نقش توسعه مالی در بازاریابی خدمات اعتباری بانک‌ها در چارچوب سیاست‌های پولی در ایران
محورهای موضوعی : مدیریت بازاریابی
بهرام حاتمی سولگانی
1
,
حسین شریفی رنانی
2
*
,
سعید دایی کریم زاده
3
1 - دانشجوی دکتری رشته اقتصاد، واحد اصفهان (خوراسگان)، دانشگاه آزاد اسلامی، اصفهان، ایران
2 - گروه اقتصاد، دانشکده حکمرانی، واحد اصفهان (خوراسگان)، دانشگاه آزاد اسلامی، اصفهان، ایران
3 - گروه اقتصاد، دانشکده حکمرانی، واحد اصفهان (خوراسگان)، دانشگاه آزاد اسلامی، اصفهان، ایران
کلید واژه: توسعه مالی, بازاریابی خدمات اعتباری بانک¬ها, سیاست¬های پولی, کشور ایران. ,
چکیده مقاله :
مقدمه: بازاریابی خدمات اعتباری بانک‌ها به‌عنوان یکی از مؤلفه‌های کلیدی در عملکرد نظام بانکی، تحت تأثیر عوامل مختلفی از جمله سیاست‌های پولی و سطح توسعه مالی قرار دارد. در اقتصاد ایران، به‌دلیل ساختار خاص پولی و بانکی، بررسی نحوه اثرگذاری این عوامل از اهمیت ویژه‌ای برخوردار است. این پژوهش با هدف تحلیل نقش توسعه مالی در بهبود بازاریابی خدمات اعتباری بانک‌ها در چارچوب سیاست‌های پولی کشور، طراحی و اجرا شده است.
روش پژوهش: پژوهش حاضر از نوع کاربردی و تحلیلی است که با استفاده از داده‌های سری زمانی فصلی اقتصاد ایران طی دوره ۱۳۸۵ تا ۱۴۰۲ (شامل ۷۲ مشاهده)، و با بهره‌گیری از روش رگرسیون چندکی، به تحلیل اثرات متغیرهای کلان اقتصادی بر شاخص بازاریابی خدمات اعتباری پرداخته است.
یافته‌ها: نتایج مدل رگرسیون چندکی نشان داد که اثر سیاست پولی (MP) بر بازاریابی اعتباری در صدک‌های پایین (1/0 و 2/0) معنادار نبوده اما در صدک‌های میانه و بالاتر به‌تدریج معنادار و مثبت می‌شود، به‌ویژه در صدک 7/0و صدک 9/0، که حاکی از تأثیر مؤثرتر سیاست پولی در سطوح بالاتر عملکرد بانکی است. توسعه مالی (FD) در تمامی صدک‌ها تأثیر مثبت و معناداری دارد، به‌ویژه در صدک 6/0 و 9/0. همچنین، اثر متقابل سیاست پولی و توسعه مالی (MP×FD) در صدک‌های میانی و بالا معنادار بوده و در صدک 8/0 به بیشینه خود می‌رسد. متغیرهای کنترل مانند نرخ تورم و رشد اقتصادی نیز در برخی صدک‌ها تأثیر معناداری داشته‌اند. این یافته‌ها نشان می‌دهد که توسعه مالی نقش تسهیل‌گر و تعدیل‌کننده‌ای در انتقال اثر سیاست پولی به بازاریابی خدمات اعتباری ایفا می‌کند.
نتیجه گیری: پژوهش حاضر نشان داد که توسعه مالی نه‌تنها به‌صورت مستقیم بر بازاریابی خدمات اعتباری بانک‌ها تأثیرگذار است، بلکه توان اثرگذاری سیاست‌های پولی را نیز افزایش می‌دهد.
Introduction: Marketing of bank credit services is considered one of the key components in the performance of the banking system and is influenced by various factors such as monetary policies and the level of financial development. In Iran's economy, due to the unique monetary and banking structure, examining the impact mechanism of these factors is of particular importance. This study is designed and conducted to analyze the role of financial development in enhancing the marketing of bank credit services within the framework of the country's monetary policies.
