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.
Abedi, H., Taherpouran, A., & Haji Karimi, B. (2022). Explanation of factors affecting the development of green marketing in the chain store industry. Bimonthly Journal of Business Studies, 20(117), 56-27. https://doi.org/10.22034/BS.2022.547611.2480 [In Persian]
Abedi, S. (2018). An analysis on the place of green banking strategy in sustainable economic development. Environmental Science Quarterly, 4(64), 50-67. https://doi.org/20.1001.1.29809088.1398.4.64.5.8 [In Persian]
Acheampong, S., & Pimonenko, T. (2023). Sustainable Marketing Performance of Banks in the Digital Economy: The Role of Customer Relationship Management. Virtual Economics, 6(1). https://doi.org/10.34021/ve.2023.06.01
Amir, M. (2021). Banker attitudes and perception towards green banking: A study of select banks on Conventional banks in Bangladesh. International Journal of Finance & Banking Studies, 10(2). https://doi.org/10.20525/ijfbs.v10i2.1163
Anuradha, A., Shilpa, R., Thirupathi, M. P., S. Supramaniam, G. Booshan, B., Booshan, S. Pol, N., & Chavadi, C. A. (2023). Importance of Sustainable Marketing Initiatives for Supporting the Sustainable. Development Goals. In Handbook of Research on Achieving Sustainable Development Goals With Sustainable Marketing (pp. 149-169). IGI Global Scientific Publishing. https://doi.org/10.4018/978-1-6684-8681-8.ch008
Azar, A., & Khosravani, F. (2018). Research in soft operations.Tehran: Industrial Management Organization Publications. [In Persian]]
Bagozzi, Y. Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 11(3), 89-105. https://doi.org/10.1007/BF02723327
Bayale, N., Ali, E., & Tchagnao, A. (2021). Determinants of renewable energy production in WAEMU countries: new empirical insights and policy implications. Int. J. Green Energy, 18(6), 602-614. https://doi.org/10.1080/15435075.2021.1875467
Belz, F. M. (2016). Marketing in 21 Century. Business Strategy and the Environment, 15, 139-144. https://doi.org/10.1002/bse.529.1875488
Chin, W. W. (1998). The partial least squares approach to structural equation modeling. Modern methods for business research, 295(2), 333.
Chou, S. (2022). Identifying the critical factors for sustainable marketing in the catering. Journal of Hospitality and Tourism Management, 51, 11-21. https://doi.org/10.1016/j.jhtm.2022.02.010
Creswell, W., & Clark, V. (2007). Designing and Conducting Mixed Methods Research (Vol. 11) 121-154. London: Sage Publication Inc. https://doi.org/10.4135/9781483398839.n19
Davari, A., & Reza zadeh, A. (2013). Structural equation modeling with PLS software.Jihad University Press. [In Persian]
Ding, H., Liu, Q., & Zheng, L. (2016). Assessing the Economic Performance of an Environmental Sustainable Supply Chain in Reducing Environmental Externalities. European Journal of Operational Research. https://doi.org/10.1016/j.ejor.2016.05.003
Donyaii, T., & Alem, A. (2022). Designing a sustainable business model in development banks based on resistance economy. Perspectives of Business Management, 84(50), 156-182. https://doi.org/10.52547/JBMP.21.50.156 [In Persian]
Ebrahimi, A. H., Taati, R., & Saeednia, H. (2022). Presenting the social responsibility model of companies in the field of green marketing with an emphasis on brand dependence from the point of view of consumers of organic products with the foundation's data approach. Bimonthly Journal of Business Studies, 21(118). https://doi.org/10.22034/BS.2022.554189.2553 [In Persian]
García, M., & Rodríguez, J. (2017). Corporate social responsibility, customer satisfaction, corporate reputation, and firms’ market value: Evidence from the automobile industry. Spanish Journal of Marketing ESIC, 21(S1), 39-53. https://doi.org/10.1016/j.sjme.2017.05.003
