طراحی مدل جامع برندسازی رابطه مند در صنعت بانکداری در ایران

نوع مقاله : علمی - پژوهشی

نویسندگان

1 دانشگاه آزاد اسلامی

2 معاون پژوهشی دانشکده مدیریت و حسابداری دانشگاه شهید بهشتی

3 استادیار دانشگاه آزاد اسلامی سنندج

4 دانشیار دانشگاه آزاد اسلامی واحد سنندج

چکیده

در عصر رقابتی کنونی بازاریابان به این نتیجه رسیده اند که به منظور بقاء باید به دنبال کسب مزیت رقابتی باشند. دراین راستا برندسازی به عنوان یکی از ابزارهای افزایش آگاهی مشتریان و ارتقای سهم بازار به شمار می رود. موسسات مالی نیز از این قاعده مستثنی نبوده و برندسازی به عنوان شکل جدیدی از ارتباطات میان مشتریان و بانک ها  به منظور الزام رقابتی و پارادایم غالب در بازاریابی صنعت بانکداری مطرح است. علیرغم پویایی این مفهوم و نیز گستردگی پژوهش های انجام شده، هنوز به اندازه کافی مورد بررسی قرار نگرفته است. هدف این پژوهش، تدوین مدل جامع برندسازی رابطه مند در شبکه بانکی کشور می باشد. به منظور انجام پژوهش از رویکرد آمیخته (کیفی و کمی) استفاده شده است. نتایج حاصل از مصاحبه کیفی منجر به استخراج 560 مفهوم، 33 تم فرعی و 11 مضمون گسترده بوده و جهت سطح بندی عوامل از روش مدلسازی ساختاری-تفسیری بهره گیری شده است. نتایج نشان می دهد مدل جامع برند سازی رابطه مند در سیستم بانکی دارای پنج سطح می باشد که از مقوله های هویت برند به عنوان تاثیرگذارترین در سطح پنجم و کیفیت خدمات، تمایل برند، ارزش ادراک شده، اعتماد، رضایت، شهرت، شخصیت، تعهد، دلبستگی در سطوح میانی و وفاداری برند به عنوان تاثیر پذیرترین عامل در سطح اول تشکیل شده است.

کلیدواژه‌ها

عنوان مقاله [English]

Planning a Comprehensive Model of CommunicationBased Branding in the Iranian Banking Industry

نویسندگان [English]

  • hassan abbaszadeh 1
  • Akbar Alamtabriz 2
  • Mansoor Irandoost 3
  • adel salavati 4
1 azad university
2 Shahid Beheshti University
3 Azad University, Sanandaj Branch
4 Azad University, Sanandaj Branch
چکیده [English]

  Objective:  To survive in the present competitive time, the marketers have arrived at the conclusion that they should try to achieve competitive advantages. In this regard, branding is considered as a maeans of increasing the customers' knowledge and of promoting the market share. Banks are not excluded from this principle and marketing is considered as a new form of communications between the banks and their customers for the purpose of competitive necessity and dominant paradigm in the marketing of banking industry. Regardless of the dynamism of branding concept, it has not been sufficiently studied. The aim of this study is compilation of a comprehensive model of communication-based branding in the Iranian banking industry. Methodology:  A compounded (quantitative & qualitative) approach has been used in this research. Finding: The results of the qualitative interview led to extracting 560 concepts, 33 minor themes and 11 comprehensive contents and an interpretive- structural modeling method has been used for classifying the factors.  Conclution: The results of this study show that the comprehensive model of communication-based branding in the Iranian banking industry consists of 5 levels containing brand identity (the most effective in the fifth level), service quality, brand tendency, perceived value, brand trust, satisfaction, reputation, personality, commitment, attachment (in the middle level) and finally brand loyalty (the most impressionable in the first level).

کلیدواژه‌ها [English]

  • Communication-based branding
  • Banking System
  • Theme analyzing method

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سابقه مقاله

  • تاریخ دریافت: 11 آبان 1398
  • تاریخ بازنگری: 19 دی 1399
  • تاریخ پذیرش: 11 دی 1399

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