شناسایی و رتبه‌بندی عوامل مؤثر بر رشد و توسعه سهم بازار بانک رفاه کارگران
محورهای موضوعی : مدیریت بازرگانی
عبدالرضا امیری
1
,
محمد حقیقی
2
,
علی پیرزاد
3
,
عبدالخالق غلامی چنارستان علیا
4
1 - دانشجوی دکتری، گروه مدیریت، واحد یاسوج، دانشگاه آزاد اسلامی، یاسوج، ایران.
2 - دانشیار مدیریت بازرگانی، دانشکده مدیریت، دانشگاه تهران، تهران، ایران.
3 - استادیار، گروه مدیریت، واحد یاسوج، دانشگاه آزاد اسلامی، یاسوج، ایران.
4 - استادیار، گروه مدیریت، واحد یاسوج، دانشگاه آزاد اسلامی، یاسوج، ایران.
کلید واژه: رتبه‌بندی, مزیت رقابتی, سهم بازار, بانکداری, بانک رفاه کارگران,
چکیده مقاله :
این پژوهش با هدف شناسایی و رتبه‌بندی عوامل مؤثر بر رشد و توسعه سهم بازار بانک رفاه کارگران انجام شده است. پژوهش حاضر از نظر هدف کاربردی – توسعه‌ای و از نظر نحوه اجرا، از نوع پژوهش‌های آمیخته است. جامعه آماری در بخش کیفی این تحقیق شامل ۵۰ نفر از مدیران شعب بانک رفاه کارگران استان فارس و بوشهر است. نمونه آماری با استفاده از روش گلوله برفی مشتمل بر 25 نفر از مدیران شعب انتخاب شده است. جامعه آماری در بخش کمّی شامل ۶۰۰ نفر از کارکنان و مدیران رده میانی بانک رفاه کارگران فارس و بوشهر است که از میان آنها ۲۳۴ نفر به روش تصادفی ساده به عنوان نمونه انتخاب شده است. به منظور تجزیه و تحلیل داده‌های کمّی در این تحقیق از آمار توصیفی و استنباطی استفاده شده است. یافته‌های تحلیل تم با استفاده از مدل تاپسیس نشان داد بهره‌گیری از سیاست‌های مدیریت ارتباط با مشتریان (نیازسنجی، پاسخگویی، رضایتمندی و وفاداری) با ضریب نزدیکی 842/0 بیشترین تأثیرگذاری را در افزایش سهم بازار بانک رفاه کارگران داشته و خدمات حمایتی و تسهیلاتی بانک رفاه کارگران با ضریب نزدیکی 444/0 در آخرین جایگاه قرار گرفته است. یافته‌های تحلیل مسیر نشان داد متغیرهای جذب مشتریان با میزان 504/0 و بانکداری الکترونیک با میزان 449/0 دارای بیشترین تأثیر در توسعه سهم بازار بانک رفاه کارگران بوده‌اند. برابر بررسی‌های صورت گرفته در رابطه با روند برنامه‌ریزی به منظور افزایش بهره‌وری بانک رفاه کارگران در محیط رقابتی، ضعف‌ها و تهدیدات با ضرایب 41/9 و 36/8 بیشترین مقدار و نقاط قوت و فرصت‌ها با ضرایب 13/7 و 54/6 کمترین مقدار را به خود اختصاص داده‌اند که راهبردهایی در این خصوص ارائه شده است.
