شناسایی و رتبه‌بندی عوامل مؤثر بر رشد و توسعه سهم بازار بانک رفاه کارگران

محورهای موضوعی : مدیریت بازرگانی

عبدالرضا امیری ¹ (دانشجوی دکتری، گروه مدیریت، واحد یاسوج، دانشگاه آزاد اسلامی، یاسوج، ایران.)
محمد حقیقی ² (دانشیار مدیریت بازرگانی، دانشکده مدیریت، دانشگاه تهران، تهران، ایران.)
علی پیرزاد ³ (استادیار، گروه مدیریت، واحد یاسوج، دانشگاه آزاد اسلامی، یاسوج، ایران.)
عبدالخالق غلامی چنارستان علیا ⁴ (استادیار، گروه مدیریت، واحد یاسوج، دانشگاه آزاد اسلامی، یاسوج، ایران.)

تاریخ دریافت : 1402/06/24 تاریخ پذیرش : 1402/09/29 تاریخ انتشار : 1402/09/01

کلید واژه: رتبه‌بندی, مزیت رقابتی, سهم بازار, بانکداری, بانک رفاه کارگران,

چکیده مقاله :

این پژوهش با هدف شناسایی و رتبه‌بندی عوامل مؤثر بر رشد و توسعه سهم بازار بانک رفاه کارگران انجام شده است. پژوهش حاضر از نظر هدف کاربردی – توسعه‌ای و از نظر نحوه اجرا، از نوع پژوهش‌های آمیخته است. جامعه آماری در بخش کیفی این تحقیق شامل ۵۰ نفر از مدیران شعب بانک رفاه کارگران استان فارس و بوشهر است. نمونه آماری با استفاده از روش گلوله برفی مشتمل بر 25 نفر از مدیران شعب انتخاب شده است. جامعه آماری در بخش کمّی شامل ۶۰۰ نفر از کارکنان و مدیران رده میانی بانک رفاه کارگران فارس و بوشهر است که از میان آنها ۲۳۴ نفر به روش تصادفی ساده به عنوان نمونه انتخاب شده است. به منظور تجزیه و تحلیل داده‌های کمّی در این تحقیق از آمار توصیفی و استنباطی استفاده شده است. یافته‌های تحلیل تم با استفاده از مدل تاپسیس نشان داد بهره‌گیری از سیاست‌های مدیریت ارتباط با مشتریان (نیازسنجی، پاسخگویی، رضایتمندی و وفاداری) با ضریب نزدیکی 842/0 بیشترین تأثیرگذاری را در افزایش سهم بازار بانک رفاه کارگران داشته و خدمات حمایتی و تسهیلاتی بانک رفاه کارگران با ضریب نزدیکی 444/0 در آخرین جایگاه قرار گرفته است. یافته‌های تحلیل مسیر نشان داد متغیرهای جذب مشتریان با میزان 504/0 و بانکداری الکترونیک با میزان 449/0 دارای بیشترین تأثیر در توسعه سهم بازار بانک رفاه کارگران بوده‌اند. برابر بررسی‌های صورت گرفته در رابطه با روند برنامه‌ریزی به منظور افزایش بهره‌وری بانک رفاه کارگران در محیط رقابتی، ضعف‌ها و تهدیدات با ضرایب 41/9 و 36/8 بیشترین مقدار و نقاط قوت و فرصت‌ها با ضرایب 13/7 و 54/6 کمترین مقدار را به خود اختصاص داده‌اند که راهبردهایی در این خصوص ارائه شده است.

چکیده انگلیسی:

This research has been done to identify and rank factors affecting the growth and development of the market share of Refah Kargaran Bank. The current research is a mixed type of research in terms of its applied-developmental goal and terms of its implementation. The statistical population in the qualitative part of this research includes 50 managers of Refah Kargaran Bank branches in Fars and Bushehr provinces. A statistical sample consisting of 25 branch managers was selected using the snowball method. The statistical population in the quantitative section includes 600 middle-level employees and managers of Fars and Bushehr Refah Kargaran Bank, among whom 234 people were selected as a sample by simple random method. To analyze quantitative data in this research, descriptive and inferential statistics have been used. The findings of the theme analysis using the TOPSIS model showed that the use of customer relationship management policies (needs assessment, responsiveness, satisfaction, and loyalty) with a coefficient of 0.842 had the greatest impact on increasing the market share of Refah Bank, and the support and facilitation services of Refah Bank. Workers with a proximity coefficient of 0.444 are in the last place. The path analysis findings showed that the variables of attracting customers with a rate of 0.504 and electronic banking with a rate of 0.449 had the greatest impact on the development of the market share of Refah Kargaran Bank. According to the investigations carried out about the planning process to increase the productivity of the Refah Kargaran Bank in a competitive environment, weaknesses and threats have the highest coefficients of 9.41 and 8.36, and strengths and opportunities have the lowest coefficients of 7.13 and 6.54. Strategies have been presented in this regard.

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