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الگوی تحلیلی رابطه کار عاطفی کارکنان با ادراک کیفیت خدمات و رضایت اربابرجوع در سازمان جهاد کشاورزی استان آذربایجان شرقی | ||
| مدیریت سازمانهای دولتی | ||
| مقاله 1، دوره 12، شماره 3 (پیاپی 47)، تیر 1403، صفحه 1-20 اصل مقاله (1.32 M) | ||
| نوع مقاله: علی | ||
| شناسه دیجیتال (DOI): 10.30473/ipom.2024.72025.5014 | ||
| نویسنده | ||
| حسین عباسی اسفنجانی* | ||
| استادیار، گروه مدیریت بازرگانی، دانشگاه پیام نور، ایران | ||
| چکیده | ||
| پژوهش حاضر با هدف بررسی تأثیر کارعاطفی بر درک کیفیت خدمات و رضایت اربابرجوع انجام گرفته است. پژوهش از نظر هدف کاربردی و از نظر ماهیت و روش، توصیفی و پیمایشی و اطلاعات اولیه با ابزار پرسشنامه استاندارد جمعآوری شده است. جامعه آماری شامل 384 نفر از مراجعان به جهاد کشاورزی استان آذربایجان شرقی است که با روش نمونهگیری دردسترس انتخاب شدند. اطلاعات پاسخدهندگان با روشهای آمار توصیفی و آزمون فرضیات و نیز برازش مدل مفهومی با روش SEM و نرمافزار لیزرل انجام شده است. براساس نتایج تحلیلهای آماری و مقادیر آماره تی؛ به ترتیب معادل 58/6 ،12/ 9 و 47/7، تأثیر مستقیم کارعاطفی بر رضایت اربابرجوع و درک از کیفیت خدمات و نیز تأثیر مستقیم درک از کیفیت خدمات از سوی اربابرجوع بر رضایت تأیید شد. بررسی تأثیر کارعاطفی بر رضایت اربابرجوع، با ضریب مسیر 52/0 نشان داد که متغیر کارعاطفی به میزان 52 درصد از تغییرات متغیر رضایت را بهطور مستقیم تبیین میکند. دو ضریب مسیر بین کارعاطفی و درک کیفیت خدمات 69/0 و درک از کیفیت خدمات با رضایت اربابرجوع 74/0 نیز نشان داد که متغیر کارعاطفی بهطور غیرمستقیم و از طریق متغیر میانجی درک از کیفیت خدمات، به میزان 51 درصد بر متغیر رضایت تأثیر دارد. تأثیر مستقیم و معنیدار کارعاطفی بر درک از کیفیت خدمات و رضایت اربابرجوع در فرضیه اصلی به تایید رسید. بررسی و تعیین شدت اثر غیرمستقیم با استفاده از آماره VAF، مقدار 6/49% نشان داد تقریباً نیمی از اثر کل کارعاطفی بر رضایت اربابرجوع از طریق غیرمستقیم توسط متغیر میانجی ادراک کیفیت خدمات تبیین میشود. | ||
| کلیدواژهها | ||
| کار عاطفی؛ درک کیفیت خدمات؛ رضایت اربابرجوع؛ سازمان جهاد کشاورزی؛ استان آذربایجان شرقی | ||
| عنوان مقاله [English] | ||
| Analytical Model of the Relationship between Employees' Emotional Labor and the Perception of Service Quality and Customer Satisfaction in the Organization of Agricultural Jihad of East Azarbaijan Province | ||
| نویسندگان [English] | ||
| Hossein Abbasi Esfanjani | ||
| Assistant Professor, Department of Business Administration, Payame Noor University, Tehran, Iran | ||
| چکیده [English] | ||
| The aim of this study is to analyse how emotional labor affects on the perception of service quality and customer satisfaction. The research is applied in terms of purpose, descriptive and survey in terms of nature and method, and primary information was collected using a standard questionnaire. The statistical population includes 384 people who refer to Jihad Agriculture in East Azarbaijan province, who were selected by the available sampling method. The information of the respondents was done with the methods of descriptive statistics and hypothesis testing, as well as the fitting of the conceptual model with the SEM method and Lisrel software. Based on the results of statistical analyzes and t-statistic values; 6.58, 9.12 and 7.47, respectively, the direct effect of emotional labor on the customer satisfaction and perception of the quality of service, as well as the direct effect of the perception of the quality of service by the customer satisfaction were confirmed. Investigating the impact of emotional labor on the customer satisfaction, with a path coefficient of 0.52, showed that the variable of emotional labor directly explains 52% of the changes in the satisfaction variable. Two path coefficients between emotional labor and perception of service quality 0.69 and perception of service quality with customer satisfaction 0.74 also showed that the variable of emotional labor indirectly and through the mediating variable of perception of service quality has a 51% effect on the customer satisfaction. The direct and significant effect of emotional labor on the perception of service quality and customer satisfaction was confirmed in the main hypothesis. Investigating and determining the intensity of the indirect effect using the VAF statistic, the value of 49.6% showed that almost half of the total effect of emotional labor on customer satisfaction is indirectly explained by the mediating variable of service quality perception. | ||
| کلیدواژهها [English] | ||
| Emotional Labor, Perception of Service Quality, Customer Satisfaction, Jihad Agriculture Organization, East Azerbaijan Province | ||
| مراجع | ||
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