تخلف برند و پیامدهای آن در صنعت بانکداری ایران
الموضوعات :
غلامرضا شهبازی
1
,
سلیمان ایران زاده
2
,
باقر عسگر نژاد نوری
3
1 - دانشجوی دکتری مدیریت بازرگانی، گروه مدیریت، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران
2 - استاد گروه مدیریت، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران
3 - گروه مدیریت بازرگانی، دانشگاه ارومیه، ارومیه، ایران
الکلمات المفتاحية: برند, تخلف برند, بانکداری, ایران,
ملخص المقالة :
هدف عمده از انجام تحقیق حاضر، بررسی و شناسایی مولفه های تخلف برند و نیز پیامدهای آن در صنعت بانکداری ایران، همچنین آزمون و اعتبارسنجی مدل بدست آمده از آن بود. در این تحقیق در ابتدا اقدام به جمع آوری داده های کیفی از طریق انجام مصاحبه های عمیق و چهره به چهره شده و سپس در مرحله بعدی به گردآوری اطلاعات کمی و آزمون فرضیه بدست آمده در بخش کیفی تحقیق پرداخته شده است؛ بر این اساس، در تحقیق حاضر از یک استراتژی تحقیق ترکیبی متوالی اکتشافی بهره برده شده است. سپس در فاز کیفی تحقیق حاضر، پنج مولفه اصلی تخلف برند در صنعت بانکداری ایران به صورت تخلفات کلان سازمانی، تخلف از اصول بانکداری بدون ربا، تخلفات مالی، تخلفات اداری و حرفه ای، و نیز تخلفات اخلاقی مورد شناسایی و تشخیص قرار گرفتند؛ در این مرحله همچنین، سه پیامد رفتاری، اقتصادی و اجتماعی به عنوان پیامدهای پدیده تخلف برند در صنعت بانکداری ایران مورد شناسایی قرار گرفتند. در فاز کمی تحقیق نیز فرضیه بدست آمده در بخش کیفی آن مورد آزمون قرار گرفته و به تایید رسید. نتایج بدست آمده در این تحقیق حاوی نکات نظری و کاربردی بسیار مهمی بود که به تفصیل مورد بحث قرار گرفته است.
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