یکپارچه سازی بازاریابی مبتنی بر خلق ارزش در صنعت بانکداری
محورهای موضوعی : مدیریت بازاریابی
فروغ عابدی
1
,
حمیدرضا وکیلی فرد
2
,
مریم خلیلی عراقی
3
,
حمید رضا کردلویی
4
1 - دانشآموخته دکتری تخصص رشته مدیریت مالی، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران
2 - استاد تمام گروه مدیریت مالی، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران
3 - دانشیار مدیریت مالی، واحد تهران مرکزی، دانشگاه آزاد اسلامی، تهران، ایران
4 - دانشیار گروه مدیریت مالی، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران
کلید واژه: بازاریابی, خلق ارزش, بانک, مزیت رقابتی. ,
چکیده مقاله :
مقدمه: هدف این پژوهش بررسی تمامی ابعاد بازاریابی مرتبط با خلق ارزش در صنعت بانکداری است. اثربخشی یک خدمت یا محصول زمانی محقق میشود که از زمان ایدهپردازی تا اجرا تمام ابعاد درون سازمانی و برون سازمانی و میان سازمانی به دقت بررسی شود از اینرو در این پژوهش هر سه بعد مورد بررسی قرار گرفته است.
روش پژوهش: از نظر هدف کاربردی - توسعهای است و از لحاظ گردآوری اطلاعات توصیفی و از نظر ماهیت دادهها آمیخته و به روش اکتشافی انجام شده است. روش تجزیه و تحلیل مصاحبهها با استفاده فرآیند کدگذاری (باز، محوری، انتخابی) و تحلیل متنی مصاحبهها در نرم افزار تحلیل دادههای کیفی MAXQDA ۲۰۱۸ انجام گرفت. مصاحبه با اساتید حوزه دانشگاه و مدیران خبره صنعت بانکداری (انتخاب افراد نمونه شامل 12 نفر بود که به روش نمونه گیری هدفمند با ملاک صاحبنظران و خبرگان مدیران صنعت بانکداری با سابقه ۲۰سال به بالا و سابقه مدیریتی حداقل ده ساله و رشته تخصصی آنان مدیریت بود است) و در بخش کمی پرسشنامه (در دو جامعه مشتریان و کارمندان) به دو روش توصیفی و استنباطی به روش تحلیل عاملی از طریق نرم افزار SPSS 16 و Smart PLS انجام شد.
یافتهها: تحلیل دادهها مجموعهای از متغیرهای تاثیرگذار در توسعه خلق ارزش در صنعت بانکداری با رویکرد بازاریابی و تاثیرات این متغیرها و نیز سناریوهایی کاربردی را حاصل ساخت.
نتیجهگیری: نتایج حاکی از آن است که بعد درون سازمانی بیشترین اثر بخشی را در فرآیند خلق ارزش ایفا میکند، سپس بعد میان سازمانی و برون سازمانی. ارزش مشتری مفهومی بسیار فراگیر و دربرگیرنده همه تعاملات انسانی است. در این پژوهش به افق تازه ایی از بازاریابی به عنوان بازاریابی انسان گرا که به شکل کاربردی در مورد انسان(مشتری) و رفتارهای وی کاوش می کند دست پیدا کردیم که می تواند در تمام شاخههای عملی بازاریابی مورد استفاده قرارگیرد.
Introduction: The aim of this study is to examine all dimensions of marketing related to value creation in the banking industry. The effectiveness of a service or product is achieved when all dimensions within, outside, and between organizations are carefully examined from the time of ideation to implementation. Therefore, all three dimensions have been examined in this study.
Research Method It is applied-developmental in terms of purpose and descriptive in terms of data collection and mixed in terms of data nature and was conducted using an exploratory method. The method of analyzing the interviews was conducted using the coding process (open, axial, selective) and textual analysis of the interviews in the qualitative data analysis software MAXQDA 2018. Interviews were conducted with university professors and expert managers in the banking industry (the sample consisted of 12 people, who were selected by purposive sampling based on the criteria of experts and experts in the banking industry managers with 20 years of experience and at least ten years of management experience and their field of specialization was management) and in the quantitative part of the questionnaire (in two communities of customers and employees) in two descriptive and inferential methods using factor analysis through SPSS 16 and Smart PLS software. Findings: Data analysis yielded a set of influential variables in the development of value creation in the banking industry with a marketing approach and the effects of these variables, as well as practical scenarios.
Findings: Data analysis yielded a set of variables that were effective in developing value creation in the banking industry with a marketing approach and the effects of these variables, as well as practical scenarios.
Conclusion: The results indicate that the intra-organizational dimension plays the most effective role in the value creation process, followed by the inter-organizational and extra-organizational dimensions. Customer value is a very comprehensive concept that encompasses all human interactions. In this study, we have reached a new horizon of marketing as human-oriented marketing that explores in an applied way about humans (customers) and their behaviors, which can be used in all practical branches of marketing.