This research has been done to identify and rank factors affecting the growth and development of the market share of Refah Kargaran Bank. The current research is a mixed type of research in terms of its applied-developmental goal and terms of its implementation. The statistical population in the qualitative part of this research includes 50 managers of Refah Kargaran Bank branches in Fars and Bushehr provinces. A statistical sample consisting of 25 branch managers was selected using the snowball method. The statistical population in the quantitative section includes 600 middle-level employees and managers of Fars and Bushehr Refah Kargaran Bank, among whom 234 people were selected as a sample by simple random method. To analyze quantitative data in this research, descriptive and inferential statistics have been used. The findings of the theme analysis using the TOPSIS model showed that the use of customer relationship management policies (needs assessment, responsiveness, satisfaction, and loyalty) with a coefficient of 0.842 had the greatest impact on increasing the market share of Refah Bank, and the support and facilitation services of Refah Bank. Workers with a proximity coefficient of 0.444 are in the last place. The path analysis findings showed that the variables of attracting customers with a rate of 0.504 and electronic banking with a rate of 0.449 had the greatest impact on the development of the market share of Refah Kargaran Bank. According to the investigations carried out about the planning process to increase the productivity of the Refah Kargaran Bank in a competitive environment, weaknesses and threats have the highest coefficients of 9.41 and 8.36, and strengths and opportunities have the lowest coefficients of 7.13 and 6.54. Strategies have been presented in this regard.
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Al-Odari, H. (2018). Marketing and Market Management (9 ed.). Tehran: Payam Noor University Press. [In Persian]
Al Arif, M., Rianto, N., & Awwaliyah, T. B. (2019). Market Share, Concentration Ratio and Profitability: Evidence from Indonesian Islamic Banking Industry (2019). Journal of Central Banking Theory and Practice, 8(2), 189-201.
Aminah, A., Soewito, S., Erina, N., Khairudin, K., & Damayanti, T. (2019). Financial performance and market share in Indonesia Islamic Banking: Stakeholder theory perspective. International Journal of Scientific and Technology Research, 8, 14-18. https://produccioncientificaluz.org/index.php/opcion/article/view/32285
Amiri, M., Hosseini Makarem, A., & Fallah Heravi, M. (2013). Position and role of relational marketing in educational services sector. Economic Magazine, 11, 93-108.
Beheshtinejad, S. M. M., Bakhtiar, N. H., & Bakhtiar, A. (2015). The effect of market share on profitability of insurance companies in Iran. International Conference on Insurance and Development. [In Persian]
Björk, B.-C., & Solomon, D. (2020). Developing an Effective Market for Open Access Article Processing Charges https://doi.org/10.6084/m9.figshare.13193957.v1
Booz, A., & Hamilton, M. (1982). New Products Management for the 1980. Booz, Allen & Hamilton.
Carboni, O. A., & Russu, P. (2019). Complementarity in product, process, and organizational innovation decisions: evidence from European firms. R&D Management, 48(2), 210-222.
Curasi, C. F., & Karen, N. K. (2002). From Prisioners to apostles: a typology of repeat buyers and loyal customers in service business. Journal of Services Marketing, 16(4), 221-232.
Dadashi, A., Hamidizadeh, A., & Sanavifard, R. (2022). Designing a content marketing model for the banking industry to increase the target market share. Management Research in Iran, 26(2), 116-142. [In Persian]
De Fuentes, C., Santiago, F., & Temel, S. (2020). Perception of innovation barriers by successful and unsuccessful innovators in emerging economies. The Journal of Technology Transfer, 45(5), 1283-1307.
Dehghani, A. (2013). Investigating factors affecting market share, case study of Iran's large food and beverage industries. Journal of Agricultural Economics and Development, 25(3), 260-271. https://doi.org/10.22067/JEAD2.V0I0.32627 [In Persian]
Haghighi, M., Alavi, M. R., & Sarafi, A. (2016). Presenting a model for customer loyalty in electronic markets. Danesh Management, 20(79), 15-32. [In Persian]
Hamid, A. (2015). Te Impact of Spin-off Policy to the Proftability on Indonesian Islamic Banking Industry. Al-Iqtishad: Jurnal Ilmu Ekonomi Syariah (Journal of Islamic Economics), 7(1), 117-126.
