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ایجاد فرهنگ عاطفی مثبت: اثر ارتباطات داخلی بر رفتار شهروندی مشتری با تأکید بر نقش رفتار شهروندی سازمانی | ||
مجله علمی "مدیریت فرهنگ سازمانی" | ||
مقاله 6، دوره 19، شماره 1، فروردین 1400، صفحه 123-152 اصل مقاله (962.21 K) | ||
نوع مقاله: مقاله پژوهشی | ||
شناسه دیجیتال (DOI): 10.22059/jomc.2020.301187.1008024 | ||
نویسندگان | ||
داود فیض* 1؛ زهرا احمدی الوار2 | ||
1استاد، دانشکدة اقتصاد، مدیریت، و علوم اداری، دانشگاه سمنان، سمنان، ایران | ||
2دانشجوی دکتری، دانشکدة اقتصاد، مدیریت، و علوم اداری، دانشگاه سمنان، سمنان، ایران | ||
چکیده | ||
فرهنگ عاطفی محیط عاطفی یک سازمان و زیرمجموعهای از فرهنگ سازمانی است. هدف از پژوهش حاضر بررسی نقش ایجاد یک فرهنگ عاطفی مثبت با در نظر گرفتن اثر ارتباطات داخلی بر رفتار شهروندی مشتری با تأکید بر نقش رفتار شهروندی سازمانی بود. این پژوهش از لحاظ هدف کاربردی و از نظر شیوة گردآوری دادهها توصیفی و پیمایشی از نوع همبستگی است. جامعة آماری شامل همة کارکنان و مشتریان بانک ملت شهر سمنان میباشد که برای کارکنان تعداد 150 نفر و برای مشتریان نامحدود است. ابزار گردآوری دادهها پرسشنامه بود. دادهها با بهرهمندی از مدلسازی معادلات ساختاری تجزیهوتحلیل شدند. نتایج نشان داد ارتباطات متقارن و رهبری پاسخگو یک فرهنگ عاطفی مثبت به وجود میآورد. چنین فرهنگی باعث تقویت رفتار شهروندی سازمانی میشود. ارتباطات متقارن، رهبری پاسخگو، و فرهنگ عاطفی مثبت بر رفتار شهروندی کارکنان تأثیرگذار است. رفتار شهروندی سازمانی بر رضایت، ارزش ویژة برند، و شهروندی مشتری تأثیرگذار است. | ||
کلیدواژهها | ||
ارتباطات داخلی؛ ارتباطات رهبری؛ ارتباطات متقارن؛ رفتار شهروندی مشتری؛ فرهنگ عاطفی | ||
عنوان مقاله [English] | ||
Creating a Positive Emotional Culture: The Effect of Internal Communication on Customer Citizenship Behavior by Emphasizing the Role of Organizational Citizenship Behavior | ||
نویسندگان [English] | ||
Davood Feiz1؛ Zahra Ahmadi Alvar2 | ||
1Professor, Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran | ||
2Ph.D. Student, Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran | ||
چکیده [English] | ||
As a subset of organizational culture, emotional culture represents the emotional environment of an organization. The purpose of this study was to investigate the role of creating a positive emotional culture (by considering the effect of internal communication) on customer citizenship behavior with an emphasis on the role of organizational citizenship behavior. The present research was applied in terms of purpose and correlational, descriptive-survey in terms of data collection method. The research population included all 150 employees of Mellat bank in Semnan city and its countless employees. The data collection instrument was a questionnaire. The data were analyzed using structural equation modeling. The findings of the present research indicated that symmetrical communication and responsive leadership communication cultivated a positive emotional culture in organizations. Such a culture then fostered organizational citizenship behavior. In addition, symmetrical communication, responsive leadership communication, and positive emotional culture influenced organizational citizenship behavior. Finally, it was found that organizational citizenship behavior positively affected customer satisfaction, brand equity, and customer citizenship behavior. | ||
کلیدواژهها [English] | ||
Emotional culture, Internal communications, Symmetrical communications, Leadership communications, Customer citizenship behavior | ||
مراجع | ||
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