طراحی مدل بازاریابی پایدار با تأکید بر توسعه پایدار در صنعت بانکداری ایران
محورهای موضوعی : مدیریت و توسعه پایدار
رضا انوشه ئی
1
,
محمدرضا کریمی علویجه
2
,
نادر غریب نواز
3
,
الهام فریدچهر
4
1 - دانشجوی دکتری، گروه مدیریت بازرگانی، واحد شهر قدس، دانشگاه آزاد اسلامی، تهران، ایران.
2 - دانشیار گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبایی، تهران، ایران.
3 - استادیار، گروه مدیریت بازرگانی، واحد شهر قدس، دانشگاه آزاد اسلامی، تهران، ایران
4 - استادیار، گروه مدیریت بازرگانی، واحد شهر قدس، دانشگاه آزاد اسلامی، تهران، ایران.
کلید واژه: بازاریابی پایدار, توسعه پایدار, صنعت بانکداری, نظریه‌پردازی داده‌بنیاد.,
چکیده مقاله :
نقش بازاریابی پایدار به‌عنوان یک پدیده محوری در صنایع رقابتی از جمله صنعت بانکداری انکار ناپذیر است. هدف این پژوهش، طراحی مدل بازاریابی پایدار با تأکید بر توسعه پایدار در صنعت بانکداری ایران بوده است. پژوهش حاضر از نظر هدف، بنیادی و از لحاظ ماهیت، کیفی است. در بخش کیفی، برای جمع‌آوری داده‌ها از مصاحبه نیمه ساختار یافته و برای نظریه‌پردازی پیرامون موضوع، از روش نظریه‌پردازی داده بنیاد استفاده شد. جامعه آماری، متشکل از ۲۰ تن از اساتید بازاریابی و رؤسای شعب در بانک ملی بودند. در این پژوهش پس از انجام مصاحبه‌ها، ۱۴۰ کد اولیه، ۲۷ مقوله محوری و ۱۰ مقوله کلان به دست آمد. روش نمونه‌گیری در این بخش رویکرد گلوله برفی بود. داده‌ها با سه نوع کدگذاری باز، محوری و انتخابی، بررسی شدند و با نرم‌افزار MAXQDA20 روابط بین مصاحبه‌ها استخراج شدند. در بخش کمّی، از پرسش‌نامه برای جمع‌آوری داده‌ها و از مدل‌سازی معادلات ساختاری برای اعتبارسنجی الگو استفاده شد. جامعه آماری در بخش کمّی، متشکل از ۳۸۴ تن از مشتریان بانک ملّی بودند. روش نمونه‌گیری خوشه‌ای و ساده بود. نخست شعب بانک ملّی، به ۶ خوشه تقسیم شدند و در هر خوشه بر اساس رویکرد تصادفی، پرسش‌نامه‌ها بین مشتریان، توزیع شدند. بر اساس نتایج پژوهش مشخص شد عوامل فردی - روان‌شناختی، عوامل اجتماعی - فرهنگی و عوامل جمعیت‌شناختی بر بازاریابی پایدار تأثیر می‌گذارند. بازاریابی پایدار، محیط پیچیده رقابتی و عوامل انگیزشی بر توسعه پایدار اثرگذارند و توسعه پایدار در بهبود عملکرد مالی، عملکرد کارکنان و عملکرد بازاریابی در بانک ملّی مؤثر بوده است.
The role of sustainable marketing as a central phenomenon in competitive industries including the banking industry is undeniable. The purpose of this research was to design a sustainable marketing model with an emphasis on sustainable development in Iran's banking industry. The current study is fundamental in terms of purpose and qualitative. In the qualitative part, a semi-structured interview was used to collect data, and the Foundation's data theorizing method was used to theorize about the topic. The statistical population consisted of 20 marketing professors and heads of branches in the National Bank. This research obtained 140 primary codes, 27 core categories, and 10 macro categories after conducting interviews. The sampling method in this section was the snowball approach. The data were analyzed with three types of open, central, and selective coding, and relationships between interviews were extracted with MAXQDA20 software. In the quantitative part, a questionnaire was used to collect data, and structural equation modeling was used to validate the model. The statistical population in the quantitative section consisted of 384 customers of Melli Bank. The cluster sampling method was simple. First, Bank Melli branches were divided into 6 clusters and questionnaires were distributed among customers in each cluster based on a random approach. Based on the results of the research, it was determined that individual psychological factors, sociocultural factors, and demographic factors affect sustainable marketing. Sustainable marketing, a complex competitive environment, and motivational factors affect sustainable development and sustainable development has been effective in improving financial performance, employee performance, and marketing performance in Melli Bank.
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