1. Abdelati Hakmaoui, Mourad Oubrich, Jonathan Calof, Hamid El Ghazi; Towards an anticipatory system incorporating corporate foresight and competitive intelligence in creating knowledge: a longitudinal Moroccan bank case study; Technological Forecasting & Social Change; 2022; https://doi.org/10.1016/j.techfore. 2022.121139
2. Abdelati Hakmaoui,*, Mourad Oubrich, Jonathan Calof, Hamid El Ghazi; Towards an anticipatory system incorporating corporate foresight and competitive intelligence in creating knowledge: a longitudinal Moroccan bank case study; Technological Forecasting & Social Change;2022
3. Akhtar, P., Khan, Z., Tarba, S., & Jayawickrama, U. (2018). The Internet of Things, dynamic data and information processing capabilities, and operational agility. Technological Forecasting and Social Change, 136, 307–316
4. Akman, I., Yazici, A., Mishra, A., & Arifoglu, A. (2019). E-government: A global view and an empirical evaluation of some attributes of citizens. Government Information Quarterly, 22, 239–257
5. Alford, J., & O’Flynn, J. (2019). Making sense of public value: Concepts, critiques and emergent meanings. International Journal of Public Administration, 32, 171–191.
6. Anita Ciunova-Shuleska, Nikolina Palamidovska-Sterjadovska, Jana Prodanova; What drives m-banking clients to continue using m-banking services?; Contents lists available at ScienceDirect Journal of Business Research; 2022; https://doi.org/10.1016/j.jbusres.2023.10.024.
7. Arcand, M, PromTep, S, Brun, I, Rajaobelina, L, (2023), Mobile banking service quality and customer relationships, International Journal of Bank Marketing, 35 (7), 1068-1089.
8. Bannister, F. (2018). Dismantling the silos: Extracting new value from IT investments in public administration. Information Systems Journal, 11(1), 65–84.
9. Chatterjee, S., & Sreenivasulu, N. S. (2022). Personal data sharing and legal issues of human rights in the era of artificial intelligence: Moderating effect of government regulation. International Journal of Electronic Government Research, 15(3), 21–36.
10. Chatterjee, S., Kar, A. K., Dwivedi, Y. K., & Kizgin, H. (2022). Prevention of cybercrimesin smart cities of India: From a citizen’s perspective. Information Technology & People 32(5), 1153–1183. Chatterjee, S., Kar, A. K., & Gupta, M. P. (2022). Success of IoT in smart cities of India: An empirical analysis. Government Information Quarterly, 35(3), 349–361. Chatterjee, S., Nguyen, B., Ghosh, S. K., Bhattacharjee, K. K., & Chaudhuri, S. (2022). Adoption of artificial intelligence integrated CRM system: An empirical study of Indian organizations. The Bottom Line. https://doi.org/10.1108/BL-08-2022-0057.
11. Chatterjee, S., Rana, N. P., & Dwivedi, Y. K. (2022). Social media as a tool of knowledge sharing in academia: An empirical study using valance, instrumentality and expectancy (VIE) approach. Journal of Knowledge Management. https://doi.org/10.1108/JKM-04-2020-0252. In Press.
12. Chuang, S.-H. (2020). Co-creating social media agility to build strong customer-firm relationships. Industrial Marketing anagement, 84, 202–211.
13. Davis, R. (2018). Conceptualising fun in mobile commerce environments. International Journal of Mobile Communications, 8(1), 21–40. https://doi.org/10.1504/IJMC.2018.030518.
14. Deterding, S., Dixon, D., Khaled, R., & Nacke, L. (2021). From game design elements to gamefulness: defining gamification. In MindTrek ’11: Proceedings of the 15th International Academic Conference on Envisioning Future Media Environments (pp. 9–15). Tampere Finland. ACM. 10.1145/2181037.2181040.
15. Dong, S., Xu, S. X., & Zhu, K. X. (2019). Research note: Information technology in supply chains: The value of IT-enabled resources under competition. Information Systems Research, 20(1), 18–32.
16. Heeks, R. (2018). Benchmarking e-government: Improving the national and international measurement valuation and comparison of e-government. In Z. Irani, & P. Love (Eds.), Evaluation of information systems: Public and private sector (pp. 236–301). Oxford: Butterworth-Heinemann.d emergent meanings. International Journal of Public Administration, 32, 171–191.
17. Hitt, L. M., & Brynjolfsson, E. (2021). Productivity, business profitability, and consumer surplus: Three different measures of information technology value. MIS Quarterly, 20 (2), 121–142.
18. Huotari K, Hamari J. A definition for gamification: anchoring gamification in the service marketing literature. Electronic Markets. 2023; 27(1): 21-31.
19. Huotari K., & Hamari, J. (2022) Defining gamification: a service marketing perspective. In MindTrek ’12: Proceedings of the 16th International Academic Conference, Tampere, Finland, October 3–5, 2022, (pp. 17–22). New York: ACM Press, New York. 10.11 45/2393132.2393137.
