بازآفرینی برند، تجربه مشتری و تأثیر آن ها بر کیفیت خدمات و وفاداری مشتری (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
تغییرات سریع و مداوم در محیط کسب وکار، بازآفرینی برند را به عنوان ابزاری استراتژیک در حوزه مدیریت برند با هدف ایجاد نگرش مطلوب تر در ذهن مصرف کننده،کسب هویت و تصویر جدید از برند تبدیل کرده است؛ براین اساس، پژوهش حاضر با هدف مطالعه تأثیر بازآفرینی برند و مدیریت تجربه مشتری بر وفاداری مشتری با در نظر گرفتن متغیر میانجی کیفیت خدمات انجام شده است. تحقیق حاضر به لحاظ هدف، در زمره تحقیقات کاربردی با رویکرد کمّی و به لحاظ شیوه اجرای تحقیق، در زمره تحقیقات توصیفی_پیمایشی و از حیث زمانی از نوع تحقیقات مقطعی به شمار می آید. جامعه آماری پژوهش حاضر، کلیه مشتریان بانک سامان مستقر در شهر تهران هستند که در سال های اخیر از بازآفرینی هویت برند استفاده کرده اند. داده ها با استفاده از روش میدانی پرسش نامه از ۳۸۴ مشتری جمع آوری شده است. برای آزمون فرضیات از حداقل مجذورات جزئی و نرم افزار Smart PLS استفاده شد. یافته ها حاکی ازآن است که بازآفرینی برند و مدیریت تجربه مشتری بر کیفیت خدمات و وفاداری مشتری تأثیر مستقیم و معنادار دارد و تأثیر کیفیت خدمات بر وفاداری مشتری در بانک سامان نیز معنادار است. همچنین میانجی گری کیفیت خدمات در رابطه بین بازآفرینی برند و مدیریت تجربه مشتری و وفاداری مشتری به شکل معناداری تأیید شد. ایجاد هویتی مشخص برای برند، ساختن ارزش، تفاوت قابل تشخیص با رقبا و افزایش ارتباطات و بهبود تجربه مشتری اهمیت ویژه ای در ماندگاری یک برند در چرخه رقابت و اذهان مشتریان در فرایند بازآفرینی برند خواهد داشت.Impacts of Rebranding and Customer Experience on Service Quality and Customer Loyalty
Rapid and continuous changes in the business environment make rebranding a strategic tool in brand management aimed at fostering a more favorable consumer attitude and establishing a new identity and image for the brand. This study investigated the effect of rebranding and customer experience management on customer loyalty with service quality as a mediating variable. This research was applied and employed a quantitative approach. Methodologically, it was descriptive survey research and temporally cross-sectional. The statistical population comprised all customers of Saman Bank in Tehran, who had experienced brand identity rebranding in recent years. Data were collected from 384 customers using a field questionnaire. The hypotheses were tested using Partial Least Squares (PLS) and Smart PLS software. The results indicated that both rebranding and customer experience management significantly and directly impacted service quality and customer loyalty. Additionally, service quality significantly influenced customer loyalty at Saman Bank. The mediation of service quality in the relationship between rebranding, customer experience management, and customer loyalty was also confirmed. Creating a distinctive brand identity, building core values, differentiating from competitors, and enhancing communication and customer experience are crucial for a brand survival in a competitive landscape and in shaping customer perceptions during the rebranding process. Introduction Rebranding is a strategic approach whereby companies alter their identity, logos, and slogans to convey a new image that resonates more effectively with their target audience. This process often reflects changes in the market environment, consumer preferences, or a company’s strategic direction. In parallel, customer experience management involves continuously monitoring and adapting customer interactions to evoke positive emotional responses and foster loyalty. The interplay between these two elements is crucial for the long-term success of any brand. Service quality stands as a cornerstone in shaping customers' perceptions of a product and plays a significant role in influencing their loyalty. A positive customer experience not only enhances satisfaction, but also encourages repeat purchases as companies can manage the factors that shape these interactions. In competitive markets where choices abound, creating a unique customer experience is essential for differentiation. This study investigated the impact of rebranding and customer experience management on customer loyalty within service organizations, specifically focusing on Saman Bank, which had recently underwent a rebranding effort. While extensive literature exists on rebranding, there are few studies that explore its impact on customer loyalty through the lens of service quality. Understanding these dynamics is vital for service-oriented organizations aiming to cultivate lasting customer loyalty. Materials & Methods In this study, the researchers employed a non-probability sampling method to collect data from customers across various branches of Saman Bank in Tehran, resulting in a total of 384 participants. This quantitative approach was designed to yield statistically valid