مدیریت بازاریابی هوشمند

مدیریت بازاریابی هوشمند

طراحی الگوی کیفیت یکپارچه‌سازی کانال‌های همه‌کاره در صنعت بانکداری

نوع مقاله : استخراج از رساله دکتری

نویسندگان
1 دانشجوی دکتری، دانشکده مدیریت و حسابداری، گروه مدیریت بازرگانی، دانشگاه شهید بهشتی تهران، تهران، ایران.
2 استاد تمام دانشکده مدیریت و حسابداری، دانشگاه شهید بهشتی، تهران، ایران.
چکیده
زمینه و هدف: روش‌های تعامل مصرف‌کنندگان با کسب و کارها، بدلیل پیشرفت‌های سریع و بی شماری که طی سالیان اخیر رخ داده است، تغییرات قابل توجهی داشته‌اند. علاوه بر مراکز فروش سنتی، شرکت‌ها ارائه کانال‌های متقابل دیگری مانند برنامه‌های وب و تلفن‌های هوشمند، شبکه‌های اجتماعی، فروشگاه‌های دیجیتالی و مراکز تماس با مشتریان خود را آغاز کرده‌اند. در این زمینه پدیده‌ای به نام "کانال همه کاره یا کانال فراگیر" بوجود امده است، جایی که مشتریان نه تنها از یکی از کانال‌های تعامل موجود، بلکه از همه کانال‌ها بطور همزمان می‌توانند استفاده کنند. به همین علت و در همین راستا، پژوهش حاضر با هدف ارائه الگوی یکپارچه‌سازی کانال‌های همه‌کاره در صنعت بانکداری اتجام گرفت.

روش: رویکرد مقاله کیفی و از لحاظ هدف کاربردی-اکتشافی می‌باشد. به این ترتیب داده‌ها از طریق متون مرتبط، مصاحبه‌های عمیق و مصاحبه نیمه ساختار یافته با 15 نفر از خبرگان گردآوری شده و از استراتژی تحلیل تم مشتمل بر کدگذاری نیز به منظور دستیابی به مدل مستخرج از مقاله استفاده شده است. داده‌ها نیز با استفاده از کدگذاری و نرم‌افزار مکس کیودا تحلیل شد.

یافته ها و نتایج. و در نهایت الگوی کیفیت یکپارچه‌سازی کانال‌های هم کاره با سه مؤلفه(سطح): 1- ابعاد کیفیت یکپارچه‌سازی مدل، 2- پیشران‌های مدل(تسهیل‌گران) 3- پیامدهای مدل و در 12 بُعد و 50 شاخص طراحی گردید.
کلیدواژه‌ها

موضوعات


عنوان مقاله English

Omni-Channel Integration Quality Pattern Designing in bank industry

نویسندگان English

Javad Rahim Monfared 1
Mohammad Reza Hamidizadeh 2
1 PhD Student, Faculty of Management and Accounting, Department of Business Administration, Shahid Beheshti University of Tehran, Tehran, Iran.
2 Full Professor, Faculty of Management and Accounting, Shahid Beheshti University, Tehran, Iran.
چکیده English

Background and Objective: The ways in which consumers interact with businesses have changed significantly due to the rapid and numerous developments that have occurred in recent years. In addition to traditional sales centers, companies have begun to offer other interactive channels such as web and smartphone applications, social networks, digital stores and contact centers to their customers. In this context, a phenomenon called "Omni channel" has emerged, where customers can use not only one of the existing interaction channels, but all channels simultaneously. For this reason and in this regard, the present study was conducted with the aim of presenting a model for integrating Omni channels in the banking industry.

Method: The approach of the article is qualitative and in terms of its purpose is applied-exploratory. In this way, data were collected through related texts, in-depth interviews and semi-structured interviews with 15 experts, and a thematic analysis strategy including coding was also used to achieve the model extracted from the article. The data were also analyzed using coding and Max Quad software.

Findings and results. Finally, the quality model of integration of collaborative channels was designed with three components (levels): 1- Dimensions of model integration quality, 2- Drivers of the model (facilitators), 3- Consequences of the model and in 12 dimensions and 50 indicators.

کلیدواژه‌ها English

Omni_channel
Integration
Integration Quality
Banking Industry
Theme Analysis
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  • تاریخ دریافت 02 آذر 1403
  • تاریخ بازنگری 29 دی 1403
  • تاریخ پذیرش 06 بهمن 1403