Dinâmica do marketing de relacionamento online: qualidade do relacionamento e lealdade dos clientes em bancos iranianos

• Autores: Akram Garepasha, Samad Aali, Alireza Bafandeh Zendeh, Soleyman Iranzadeh
• Localización: RBGN: Revista Brasileira de Gestão de Negócios, ISSN 1806-4892, Vol. 22, Nº. 1, 2020, págs. 140-162
• Idioma: portugués
• DOI: 10.7819/rbgn.v22i1.4043
• Títulos paralelos:
  • Dynamics of Online Relationship Marketing: Relationship Quality and Customer Loyalty in Iranian banks
• Enlaces
  • Texto completo (pdf)
  • Texto completo
• Resumen
  • português

    Objetivo – O objetivo deste trabalho é mostrar a dinâmica do marketing de relacionamentos no e-banking por meio do exame da associação entre a qualidade do relacionamento e a lealdade do cliente online nos diferentes estágios do ciclo de vida do relacionamento.

    Metodologia – Para este estudo, foi selecionada uma amostra de 651 clientes de bancos iranianos da Província do Azerbaijão do Leste que utilizaram serviços bancários online, após preenchimento de um questionário. As hipóteses da pesquisa foram testadas utilizando a Modelagem das Equações Estruturais e o software AMOS23.

    Resultados – Os resultados mostraram que o nível do relacionamento com o cliente determina o efeito da qualidade do relacionamento na lealdade do cliente no e-banking. Especificamente, o efeito do compromisso online sobre a lealdade do cliente decresce ao longo do tempo. Além disso, com o desenvolvimento do relacionamento entre o cliente e o negócio, a influência da confiança online sobre a lealdade aumenta.

    Contribuições – A principal contribuição deste trabalho é enriquecer a literatura sobre marketing de relacionamento quanto à dinâmica do relacionamento, questionando a efetividade do marketing de relacionamento, especialmente o uso dos mesmos construtos relacionais (satisfação, confiança e compromisso online) para os clientes nos diferentes estágios do ciclo de vida do relacionamento.

  • English

    Purpose – The purpose of this paper is to show the dynamics of relationship marketing in e-banking by examining the association between relationship quality and online customer loyalty at different stages of the relationship lifecycle.

    Design/methodology/approach – A sample of 651 customers of Iranian banks in East Azerbaijan Province who had used online banking services was selected for the study after completing a questionnaire. The research hypotheses were tested using structural equation modeling and the AMOS23 software.

    Findings – The results showed that the level of the customer relationship determines the effect of relationship quality on customer loyalty in e-banking. Specifically, the effect of online commitment on customer loyalty decreases over time. In addition, as the relationship develops between the customer and the business, the influence of online trust on loyalty increases.

    Originality/value – The main contribution of this paper is it enriches the relationship marketing literature with respect to the dynamics of relationships by challenging the effectiveness of relationship marketing, especially the use of the same relational constructs (online satisfaction, trust, and commitment) for customers at different stages of the relationship lifecycle.

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