مدیریت تجربه دیجیتال کارکنان با رویکرد تاکسونومی در صنعت بانکداری
محورهای موضوعی : مدیریت منابع انسانیعبدالحمید مصلی نژاد 1 , محمدرضا دلوی 2 * , سعید آقاسی 3
1 -
2 - محمدرضا دلوی دانشیار، گروه مدیریت، واحد دهاقان، دانشگاه آزاد اسلامی، دهاقان، ایران.
3 - استادیار دانشکده مدیریت دانشگاه آزاد اسلامی واحد دهاقان
کلید واژه: مدیریت تجربه, تجربه دیجیتال کارکنان, رویکرد تاکسونومی,
چکیده مقاله :
زمینه و هدف: تفهیم چگونگی مدیریت تجربه دیجیتال کارکنان و تاثیر آن بر بهبود عملکرد سازمانی از اهمیت ویژه‌ای برخوردار است. هدف این پژوهش ارائه مدل مدیریت تجربه دیجیتال کارکنان با رویکرد تاکسونومی در صنعت بانکداری می باشد.
روش تحقیق: این پژوهش با رویکرد آميخته اكتشافي و به روش تاکسونومی انجام شد. تاکسونومی مدلی است که اجزای مختلف و ترکیباتی که مدیریت تجربه دیجیتال کارکنان را شکل می‌دهند، را دسته‌بندی و سازماندهی می‌کند. ابزار گردآوری داده‌ها در بخش کیفی، مصاحبه نیمه‌ساختارمند بود. داده‌های حاصل از مصاحبه‌های انجام شده با 14 نفر از پژوهشگران و اساتید حوزه های علوم بازاریابی، دیجیتالیزاسیون، ارتباط با مشتری و تجربه کارکنان طی سه مرحله کدگذاری اولیه، کدگذاری محوری و کدگذاری نظری تجزیه و تحلیل شد. در بخش کمی جامعه آماری با توجه به حداقل حجم تعیین شده 384 نفر انتخاب شد و برای تجزیه و تحلیل داده ها از روش تحلیل عاملی اکتشافی و تائیدی از نرم افزارSPSS 25 ، AMOS 24 استفاده شد. سپس عوامل با رویکرد تاکسونومی رتبه بندی شدند.
یافتهها: 6 مقوله کلی در قالب مدل دربرگیرنده صلاحیت های دیجیتال محوری؛ فرهنگ سازمانی دیجیتالی؛ خط مشی های دیجیتالی؛ چالش های دیجیتالیزاسیون؛ کارکنان تجربه محور؛ مدیریت بانکی شناسایی شدند.
نتیجه گیری: موفقیت در عصر دیجیتال در بانک ها، بستگی به تحول در فعالیت‌های کاری در محیط‌های کار دیجیتال و تمرکز بر بهبود تجربه کارکنان دارد.
Background and purpose: Understanding the management of employee digital experience and its influence on enhancing organizational performance is of significant importance. The objective of this study is to propose a model for employee digital experience management utilizing a taxonomy-based approach within the banking sector.
Research method: This study was conducted employing an exploratory mixed-methods approach alongside a taxonomy methodology. The taxonomy framework serves as a model that systematically categorizes and organizes the various components and their configurations involved in managing employees' digital experience. In the qualitative phase, data collection was carried out through semi-structured interviews. The data obtained from interviews conducted with fourteen researchers and professors specializing in marketing, digitalization, customer relations, and employee experience were analyzed through three sequential stages: initial coding, axial coding, and theoretical coding. In the quantitative phase, a sample of 384 individuals from the target population was selected based on the predetermined minimum sample size. Data analysis was performed using exploratory and confirmatory factor analysis techniques, employing SPSS version 25 and AMOS version 24 Software. Subsequently, the identified factors were prioritized using a taxonomy-based ranking approach.
Findings: Six broad categories were identified within the model, namely: digital competencies; digital organizational culture; digital policies; challenges associated with digitalization; experience-oriented employees; and bank management.
Conclusion: Success in the digital era for financial institutions relies on the transformation of work activities within digital workplaces and emphasizes enhancing the employee experience.
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