طراحی مدل اعتبار برند در صنعت بانکداری بر مبنای نظریه داده بنیاد
محورهای موضوعی : بازاریابیحسین ذوالفقار دهنوی 1 , مهدی محمودزاده واشان 2 , حسین حکیم پور 3 , حمید رضائی فر 4
1 - دانشگاه آزاد واحد بیرجند
2 - استادیار گروه مدیریت بازرگانی دانشگاه آزاد بیرجند، ایران
3 - استادیار گروه مدیریت بازرگانی دانشگاه آزاد بیرجند، ایران
4 - استادیار گروه مدیریت بازرگانی دانشگاه آزاد بیرجند، ایران
کلید واژه: اعتبار برند, صنعت بانکداری, برندسازی, روش داده بنیاد,
چکیده مقاله :
اعتبار برند بانک‌ها در جذب مشتریان وفادار و سودآوری در محیط رقابتیِ امروزیِ بانک‌ها ضرورتی اجتناب‌‌ناپذیر است. بر این اساس، پژوهش حاضر با هدف ارائه عوامل موثر بر اعتبار برند در صنعت بانکداری با روش کیفی انجام شده است. جامعه آماری، مقالات داخلی و خارجی انتشار یافته در بازه زمانی 2000-2022 و کارشناسان متخصص در زمینه صنعت بانکداری بود. حجم نمونهِ کارشناس و مقالات به ترتیب با استفاده از روش نمونه‌گیری هدفمند 15 کارشناس و 51 مقاله تعیین شد. جمع‌آوری اطلاعات به روشهای کتابخانه‌ای و مصاحبه‌های عمیق نیمه ساختار یافته بود. داده‌های گردآوری شده با استفاده از روش داده بنیاد تحلیل شد. بر مبنای مدل پارادایمی حاصل شده از تحلیل داده بنیاد، فضا و فرهنگ با مفاهیم تسهیلات رفاهی، شرایط کلان اقتصادی، ویژگی‌های بانکداری، توانمندسازی مشتریان و مطلوبیت دسترسی به بانک‌ها، مطلوبیت کیفیت خدماتدهی با مفاهیم مسئولیت‌پذیری، قابلیت اطمینان، ضمانت و تضمین، همدلی و وضعیت محسوس، مشتریمداری با مفاهیم نیازسنجی مشتریان و بازاریابی رابطه‌مند به ترتیب به عنوان عوامل مداخله‌گر، علی و زمینه‌ای موثر بر اعتبار برند بانک‌ها شناسایی شد. در راستای عوامل ذکر شده راهبردها و پیامدهای تاثیرگذار بر اعتبار برند بانک‌ها ارائه شد. به عنوان نتیجه میتوان بیان نمود که استفاده از فنون نوین بازاریابی، ارتقاء کیفیت خدماتدهی و مشتریمداری سبب افزایش اعتبار برند بانک‌ها، رضایت‌مندی و وفاداری مشتری میشوند.
Brand credibility of banks is an inevitable necessity in attracting loyal customers and profitability in today's competitive environment of banks. Based on this, the current research was conducted with the aim of presenting factors affecting brand credibility in the banking industry with a qualitative method. The statistical population was domestic and foreign articles published in the period of 2000-2022 and expert experts in the field of banking industry. The sample size of experts and articles was determined using the purposeful sampling method of 15 experts and 51 articles, respectively. Data collection was done through library methods and in-depth semi-structured interviews. The collected data were analyzed using the grounded theory method. Based on the paradigm model obtained from the data analysis of the foundation, space and culture with the concepts of welfare facilities, macroeconomic conditions, banking characteristics, customer empowerment and the desirability of access to banks, the desirability of service quality with the concepts of responsibility, reliability, guarantee and guarantee, empathy and The tangible situation, customer orientation with the concepts of customer needs assessment and relational marketing were identified as intervening, causal and contextual factors affecting the brand reputation of banks, respectively. In line with the mentioned factors, strategies and consequences affecting the credibility of the banks' brand were presented. As a result, it can be stated that the use of new marketing techniques, the improvement of service quality and customer orientation increase the credibility of the banks' brand, customer satisfaction and loyalty.
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