insights into the relationships between the studied variables. Data analysis began with an examination of its distribution followed by an assessment of the validity and reliability of the questions of the research variables. The analysis utilized the Partial Least Squares (PLS) method, which involved a three-stage evaluation of the structural model's fit: first, assessing the measurement models for reliability and validity; second, fitting the structural model by determining the coefficients; and third, testing the hypotheses using standardized coefficients and their significance. Structural Equation Modeling (SEM) with the PLS approach encompassed both the structural component, which identified relationships among latent variables, and the measurement component, which connected these variables to their indicators. This method offered several advantages, including estimation of multiple relationships, measurement of latent variables, evaluation of measurement errors, investigation of collinearity, and testing of complex relationships. Consequently, Smart PLS software was utilized for these analyses. Research Findings The study demonstrated that service quality mediated the relationship between brand rebranding, customer experience management, and customer loyalty. It confirmed both direct and indirect effects of these factors. Specifically, brand rebranding had a positive impact on both service quality and customer loyalty, while customer experience management also influenced these areas. For Saman Bank, integrating brand rebranding with customer experience management was essential for achieving high levels of customer loyalty. The findings suggested that bank managers had to develop marketing and communication strategies that leveraged various tools—such as social media and online advertising—to enhance brand performance and adapt strategies based on customer feedback. Additionally, the results indicated that enhancing service quality could significantly strengthen customer loyalty, highlighting the importance of continuous improvement in service delivery. This could involve training staff, refining operational processes, and soliciting customer feedback to create a more responsive and customer-centric environment. Discussion of Results & Conclusion The results highlighted the strategic approach of Saman Bank in the banking sector, emphasizing the effective development of a new brand. To enhance effectiveness, the bank had invested substantial resources in research and development, implemented advanced information systems, and modernized its financial operations. Prioritizing customer feedback and improving employee competencies were essential for building trust in customer service. In light of these findings, managers were encouraged to establish formal brand recovery policies that enhanced brand recognition by adding value through design and service quality. This differentiation strategy was crucial for setting Saman Bank apart from its competitors. Targeted research, including SWOT analysis and studies on customer behavior, had to inform marketing strategies aimed at brand promotion and customer retention. A customer loyalty program that rewarded frequent interactions could stimulate repeat visits, while treating customers with respect would bolster the reputation and overall image of the bank. Furthermore, fostering a culture of continuous improvement, where employees were encouraged to innovate and provide input on customer service practices, could lead to enhanced service quality. The study also underscored the role of digital transformation in enhancing customer experience. As banking increasingly shifted online, maintaining high service quality across digital platforms was vital. This included ensuring that online services were user-friendly, secure, and responsive to customer needs. In conclusion, the interplay between rebranding, customers experience management, and service quality was pivotal for enhancing customer loyalty. The recent rebranding initiative of Saman Bank coupled with a strong focus on customer experience positioned it favorably in the competitive banking landscape. Future research should explore longitudinal studies to assess the long-term impacts of rebranding and customer experience on loyalty, as well as the specific elements of service quality that resonate most with customers. By focusing on these areas, Saman Bank can not only retain its existing customer base, but also attract new clients, thereby solidifying its position as a leader in the banking sector. As the market continues to evolve, ongoing adaptation and innovation will be key to sustaining competitive advantage and ensuring customer loyalty.
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