نموذج الشخصنة والتخصيص الإلكتروني لتحسين رضا العملاء الإلكتروني في حالة كوفيد-19 في قطاع البنوك في الأردن
الكلمات المفتاحية:
الشخصنة الإلكترونية، التخصيص الإلكتروني، رضا العملاء الإلكترونيالملخص
عززت جائحة كورونا قطاع البنوك في الاردن لتبني نماذج عمل إبداعية لابتكار منتجات وخدمات جديدة تدعم النمو الاقتصادي، حيث مكنت الأعمال الإلكترونية شركات الأعمال من استخدام نماذج اعمال جديدة كنموذج الشخصنة والتخصيص الإلكتروني. هدفت الدراسة للتحري عن دور نموذج الشخصنة والتخصيص الإلكتروني في تحسين رضا العملاء الإلكتروني. واستخدمت الدراسة المنهج الوصفي التحليلي للإجابة عن اسئلة الدراسة وفحص فرضياتها باستخدام برنامج PLS "V. 3"وSPSS v23. وتكون مجتمع الدراسة من عملاء البنوك التجارية في مدينة عمان-الأردن، وعددها (13)، وبلغ عدد الاستبانات الصالحة للتحليل (887) من أصل (920( استبانة تم توزيعها عشوائياً. وتوصلت الدراسة إلى أن هناك تأثيرًا إيجابيًا لنموذج الشخصنة والتخصيص الإلكتروني على رضا العملاء الإلكتروني. وتوصي الدراسة قطاع البنوك بتعزيز الاستثمار في نماذج الأعمال الابداعية خلال فترة جائحة كورونا وتمكينها من خلال منصات الأعمال الإلكترونية لتحسبن رضا العملاء الإلكتروني.
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