طراحی مدل اعتبار برند در صنعت بانکداری بر مبنای نظریه داده بنیاد
الموضوعات :حسین ذوالفقار دهنوی 1 , مهدی محمودزاده واشان 2 , حسین حکیم پور 3 , حمید رضائی فر 4
1 - دانشگاه آزاد واحد بیرجند
2 - استادیار گروه مدیریت بازرگانی دانشگاه آزاد بیرجند، ایران
3 - استادیار گروه مدیریت بازرگانی دانشگاه آزاد بیرجند، ایران
4 - استادیار گروه مدیریت بازرگانی دانشگاه آزاد بیرجند، ایران
الکلمات المفتاحية: اعتبار برند, صنعت بانکداری, برندسازی, روش داده بنیاد,
ملخص المقالة :
اعتبار برند بانک‌ها در جذب مشتریان وفادار و سودآوری در محیط رقابتیِ امروزیِ بانک‌ها ضرورتی اجتناب‌‌ناپذیر است. بر این اساس، پژوهش حاضر با هدف ارائه عوامل موثر بر اعتبار برند در صنعت بانکداری با روش کیفی انجام شده است. جامعه آماری، مقالات داخلی و خارجی انتشار یافته در بازه زمانی 2000-2022 و کارشناسان متخصص در زمینه صنعت بانکداری بود. حجم نمونهِ کارشناس و مقالات به ترتیب با استفاده از روش نمونه‌گیری هدفمند 15 کارشناس و 51 مقاله تعیین شد. جمع‌آوری اطلاعات به روشهای کتابخانه‌ای و مصاحبه‌های عمیق نیمه ساختار یافته بود. داده‌های گردآوری شده با استفاده از روش داده بنیاد تحلیل شد. بر مبنای مدل پارادایمی حاصل شده از تحلیل داده بنیاد، فضا و فرهنگ با مفاهیم تسهیلات رفاهی، شرایط کلان اقتصادی، ویژگی‌های بانکداری، توانمندسازی مشتریان و مطلوبیت دسترسی به بانک‌ها، مطلوبیت کیفیت خدماتدهی با مفاهیم مسئولیت‌پذیری، قابلیت اطمینان، ضمانت و تضمین، همدلی و وضعیت محسوس، مشتریمداری با مفاهیم نیازسنجی مشتریان و بازاریابی رابطه‌مند به ترتیب به عنوان عوامل مداخله‌گر، علی و زمینه‌ای موثر بر اعتبار برند بانک‌ها شناسایی شد. در راستای عوامل ذکر شده راهبردها و پیامدهای تاثیرگذار بر اعتبار برند بانک‌ها ارائه شد. به عنوان نتیجه میتوان بیان نمود که استفاده از فنون نوین بازاریابی، ارتقاء کیفیت خدماتدهی و مشتریمداری سبب افزایش اعتبار برند بانک‌ها، رضایت‌مندی و وفاداری مشتری میشوند.
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