تبیین عوامل مؤثر بر مدیریت افکار عمومی مشتریان بانک ملی ایران
محورهای موضوعی :
جامعه شناسی
نادر اکبری وند
1
,
نازنین ملکیان
2
,
محمد سلطا نی فر
3
1 - دانشجوی دکتری علوم ارتباطات،واحد تهران شرق،دانشگاه آزاد اسلامی، تهران،ایران
2 - استادیار گروه علوم ارتباطات، واحد تهران شرق، دانشگاه آزاد اسلامی، تهران ، ایران (نویسنده مسئول) nazanin.malekian@iau.ac.ir
3 - دانشیار،علوم ارتباطات اجتماعی، واحد علوم و تحقیقات ، دانشگاه آزاد اسلامی، تهران ، ایران
تاریخ دریافت : 1400/12/05
تاریخ پذیرش : 1401/04/06
تاریخ انتشار : 1402/03/01
کلید واژه:
بانک ملی,
مشتریان,
مدیریت افکار عمومی,
چکیده مقاله :
مقدمه و هدف: رقابتی تر شدن فضای کسب و کار، سازمان ها و خصوصاً بانک ها را ملزم به ایجاد و حفظ مزیت رقابتی و رابطه طولانی مدت با مشتری می نماید. این امر مستلزم سرمایه گذاری اثربخش در حوزه وفاداری مشتریان و مدیریت افکار عمومی بهینه در بانک ها است.. از این رو هدف پژوهش حاضر تبیین عوامل مؤثر بر مدیریت افکار عمومی مشتریان بانک ملی ایران است.روش شناسی پژوهش: این تحقیق بر اساس روش آمیخته انجام شد. در فاز کیفی مصاحبه های نیمه ساختاریافته با 13 نفر از خبرگان صنعت بانکداری انجام شد. در فاز کمی از دیدگاه مشتریان بانک ملی استفاده شد. تحلیل داده در سه بخش تحلیل مضمون با کاربرد نرم‌افزار MaxQDA، مدلسازی ساختاری تفسیری ISM و رویکرد حداقل مربعات جزئی با نرم‌افزار SmartPLS انجام شد.یافته ها: پس از کدگذاری متون مصاحبه‌ها تعداد 8 مقوله اصلی و 35 مقوله فرعی حاصل گردید. با استفاده از روش ISM متغیرهای وابسته، مستقل و پیوندی مشخص و الگوی پژوهش ارائه شد. روابط میان سازه‌های اصلی پژوهش در بخش ساختاری با اطمینان 95% مثبت و معنادار بود و برازش مدل مورد تأیید قرار گرفت.بحث و نتیجه گیری: به مدیران بانک ملی ایران پیشنهاد می گردد در راستای تقویت مقوله‌های اصلی احصاء شده که عبارتند از؛ رهبران فکری، به‌کارگیری رسانه‌های جمعی، توسعه تبلیغات در جهت افزایش امنیت‌خاطر مشتریان، اطلاع رسانی شفاف و مقابله با شایعات، تقویت مسئولیت‌‌پذیری اجتماعی، مدیریت روابط عمومی با مشتریان، مدیریت افکار عمومی مشتریان، سنجش افکار عمومی مشتریان، اقدامات لازم صورت پذیرد.
چکیده انگلیسی:
Increasing the competitiveness of business environment requires organizations, especially banks, to create and maintain a competitive advantage and a long-term relationship with the customer. This requires effective investment in the field of customer loyalty and optimal public opinion management in banks. Therefore, the purpose of this study is to explain the factors affecting the management of public opinion of Bank Melli Iran customers.Research methodology: A mixed method based on qualitative and quantitative studies has been used. In the qualitative part, from semi-structured interviews related to data-driven theory, including 13 experts in the banking industry by purposeful sampling method with interview tools that data analysis was done by thematic method using MaxQDA and in a small part from the perspective of 384 One of Bank Melli customers is done by cluster sampling method through a researcher-made questionnaire, which uses the ISM interpretive structural modeling method with a partial least squares approach and SmartPLS software.Results: After coding the texts of the interviews using the ISM method, the variables were identified and the research model was presented. .Discussion and Conclusion: The managers of Bank Melli Iran are suggested to take the necessary measures to strengthen the main categories that have been described as described.
منابع و مأخذ:
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Abedin, Parvin and Nahid Sadat Motamedol Shariati, 1397, The role of public relations in crisis management, the sixth national conference on modern studies and research in the field of humanities, management and entrepreneurship in Iran.
Ali Jafari. 1398. The role of public relations of the Blood Transfusion Organization in creating the participation of Ardabil citizens in blood donation. Blood. 208-216.
