طراحی مدل بازاریابی پایداری در صنعت بانکداری ایران

نوع مقاله : علمی - پژوهشی

نویسندگان

1 مدیریت،علوم انسانی،آزاد واحد شهر قدس،تهران،ایران

2 مدیریت بازرگانی،دانشکده مدیریت و حسابداری،دانشگاه علامه طباطبایی،تهران،ایران

3 استاد یار و عضو هیات علمی دانشکده مدیریت دانشگاه آزاد اسلامی واحد شهر قدس

4 استاد دانشکده علوم انسانی، گروه مدیریت بازرگانی، دانشگاه آزاد واحد شهر قدس

چکیده

هدف: بانکداری یکی از صنایع مهم و تاثیر گذاردر توسعه اقتصادی کشوراست. آسیب های ناشی از بانکداری سنتی،انگیزه ای شد تا در این پژوهش، بازاریابی پایداری در حوزه بانکداری بررسی شود.
روش ها: از روش نظریه داده بنیاد در بخش کیفی و از مدلسازی معادلات ساختاری در بخش کمی استفاده شده بود. جامعه آماری در بخش کمی رؤسای دوایر، معاونین و روسای شعب در بانک ملی بودند(حجم نمونه: ۱۸۷ نفر ). همچنین جامعه آماری در بخش کیفیِ، خبرگان و مدیران بانک ملی بودند(حجم نمونه: ۲۰ نفر ). روش نمونه گیری بخش کیفی؛ رویکرد گلوله برفی و در بخش کمی به صورت خوشه ای و ساده بود.
یافته ها: داده‌های پژوهش با استفاده از سه نوع کدگذاری باز، محوری و گزینشی بررسی و تحلیل شدند که شرایط علی شامل: « ویژگی‌های فردی - روانشناختی،ویژگی‌های اجتماعی - فرهنگی و ویژگی های جمعیت شناختی »؛ پدیده اصلی: «بازایابی پایداری»؛ عوامل مداخله‌گر: « عوامل انگیزشی»؛ شرایط زمینه‌ای: « رفتار بازار و رفتار رقبا»؛ راهبرد ارائه شده: «توسعه پایداری » و پیامد‌ها شامل: «عملکرد مالی،عملکرد بازاریابی و عملکرد کارکنان» بوده است.
نتیجه گیری:بر اساس نتایج تحلیل کیفی و کمی پژوهش مشخص شد در راستای ارتقاء جایگاه مشتریان و همچنین رضایتمندی آنها،مدیران بانک ها می توانند با پیاده سازی و اجرای صحیح بازاریابی پایداری در بانک، بستر مناسبی را برای رسیدن به تعالی سازمانی در بانک،فراهم نمایند.

کلیدواژه‌ها

عنوان مقاله [English]

Designing a Sustainability Marketing Model in the Iranian Banking Industry

نویسندگان [English]

  • reza anoushehi 1
  • mohammad reza karimi alavijeh 2
  • Nader Gharibnavaz 3
  • elham faridchehr 4
1 Management, Humanities, Ghods City Branch, Tehran, Iran
2 Business Management, Faculty of Management and Accounting, Allameh Tabatabai University, Tehran, Iran
3 Assistant Professor and Faculty Member of the Faculty of Management, Islamic Azad University, Ghods Branch
4 استاد دانشکده علوم انسانی، گروه مدیریت بازرگانی، دانشگاه آزاد واحد شهر قدس
چکیده [English]

Abstract
Objective: Banking is one of the most important and influential industries in the economic development of the country. Disadvantages of traditional banking became the impetus for this study to examine sustainable marketing in the field of banking.
Methods: The foundation data theory method was used in the qualitative part and structural equation modeling was used in the quantitative part. The statistical population consisted in a small part of 187 heads of departments, deputies and heads of branches in Bank Melli. Also, the statistical community in the qualitative section consisted of 20 experts and managers of Bank Melli. Qualitative sampling method; the snowball approach was clustered and simple in part. First, the North Tehran Branch Affairs Department was divided into 6 clusters and then, based on a random approach in each cluster, the questionnaires were randomly distributed.
Results: The research data were analyzed using three types of open, axial and selective coding. The causal conditions include: "Individual-psychological characteristics, socio-cultural characteristics and demographic characteristics"; the main phenomenon: "sustainability recovery"; Interfering factors: "motivational factors"; Background conditions: "Market behavior and competitors' behavior"; the proposed strategy was "Sustainability Development" and the consequences included: "Financial Performance, Marketing Performance and Employee Performance".
Conclusion: Based on the results of qualitative and quantitative analysis of the research, it was found that in order to improve the position of customers and their satisfaction, bank managers can implement and implement sustainable marketing in the bank, a suitable platform to achieve organizational excellence in the bank, Provide.

کلیدواژه‌ها [English]

  • Sustainability Marketing
  • Banking Industry
  • Sustainability Development
  • Motivational Factors
  • Grounded Theory

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سابقه مقاله

  • تاریخ دریافت: 15 شهریور 1400
  • تاریخ بازنگری: 25 دی 1400
  • تاریخ پذیرش: 02 بهمن 1400

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