Ismailpour, H., & Behmadi, M. (2016). Sensory Marketing: A New Approach to Marketing. Quarterly Journal of Management and Accounting Studies, 2(24), 46-55. [In Persian]
Jafari, S., Del Afrooz, N., Shahroudi, K., & Rahmati Ghofrani, Y. (2022). Investigating the effects of government measures on economic growth in Iran, designing a model to explain competitiveness in Tejarat Bank. Financial Economics Quarterly, 16(58), 47-69. https://ecj.ctb.iau.ir/article_691500.html [In Persian]
Johnson, K. (2009). Export marketing management and maintenance of customer in agricultural products. Journal of Marketing, 89, 22-36
Khoran, A., Karimzadeh, M., & Haddadian, A. (2013). Identifying and prioritizing factors influencing the choice of banks and financial and credit institutions by customers) The first international conference on economics, management and accounting, [In Persian]
Kiang, M. Y., Hu, M. Y., & Fisher, D. M. (2006). An extended self-organizing map network for market segmentation—a telecommunication example. Decision Support Systems, 42(1), 36-47. https://doi.org/10.1016/j.dss.2004.09.012
Mehrabi, M., & Kiarostami, S. (2014). New Banking Marketing Methods and Its Approaches, Third National Festival of Banks and Financial Institutions (Iran Bank 2015). Mashhad: Iran Development Conference Center. [In Persian]
Morovati Sharifabadi, A. (2013). Clustering of bank customers using competitive neural networks. Journal of Business Management, 6(1), 187-206. [In Persian]
Mossadegh, A. R., Al-Badawi, A., Sepehri, M. M., & Timurpour, B. (2018). Exploring customer dynamics patterns in the banking industry. Modern Marketing Research, 9(1), 1-30. https://doi.org/10.22108/NMRJ.2019.116106.1670 [In Persian]
Mukasa, H. (2016). Perceptions of the Rules of Business Behavior in the Competitive Banking Environment in Uganda [Doctoral dissertation, Nelson Mandela Metropolitan University].
Nahidi, M. R., & Alizadeh, M. R. (2016). Investigating the factors affecting the attraction of financial resources of banks (Case study: Bank Hekmat Iranian of Tabriz city) 4th International Conference on Management of Economics and Humanities, Athens-Greece. [In Persian]
Pourebadalhan, M., Falahi, F., & Ebrahimi, H. (2021). The effect of bank competition on risk-taking in Iran's banking industry. Economic Research and Policy Quarterly, 99(29), 276-243. [In Persian]
Pourrashidi, R., & Nik Bakhsh, M. A. (2016). Review and prioritization of target marketing strategies and its relationship with organizational intelligence and competitive intelligence in production companies of Kerman Industrial Town No. 2 First marketing management conference, Shiraz University. [In Persian]
Rashidzadeh, S., & Alaei., M. (2016). The effect of customer relationship management (CRM) and relationship marketing on customer retention Management and Development Conference, [In Persian]
Refah Karkaran Bank. (2023). Annual report of banks. Refah Karkaran Bank. [In Persian]
Rezaei, E., & Saadi, M. (2009). Investigating the relationship between market structure and banking system performance (experience of selected countries). Money and Economics Quarterly, 3, 183-201. [In Persian]
Safarnia, H., Dehghani Soltani, M., Farsizadeh, H., & Hemmati, A. (2016). Designing a strategic model of factors affecting the attraction and retention of exemplary customers in the banking industry of the Islamic Republic of Iran. Strategic Studies of Public Policy Quarterly, 7(23), 73-93. [In Persian]
Sandén, B. (2007). The Customer›s Role in New Service Development [Ph.D. Thesis, Karlstad University]. Sweden.
Shafai, S., Hasanpour, I., & Ranjbar, M. H. (2023). Identification of damages and required strategies of the life cycle model for the development of banking services (case study: Bank Parsian). Quarterly Journal of Financial Economics, 17(2), 335-354. [In Persian]
Shankar, A., & Jebarajakirthy, C. (2019). The influence of e-banking service quality on customer loyalty: A moderated mediation approach. International Journal of Bank Marketing, 37(5), 1119-1142. https://doi.org/10.1108/IJBM-03-2018-0063
TABNAK. (2023). 308% increase in the net profit of Refah Kargaran Bank. Tabnak Professional News Site. Retrieved 20 August 2023 from https://www.tabnak.ir/004zFB
Tarkhani, A., Nazari, A., & Nilufar, P. (2019). Investigating factors affecting the efficiency of Iran's banking industry (Simar and Wilson's two-stage method). Quantitative Economics Quarterly, 17(12), 1-41. [In Persian]
Trischler, J., & Lohmann, G. (2018). Monitoring quality of service at Australian airports: A critical analysis. Journal of Air Transport Management, 67, 63-71.