Methodology: This applied and analytical research uses seasonal time-series data from the Iranian economy during the period 2006–2023 (1385–1402 in the Iranian calendar), comprising 72 observations. Quantile regression is employed to analyze the effects of macroeconomic variables on the index of credit service marketing.
Findings: The results of the quantile regression model showed that the effect of monetary policy (MP) on credit marketing is not statistically significant in the lower quantiles (0.1 and 0.2), but gradually becomes significant and positive in the middle and higher quantiles, especially at the 0.7 and 0.9 quantiles, indicating a stronger impact of monetary policy at higher levels of banking performance. Financial development (FD) has a positive and significant effect across all quantiles, particularly at the 0.6 and 0.9 quantiles. Furthermore, the interaction effect of monetary policy and financial development (MP×FD) is significant in the middle and higher quantiles, peaking at the 0.8 quantile. Control variables such as inflation rate and economic growth also show significant effects in some quantiles. These findings suggest that financial development acts as a facilitator and moderator in the transmission of monetary policy effects to credit services marketing.
Conclusion: This study demonstrated that financial development not only directly affects the marketing of bank credit services but also enhances the effectiveness of monetary policies.
1. Akbarian, Saber; Anvari Rostami, Ali Asghar; Rezaei, Nader; Abdi, Rasoul. (2018). Corporate Governance and Credit Risk in the Iranian Banking Industry. Journal of Money & Economy, 1(1), 55–78.
2. Ghosh, S., & Karmakar, M. (2023). Central bank monetary policy and consumer credit markets: A global perspective. Oxford Research Encyclopedia of Economics and Finance. https://doi.org/10.1093/acrefore/9780190625979.013.918Oxford Research Encyclopedia
3. Abedi, Forough, Vakili Fard, Hamid Reza, Khalili Araghi, Maryam, and Kordloui, Hamid Reza. (2014). Marketing Integration Based on Value Creation in the Banking Industry. Quarterly Journal of Marketing Management Studies, No. 43, pp. 129-149.
4. Tang, Y., & Wang, Y. (2023). Financial development, interest rate pass-through and monetary policy transmission in Nigeria. Cogent Economics & Finance, 11(1), 2209952. https://doi.org/10.1080/23322039.2023.2209952Taylor & Francis Online
5. Effiong, E. L., & Okonkwo, O. (2022). Financial development and monetary policy transmission: Evidence from sub-Saharan Africa. Cogent Economics & Finance, 10(1), 2135218. https://doi.org/10.1080/23322039.2022.2135218Taylor & Francis Online+2Taylor & Francis Online+2ResearchGate+2
6. Ma, Y., & Lin, X. (2016). Financial development and the effectiveness of monetary policy. Journal of Economic Dynamics and Control, 73, 1–20. https://doi.org/10.1016/j.jedc.2016.01.005ResearchGate
7. Ebrahimi, Behnam; Vaez Barzani, Mohammad; Delali Esfahani, Rahim; Fakhar, Majid. (2016). The role of bank loan distribution in Iran's economic growth. Quarterly Journal of Economic Growth and Development Research, 22, 71–84.
8. Bozorg-Asl, Musa; Barzideh, Farrokh; Samadi, Mohammad Taqi. (2018). The effect of liquidity risk and credit risk on financial stability in the Iranian banking industry; Quantile regression approach. Financial Science of Securities Analysis, 8(38), 29–44.
9. Kumhof, M., & Rancière, R. (2023). Credit policy and the 'debt shift' in advanced economies. Socio-Economic Review, 21(1), 437–460. https://doi.org/10.1093/ser/mwac001Oxford Academic.
