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15 (2) 2020

Ảnh hưởng của sự đồng cảm, hành vi hướng đến khách hàng của nhân viên giao dịch đến sự hài lòng của khách hàng


Tác giả - Nơi làm việc:
Trần Thế Nam - Trường Đại học Tài chính - Marketing , Việt Nam
Tác giả liên hệ, Email: Trần Thế Nam - tranthenam@ufm.edu.vn

Tóm tắt
Phân tích các tiền tố ảnh hưởng đến sự hài lòng của khách hàng là một chủ đề hấp dẫn. Bài viết được thực hiện với mục tiêu xác định ảnh hưởng của sự đồng cảm, hành vi hướng đến khách hàng của nhân viên đến sự hài lòng của khách hàng với nhân viên giao dịch ở thị trường giao dịch chứng khoán tại Thành phố Hồ Chí Minh. Mô hình phương trình cấu trúc bình phương tối thiểu từng phần (PLS – SEM) được sử dụng để kiểm định các giả thuyết, bằng việc sử dụng dữ liệu khảo sát của 211 cặp nhân viên giao dịch – khách hàng. Kết quả phân tích cho thấy các tiền tố có ảnh hưởng tích cực đến sự hài lòng của khách hàng. Kết quả nghiên cứu có giá trị lý thuyết lẫn thực tiễn. Về mặt lý thuyết, kết quả nghiên cứu củng cố lý thuyết trao đổi xã hội. Về mặt thực tiễn, các nhà quản lý cần tuyển chọn những ứng viên có sự đồng cảm cho các vị trí có sự tiếp xúc nhiều với khách hàng để góp phần gia tăng sự hài lòng của khách hàng trong quá trình giao dịch. Ngoài ra, các hoạt động tập huấn cũng giúp nâng cao sự đồng cảm của nhân viên.

Từ khóa
hành vi hướng đến khách hàng của nhân viên; SmartPLS sự đồng cảm; sự hài lòng của khách hàng

Toàn văn:
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Tài liệu tham khảo

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