نوع مقاله : مقاله پژوهشی
نویسندگان
1 گروه مدیریت، دانشگاه آزاد تبریز، تبریز، ایران.
2 گروه مدیریت، واحد پارس آبادمغان، دانشگاه آزاد اسلامی، پارس آبادمغان، ایران.
چکیده
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.
کلیدواژهها
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