ایجاد و حفظ روابط موفق و بلندمدت یکی از وظایف اساسی در بخش مالی امروزی است به این دلیل که مشتریان وفادار بیشتر خرید می کنند، تمایل بیشتری به خرید دارند و به عنوان حامیان شرکت عمل می کنند با این حال، بحث بر سر این است که آیا میزان سودآوری با وفاداری مشتری افزایش می یابد یا خیر. ما فرآیند توسعه وفاداری را تجزیه و تحلیل خواهیم کرد و بررسی خواهیم کرد که چگونه وفاداری مشتری (مثبت) بر سودآوری تاثیر می گذارد ما این کار را با استفاده از یک مدل وفاداری پیوسته ی چهار مرحله ای انجام خواهیم داد. که به صورت زنجیره ای از تاثیرات وفاداری شناختی، وفاداری عاطفی، وفاداری متقابل عمل می کند.

ما داده های جمع آوری شده از ۷۰۰۰ مشتری یک بانک آلمانی از طریق تلفن ، را با روش مدل سازی معادلات ساختاری PLS تجزیه و تحلیل خواهیم کرد . این تجزیه و تحلیل ها ، به کارمندان بانک در بانکداری و بخش های مالی در پیاده سازی و حمایت از استراتژی های حفظ مشتریان شان ، کمک خواهد کرد و تئوری ای را نیز درباره ی اعتباربخشی به یکی از برجسته ترین مدل های وفاداری مشتری ، ارائه خواهد داد .

واژگان کلیدی : وفاداری مشتری ، سودآوری ، خدمات مالی ، حداقل مربعات جزئی

Abstract

Building and maintaining successful, long-term relationships is one of the crucial tasks in today’s financial sector, the idea being that loyal customers purchase more, demonstrate a higher willingness to spend, and act as advocates for the company. However, there is also some controversy on whether profitability indeed increases with customer loyalty. We will analyze the process of loyalty development and evaluate if and how customer loyalty (positively) affects profitability. We will do so with reference to a four stage sequential loyalty model that grounds on a chain of effects from cognitive loyalty, affective loyalty, conative loyalty to action loyalty.

We will make use of PLS structural equation modeling and analyze data of almost 7000 customers of a German bank surveyed by telephone. These analyses will support practitioners in the banking and financial sector in setting-up and steering their customer retention strategies and will provide a theoretical contribution to validating one of the most prominent customer loyalty models.

Keywords: Customer loyalty, Profitability ,Financial services ,Partial least squares, Path model ,PLS-SEM

Introduction

Building and maintaining successful, long-term relationships is crucial in many of today’s competitive environments, in particular in the financial services sector. The costs for acquiring new customers is five times higher than maintaining existing customers. For credit cards, reducing customer defections by 5% doubles the average customer life span, and increases profit by 75% (Athanasopoulou 2009;

Reichheld and Sasser 1990). Losing customers is costly, as loyal customers purchase more, demonstrate a higher willingness to spend, and act as advocates for the company (Harris and Goode 2004). These arguments are of special relevance in the financial services sector as it faces the challenge of partial customer defection more than other industries. Although only a minority of customers actually leaves their financial service provider, many customers simultaneously enter relationships with other providers. Specifically, bank customers spread their portfolio of services and products to different institutions, thereby reducing the individual firm’s share of wallet (Aurier and N’Goala 2010; Du et al. 2007). Given the acceptance of the link between loyalty and financial outcomes (Anderson and Mansi 2009; Anderson and Mittal 2000; Edvardsson et al. 2000; Fornell et al. 2006, 2009; Hallowell 1996; Lariviere 2008; Rust and Zahorik 1993), long-term relationships and the development of customer loyalty have become a central issue in marketing (Athanasopoulou 2009).