_||_Ahmadian, A. (2013). Performance evaluation of banking industry in Iran (comparison of 2010 and 2011). Journal of Monetary and Banking Research Institute, 22, 38-51. [In Persian]
Al-Odari, H. (2018). Marketing and Market Management (9 ed.). Tehran: Payam Noor University Press. [In Persian]
Al Arif, M., Rianto, N., & Awwaliyah, T. B. (2019). Market Share, Concentration Ratio and Profitability: Evidence from Indonesian Islamic Banking Industry (2019). Journal of Central Banking Theory and Practice, 8(2), 189-201.
Aminah, A., Soewito, S., Erina, N., Khairudin, K., & Damayanti, T. (2019). Financial performance and market share in Indonesia Islamic Banking: Stakeholder theory perspective. International Journal of Scientific and Technology Research, 8, 14-18. https://produccioncientificaluz.org/index.php/opcion/article/view/32285
Amiri, M., Hosseini Makarem, A., & Fallah Heravi, M. (2013). Position and role of relational marketing in educational services sector. Economic Magazine, 11, 93-108.
Beheshtinejad, S. M. M., Bakhtiar, N. H., & Bakhtiar, A. (2015). The effect of market share on profitability of insurance companies in Iran. International Conference on Insurance and Development. [In Persian]
Björk, B.-C., & Solomon, D. (2020). Developing an Effective Market for Open Access Article Processing Charges https://doi.org/10.6084/m9.figshare.13193957.v1
Booz, A., & Hamilton, M. (1982). New Products Management for the 1980. Booz, Allen & Hamilton.
Carboni, O. A., & Russu, P. (2019). Complementarity in product, process, and organizational innovation decisions: evidence from European firms. R&D Management, 48(2), 210-222.
Curasi, C. F., & Karen, N. K. (2002). From Prisioners to apostles: a typology of repeat buyers and loyal customers in service business. Journal of Services Marketing, 16(4), 221-232.
Dadashi, A., Hamidizadeh, A., & Sanavifard, R. (2022). Designing a content marketing model for the banking industry to increase the target market share. Management Research in Iran, 26(2), 116-142. [In Persian]
De Fuentes, C., Santiago, F., & Temel, S. (2020). Perception of innovation barriers by successful and unsuccessful innovators in emerging economies. The Journal of Technology Transfer, 45(5), 1283-1307.
Dehghani, A. (2013). Investigating factors affecting market share, case study of Iran's large food and beverage industries. Journal of Agricultural Economics and Development, 25(3), 260-271. https://doi.org/10.22067/JEAD2.V0I0.32627 [In Persian]
Haghighi, M., Alavi, M. R., & Sarafi, A. (2016). Presenting a model for customer loyalty in electronic markets. Danesh Management, 20(79), 15-32. [In Persian]
Hamid, A. (2015). Te Impact of Spin-off Policy to the Proftability on Indonesian Islamic Banking Industry. Al-Iqtishad: Jurnal Ilmu Ekonomi Syariah (Journal of Islamic Economics), 7(1), 117-126.
