تاثیر هزینه های بازاریابی،تمرکز و رقابت پذیری بانکی بر ثبات بانکی: مورد کشورهای منتخب صادرکننده نفت
محورهای موضوعی : مدیریت بازاریابی
محمدکمال مزهر ال یاسر
1
,
حسین شریفی رنانی
2
,
غسان طارق ظاهر المعموری
3
,
مصطفی رجبی
4
1 - دانشجوی دکتری رشته اقتصاد، واحد اصفهان (خوراسگان)، دانشگاه آزاد اسلامی، اصفهان، ایران
2 - دانشیار اقتصاد، واحد اصفهان (خوراسگان)، دانشگاه آزاد اسلامی، اصفهان، ایران
3 - استادیار اقتصاد، دانشگاه المثنی، السماوه، عراق
4 - استادیار گروه اقتصاد، دانشگاه آزاد اسلامی، واحد خمینی شهر، اصفهان، ایران.
کلید واژه: هزینه های بازاریابی, تمرکز بانکی, رقابت بانکی, ثبات بانکی.,
چکیده مقاله :
مقدمه: شواهد زیادی مبنی بر بازار گرایی در سازمانها موجود است ولی به نظر می رسد بانک ها و موسسات مالی درک کافی از چگونگی بکارگیری این دارایی برای دست یابی به مزیت رقابتی و ثبات بانکی را ندارند. از طرفی جهت گیریهای استراتژیک از جمله تمرکز بانکی و رقابت پذیری بانکی می توانند ثبات را برای بانکها و موسسات مالی به ارمغان آورند. در همین راستا، هدف اصلی تحقیق حاضر بررسی تاثیر هزینه های بازاریابی،تمرکز و رقابت پذیری بانکی بر ثبات بانکی می باشد.
روش پژوهش: جامعه آماری تحقیق حاضر کشورهای صادر کننده نفت می باشد. بر همین اساس، 17 کشور عضو اوپک شامل الجزایر، ایران، عراق، کویت، لیبی، جزایر سلیمان، قطر، عربستان سعودی، امارات متحده عربی، اکوادور، آنگولا، ونزوئلا، نیجریه، گابن، گینه، کنگو و اندونزی طی سال های 2012 تا 2023 به عنوان نمونه نهایی تحقیق انتخاب شده است. روش تجزیه و تحلیل داده ها نیز مبتنی بر روش خودرگرسیو برداری با وقفه های توزیعی با رویکرد پانل دیتا (Panel ARDL) می باشد.
یافته ها: یافته های تحقیق نشان داد شاخص هزینه های بازاریابی اثر مثبت و معنادار بر ثبات بانکی در کشورهای مورد بررسی داشته است. به عبارت دیگر، افزایش هزینه های بازاریابی در بخش بانکی می تواند از طریق تقویت این بخش در جنبه های مختلف ارتباط با مشتری و عملکرد بانکی، ثبات بخش بانکی را بهبود بخشد. دیگر یافته ها نشان داد که افزایش رقابت پذیری در بخش بانکی منجر به بهبود ثبات بانکی در کشورهای مورد بررسی شده است. در نهایت نتایج نشان می دهد که ثبات بانکی با تمرکز بخش بانکی مرتبط است.
نتیجه گیری: بر همین اساس پیشنهاد میشود سیاست گذاریها در راستای تشویق رقابت در بخش بانکی اجرا گردد. این را میتوان با کاهش موانع ورود، تقویت نوآوری و تضمین شرایط بازی برابر برای همه مؤسسات مالی انجام داد. همچنین یافته‌ها از فرضیه تمرکز-ثبات حمایت می‌کنند و نشان می‌دهند که بانکهایی که در بازار بانکداری متمرکزتر فعالیت می‌کنند، تمایل بیشتری به ثبات دارند.
Introduction: There is a lot of evidence that organizations are spending on marketing, but it seems that banks and financial institutions do not have a sufficient understanding of how to use it to achieve competitive advantage and banking stability. On the other hand, strategic orientations such as banking concentration and banking competitiveness can bring stability to banks and financial institutions. In this regard, the main goal of this research is to investigate the impact of marketing costs, concentration and bank competitiveness on banking stability.
Research method: The statistical population of this research is oil exporting countries. Accordingly, 17 OPEC member countries including Algeria, Iran, Iraq, Kuwait, Libya, Solomon Islands, Qatar, Saudi Arabia, United Arab Emirates, Ecuador, Angola, Venezuela, Nigeria, Gabon, Guinea, Congo and Indonesia during 2012. 2023 has been selected as the final research sample. The data analysis method is also based on the vector autoregression method with distribution breaks with the panel data approach (Panel ARDL).
Findings: The findings of the research showed that the index of marketing costs had a positive and significant effect on banking stability in the studied countries. In other words, increasing marketing costs in the banking sector can improve the stability of the banking sector by strengthening this sector in various aspects of customer relations and banking performance. Other findings showed that banks that operate in a more concentrated banking market tend to be more stable. Also, banks that operate in a more concentrated banking industry tend to be more stable.
Conclusion: Based on this, it is suggested to implement policies to encourage competition in the banking sector. This can be done by lowering barriers to entry, fostering innovation and ensuring a level playing field for all financial institutions. Also, the findings support the concentration-stability hypothesis and show that banks that operate in a more concentrated banking market tend to be more stable.
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