نوع مقاله : علمی - پژوهشی
نویسندگان
1 استادیار، گروه مدیریت، واحد بین الملل بندرانزلی ، دانشگاه آزاد اسلامی ، بندرانزلی ، ایران
2 کارشناسی ارشد گروه مدیریت.، واحد بین الملل بندرانزلی، دانشگاه آزاد اسلامی ، بندرانزلی، ایران
چکیده
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
نویسندگان [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]
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