Document Type : Research Paper

Authors

1 Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran,

2 Department of Management, Pars Abad Mogan Branch, Islamic Azad University, Pars Abad, Iran,

10.22099/ijes.2023.43377.1822

Abstract

Appropriate and rational evaluation is considered as a fundamental issue of today's organizations with multiple branches, especially about banks. In the meantime, utilizing a proper model of marketing performance evaluation at the bank’s branch level will bring consequences such as increasing the accountability, services quality improvement, increasing customer satisfaction and loyalty, and finally, the bank profitability. Therefore, the current research was conducted with the aim of designing and explaining a comprehensive model of marketing performance evaluation for the bank branches with the qualitative approach of the grounded theory. Considering the criterion of theoretical saturation, judgmental sampling was used to select 20 people who were interviewed. Based on the findings of the research, the provision of banking services at a certain level of quality by the bank's employees and management affects the marketing performance of the branch over time. Also, the findings showed that factors such as organizational culture, as well as local market conditions and macroeconomic factors, extra-branch rules and regulations, and the severe fluctuation of the local market, manifest themselves in customer relationship management, human capital management, and continuous improvement and finally, the consequence of such management is gaining customer loyalty, creating a successful brand and the bank profitability.

Keywords

Main Subjects

Article Title [Persian]

تدوین مدل جامع ارزیابی عملکرد بازاریابی در سطح شعب در نظام بانکی ایران با استفاده از رویکرد نظریه زمینه‌ای

Authors [Persian]

  • صالح صدیقی شیراز 1
  • صمد عالی 1
  • رسول وظیفه 2
  • علیرضا بافنده زنده 1

1 گروه مدیریت، دانشگاه آزاد تبریز، تبریز، ایران.

2 گروه مدیریت، واحد پارس آبادمغان، دانشگاه آزاد اسلامی، پارس آبادمغان، ایران.

Abstract [Persian]

امروزه مسأله اساسی سازمان‌هایی که دارای شعب فراوان هستند بخصوص بانک‌ها ارزیابی صحیح و منطقی است. شاخص‌های خوب ارزیابی می‌تواند به هدایت بهتر بخش‌ها و نیروها کمک شایانی داشته باشد. وجود و به‌کارگیری الگوی مناسب برای ارزیابی عملکرد بازاریابی شعب، می‌تواند به پاسخگویی، ارتقاع کیفیت خدمات، افزایش رضایت و وفاداری مشتری و در نهایت سودآوری هرچه بیشتر بانک بیانجامد. بر همین اساس هدف این تحقیق طراحی و تبیین الگوی جامع ارزیابی عملکرد بازاریابی شعب بانک‌ها با رویکرد کیفی و استفاده از روش گرنددتئوری می‌باشد. باتوجه به اشباع نظری بیست نفر با نمونه‌گیری قضاوتی انتخاب و داده‌ها به‌روش مصاحبه نیمه‌ساختاریافته جمع‌آوری شده‌ و از فرایند سه‌مرحله‌ای کدگذاری باز، محوری و انتخابی جهت تجزیه و تحلیل داده‌ها استفاده شده است. یافته‌های پژوهش بیان می‌کند شعب بانک شامل کارکنان و مدیریت، خدمات بانکی در سطحی از کیفیت را ارائه می دهند‌، به مرور زمان عملکرد بازاریابی شعب متبلور می‌شود. فرهنگ سازمانی در کنار بازار محلی و عوامل اقتصاد کلان، قوانین و تکالیف فراشعبه‌ای و نوسانات شدید بازار محلی در مدیریت ارتباط با مشتری، مدیریت سرمایه انسانی و بهسازی مستمر بروز پیدا می‌کند و پیامد این مدیریت، به‌دست آوردن وفاداری مشتری، تولّد برندی موفق و سودآوری است.

Keywords [Persian]

  • عملکرد بازاریابی
  • شعب بانک
  • نظریه مبنایی
  • ارزیابی عملکرد
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