Provide an Ethical Model for Using Social Networks in Provid-ing Products, Services & Maintaining Customer Responsibility

Publish Year: 1400
نوع سند: مقاله ژورنالی
زبان: English
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شناسه ملی سند علمی:

JR_IJETH-3-4_007

تاریخ نمایه سازی: 14 اسفند 1400

Abstract:

Background: The advent of social networks has created an easy way and cost-effective communication between the company and its customers and the need for them to pay attention to the ethical components in providing services and attract customer loyalty has led this research to provide an ethical model in using networks. Social in providing products and services and maintaining customer loyalty in banks. Method: The present study was qualitative and the method of process team analysis was used. The statistical population was the banking industry experts, ۱۴ of whom were selected by purposive sampling method (snowball). The interview data collection tool was semi-structured and thematic analysis using MAXQDA software was used to analyze the qualitative data. Results: Based on the analysis of the interviews, ۲۰۰ concepts were identified which, by reviewing the themes, ۵۴ primary codes were extracted and classified into ۳ main categories and ۱۶ sub-categories. Customer loyalty is in the first place with ۱۱۶ assigned codes, social networks are in the second place with ۶۹ codes. Providing services with ۱۵ codes is in the third place. The abundance of sub-criteria related to each category showed that service delivery, sub-category of service innovation, in social networks, sub-category of ethical communication, customer loyalty, sub-category of advertising and ethical marketing and economic growth, have the highest repetition. Conclusion: From the perspective of banking industry experts, ethical components such as; Ethical branding, ethical-organizational factors, service innovation, ethical communication, content sharing, validation, cyberspace, customer value, customer trust, customer awareness, ethical advertising and marketing, customer desire, customer acquisition and retention, competitive advantage, Social responsibility, customer ethical attitude are among the factors affecting customer loyalty in social networks.

Authors

Mohammad Reza Kia

Dept. of Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran

Ali Reza Kia

Dept. of Business Management, Science and Research Branch, Islamic Azad University, Tehran, Iran

Kamal Ghalandari

Dept. of Business Management, Payame Noor University, Iran