شناسایی و رتبه‌بندی عوامل ارزیابی شناختی مؤثر بر تنوع‌طلبی خرید خدمات بانکی (مطالعه موردی: مشتریان بانک صادرات، شعبات غرب تهران)

نوع مقاله : مدیریت و سازمان(اخلاق و مسئولیت اجتماعی، رهبری و تحول سازمانی، عملکرد سازمانی، ریسک، مدیریت منابع سازمانی، سطوح تحلیل سازمانی، بلوغ سازمانی، آسیب­‌شناسی سازمانی، نظام اداری، . . . )

نویسندگان

1 دانشجوی دکترای مدیریت بازرگانی،واحدکرمانشاه،دانشگاه آزاد اسلامی ،کرمانشاه،ایران.

2 گروه مدیریت بازرگانی،واحد کرمانشاه،دانشگاه آزاد اسلامی،کرمانشاه،ایران.

3 گروه مدیریت، دانشکده مدیریت، دانشگاه کردستان، کردستان، ایران.

4 گروه اقتصاد، دانشکده اقتصاد، واحد کرمانشاه، دانشگاه آزاد اسلامی، کرمانشاه، ایران.

چکیده

تحقیق حاضر با هدف شناسایی و اولویت‌بندی عوامل مؤثر بر ارزیابی شناختی مشتریان که محرک تنوع‌طلبی خرید خدمات در بانک صادرات شعبات غرب تهران است، صورت گرفت. این تحقیق از منظر هدف کاربردی و روش تحقیق آن بر اساس ماهیت اطلاعات به دو شیوه کیفی-اکتشافی و کمی-پیمایشی طراحی شد. در بخش اکتشافی با ابزار مصاحبه نیمه ساختاریافته اطلاعات لازم جمع‌آوری شد؛ جامعه آماری، مشتریان سه شعبه بانک صادرات در غرب تهران بود که با نمونه‌گیری در دسترس بعد از 21 مصاحبه به اشباع تحلیل رسید. داده‌های مصاحبه‌ها با روش تحلیل مضمون بررسی شد. در بخش پیمایشی بر اساس متغیرهای مستخرج از بخش کیفی، پرسشنامه‌ای 26 سؤالی تنظیم گردید و با نمونه‌گیری تصادفی ساده بین 384 مشتری توزیع گردید. یافته‌های مربوط به بخش کیفی نشان داد از منظر پاسخگویان 8 عامل یا متغیر بر ارزیابی شناختی محرک تنوع‌طلبی خرید خدمات مؤثر است که عبارت‌اند از چیدمان مطلوب، فضای فیزیکی مناسب، وجود نظم داخلی بانک، تصویر بانک، اعتماد، کیفیت خدمات، ارتباطات اثربخش، تبلیغات اثربخش. یافته‌های بخش کمی با کمک آزمون فریدمن نشان داد کیفیت خدمات، اعتماد و فضای فیزیکی مناسب، بیشترین اهمیت را در ارزیابی شناختی مشتریان دارند و مهم‌ترین نقش را تحریک مشتریان به تنوع‌طلبی خرید خدمات بانکی ایفا می­کنند.

کلیدواژه‌ها

عنوان مقاله [English]

Identifying and Prioritizing Factors Affecting the Cognitive Assessment Motive to Variety-Seeking Purchase in Banking Services (Case Study: Customers of Saderat Bank, West Branches of Tehran)

نویسندگان [English]

  • Mojtaba Mehrabpour 1
  • Farshid Namamian 2
  • Fakhroddin Maroufi Naghadei 3
  • Alireza Moradi 4
1 PhD. student in business management Kermanshah branch, Islamic Azad University, Kermanshah,, ,Iran.
2 Department of Business Management, Kermanshah Branch, Islamic Azad University, Kermanshah, Iran.
3 Department of Management, Faculty of Management, University of Kurdistan, Kurdistan, Iran.
4 Department of Economics, Faculty of Economics, Kermanshah Branch, Islamic Azad University, Kermanshah, Iran.
چکیده [English]

The aim of this study was to identify and prioritization the factors affecting the cognitive assessment of customers that stimulate variety-seeking behavior in purchasing services at Saderat Bank Branches in the west of Tehran. The research method was conducted in two qualitative-exploratory and quantitative-survey methods. In the exploration section, semi-structured interview tools were used to collect the necessary data. The statistical society consisted of all customers of three branch offices of the Saderat Bank in the west of Tehran, which was obtained by sampling after 21 interviews. Data were analyzed by the method of analysis of the subject. In the survey section, based on the variables extracted from the qualitative section, 26 questionnaires were adjusted and distributed among simple 384 randomly selected random sampling. The findings of the qualitative section showed that, from the perspective of the respondents of the 8 factors or variables, the cognitive assessment of the stimulus of diversification is the purchase of effective services, which include: desirable arrangement, appropriate physical space, existence of internal bank order, bank image, trust, service quality, effective communication Effective advertising. The average rating of the 8 factors indicated that the quality of services, trust and an appropriate physical space were considered as factors affecting the customer's cognitive assessment; the most important factor was the stimulation of customers to diversification buying a bank service.

کلیدواژه‌ها [English]

  • Cognitive assessment
  • Diversity
  • Services
  • Saderat Bank
  • TEHRAN

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پژوهشنامه مدیریت اجرایی
دوره 11، شماره 21
شهریور 1398
صفحه 179-204

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سابقه مقاله

  • تاریخ دریافت: 02 مهر 1398
  • تاریخ بازنگری: 20 دی 1398
  • تاریخ پذیرش: 01 دی 1398

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