سامانه مدیریت نشریات علمی دانشگاه شهید بهشتی

انوشه ئی, رضا, کریمی علویجه, محمدرضا, غریب نواز, نادر, فریدچهر, الهام. (1400). طراحی مدل بازاریابی پایداری در صنعت بانکداری ایران. , 20(47), 88-110. doi: 10.52547/jbmp.20.47.88
رضا انوشه ئی; محمدرضا کریمی علویجه; نادر غریب نواز; الهام فریدچهر. "طراحی مدل بازاریابی پایداری در صنعت بانکداری ایران". , 20, 47, 1400, 88-110. doi: 10.52547/jbmp.20.47.88
انوشه ئی, رضا, کریمی علویجه, محمدرضا, غریب نواز, نادر, فریدچهر, الهام. (1400). 'طراحی مدل بازاریابی پایداری در صنعت بانکداری ایران', , 20(47), pp. 88-110. doi: 10.52547/jbmp.20.47.88
انوشه ئی, رضا, کریمی علویجه, محمدرضا, غریب نواز, نادر, فریدچهر, الهام. طراحی مدل بازاریابی پایداری در صنعت بانکداری ایران. , 1400; 20(47): 88-110. doi: 10.52547/jbmp.20.47.88

طراحی مدل بازاریابی پایداری در صنعت بانکداری ایران

چشم انداز مدیریت بازرگانی
دوره 20، شماره 47 - شماره پیاپی 80، آبان 1400، صفحه 88-110    اصل مقاله (1.91 M)
نوع مقاله: علمی - پژوهشی
شناسه دیجیتال (DOI): 10.52547/jbmp.20.47.88
نویسندگان
رضا انوشه ئی1؛ محمدرضا کریمی علویجه* 2؛ نادر غریب نواز3؛ الهام فریدچهر4
1مدیریت،علوم انسانی،آزاد واحد شهر قدس،تهران،ایران
2مدیریت بازرگانی،دانشکده مدیریت و حسابداری،دانشگاه علامه طباطبایی،تهران،ایران
3استاد یار و عضو هیات علمی دانشکده مدیریت دانشگاه آزاد اسلامی واحد شهر قدس
4استاد دانشکده علوم انسانی، گروه مدیریت بازرگانی، دانشگاه آزاد واحد شهر قدس
چکیده
هدف: بانکداری یکی از صنایع مهم و تاثیر گذاردر توسعه اقتصادی کشوراست. آسیب های ناشی از بانکداری سنتی،انگیزه ای شد تا در این پژوهش، بازاریابی پایداری در حوزه بانکداری بررسی شود.
روش ها: از روش نظریه داده بنیاد در بخش کیفی و از مدلسازی معادلات ساختاری در بخش کمی استفاده شده بود. جامعه آماری در بخش کمی رؤسای دوایر، معاونین و روسای شعب در بانک ملی بودند(حجم نمونه: ۱۸۷ نفر ). همچنین جامعه آماری در بخش کیفیِ، خبرگان و مدیران بانک ملی بودند(حجم نمونه: ۲۰ نفر ). روش نمونه گیری بخش کیفی؛ رویکرد گلوله برفی و در بخش کمی به صورت خوشه ای و ساده بود.
یافته ها: داده‌های پژوهش با استفاده از سه نوع کدگذاری باز، محوری و گزینشی بررسی و تحلیل شدند که شرایط علی شامل: « ویژگی‌های فردی - روانشناختی،ویژگی‌های اجتماعی - فرهنگی و ویژگی های جمعیت شناختی »؛ پدیده اصلی: «بازایابی پایداری»؛ عوامل مداخله‌گر: « عوامل انگیزشی»؛ شرایط زمینه‌ای: « رفتار بازار و رفتار رقبا»؛ راهبرد ارائه شده: «توسعه پایداری » و پیامد‌ها شامل: «عملکرد مالی،عملکرد بازاریابی و عملکرد کارکنان» بوده است.
نتیجه گیری:بر اساس نتایج تحلیل کیفی و کمی پژوهش مشخص شد در راستای ارتقاء جایگاه مشتریان و همچنین رضایتمندی آنها،مدیران بانک ها می توانند با پیاده سازی و اجرای صحیح بازاریابی پایداری در بانک، بستر مناسبی را برای رسیدن به تعالی سازمانی در بانک،فراهم نمایند.
کلیدواژه‌ها
بازاریابی پایداری؛ صنعت بانکداری؛ توسعه پایداری؛ عوامل انگیزشی؛ تئوری داده‎ بنیاد
عنوان مقاله [English]
Designing a Sustainability Marketing Model in the Iranian Banking Industry
نویسندگان [English]
reza anoushehi1؛ mohammad reza karimi alavijeh2؛ Nader Gharibnavaz3؛ elham faridchehr4
1Management, Humanities, Ghods City Branch, Tehran, Iran
2Business Management, Faculty of Management and Accounting, Allameh Tabatabai University, Tehran, Iran
3Assistant Professor and Faculty Member of the Faculty of Management, Islamic Azad University, Ghods Branch
4استاد دانشکده علوم انسانی، گروه مدیریت بازرگانی، دانشگاه آزاد واحد شهر قدس
چکیده [English]
Abstract
Objective: Banking is one of the most important and influential industries in the economic development of the country. Disadvantages of traditional banking became the impetus for this study to examine sustainable marketing in the field of banking.
Methods: The foundation data theory method was used in the qualitative part and structural equation modeling was used in the quantitative part. The statistical population consisted in a small part of 187 heads of departments, deputies and heads of branches in Bank Melli. Also, the statistical community in the qualitative section consisted of 20 experts and managers of Bank Melli. Qualitative sampling method; the snowball approach was clustered and simple in part. First, the North Tehran Branch Affairs Department was divided into 6 clusters and then, based on a random approach in each cluster, the questionnaires were randomly distributed.
Results: The research data were analyzed using three types of open, axial and selective coding. The causal conditions include: "Individual-psychological characteristics, socio-cultural characteristics and demographic characteristics"; the main phenomenon: "sustainability recovery"; Interfering factors: "motivational factors"; Background conditions: "Market behavior and competitors' behavior"; the proposed strategy was "Sustainability Development" and the consequences included: "Financial Performance, Marketing Performance and Employee Performance".
Conclusion: Based on the results of qualitative and quantitative analysis of the research, it was found that in order to improve the position of customers and their satisfaction, bank managers can implement and implement sustainable marketing in the bank, a suitable platform to achieve organizational excellence in the bank, Provide.
کلیدواژه‌ها [English]
Sustainability Marketing, Banking Industry, Sustainability Development, Motivational Factors, Grounded Theory
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