طراحی مدل پیاده‌سازی هم پیمانی راهبردی در سازمان‌های مشتری محور به روش آمیخته اکتشافی (مطالعه موردی: بانک سامان)
محورهای موضوعی : پژوهش های مدیریت راهبردی
وحید پورشهابی
1
,
حمیدرضا خدادادی دیدانی
2
,
امین تعادل خواه
3
1 - استادیار گروه مدیریت، واحد زاهدان، دانشگاه آزاد اسلامی، زاهدان، ایران.
2 - دانشجوی دکتری مدیریت دولتی، دانشکده مدیریت و علوم انسانی، دانشگاه آزاد اسلامی واحد زاهدان، ایران.
3 - دانشجوی دکتری مدیریت دولتی، دانشکده مدیریت و علوم انسانی، دانشگاه آزاد اسلامی واحد زاهدان، ایران.
کلید واژه: فناوری اطلاعات, هم پیمانی راهبردی, مشتری محوری, فضای دیجیتال,
چکیده مقاله :
این مطالعه تلاش دارد تا با واکاوی هم‌پیمانی راهبردی، با ایجاد تصویری جامع از متغیرهایی که بر پیاده‌سازی هم‌پیمانی راهبردی در سازمان‌های مشتری محور تأثیرگذار هستند، زمینه‌های تحقق اقدامات متعالی در این خصوص را فراهم سازد. روش انجام این پژوهش، کیفی و وضعیت موجود با رویکرد گلیزری از راهبرد نظریه داده بنیاد، مدل سازی شده است. از 21 نفر از مدیران، خبرگان و متخصصانی که در پیاده‌سازی هم پیمانی راهبردی در سازمان‌های مشتری محور مشارکت غیر رسمی داشته‌اند، مصاحبه نیمه ساختار یافته انجام و داده‌ها، کدگذاری و بر اساس خانواده کدهای شش سی، مدل‌سازی شد. از تحلیل مصاحبه‌ها، 378 کد، 78 مفهوم و 17 مقوله ظهور یافت. نیاز به پیاده‌سازی هم‌پیمانی راهبردی در سازمان‌های مشتری محور به عنوان پدیده محوری معرفی شد و مقوله‌های دیجیتالی شدن فرایندهای مالی و پولی، بانکداری دیجیتال و دیدگاه فراسازمانی به منزله علل، کسب مزیت رقابتی و ارتباط سازنده با مشتریان به منزله تغییرات همگام، پشتیبانی مدیریت، فناوری اطلاعات و فضای دیجیتال به منزله زمینه، بانکداری الکترونیکی، ریسک‌پذیری و خدمات آنلاین به منزله شرایط، ارتقای سیستم‌ها، ایجاد زیرساخت‌ها و مشتری محوری به منزله اقتضائات، افزایش رضایت مشتریان، افزایش سودآوری و کاهش هزینه‌های عملیاتی به منزله پیامدهای پیاده‌سازی هم پیمانی راهبردی در سازمان‌های مشتری محور معرفی شدند. در این پژوهش، با تحلیل مؤلفه‌های مؤثر، وضعیت موجود پیاده‌سازی هم پیمانی راهبردی در سازمان‌های مشتری محور از نگاه سه مجموعه خبره، متخصص و مطلع نسبت به پیاده‌سازی هم پیمانی راهبردی در بانک‌های خصوصی و دولتی و مؤسسات مالی و اعتباری، واکاوی و در قالب مدل مقاله ارائه شده است.
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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