Providing a Service Compensation System with the Approach of Improving the Employer Brand in Bank Refah Kargara
Subject Areas : Management
Seyyed Kambiz Talebi Ahmadi
1
,
Mojtaba Tabari
2
*
,
Yusof Gholipour Kanani
3
1 - Ph.D. Candidate, Department of Management, Qaemshahr Branch, Islamic Azad University, Qaemshahr, Iran.
2 - Associate Professor, Department of Management, Qaemshahr Branch, Islamic Azad University, Qaemshahr, Iran.
09111554160
3 - Assistant Professor, Department of Management, Qaemshahr Branch, Islamic Azad University, Qaemshahr, Iran.
Keywords: System, Service compensation, Employer brand, Bank Refah.,
Abstract :
Aim: The purpose of this research is to provide a service compensation system with the approach of improving the employer brand in Refah Bank. Methods: This research is applied in terms of purpose, exploratory in terms of data collection method, and qualitative and quantitative (mixed) in terms of data nature. The method of data collection and analysis was used in the qualitative part, interview type, and theme analysis method were used for analysis, and in the quantitative part, it was a questionnaire and structural equation modeling with the partial least squares (PLS) approach. The current research community was formed by experts and experts related to the research topic in Refah Bank branches as well as marketing professors in the university. In this research and the qualitative section, the opinions of 16 experts were used using the snowball sampling method. Also, in the statistical part of the research, based on the available sampling method and Cochran's formula, the opinions of 225 experts related to the research topic were used. Findings: The process of data analysis was done in two stages, which include identifying the dimensions and components of the system through interviews and theme analysis; Validation of the research model is through a questionnaire and structural equation modeling method with partial least squares (PLS) approach. Conclusion: The results showed that the service compensation system with the approach of improving the employer brand in Refah Bank has three main dimensions including system input indicators, system processes, and system output indicators.