10. International Monetary Fund. (2023). Monetary policy and the role of credit policies in China's evolving framework. IMF Country Report No. 23/81. https://www.imf.org/en/Publications/CR/Issues/2023/03/01/People-s-Republic-of-China-2023-Article-IV-Consultation-Press-Release-Staff-Report-and-531123
11. Mazher Al Yasser, Mohammad Kamal, Sharifi Ranani, Hussein, Zahir Al-Maamouri, Ghassan Tariq, and Rajabi, Mustafa. (1403). The Effect of Marketing Costs, Concentration, and Bank Competitiveness on Banking Stability: The Case of Selected Oil-Exporting Countries. Quarterly Journal of Marketing Management Studies, No. 42, pp. 127-142.
12. Ozili, P. K. (2023). Impact of monetary policy on financial inclusion in emerging markets. Journal of Risk and Financial Management, 16(7), 303. https://doi.org/10.3390/jrfm16070303Munich Personal RePEc Archive
13. Stein, J. C. (2023). Monetary policy when the central bank shapes financial-market sentiment. Journal of Economic Perspectives, 37(1), 3–28. https://doi.org/10.1257/jep.37.1.3Harvard Scholar
14. Farahani, Mehdi; Marzban, Hossein; Dehghan, Zahra; Akbarian, Reza. (2018). Theory of assessing the effect of interest rate shock on macroeconomic variables in Iran using the FAVAR model approach. Iranian Quarterly Journal of Applied Economic Studies, 7(25), 29–54.
15. Naderian, Shima. (2016). Investigating the relationship between competition, concentration and financial stability in the Iranian banking industry. Master's thesis, University of Sistan and Baluchestan.
16. Zaranejad, Mansour; Khodapanah, Masoud; Khadivi, Niloufar. (2018). The Impact of Financial Development on Bank Credit Risk in Iran. In the First International Congress of New and Advanced Research in Science and Technology
17. Khaki, Fereshteh; Vahidi Tourchi, Maryam. (2013). Development of financing instruments and its role in the synergy of money and capital markets. In National Conference on Development of the Financial System in Iran.
18. Zhang, Y., & Wang, X. (2023). How do the dual effects of financial development change the transmission of monetary policy? Research in International Business and Finance, 65, 101775. https://doi.org/10.1016/j.ribaf.2023.101775ScienceDirect
19. Akinbobola, T. O., & Saibu, M. O. (2023). Financial inclusion and financial development: Implications for monetary policy effectiveness and economic growth in sub-Saharan Africa. Journal of Economic and Administrative Sciences, 39(2), 215–230. https://doi.org/10.1108/JEAS-09-2022-0215Emerald
20. Alavi, Soraya. (2015). Investigating the mechanism of the effects of monetary policy transmission through the credit channel on the growth of granted facilities in banks. Master's thesis, Institute of Humanities and Cultural Studies.
21. Khalili-Iraqi, Mansour; Barkhodari, Sajjad; Galavani, Amin. (2019). Investigating the impact of financial development on the efficiency of monetary policy and inflation targeting. Quarterly Journal of Economic Growth and Development Research, 9(35), 35–52.
22. Mojadi Mokher, Mohammad Mehdi; Khorsandi, Morteza; Babavi, Sahar. (2017). Analysis of persistent monetary stagnation in the Iranian economy. Quarterly Journal of Economic Research and Policies, 25(82), 331–366.
23. Kafashpour, Azar; Niakan, Seyed Reza. (2011). Identifying the most important marketing processes in the Iranian banking industry in order to develop a banking marketing maturity model. Quarterly Journal of Business Management Explorations, 3, 97–117.
24. Heydari, Mohammad Reza; Fatemi Varzaneh, Seyed Mohammad. (2016). A study of the financial performance of privatized banks in the Islamic Republic of Iran and its comparison with selected Islamic banks in the Persian Gulf. Islamic Finance and Banking Studies, 3, 55–78.
25. Shabani, Ehsan; Jalali, Ali. (2011). Strategies for Financial Reconstruction of Banks in Iran. Quarterly Journal of Planning and Budgeting, 16(4), 155–181.
26. Heydari, Ali Abbas; Yousefizadeh Fard, Hossein. (2016). The effectiveness of monetary and credit policy tools in controlling liquidity and inflation. In the first national conference on creative economy.