An analysis of the pro-social behaviors of customers in response to the firms’ service quality

Document Type: Research Paper


1 Faculty of Economics, Management & Social Sciences, Shiraz University, Shiraz, Iran

2 MSc of Business Administration, Persian Gulf University

3 Faculty of Economic & Administrative Sciences, Ferdowsi University of Mashhad, Mashhad, Iran


Nowadays, the awareness of service firms’ managers about the crucial role of customers in the success or failure of their business has increased. This has led them to this fact that the best strategy for surviving in the marketplace is encouraging customers’ prosocial behaviors in service delivery process. Reasonably, one of the best strategies to encourage customers toward these behaviors is service delivering quality. Despite the importance of this issue, marketing researchers have not investigated the effect of customers’ perceived service quality on their prosocial behaviors yet. The current study aims to bridge this research gap. Hence, a sample consisting of 381 customers of passenger transportation agencies (ground transportation), in the city of Shiraz, by convenient method were selected and surveyed. In addition, based on the theoretical framework of the research variables, the conceptual model was proposed. Finally, structural equation modeling (SEM) was used to test the hypotheses and it was found that the customers' perception of service quality, through affecting their satisfaction, can be reflected in their prosocial responses toward the agency. Furthermore, the customers' perception of setting and staff's dimension of service quality respectively have more positive effect on their satisfaction.


Main Subjects

Article Title [Persian]

بررسی رفتارهای فرااجتماعی مشتریان در پاسخ به کیفیت خدمات شرکت‌ها

Authors [Persian]

  • حبیب‌الله رعنایی کردشولی 1
  • یونس جعفرپور 2
  • احمد الهیاری بوزنجانی 3
1 دانشکدة اقتصاد، مدیریت و علوم اجتماعی، دانشگاه شیراز، شیراز، ایران
2 کارشناس ارشد مدیریت بازرگانی، دانشگاه خلیج فارس بوشهر
3 دانشکدة علوم اداری و اقتصادی، دانشگاه فردوسی مشهد، مشهد، ایران
Abstract [Persian]

امروزه، آگاهی مدیران شرکت‌های خدماتی از نقش حیاتی مشتریان در موفقیت و شکست کسب و کارشان، آن‌ها را به این واقعیت رهنمون ساخته که بهترین راهبرد برای ادامة حیات در بازار امروزی، جلب رفتارهای فرااجتماعی مشتریان در فرایند عرضة خدمات است. مسلماً، یکی از بهترین راهبردها جهت تشویق مشتریان به سوی این رفتارها، عرضة خدمات با کیفیت به آن‌هاست. علی‌رغم اهمیت این موضوع، پژوهشگران بازاریابی تا کنون اثر کیفیت ادراک‌شدة مشتریان از خدمات را بر رفتارهای فرااجتماعی آن‌ها بررسی نکرده‌اند. این پژوهش در پی آن است که این شکاف نظری را برطرف نماید. برای این منظور، نمونه‌ای مشتمل بر 381 نفر از مشتریان شرکت‌های حمل مسافر در شهر شیراز با استفاده از نمونه‌گیری در دسترس انتخاب پیمایش شد. علاوه‌بر این، با بررسی مبانی نظری متغیرهای پژوهش، چارچوب مفهومی مدل نیز طراحی شد. در نهایت، به منظور آزمون فرضیه‌ها از مدل‌سازی معادلات ساختاری استفاده و مشخص شد که کیفیت ادراک‌شدة مشتریان از خدمات شرکت‌ها، با تأثیرگذاری بر رضایت آن‌ها، در رفتارهای فرااجتماعی آن‌ها به سوی شرکت‌ها انعکاس می‌یابد. افزون بر این، ادراک مشتری از فضا و تجهیزات عرضة خدمت، همچنین کارکنان عرضه‌کنندة خدمات، به ترتیب، تأثیر بیشتری بر رضایت مشتریان دارد.

Keywords [Persian]

  • رضایت مشتری
  • رفتارهای فرااجتماعی
  • کیفیت خدمات
  • شرکت‌های حمل مسافر
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