Asylum seeker, Amina; Chirani, Ibrahim. (1396). Relationship between customer-based brand equity and organizational citizenship behavior in Guilan province home appliance products, National Conference on Management, Entrepreneurship and Communication Skills, Qazvin, Qazvin Science and Technology Park.
Bahari, Jafar; Banafsheh Farahani, Shahla Bahari, Marjan Bazleh, Hamed Bahari. (1396). The effect of customer-based brand equity on brand image in the hotel industry (Case study: Five-star hotels in Tabriz). Geography and environmental studies. 21-36.
Baqerzadeh, Massoud. (1395). Investigating the effect of innovation, marketing and networking capabilities on brand equity through customer value and value creation (Case study: Iran Khodro Automotive Company). Government - Ministry of Science, Research, and Technology - Semnan University.
Biranvand, Hadith; Iranian, Hamid; Jafari, Baqir (2016), The role of the organization in the effectiveness of the implementation of shared value creation in the organization, National Conference on Applied Research in Management and Accounting, Tehran, Iran Management Association.
Chomsky, N. 2002. Media control: the spectacular achievements of propaganda, Second Edition. Seven Stories Press
Curtin, M., Shattuc, J. 2009. The American Television Industry (International Screen Industries). British Film Institute.
Darabi, Afshar; Mohammad Mehdi Maleki. 1399. Designing a public opinion management model in order to manage currency crises. Journal of Defense Economics 15. 122-146.
Frasquet-Deltoro, M. , Alarcón-del-Amo, M. D. C. , & Lorenzo-Romero, C. (2019). Antecedents and consequences of virtual customer co-creation behaviours. Internet Research, 29(1), 218-244.
Glynn, C. J., & Huge, M. E. (2008). Public opinion. The international encyclopedia of communication.
Hashemi, Shahnaz. 1397. The role and position of organizational public relations in Iran. Media management. 47.
Heydari, Houria; Mahdavi, Iraj (1396). The Impact of Social CRM on Customer Relationship Management Performance Using Customer Behavior Analysis on Instagram. Industrial Engineering Studies and Production Management. 3, 67-84.
Hidayanti, I. , Herman, L. E. , & Farida, N. (2018). Engaging customers through social media to improve industrial product development: the role of customer co-creation value. Journal of Relationship Marketing, 17(1), 17-28.
Homburg, C. , Jozić, D. , & Kuehnl, C. (2017). Customer experience management: toward implementing an evolving marketing concept. Journal of the Academy of Marketing Science, 45(3), 377-401.
Iglesias, O. , Ind, N. , & Alfaro, M. (2017). The organic view of the brand: A brand value co-creation model. In Advances in Corporate Branding (pp. 148-174). Palgrave Macmillan, London.
Kamali, Yahya; Mahmoud Ghafouri. 1397. Public opinion and public policy. Public Relations Research. 54.
Karimpour, Seyed Issa, Abedini, Samad, Eghbaleh, Azizkhani. (1400). Study of the role of good governance quality in public welfare (Case study: Member of the Organization of Islamic Cooperation and the Organization for Economic Cooperation and Development). Sociological Studies, 14 (51), 27-47. doi: 10.30495 / jss.2021.1912680.1244
McCombs, M., & Valenzuela, S. (2020). Setting the agenda: Mass media and public opinion. John Wiley & Sons.
Mousavi, Seyed Mohammad 1399. Media and the future perspective of public relations; The advent of third generation public relations. Journal of Art and Media Studies. 143-166.
Pourian, Mohammad Taghi; Hojjatullah Saveh Droudy. 2014. The role of media in national solidarity; What and how. Passive defense and security. 29-48.
Protess, D., & McCombs, M. E. (Eds.). (2016). Agenda setting: Readings on media, public opinion, and policymaking. Routledge.
Rahman Seresht, Hussein; Khashei, Vahid; Ebrahimi, Mehdi (1397), The model of creating strategic value in the Iranian banking industry Creating value in a new paradigm. Public Management Research, Volume 11, Number 40, pp. 27-52.
Yadegari, Reza, Mojtaba Alikhanzadeh. )1396(. Principles and techniques of communication development. Great entrepreneurs
Yarifar, Mehdi. 2016. The role of digital public relations in crisis management. Crisis Management. 141.
Zarei, Fahim. (1399). Media Management and Public Opinion Control, 4th International Conference on Religious Research, Islamic Sciences, Jurisprudence and Law in Iran and the Islamic World, Karaj.
Zietsman, M. L. , Mostert, P. , & Svensson, G. (2019). Perceived price and service quality as mediators between price fairness and perceived value in business banking relationships: A micro-enterprise perspective. International Journal of Bank Marketing, 37(1), 2-19.
