طراحی مدل مدیریت تجربه مشتری خدمات بانکی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری گروه آموزشی مدیریت بازرگانی، دانشکده مدیریت، دانشگاه آزاد اسلامی واحد امارات

2 دانشیار گروه آموزشی مدیریت بازرگانی، دانشکده مدیریت، دانشگاه آزاد اسلامی واحد تهران شمال

3 استادیار گروه آموزشی مدیریت صنعتی، دانشکده مدیریت، دانشگاه آزاد اسلامی واحد قزوین

چکیده

هدف از این پژوهش طراحی مدل  مدیریت تجربه مشتری خدمات بانکی می­باشد. روش تحقیق مورد استفاده در این پژوهش از نوع کیفی می‎باشد. تکنیک مورد استفاده برای گردآوری اطلاعات و تجزیه و تحلیل داده­ها نیز، روش مبتنی بر داده­بنیاد تعیین شد. در رویکرد داده­بنیاد در این پژوهش از روش کدگذاری باز، محوری و انتخابی استفاده شد. تجزیه و تحلیل اطلاعات بر اساس داده­های به دست آمده از مطالعات میدانی و کتابخانه­ای انجام گردید. بطور کلی ابتدا اطلاعات و داده­ها بصورت کدهای باز از طریق مصاحبه­های تخصصی با خبرگان دانشگاه و صنعت جمع آوری گردید، سپس از طریق برقراری ارتباط بین مقولات خُرد و کلان، داده­های تحقیق طبقه­بندی و پالایش شد و در نهایت اعتبار سنجی و ویرایش نهایی شد. الگوی نهائی پژوهش از سه مقوله اصلی با عنوان تجربه برند، تجربه خدمات (ارائه دهنده خدمات) و تجربه پس از مصرف  متشکل شد و مقولات خرد و گزاره‌های مرتبط در صنعت بانکداری نیز در الگو مشخص شد.

کلیدواژه‌ها

عنوان مقاله [English]

Designing a Model to Manage the Experience of Banking Service Customers

نویسندگان [English]

  • Ebrahim Heshmati 1
  • Hamid Reza Saeednia 2
  • Ali Badie Zadeh 3
1 Ph.D. Student, Department of Business Administration, Faculty of Management, Islamic Azad University of UAE
2 Associate Professor, Department of Business Management, Faculty of Management, Islamic Azad University, Tehran North Branch
3 Assistant Professor, Department of Industrial Management, Faculty of Management, Islamic Azad University, Qazvin Branch
چکیده [English]

The present study aims to design a model to manage the experience of banking service customers. The research method is qualitative. Data collection and data analysis were conducted based on the grounded theory method. This method was practiced through open, axial and selective coding. The data were obtained from field and library studies. Generally, the data were gathered as open codes through interviews with academic and industrial experts. Then, they were classified and filtered by setting up relations between the micro and the macro categories and, finally, validated and edited. The final model of the study was based on brand experience, service experience (service provider) and after-use experience. Also, micro dimensions and the corresponding propositions in banking industry were identified and discussed.

کلیدواژه‌ها [English]

  • Customer experience management
  • Customer experience
  • Banking services
  • Model designing

مراجع

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کاوش‌های مدیریت بازرگانی
دوره 11، شماره 21
شهریور 1398
صفحه 247-268

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