20. Jaeger, P. T., & Thompson, K. M. (2021). E-government around the world: Lessons, challenges, and future directions. Government Information Quarterly, 20, 389–394.
21. Karjaluoto, H., Shaikh, A. A., Saarij arvi, H., & Saraniemi, S. (2022). How perceived value drives the use of mobile financial services apps. International Journal of Information Management, 47, 252–261. https://doi.org/10.1016/j.ijinfomgt. 2022.08.014
22. Karjaluoto, H., Shaikh, A. A., Saarij arvi, H., & Saraniemi, S. (2023). How perceived value drives the use of mobile financial services apps. International Journal of Information Management, 47, 252–261. https://doi.org/10.1016/j.ijinfomgt.2023.08.014
23. Kearns, I. (2020). Public value and e-government. London: Institute of Public Policy Research. available at: www.ippr.org (accessed 12 November 2020).
24. Kim, H. W., Chan, H. C., & Gupta, S. (2007). Value-based adoption of mobile internet: An empirical investigation. Decision Support Systems, 43(1), 111–126.
25. Kim, M. J., Chung, N., Lee, C. K., & Preis, M. W. (2016). Dual-route of persuasive communications in mobile tourism shopping. TelematicsandInformatics, 33 (2), 293–308. https://doi.org/10.1016/j.tele. 2016.08.009.
26. Klein, R. (2019). Assimilation of internet-based purchasing applications within medical practices. Information Management, 49(3), 135–141.
27. Lavie, D., Stettner, U., & Tushman, M. L. (2021). Exploration and exploitation within and across organizations. The Academy of Management Annals, 4(1), 109–155
28. Manisha Sharma, Subhojit Banerjee, Justin Paul; Role of social media on mobile banking adoption among consumers; Technological Forecasting & Social Change; https://doi.org/10.1016/j.techfore .2022.121720 Received 8 January 2022; Received in revised form 20 April 2022; A
29. Niehaves, B., Plattfaut, R., & Becker, J. (2019). Business process management capabilities in local governments: A multi-method study. Government Information Quarterly, 30 (3), 217–225.
30. Safaie Movahed S, Rikhteh garzadeh S M. The Effect of Gamification on Employee Motivation and Learning at Cooperative Management Training Course in Tehran Pars Oil and Gas Company. Quarterly Journal of Training & Development of Human Resources. 2023; 16 )5(: 79-96.
31. Sailer M, Hense JU, Mayr SK, Mandl H. How gamification motivates: An experimental study of the effects of specific game design elements on psychological need satisfaction. Computers in Human Behavior. 2021; 371: 69-80
32. Sallehudin, H., Razak, R. C., & Ismail, M. (2020). Determinants and impact of cloud computing implementation in the public sector. Journal of Information Technology, 7 (4), 245–251.
33. San Martin, S., Camarero, C., & San Jos´e, R. (2019). Does involvement matter in online shopping satisfaction and trust? Psychology and Marketing, 28(2), 145–167. https://doi.org/10.1002/mar.20384
34. SanJos´e-Cabezudo, R., Guti´errez-Arranz, A. M., & Guti´errez-Cill´an, J. (2020). The combined influence of central and peripheral routes in the online persuasion process. CyberPsychology & Behavior, 12(3), 299–308. https://doi.org/10.1089/ cpb. 2020.0188
35. Setia, P., Setia, P., Venkatesh, V., & Joglekar, S. (2013). Leveraging digital technologies: How information quality leads to localized capabilities and customer service performance. MIS Quarterly, 565–590.
36. Teo, T. S., Lim, V. K., & Lai, R. Y. (1999). Intrinsic and extrinsic motivation in Internet usage. Omega, 27(1), 25–37. Teo, T. S. H., Srivastava, S. C., & Jiang, L. (2008). Trust and electronic government success: An empirical study. Journal of Management Information Systems, 25(3), 99–132.
37. Turel, O., Yuan, Y., & Connelly, C. E. (2008). In justice we trust: Predicting user acceptance of e-customer services. Journal of Management Information Systems, 24(4), 123–151.
38. Valle-Cruz, D., Criado, J., & Ruvalcaba-Gomez, E. A. (2020). Assessing the public policy-cycle framework in the age of artificial intelligence: From agenda-setting to policy evaluation. Government Information Quarterly, 37(4) (No. 101509).
39. Xuequn Wang, Xiaolin Lin, Bin Shao; How does artificial intelligence create business agility? Evidence from chatbots; International Journal of Information Management 66 (2023) 102535; https://doi.org/10.1016/j.ijinfomgt. 2023.102535.
40. Zhang, C., Xue, L., & Dhaliwal, J. (2020). Alignments between the depth and breadth of inter-organizational systems deployment and their impact on firm performance. Information & Management, 53 (1), 79–90.
41. Zuiderwijk, A., Vhen, Y., & Salem, F. (2021). Implications of the use of artificial intelligence in public governance: A systematic literature review and a research agenda. Government Information Quarterly. https://doi.org/10.1016/j. giq.2021.101577. In Press.
