نوع مقاله : مقاله پژوهشی (کمی)
نویسندگان
1 گروه مدیریت بازرگانی، واحد بین المللی کیش، دانشگاه آزاد اسلامی، کیش، ایران.
2 گروه مدیریت بازرگانی،واحد شهر قدس، دانشگاه آزاد اسلامی، شهر قدس، ایران.
3 گروه مدیریت بازرگانی، واحد شهر قدس، دانشگاه آزاد اسلامی، تهران، ایران
کلیدواژهها
عنوان مقاله English
نویسندگان English
The present study aims to evaluate the effect of service quality integration, strategic marketing communications, digital interactive experience, and future-oriented innovation on electronic banking performance. In terms of purpose, this research is applied, and in terms of method, it is a descriptive-survey study of a correlational nature. The statistical population of the study consisted of 440 employees of Mehr Iran Qard al-Hasan Bank in Tehran. Using Cochran’s formula, a sample of 205 participants was selected through simple random sampling. The data collection instrument was a researcher-developed questionnaire. Data were analyzed using SmartPLS software.The results indicated that all four hypothesized predictor variables had a positive and significant effect on bank performance through customer retention. Among them, digital interactive experience showed the strongest effect, with a path coefficient of 0.73 and a t-statistic of 2.94. It was followed, respectively, by future-oriented innovation (path coefficient = 0.51, t = 2.49), strategic marketing communications (path coefficient = 0.36, t = 4.62), and service quality integration (path coefficient = 0.29, t = 4.91). The findings suggest that, in a hypercompetitive environment characterized by low bank-switching costs, customer retention is no longer a function of isolated actions; rather, it requires a comprehensive, experience-based, and future-oriented strategic architecture.
کلیدواژهها English
