طراحی مدل مدیریت تجربه مشتری خدمات بانکی | ||
| کاوش‌های مدیریت بازرگانی | ||
| مقاله 11، دوره 11، شماره 21، شهریور 1398، صفحه 247-268 اصل مقاله (1014.09 K) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22034/jbar.2019.1557 | ||
| نویسندگان | ||
| ابراهیم حشمتی1؛ حمیدرضا سعیدنیا* 2؛ علی بدیع زاده3 | ||
| 1دانشجوی دکتری گروه آموزشی مدیریت بازرگانی، دانشکده مدیریت، دانشگاه آزاد اسلامی واحد امارات | ||
| 2دانشیار گروه آموزشی مدیریت بازرگانی، دانشکده مدیریت، دانشگاه آزاد اسلامی واحد تهران شمال | ||
| 3استادیار 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 | ||
| مدیریت تجربه مشتری؛ تجربه مشتری؛ خدمات بانک؛ طراحی مدل | ||
| عنوان مقاله [English] | ||
| Designing a Model to Manage the Experience of Banking Service Customers | ||
| نویسندگان [English] | ||
| Ebrahim Heshmati1؛ Hamid Reza Saeednia2؛ Ali Badie Zadeh3 | ||
| 1Ph.D. Student, Department of Business Administration, Faculty of Management, Islamic Azad University of UAE | ||
| 2Associate Professor, Department of Business Management, Faculty of Management, Islamic Azad University, Tehran North Branch | ||
| 3Assistant 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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