بررسی و تحلیل تأثیر گرایش به بازار از دیدگاه فرهنگی و رفتاری بر عملکرد بانک‌های دولتی

نوع مقاله : مروری

نویسندگان

دانشگاه فردوسی مشهد

چکیده

امروزه با روند توسعه بانک های خصوصی، صنعت بانکداری در کشور، به سمت رقابتی‌تر شدن درحرکت است. لذا کلیه بانک‌ها خصوصاً بانک‌های دولتی می‌بایست رویکردهای کسب‌وکار خود را متحول سازند تا بتوانند در عرصه رقابتی، رشدی سریع‌تر از رقبا داشته و ارزش بیشتری برای مشتری خلق نمایند. در این عرصه رقابتی عاملی که می‌تواند به‌عنوان مزیت رقابتی بانک‌ها عمل کند و آن‌ها را از هم متمایز سازد و درنتیجه آن‌ها را به اهدافشان نزدیک‌تر کرده و سبب بهبود عملکرد آن‌ها شوند، گرایش به بازار است. پژوهش حاضر به دنبال بررسی تأثیر گرایش به بازار از دیدگاه فرهنگی و رفتاری بر عملکرد مدیران بانک‌های دولتی است. جامعه آماری در این پژوهش روسای شعب بانک‌های دولتی ملی، سپه و مسکن در شهرستان مشهد. نمونه موردبررسی از طریق نمونه‌گیری تصادفی طبقه‌ای و به تعداد 150 مورد انتخاب گردید. نتایج به‌دست‌آمده نشان می‌دهد که رابطه مثبت و معنی‌داری بین گرایش به بازار از دیدگاه فرهنگی و رفتاری و عملکرد بانک‌های دولتی و جود دارد. Abstract     Today, while developing private banks, Iran’s banking industry is becoming more competitive. So, all banks especially governmental banks should transform their business approaches to grow faster than competitors and make more values for customers. In this competitive domain, market orientation can be a factor of a competitive advantage and differentiate banks from others, makes them closer to their goals, and improve their performance. This article surveys the impact of market orientation from behavioral and cultural approaches on the performance of governmental banks managers. The statistical population of this article includes the managers of governmental banks’ branches such as Melli, Sepah, and Maskan in Mashhad. The sample size was determined through stratified-random sampling and was150. The results indicated that market orientation from behavioral and cultural approaches is positively associated with performance of governmental banks. Keywords: Market Orientation; Market Intelligence Generation; Market Intelligence Dissemination; Market Intelligence Responsiveness; Customer Orientation; Inter-Functional Cooperation

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  • تاریخ دریافت: 07 مهر 1394
  • تاریخ بازنگری: 26 آبان 1403
  • تاریخ پذیرش: 11 دی 1399

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