تبیین مشارکت مشتری در خلق ارزش برای صنعت بانکداری بر مبنای ارزش ارائه و ادراک شده مشتری

هدف مقاله‌ حاضر تبیین نقش مشارکت مشتریان در خلق ارزش برای صنعت بانکداری از طریق ایجاد ارزش برای مشتری می باشد. جامعه آماری پژوهش مشتریان بانک مسکن در شهر تبریز بود و تعداد 955 مشتری با تکمیل پرسشنامه، در تحقیق مشارکت کردند. برای انتخاب نمونه‌ آماری از روش نمونه‌گیری در دسترس استفاده شد. فرضیه های تحقیق با استفاده از تکنیک مدلسازی معادلات ساختاری و نرم‌افزار amos  مورد آزمون قرار گرفت. یافته های تحقیق نشان داد ارزش ارائه شده به مشتری توسط بانک در قالب ارزش نفع گرایانه و ارزش لذت گرایانه، بر ارزش ادراک شده‌ مشتری تاثیر مثبت دارد. همچنین یافته‌های تحقیق نشان داد که ارزش ادراک شده‌ مشتری بر هر سه بُعد ارزش مشارکت مشتری (ارزش طول عمر، ارزش تاثیرگذاری و ارزش دانش مشتری) تاثیر مثبت دارد.

explaining the role of customer engagement in creating value for the banking industry based on the perceived value and the value provided to the customer

introduction: the primary goal of sustainable businesses is to create superior value for customers and gain value from them. that is, to achieve success, companies need to create value for customers as they create their own values for the company. the co-creation of value is a form of marketing strategy or business strategy that underscores the perpetual creation and recognition of shared values of the company and customers. the main challenge facing companies in this field is to associate the value created for the customers with the perceived value of the customer. this ultimately leads to the customer’s participation in value creation for the company. however, it poses a major challenge to marketers due to the nature of the service and its intangible characteristics, especially in the service sector. the main question raised and addressed in this paper is “which type of value created by service companies can increase the customer’s perceived value and ultimately provoke the customer’s participation in value creation?”  the literature has explored the consequences of perceived value, mostly in the form of loyalty and word-of-mouth advertising, but the customer’s participation in value creation for the company has scarcely been recognized as an outcome of the customer’s perceived value. given the research gap in this field, this research sets out to explain the role of customer participation in creating value for the banking industry based on the perceived value and the value presented to the customer. methodology : in this applied research, a causal method was adopted, and the data collection was conducted through a field survey. the statistical population consisted of the customers of bank maskan in the city of tabriz of whom a sample of 955 customers filled out the research questionnaire. the study sample was selected using the available sampling method. the questionnaire was developed after a detailed review of numerous studies in the corresponding literature. a pre-test was administered based on the feedback of some bank managers and marketing professors, and some suggestions were finally proposed for the correction of the statements to ensure the compatibility of the items with the experimental results. all the research variables were measured on a 7-point likert scale (completely disagree = 1 to completely agree = 7). the data were collected, tested and analyzed using the spss and amos software programs.results and discussion: in this research, data analysis was conducted at the descriptive level using statistical indicators to describe the demographic characteristics of the sample. then, at the inferential level, the fit of measurement models was evaluated using confirmatory factor analysis. finally, to test the assumptions and investigate the relationships among the research variables, a two-step structural equation modeling approach was utilized. according to the results, the indicators demonstrated a desirable fit for the research model. the chi-square value was 3.48, which is within the acceptable range (1 to 5), thus illustrating the good fit of the structural model. moreover, since the rmsea fit index (0.05) was less than 0.1, the model had a good fit. other fitness indices were also within this acceptable range.the results revealed that utilitarian and hedonistic values exert positive and significant effects on the perceived value of customers in bank maskan. an interesting finding was that the effect of the hedonic value on the perceived value eclipsed that of the utilitarian value. considering the type of banking services, the opposite was expected. the customers’ perceived value had positive and significant effects on all the three dimensions of the customer engagement value (customer lifetime value, influence value, and customer knowledge value). conclusion: the present study demonstrated that customers desire to receive services with a greater perceived value.