليف التحول للمنافسين التي يشعر بها هؤلاء العملاء عند تغيير مقدم خدماتهم المصرفية الحالي إلى آخر منافس في هذه العلاقة. اعتمدت هذه الدراسة على الأسلوب الوصفي التحليلي، و على البيانات المجمّعة من عيّنة من العملاء اختيرت عشوائياً من عملاء المصارف محل الدراسة، و قد تمّ الاعتماد على الاستبيان لجمع البيانات المطلوبة لأغراض التحليل الإحصائي. أظهرت نتائج هذه الدراسة وجود علاقة معنوية إيجابية بين تطبيق برامج التسويق بالعلاقات و بين كل من الولاء و تكاليف التحول للمنافسين لدى العملاء، كما أشارت النتائج أيضاً إلى وجود علاقة معنوية بين تكاليف التحول التي يشعر بها عملاء المصارف محل الدراسة و درجة ولائهم لها، و وجود علاقة معنوية بين برامج التسويق بالعلاقات ولاء العملاء من خلال تكاليف التحول للمنافسين. أوصت هذه الدراسة المصارف محل الدراسة بالتقرّب و بناء علاقات قوية مع عملائها من خلال تبني و تطوير برامج التسويق بالعلاقات بما يتلاءم مع البيئة التسويقية المحيطة بها.
This study aims at discovering the mediating role of switching costs in the relationship between adapting the three relationship marketing programs (financial programs, social programs, structural programs) and customers loyalty of Syrian private banks in Syrian costal area. The sample of this study withdrew randomly from the population of the study. The data collected through pre-designed questionnaire which was directed to those customers. This study finds that there is a positive impact of the three relationship marketing programs (financial programs, social programs, structural programs) on both customers loyalty and switching costs, which in turn have a positive impact on customers loyalty. The perceived switching costs play a mediating role in the relationship between relationship marketing programs and customers loyalty. This study recommends Syrian private banks to build a strong relationships with their customers in a long term by adapting the three relationship marketing programs.
Artificial intelligence review:
Research summary
هدفت هذه الدراسة إلى اختبار العلاقة بين برامج التسويق بالعلاقات (البرامج المالية، البرامج الاجتماعية، البرامج الهيكلية) وولاء عملاء المصارف الخاصة في الساحل السوري، مع التركيز على الدور الوسيط لتكاليف التحول للمنافسين. اعتمدت الدراسة على الأسلوب الوصفي التحليلي وجمعت البيانات من عينة عشوائية من العملاء باستخدام استبيان. أظهرت النتائج وجود علاقة إيجابية معنوية بين برامج التسويق بالعلاقات وولاء العملاء، وكذلك بين تكاليف التحول وولاء العملاء. أوصت الدراسة المصارف بتبني وتطوير برامج التسويق بالعلاقات لتعزيز الولاء.
Critical review
دراسة نقدية: تعتبر هذه الدراسة مهمة في مجال التسويق المصرفي، حيث تسلط الضوء على أهمية برامج التسويق بالعلاقات في تعزيز ولاء العملاء. ومع ذلك، يمكن أن تكون هناك بعض النقاط التي تحتاج إلى تحسين. أولاً، قد يكون من الأفضل توسيع نطاق الدراسة لتشمل مناطق أخرى غير الساحل السوري للحصول على نتائج أكثر شمولية. ثانياً، يمكن أن تكون هناك حاجة لاستخدام أساليب تحليلية أكثر تعقيداً لفهم العلاقات بين المتغيرات بشكل أعمق. ثالثاً، قد يكون من المفيد تضمين عوامل أخرى مثل جودة الخدمة والتكنولوجيا المستخدمة في المصارف لقياس تأثيرها على ولاء العملاء.
Questions related to the research
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ما هي الأهداف الرئيسية لهذه الدراسة؟
هدفت الدراسة إلى اختبار تأثير برامج التسويق بالعلاقات على تكاليف التحول للمنافسين وولاء العملاء في المصارف الخاصة بالساحل السوري، بالإضافة إلى دراسة الدور الوسيط لتكاليف التحول في هذه العلاقة.
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ما هي النتائج الرئيسية التي توصلت إليها الدراسة؟
أظهرت النتائج وجود علاقة إيجابية معنوية بين برامج التسويق بالعلاقات وولاء العملاء، وكذلك بين تكاليف التحول وولاء العملاء. كما تبين أن تكاليف التحول تلعب دوراً وسيطاً في العلاقة بين برامج التسويق بالعلاقات وولاء العملاء.
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ما هي التوصيات التي قدمتها الدراسة للمصارف؟
أوصت الدراسة المصارف بتبني وتطوير برامج التسويق بالعلاقات لتعزيز الولاء، ودعم الروابط المالية والاجتماعية والهيكلية مع العملاء، وزيادة تكاليف التحول للمنافسين للحفاظ على العملاء.
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ما هي المنهجية التي اعتمدت عليها الدراسة لجمع البيانات؟
اعتمدت الدراسة على الأسلوب الوصفي التحليلي وجمعت البيانات من عينة عشوائية من العملاء باستخدام استبيان مصمم مسبقاً.
References used
CHIU, H.C; HSIEH, Y.S; LI, Y.C; LEE, M. Relationship marketing and consumer switching behavior. Journal of Business Research, Vol. 58, 2005, 1681–1689
PALMATIER, R.W; SCHEER, L.K; HOUSTON, M.B; EVANS, K.R; GOPALAKRISHNA, S. Use of relationship marketing programs in building customer– salesperson and customer–firm relationships: Differential influences on financial outcomes. Intern. J. of Research in Marketing, Vol. 24, 2007, 210-223
ALRUBAIEE, L and Al-NAZE, N. Investigate the Impact of Relationship Marketing Orientation on Customer Loyalty: The Customer's Perspective. International Journal of Marketing Studies, Vol. 2, No. 1, 2010, 155-174
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إدارة المعرفة
المصارف الخاصة
private banks
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customer loyalty
رضا العملاء
customer satisfaction
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key Customer
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