Designing a Strategic Alliace Implementation Model in Customer-Based Organizations by Exploratory Mixed Method (Case study: Saman Bank)

Subject Areas : Strategic Management Researches

Vahid Pourshahabi ¹ (Assistant Professor, Department of Management, Zahedan Branch, Islamic Azad University, Zahedan, Iran)
Hamidreza Khodadadi Didani ² (: Ph.D. Student in Public Administration, Faculty of Management and Humanities, Zahedan Branch, Islamic Azad University, Zahedan, Iran)
Amin Taadolkhah ³ (Ph.D. Student in Public Administration, Faculty of Management and Humanities, Zahedan Branch, Islamic Azad University, Zahedan, Iran)

Received: 2021-01-28 Accepted : 2021-04-20 Published : 2022-02-20

Keywords: Information Technology, Customer Focus, Strategic Alliance, Digital Space,

Abstract :

This study tries to analyze the strategic alliance, by creating a comprehensive picture of the variables that influence the implementation of the strategic alliance in customer-oriented organizations, to provide the grounds for the realization of superior measures in this regard. The method of this research is qualitative and the current situation is modeled with the Glaser approach of the Grounded theory strategy. Semi-structured interviews were conducted with 21 managers, experts and specialists who have been informally involved in the implementation of the strategic alliance in customer-oriented organizations, and the data were coded and modeled based on the family of codes. From the analysis of the interviews, 378 codes, 78 concepts and 17 categories emerged. "The need to implement strategic alliances in customer-centric organizations" was introduced as a pivotal phenomenon, and the categories of "digitalization of financial and monetary processes", "digital banking" and "extra-organizational perspective" as causes, "gaining competitive advantage" and "constructive communication" with customers" as synchronous changes, "management support ","information technology "and" digital space "as context, "electronic banking"," risk-taking "and" online services "as conditions," systems upgrade ","creation "Infrastructure" and "customer-centric" were introduced as requirements, "increased customer satisfaction", "increased profitability" and "reduced operating costs" were introduced as the consequences of implementing strategic alliances in customer-oriented organizations. In this study, by analyzing the effective components, the current situation of strategic alliance implementation in customer-oriented organizations. specialists and knowledgeable about the implementation of strategic alliance in private and public banks and financial and credit institutions, analysis and model the article is presented.

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