Ismailpour, H., & Behmadi, M. (2016). Sensory Marketing: A New Approach to Marketing. Quarterly Journal of Management and Accounting Studies, 2(24), 46-55. [In Persian]
Jafari, S., Del Afrooz, N., Shahroudi, K., & Rahmati Ghofrani, Y. (2022). Investigating the effects of government measures on economic growth in Iran, designing a model to explain competitiveness in Tejarat Bank. Financial Economics Quarterly, 16(58), 47-69. https://ecj.ctb.iau.ir/article_691500.html [In Persian]
Johnson, K. (2009). Export marketing management and maintenance of customer in agricultural products. Journal of Marketing, 89, 22-36
Khoran, A., Karimzadeh, M., & Haddadian, A. (2013). Identifying and prioritizing factors influencing the choice of banks and financial and credit institutions by customers) The first international conference on economics, management and accounting, [In Persian]
Kiang, M. Y., Hu, M. Y., & Fisher, D. M. (2006). An extended self-organizing map network for market segmentation—a telecommunication example. Decision Support Systems, 42(1), 36-47. https://doi.org/10.1016/j.dss.2004.09.012
Mehrabi, M., & Kiarostami, S. (2014). New Banking Marketing Methods and Its Approaches, Third National Festival of Banks and Financial Institutions (Iran Bank 2015). Mashhad: Iran Development Conference Center. [In Persian]
Morovati Sharifabadi, A. (2013). Clustering of bank customers using competitive neural networks. Journal of Business Management, 6(1), 187-206. [In Persian]
Mossadegh, A. R., Al-Badawi, A., Sepehri, M. M., & Timurpour, B. (2018). Exploring customer dynamics patterns in the banking industry. Modern Marketing Research, 9(1), 1-30. https://doi.org/10.22108/NMRJ.2019.116106.1670 [In Persian]
Mukasa, H. (2016). Perceptions of the Rules of Business Behavior in the Competitive Banking Environment in Uganda [Doctoral dissertation, Nelson Mandela Metropolitan University].
Nahidi, M. R., & Alizadeh, M. R. (2016). Investigating the factors affecting the attraction of financial resources of banks (Case study: Bank Hekmat Iranian of Tabriz city) 4th International Conference on Management of Economics and Humanities, Athens-Greece. [In Persian]
Pourebadalhan, M., Falahi, F., & Ebrahimi, H. (2021). The effect of bank competition on risk-taking in Iran's banking industry. Economic Research and Policy Quarterly, 99(29), 276-243. [In Persian]
Pourrashidi, R., & Nik Bakhsh, M. A. (2016). Review and prioritization of target marketing strategies and its relationship with organizational intelligence and competitive intelligence in production companies of Kerman Industrial Town No. 2 First marketing management conference, Shiraz University. [In Persian]
Rashidzadeh, S., & Alaei., M. (2016). The effect of customer relationship management (CRM) and relationship marketing on customer retention Management and Development Conference, [In Persian]
Refah Karkaran Bank. (2023). Annual report of banks. Refah Karkaran Bank. [In Persian]
Rezaei, E., & Saadi, M. (2009). Investigating the relationship between market structure and banking system performance (experience of selected countries). Money and Economics Quarterly, 3, 183-201. [In Persian]
Safarnia, H., Dehghani Soltani, M., Farsizadeh, H., & Hemmati, A. (2016). Designing a strategic model of factors affecting the attraction and retention of exemplary customers in the banking industry of the Islamic Republic of Iran. Strategic Studies of Public Policy Quarterly, 7(23), 73-93. [In Persian]
Sandén, B. (2007). The Customer›s Role in New Service Development [Ph.D. Thesis, Karlstad University]. Sweden.
Shafai, S., Hasanpour, I., & Ranjbar, M. H. (2023). Identification of damages and required strategies of the life cycle model for the development of banking services (case study: Bank Parsian). Quarterly Journal of Financial Economics, 17(2), 335-354. [In Persian]
Shankar, A., & Jebarajakirthy, C. (2019). The influence of e-banking service quality on customer loyalty: A moderated mediation approach. International Journal of Bank Marketing, 37(5), 1119-1142. https://doi.org/10.1108/IJBM-03-2018-0063
TABNAK. (2023). 308% increase in the net profit of Refah Kargaran Bank. Tabnak Professional News Site. Retrieved 20 August 2023 from https://www.tabnak.ir/004zFB
Tarkhani, A., Nazari, A., & Nilufar, P. (2019). Investigating factors affecting the efficiency of Iran's banking industry (Simar and Wilson's two-stage method). Quantitative Economics Quarterly, 17(12), 1-41. [In Persian]
Trischler, J., & Lohmann, G. (2018). Monitoring quality of service at Australian airports: A critical analysis. Journal of Air Transport Management, 67, 63-71.