نقش نوآوری سازمان در عملکرد مشتری با برندسازی داخلی و برندگرایی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار گروه مدیریت بازرگانی دانشکده مدیریت، دانشگاه خوارزمی، تهران، ایران

2 دانشیار گروه مدیریت بازرگانی دانشکده مدیریت، دانشگاه خوارزمی، تهران، ایران

3 دانش آموخته کارشناسی ارشد MBA، دانشکده مدیریت، دانشگاه خوارزمی، تهران، ایران

10.22034/jbar.2023.18910.4213

چکیده

عملکرد مشتری یکی از عوامل اصلی سنجش عملکرد سازمان‌ها است. در پژوهش حاضر، این مفهوم از زاویه نوآوری سازمانی و فعالیت‌های برندسازی درون­سازمانی بررسی شده است. در اکثر مطالعات حوزه عملکرد سازمان، مفهوم برندسازی از منظر برون­سازمانی بررسی شده است. در راستای پر کردن این شکاف، در این پژوهش سعی شده تا این مفهوم از زاویه درون­سازمانی بررسی شود تا تصویر روشنی از مدیریت داخلی برند ارائه شود. بدین منظور بر مفاهیم برندسازی داخلی و برندگرایی از عناصر کلیدی مدیریت داخلی برند تکیه شده که به دلیل اهمیت روزافزون نقش کارکنان در برندسازی و ایجاد تصویری بهتر از برند در ذهن مشتریان، به­ویژه در حوزه خدمات حائز اهمیت گشته‌اند. در واقع، هدف این پژوهش بررسی اثر نوآوری سازمان بر عملکرد مشتری با تأکید بر نقش میانجی برندسازی داخلی و برندگرایی است. پژوهش حاضر به لحاظ هدف، کاربردی و از منظر روش گردآوری اطلاعات، توصیفی- پیمایشی است. جامعه آماری متشکل از مدیران و کارمندان «بانک ملت» است که از این میان به روش در دسترس نمونه­گیری انجام شده است. گردآوری اطلاعات از طریق پرسشنامه انجام شده و به منظور تجزیه و تحلیل داده‌ها از روش مدل‌سازی معادلات ساختاری و نرم افزار اسمارت پی.ال.اس. استفاده شده است. نتایج پژوهش اثر نوآوری بر برندسازی داخلی و برندگرایی را تأیید نموده است. به­علاوه در حوزه مدیریت داخلی برند، نتایج پژوهش نشان می­دهد، برندسازی داخلی بر عملکرد مشتری به صورت مثبت اثرگذار است اما برندگرایی بر عملکرد مشتری اثر معناداری ندارد.

کلیدواژه‌ها

عنوان مقاله [English]

Investigating the role of organization innovativeness on customer performance based on internal branding and brand orientation

نویسندگان [English]

  • Bahareh Osanlou 1
  • Soheila Khoddami 2
  • Pedram Fazlinejad 3
1 Assistant Professor, Faculty of Management, Kharazmi University, Tehran
2 Associate Professor, Faculty of Management, Kharazmi University, Tehran, Iran
3 Graduated in MBA, Faculty of Management, Kharazmi University, Tehran, Iran
چکیده [English]

Introduction: Customer performance is considered as one of the main factors for measuring the performance of organizations, and it can be considered as a measure to check the results of many marketing activities. In this research, this concept has been examined from the perspective of organizational innovation. Also, the concepts of internal branding and brand orientation have been considered as the key elements of internal brand management with the role of mediating variables. The emphasis on these concepts is due to the increasing importance of the role of employees in branding and creating a better image of the brand in the minds of customers, especially in the field of services. Most of the studies in the field of organizational performance have considered the concept of branding from an intra-organizational point of view. In order to fill this gap, an attempt has been made in this research to examine this concept from an inter-organizational perspective in order to provide a clear picture of internal brand management. So, the purpose of this research is to investigate the effect of organizational innovation on customer performance with an emphasis on the mediating role of internal branding and brand orientation.
Methodology: This research is practical in terms of its purpose, and the method of data collection is a descriptive survey. A field survey was performed to collect the primary data, and library work was done for the secondary data. The statistical population consisted of the managers and employees of Bank Mellat in Tehran, and 247 of them were selected as a sample using the convenience sampling approach. The data were collected through a questionnaire, the content validity of the questionnaire was confirmed by academic experts, and the reliability of the questions was measured with the SPSS software. Cronbach's alpha was at the optimal level and above 0.7 for all the dimensions and variables. The data were analyzed with the structural equation modeling method and the third version of the SmartPLS software.
Results and Discussion: The data analysis was done in two descriptive and inferential sections. In order to describe the findings and to measure the fit of the research conceptual model and hypothesis testing, descriptive statistics, inferential statistics and structural equation modeling were used, respectively. At the descriptive level, statistical indicators such as gender, age, last degree, and work experience served to describe the demographic characteristics of the sample. At the inferential level, structural equation modeling was done in three parts. First the measurement model examined the validity and reliability, which was confirmed. Second, the structural model shows how the latent variables were related together. The results of this section showed that the coefficient of determination for the endogenous variables of the model was within the accepted range. Also, the output of the path coefficients and significant numbers confirmed that innovation is antecedent of internal branding and brand orientation. It also confirmed that innovation affects customer performance through internal branding. Third, the general model, which actually included both measurement and structural model parts, confirming the fit, and the fit check was completed in a model. The information in his part of the data analysis confirmed the strong fit of the research model.
Conclusion: The conceptual model of this research helps Bank Mellat managers to improve customer performance from the perspective of organizational innovation and internal brand management. The focus of the current research is on improving customer performance based on the marketing approach. Innovation is a marketing capability that has an intra-organizational nature, and this study has shown that brand management can be reinforced with an inter-organizational approach. Besides, institutionalizing the culture of innovation in the bank provides platforms for the ease of cooperation among employees and increases the involvement of the employees in the bank. In such an organizational environment, employees are more eager to provide innovative proposals. These innovative proposals can help the bank to differentiate itself from its competitors and solve its customers' problems more qualitatively which improves bank brand orientation. The acceptance of these suggestions by the bank, on the one hand, will turn the employees into a source of innovation and useful ideas in the organization. On the other hand, it will strengthen the internal branding processes. In the process of accepting employees’ proposals, bank managers should arrange meetings to justify and train employees to inform them of the brand orientation programs and to develop their skills in delivering the brand promise. As a result of these actions, the employees feel encouraged by the bank, which improves internal branding. Accordingly, Bank Mellat managers can improve customer performance by adopting innovative approaches through reinforcing their internal branding.

کلیدواژه‌ها [English]

  • Innovativeness
  • Internal branding
  • Brand orientation
  • Customer performance

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کاوش‌های مدیریت بازرگانی
دوره 15، شماره 31
خرداد 1402
صفحه 127-160

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