تأثیر بازار‌گرایی، منابع مبتنی بر دانش و دارایی‌های شهرت بر عملکرد بانک‌ها

نوع مقاله : مروری

نویسندگان

دانشگاه الزهرا

چکیده

     امروزه خدمات مالی بانک‌ها تأثیر بسیار مهمی بر فعالیت‌های اقتصادی و تولیدی دارد. بنابراین بررسی عوامل تأثیرگذار بر عملکرد در صنعت بانکداری از اهمیت ویژه‌ای برخوردار است؛ لذا در این پژوهش به پیوند مفاهیم مربوط در دو حوزه ادبیات راهبرد بازاریابی و مدیریت راهبردی به‌منظور دست‌یابی به عملکرد بالاتر (اولاواریتا و فریدمن، 2008) در صنعت بانکداری پرداخته ‌شده است و در واقع اهمیت فرهنگ بازارگرایی و منابع نامحسوسی همچون منابع مبتنی بر دانش و دارایی‌های شهرت به‌عنوان کلیدهایی برای بقا و موفقیت بانک‌ها موردبررسی قرارگرفته است. پژوهش حاضر از نوع مقطعی است. به‌منظور جمع‌آوری داده‌ها از پرسشنامه استفاده‌شده است. همچنین اطلاعات مربوط به عملکرد مالی بانک‌ها علاوه بر روش ذهنی به روش عینی نیز جمع‌آوری شده است که همبستگی بالایی بین آن دو مشاهده شد. جامعه آماری این پژوهش مدیران و معاونان در بخش‌های ستادی و عملیاتی 9 بانک پذیرفته‌شده در سازمان بورس است. روش نمونه‌گیری از نوع تصادفی طبقه‌بندی‌شده است و داده‌های به‌دست آمده با روش الگوی‌یابی معادلات ساختاری مورد تجزیه‌وتحلیل قرارگرفته­اند. نتایج پژوهش نشان می­دهد که بازارگرایی در صنعت بانکداری جهت‌گیری فرهنگی است که نه‌تنها به‌صورت مستقیم، بلکه به‌صورت غیرمستقیم و از طریق ارتباط مثبت با منابع نامحسوسی همچون دارایی‌های شهرت و منابع مبتنی بر دانش موجب بهبود عملکرد می­شود. AbstractToday, financial services of banks have a significant impact on production and economic activities. Therefore, studying the factors affecting the performance of the banking industry is particularly important. This research investigates the relationship between marketing strategy and strategic management concepts in order to achieve higher performance (Olavarrieta & Friedmann, 2008) in the banking industry.In fact, the importance of market orientation, intangible resources such as knowledge related resources and reputational assets as the keys to survival and success of the bank's shares are discussed. This is a Cross-sectional research. In this study, a questionnaire has been used for collecting data; additionally, the information about the financial performance of banks has been gathered in objective measures and a high correlation was found between subjective and objective measures of financial performance. Statistical society of this survey is the staff and operational managers and vice presidents of 9 banks listed in the Stock Market. Sampling method was Assortment Random and the data obtained were analyzed by using Structural Equation Modeling. The results show that the market orientation of the banking industry is cultural orientation which not only improves performance directly, but also indirectly through positive relations with intangible resources such as reputational assets and knowledge related resources. Keywords: Market Orientation; Reputational Assets; Knowledge Related Resource; Performance

کلیدواژه‌ها

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  • تاریخ دریافت: 11 مهر 1394
  • تاریخ بازنگری: 25 آبان 1403
  • تاریخ پذیرش: 11 دی 1399

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