Gronroos, C., & Ravald, A. (2011). Service as business logic: implications for value creation and marketing. Journal of Service Management, 22(1), 5-22. https://doi.org/10.1108/09564231111106893
Habibi, A. (2022). Structural equation modeling. Second edition.Tehran: University Jihad Publications. [In Persian]
Hamzah, K. (2009). Providing a method to calculate the reliability of the coding stage in research interviews. Scientific-Research Quarterly Journal of Humanities Methodology, 58, 161-174. [In Persian]
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115-135. https://doi.org/10.1007/s11747-014-0403-8
Hoang, N. (2023). Market development strategy of renewable energy industry in Vietnam. Article in International Journal of Business and Globalisation. https://doi.org/10.1504/ijbg.2024.10054289
Hulland, J. (1999). Use of partial least squares (PLS) in strategic management research: a review of four. Strategic Management Journal, 20(2), 195-204. https://doi.org/10.1002/(SICI)1097-0266(199902)20:2%3C195::AID-SMJ13%3E3.0.CO;2-7
Kendall, M. (2021). Sustainable Marketing: What It Is, Why It Matters, & How to Get It Right. Unstack. https://www.elasticpath.com/studio/sustainable-marketing-what-it-is-why-it-matters-how-to-get-it-right
Mirovic, V. (2023). Green Loans in Bank Portfolio: Financial and Marketing. Journal of the sustainability, 15(5914). https://doi.org/10.3390/su15075914
Mohammadian, A., & Waris, H. (2023). Sustainable business model innovation in the digital era based on dynamic capabilities approach. Business Management, 15(1), 54-84. https://doi.org/10.22059/JIBM.2021.323237.4116 [In Persian]
Nurlan, O., Collins, G., & John, K. (2024). Board Sustainability Committees, Climate Change Initiatives, Carbon Performance. British Journal of Management, 35, 295-320. https://doi.org/10.1111/1467-8551.12715
RadFar, R., & Hajjaran, F. (2021). Providing a green banking model based on innovation management components to gain sustainable competitive advantage. Financial Economics Quarterly, 16(1). https://doi.org/10.30495/fed.2022.691510 [In Persian]
Shah, M., & Ahsan, H. (2023). Impact of Sustainable Banking Policies and Products in Bangladesh. Bangladesh Institute of Bank Management, 4(1). https://doi.org/10.1016/j.igd.2024.100133
Strauss, A., & Corbin, J. M. (1997). Grounded Theory in Practice San Jose State University, USA.
Sulkakoski, S. (2023). Marketing of Sustainable Investing in Finnish Banking Groups. Jamk University of Applied Sciences. https://urn.fi/URN:NBN:fi:amk-2023060621821
Sun, Y., Tony, C., Garrettb, I., & Bing, Z. (2018). Case-based models of customer-perceived sustainable marketing and its effect on perceived customer equity. Journal of Business Research. https://doi.org/10.1016/j.jbusres.2018.09.007
Tong, J., & Shahid, I. (2023). Promoting Responsible Sustainable Consumer Behavior through Sustainability Marketing. Sustainability, 15(60). https://doi.org/10.3390su15076092
Wetzels, M., Odekkerken-Schroder, G., & Van Open, C. (2009). Using PLS path modeling for assessing hierarchical construct models: Guidelines and Empirical illustration. MIS Quarterly, 33(1), 177. https://doi.org/10.2307/20650284
Zaman, S., & Kusi, S. (2024). Identifying and exploring the relationship among the critical success factors of sustainability toward consumer behavior. Journal of Modelling in Management, 19(2), 492-522. https://doi.org/10.1108/JM2-06-2022-0153
Zare Ahmedabadi, H., & Attaran, M. K. (2021). Sustainable innovation model for small and medium businesses in the food industry sector. Journal of Innovation Management, 10(3). https://doi.org/20.1001.1.23225386.1400.10.3.1.0 [In Persian]