Aumentar a intenção de participação e melhorar a satisfação do cliente no setor bancário utilizando a tecnologia de mídia social devido ao papel mediador do valor percebido pelos clients
DOI:
https://doi.org/10.23925/2179-3565.2023v15i1p47-61Palavras-chave:
Tecnologia de mídias sociais, Intenção de participação dos clientes, Satisfação dos clientes, Valor percebido pelos clientes, Setor bancárioResumo
Esta pesquisa foi desenhada para examinar o efeito do uso da tecnologia de mídias sociais na melhoria da participação e satisfação dos clientes no setor bancário, devido ao papel mediador do valor percebido pelos clientes dos bancos estudados. Trata-se de uma pesquisa aplicada e descritivo-levantada, em termos de objetivo e metodologia, respectivamente. A amostra estatística da pesquisa consistiu de 235 gerentes seniores de bancos estatais e privados do setor bancário do Irã. Para a coleta de dados da pesquisa, utilizou-se um questionário e sua validade e confiabilidade foram os índices alfa de Cronbach. O método de modelagem de equações estruturais foi utilizado no software SmartPLS para testar as hipóteses de pesquisa após a coleta dos dados. Os resultados do teste das hipóteses demonstraram que o uso da tecnologia de mídias sociais tem impacto positivo na melhoria da intenção de participação, satisfação e valor percebido pelos clientes dos bancos estudados, o que prediz diretamente 0,486, 0,551 e 0,568 de mudanças relacionadas à intenção de participação, satisfação e valor percebido, respectivamente. A análise dos resultados também revelou que a tecnologia de mídia social tem um impacto positivo na intenção de participação e satisfação do cliente por meio do valor percebido pelos clientes. Assim, o uso da tecnologia de mídias sociais por meio da variável mediadora prediz indiretamente 0,517 e 0,449 de mudanças relacionadas à intenção de participação e satisfação do cliente, respectivamente. Nesse sentido, pode-se reconhecer que os bancos estudados podem avançar em direção à melhoria sustentável da participação e satisfação dos clientes utilizando com precisão as tecnologias de mídias sociais, como as redes sociais, com o objetivo de impulsionar o relacionamento contínuo com seus clientes, bem como melhorar as capacidades de gestão do relacionamento com o cliente por meio de tecnologias relacionadas.
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