مدیریت بازاریابی هوشمند

مدیریت بازاریابی هوشمند

بررسی مکانیسم‌ تأثیر قابلیت‌های هوش مصنوعی بر اثربخشی استراتژی‌های بازاریابی آنلاین بانک‌ها

نوع مقاله : مقاله علمی-پژوهشی

نویسندگان
1 گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه پیام نور، تهران، ایران
2 دکتری مدیریت بازرگانی ، کارشناس بازاریابی بانک سپه استان آذربایجان غربی، ارومیه، ایران
3 کارشناسی ارشد مدیریت، کارشناس برنامه‌ریزی آموزشی دانشگاه پیام نور، تهران، ایران
چکیده
هدف: پژوهش حاضر با هدف بررسی تأثیر قابلیت‌های هوش مصنوعی بر بهبود اثربخشی استراتژی‌های بازاریابی آنلاین در بانک‌های سپه استان آذربایجان غربی به انجام رسید.
روش: در این پژوهش از روش کیفی تحلیل تم رویکرد براون و کلارک (2006) برای بررسی تأثیر قابلیت هوش مصنوعی بر اثربخشی بازاریابی آنلاین بانکها استفاده گردید. جامعه آماری شامل معاونین و مدیران شعب بانک‌های سپه استان آذربایجان غربی است که 21 نفر از آنها به روش نمونه گیری ساده انتخاب و با آنها مصاحبه نیمه ساختاریافته انجام شد. در نهایت، مدل کیفی استخراج شده به روش معادلات ساختاری آزمون گردید.
یافته‌ها: بر اساس یافته‌های کیفی پژوهش، در مجموع 472 تم اولیه و 4 تم ثانویه از بطن مصاحبه‌ها استخراج شدند که در نهایت بر اساس بینش‌های به دست آمده، قابلیت‌های اصلی هوش مصنوعی شامل تحلیل داده‌های بازار بر پایه یادگیری ماشین، پیش‌بینی الگوهای رفتار مشتریان بر پایه یادگیری عمیق، جذب و نگهداشت مشتریان بر پایه یادگیری تقویتی و ارتباط خودکار با مشتریان شناسایی و دسته‌بندی گردیدند. همچنین، یافته کمی پژوهش، دال بر تبیین کلی مدل و معناداری تمامی مؤلفه و زیر مؤلفه‌ها در مدل پژوهش می‌باشد.
نتیجه‌گیری: نتایج نشان می‌دهد که، بانک‌ها با استفاده از قابلیت‌های هوش مصنوعی می‌توانند استراتژی‌های بازاریابی آنلاین خود را بهبود بخشند. این قابلیت‌ها به بانک‌ها کمک می‌کند تا الگوهای رفتار مشتریان را شناسایی کرده و درک بهتری از نیازها و تمایلات آن‌ها داشته باشند. با داشتن این اطلاعات، بانک‌ها می‌توانند استراتژی‌های هدفمند‌تری برای جذب و نگهداشت مشتریان خود طراحی کنند.
کلیدواژه‌ها

موضوعات


عنوان مقاله English

Investigating the mechanism of the effect of artificial intelligence capabilities on the effectiveness of online marketing strategies of banks

نویسندگان English

Yousef Mohammadkarimi 1
foad Kouhzadi 2
Ali Shokri 3
1 Department of Business Management, Faculty of Management , PayameNoor University, Theran, Iran
2 Ph.D. in Business Management, Sepah Bank of West Azerbaijan, Iran
3 MSc. In Business Management, PayameNoor University, Tehran
چکیده English

Purpose: The present research was conducted with the aim of investigating the effect of artificial intelligence capabilities on improving the effectiveness of online marketing strategies in Sepeh banks of West Azerbaijan province.
Method: In this research, the qualitative theme analysis method of Brown and Clark's approach (2006) was used to investigate the effect of artificial intelligence on the effectiveness of online marketing of banks. The statistical population includes deputy and branch managers of Sepeh banks in West Azarbaijan province, 21 of whom were selected by simple sampling method and semi-structured interviews were conducted with them. Finally, the extracted qualitative model was tested by structural equation method.
Findings: Based on the qualitative findings of the research, a total of 472 primary themes and 4 secondary themes were extracted from the interviews, and finally, based on the insights obtained, the main capabilities of artificial intelligence include analyzing market data based on machine learning, predicting customer behavior patterns. The basis of deep learning, attracting and retaining customers based on reinforcement learning and automatic communication with customers were identified and categorized. Also, the quantitative research findings indicate the general explanation of the model and the significance of all components and sub-components in the research model.
Conclusions: The results show that, using artificial intelligence capabilities, banks can improve their online marketing strategies. These capabilities help banks to identify customer behavior patterns and have a better understanding of their needs and desires. With this information, banks can design more targeted strategies to attract and retain their customers.

کلیدواژه‌ها English

Artificial intelligence
online banking
online marketing
Sepeh Bank
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