شناسایی عوامل موثر بر ترجیح برند بانک با توجه به قابلیت های بانکی و ویژگی های مشتریان | ||
| چشم انداز مدیریت بازرگانی | ||
| دوره 23، شماره 59 - شماره پیاپی 90، آذر 1403، صفحه 68-87 اصل مقاله (1.93 M) | ||
| نوع مقاله: علمی - پژوهشی | ||
| شناسه دیجیتال (DOI): 10.48308/jbmp.2025.237520.1641 | ||
| نویسندگان | ||
| نیما رنجی جفرودی* 1؛ سجاد صادقی2 | ||
| 1استادیار، گروه مدیریت، واحد بین الملل بندرانزلی ، دانشگاه آزاد اسلامی ، بندرانزلی ، ایران | ||
| 2کارشناسی ارشد گروه مدیریت.، واحد بین الملل بندرانزلی، دانشگاه آزاد اسلامی ، بندرانزلی، ایران | ||
| چکیده | ||
| درک خوب از انگیزه های ایجادکننده ترجیحات مشتریان، میتواند به بانکها کمک کند تا مشتریان خود را بهتر بفهمند، نقدینگی بیشتری جذب کنند و باعث توسعه اقتصادی شوند. اما رفتار مصرف کنندگان در انتخاب بانکها و عواملی که باعث ایجاد ترجیحات انتخابی در آنها می شود، کمتر مورد توجه قرار گرفته است. این پژوهش می تواند چارچوب و زیربنایی در جهت توسعه قابلیت های بانکی با توجه به ظرفیت های آن در جهت ترجیح برند قرار گرفته و از طرفی دیگر میتواند نقشه راهی برای مدیران و شرکتهای ذیربط قرار گرفته و بینش های عملی را برای مشتریان و بانکداران و بخش های تجاری که به دنبال افزایش مزیت رقابتی خود هستند، ارائه می دهد. این پژوهش در دو بخش کمی و کیفی انجام شده است و روش تحقیق مورد استفاده روش ترکیبی است.در فاز کیفی ، از روش دلفی با حضور خبرگان بانکی و اساتید دانشگاهی استفاده گردیدکه نهایتاً به شناسایی شاخص هادر نه بعد عوامل رفتاری، عوامل بازاریابی، عوامل داخلی ، عوامل رقابتی،عوامل جمعیت شناختی،عوامل روانشناختی،عوامل استراتژیک ، عوامل عملکردی و عوامل زیرساختی به طراحی مدل مفهومی انجامید. همچنین مدل نهایی، توسط خبرگان سازمانی پالایش گردید مدل به دست آمده، در بخش کمی با روش مدلسازی معادلات ساختاری در جامعه مشتریان شعب بانک مسکن استان گیلان مورد آزمون قرار گرفت. یافته ها نشان می دهند که عوامل روانشناختی، داخلی، رقابتی بیشترین تاثیر را بر ترجیح برند داشته ولذا مدیران می توانندبرای ایجاد ترجیحات برندخود درذهن مشتری و ترغیب به خرید، زیرمجموعه این عوامل را مد نظر قرار دهند. | ||
| کلیدواژهها | ||
| ترجیح برند بانک؛ قابلیت های بانکی؛ مشتریان؛ عوامل | ||
| عنوان مقاله [English] | ||
| Identifying factors affecting bank brand preference according to banking capabilities and customer characteristics | ||
| نویسندگان [English] | ||
| nima ranji jafroudi1؛ sajad sadeghi2 | ||
| 1Assistant Professor, Department of Management, Bandar Anzali International Unit, Islamic Azad University, Bandar Anzali, Iran | ||
| 2Master of Management Department, Bandar Anzali International Branch, Islamic Azad University, Bandar Anzali, Iran | ||
| چکیده [English] | ||
| A good understanding of the motivations that create customer preferences can help banks to better understand their customers,attract more liquidity and cause economic development.However,consumers' behavior in choosing banks and the factors that cause them to choose their preferences have received less attention.This research can be a framework and infrastructure for the development of banking capabilities according to its capacities in the direction of brand preference, and on the other hand, it can be a road map for managers and related companies and provide practical insights for customers, bankers and the sector. offers businesses that seek to increase their competitive advantage. This research has been conducted in two parts, quantitative and qualitative, and the research method used is a mixed method. In the qualitative phase, the Delphi method was used with the presence of banking experts and university professors, which finally led to the identification of indicators in the nine dimensions of behavioralfactors, marketing factors, factors Internal factors, competitive factors, demographic factors, psychological factors, strategicfactors, functional factors and infrastructural factors led to the design of the conceptual model.Also,the final model was refined by organizational experts. The obtained model was tested in a quantitative part with the structural equation modeling method in the customer community of Maskan Bank branches in Gilan province. The findings show that psychological, internal, and competitive factors have the greatest impact on brand preference, so managers can consider a subset of these factors to create their brand preferences in the minds of customers and encourage them to buy. | ||
| کلیدواژهها [English] | ||
| Bank brand preference, banking capabilities, customers, factors | ||
| مراجع | ||
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