مدیریت تجربه مشتری بانک‌ها و بهبود شاخص‌های عملکردی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار گروه مهندسی صنایع، دانشکده مدیریت و مهندسی صنایع، دانشگاه صنعتی مالک اشتر، تهران، ایران

2 کارشناس ارشد مهندسی صنایع، دانشکده مدیریت و مهندسی صنایع، دانشگاه صنعتی مالک اشتر، تهران، ایران

10.29252/bar.2021.2104

چکیده

پژوهش حاضر، با ارائه مدلی جدید برای مدیریت تجربه مشتری بانک، تاثیر آن را بر بهبود شاخص‌های عملکردی یکی از بانک‌های ایران، با میانجیگری رضایت، وفاداری و تعامل کلامی مشتری بررسی کرده است. این پژوهش، ابتدا مدلی را برای مدیریت تجربه مشتری فرآیندهای بانکی توسعه داده، و سپس برای طراحی، تجزیه‌و‌تحلیل مدل‌ معادلات ساختاری، اطلاعات مورد نیاز را بصورت میدانی گردآوری کرده است. در این پژوهش علاوه بر جمع‌آوری داده‌های لازم از مشتریان، برای جمع‌آوری اطلاعات واقعی عملکرد بانک، از اطلاعات بخش ارزیابی عملکرد شعب بانک مورد مطالعه استفاده شده است.  این اطلاعات شامل عملکرد سپرده­ای، وصول مطالبات، خدمات الکترونیک و عملکرد مالی شعب است. این پژوهش از لحاظ هدف کاربردی است و به لحاظ شیوه جمع‌آوری داده‌ها، توصیفی - همبستگی است. در این پژوهش، برای تحلیل اطلاعات، نرم­افزارهای  SPSS و لیزرل  مورد استفاده قرار گرفته است. در این پژوهش، ضمن بررسی و ارائه تحلیل­های آماری مربوط به کیفیت مدل، تاثیر مدیریت تجربه مشتری بر روی شاخص‌های عملکردی بانک، رضایت مشتریان، و وفاداری مشتریان بررسی و تحلیل شده است. نتایج پژوهش نشان داد که بانک مورد مطالعه با اجرای مدل پیشنهادی مدیریت تجربه مشتری می‌تواند علاوه بر ارتقاء مزیت‌های رقابتی، شاخص‌های عملکردی فرآیندهای شعب خود را نیز بهبود دهد.

کلیدواژه‌ها


عنوان مقاله [English]

A Model to Bank’s Customer Experience Management for Improving Performance Indices

نویسندگان [English]

  • Karim Atashgar 1
  • Fateme Mirshafiei 2
1 Associate Professor, Faculty of Management & Industrial Engineering, Malek Ashtar University of Technology, Tehran, Iran
2 MSc. Student in Industrial Engineering, Faculty of Management & Industrial Engineering, Malek Ashtar University of Technology, Tehran, Iran
چکیده [English]

This research proposes a new model for customer experience management and investigates the impact of customer experience management on improving the performance of one of the Iranian banks, mediated by customer satisfaction, loyalty and verbal interaction. This research develops a customer experience management model for the banking process, and then to analyze the structural equation modeling, data gathering is conducted in the field. In this study, in addition to collecting the necessary data from customers, the real performance data of the bank is provided by the performance evaluation section of the bank branches. The information includes deposit performance, receivables, electronic services and financial performance of the branches. This research is applied in terms of purpose and is descriptive-correlative in terms of data collection. This research not only provides statistical analysis of the model quality, but also addresses the results of impact analysis of customer experience management on performance indices, costomer satisfaction, and costomer loyalty. The results of this study shows that the use of the proposed customer experience management model not only is capable of improving the core competency of the studied bank, but also the approach can lead the bank to improve its performance terms.

کلیدواژه‌ها [English]

  • Customer experience management
  • Customer relationship management
  • Touchpoint
  • Customer Journey
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