تخلف برند و پیامدهای آن در صنعت بانکداری ایران
محورهای موضوعی : درک نگرش بازارخدمات
غلامرضا شهبازی
1
(دانشجوی دکتری مدیریت بازرگانی، گروه مدیریت، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران)
سلیمان ایران زاده
2
(استاد گروه مدیریت، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران)
باقر عسگر نژاد نوری
3
(گروه مدیریت بازرگانی، دانشگاه ارومیه، ارومیه، ایران)
کلید واژه: برند, تخلف برند, بانکداری, ایران,
چکیده مقاله :
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.
The main purpose of this research was to investigate and identify the components of brand transgression and its consequences in the Iranian banking industry and to validate the obtained model. In this research, first qualitative data was collected through in-depth interviews, and then quantitative data was collected and the hypothesis was tested. Therefore, in the current research, a sequential exploratory mixed research strategy has been used. In the qualitative phase of the research, the five main components of brand transgression in the Iranian banking industry were identified in the form of gross transgressions, violations of the principles of usury-free banking, financial transgressions, administrative and professional transgressions, and ethical transgressions; At this stage, three behavioral, economic and social consequences were identified as the consequences of the brand transgression in Iranian banking industry. In the quantitative phase of the research, the hypothesis obtained in its qualitative part was tested and confirmed. The results obtained in this research contained important theoretical and practical points that have been discussed in detail. The present research is one of the first researches conducted on the simultaneous identification and explanation of the BT in the banking industry and the first case in the Iranian banking industry
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