شناسایی مولفه های تخلف برند در صنعت بانکداری ایران
محورهای موضوعی : دانش نو در مدیریت بازاریابی
غلامرضا شهبازی
1
,
سلیمان ایران زاده
2
*
,
باقر عسگر نژاد
3
1 - گروه مدیریت، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران
2 - گروه مدیریت، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران
3 - دانشیار گروه مدیریت بازرگانی، دانشگاه ارومیه، ارومیه، ایران
کلید واژه: برند, تخلف برند, بانکداری, ایران,
چکیده مقاله :
هدف اصلی تحقیق حاضر کشف، شناسایی و تبیین مولفه های تخلف برند در صنعت بانکداری ایران می باشد. در راستای تحقق بخشیدن به هدف اکتشافی تحقیق، از یک رویکرد کیفی بر اساس انجام مصاحبه های عمیق بهره گرفته شده و از روش های نمونه گیری غیر احتمالی هدفمند و گلوله برفی استفاده به عمل آمده است. بر این اساس،21 مصاحبه عمیق با مطلع ترین افراد از جوانب مختلف صنعت بانکداری انجام گرفت. داده های بدست آمده از مصاحبه ها به دقت بررسی شده، و طی سه مرحله کد¬¬گذاری مورد تحلیل قرار گرفتند. پس از بررسی سطر به سطر مصاحبه های انجام شده با مشارکت کنندگان در تحقیق به کدگذاری، مفهوم پردازی و مقوله بندی داده های بدست آمده پرداخته شد. از داده های بدست آمده تعداد 71 کد باز برای ابعاد و مولفه های تخلف برند در صنعت بانکداری ایران استخراج گردید. بدین ترتیب، از آن¬جایی که نظام بانکداری یکی از مهم ترین حلقه های واسط سیستم اقتصادی کشورها به حساب می آید، رسیدن به درک کاملی از مفهوم تخلف برند در این صنعت و شناسایی مولفه های آن حوزه تحقیقی بسیار گسترده و مهمی است که در این مقاله بدان پرداخته شده و نکات نظری و کاربردی مهمی نیز برای محققان و مدیران در برداشت.
The main purpose of this research is to discover, identify and explain the components of brand transgression in Iranian banking industry. In order to realize the exploratory purpose of the research, a qualitative approach based on conducting in-depth interviews was used, and targeted non-probability sampling and snowball methods were used. Based on this, 21 in-depth interviews were conducted with the most knowledgeable participants. The data obtained from the interviews were carefully checked and analyzed during three stages of coding. From the obtained data, there are 71 open codes for the components of brand transgression in the industry. Since the banking system is considered as one of the most important intermediaries in the economic system of countries, reaching a complete understanding of the concept of brand transgression in this industry and identifying its components is a very broad and important research area that is discussed in this article and important theoretical and practical implications for researchers and practitioners are discussed.
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