ارایه الگوی پیشایندها و پیامدهای ارتباطات بازاریابی یکپارچه در صنعت بانکداری

نوع مقاله : مقاله پژوهشی

نویسندگان

1 گروه مدیریت بازاریابی، واحد تهران مرکزی، دانشگاه آزاد اسلامی، تهران، ایران.

2 استادیار، گروه مدیریت بازرگانی، واحد تهران مرکزی، دانشگاه آزاد اسلامی، تهران، ایران.

3 گروه مدیریت بازرگانی،دانشکده مدیریت،دانشگاه ازاد واحد تهران مرکز

10.35066/J040.2019.106

چکیده

در دنیای رقابتی و پویای صنعت بانکداری امروز، نمی‏ توان بدون در نظر گرفتن ارتباطات بازاریابی یکپارچه، به اهداف بازاریابی در مقیاس گسترده دست‌یافت. بدین منظور هدف اصلی این پژوهش، شناسایی انواع پیش‌آیند‏ ها، روش‏ های مدیریت، انواع پیامدها، مدل یابی و مدل‏ سازی روابط ساختاریِ الگوی جامع «مدیریت ارتباطات بازاریابی یکپارچه» در صنعت بانکداری است. جامعه آماری پژوهش حاضر را کلیه کارکنان شاغل در شعب بانک‏های منتخب در سطح شهر تهران اعم از واحدهای صف و ستاد تشکیل داده است. این پژوهش به روش توصیفی – پیمایشی و مبتنی بر روش‏ های اکتشافی- زمینه‏ یابی اجرا و جمع‏ آوری داده‏ ها از طریق پرسشنامۀ انجام شده است. داده‏ های گردآوری‏شده نیز با بهره‏ گیری از روش‏های توصیفی و استنباطی ازجمله مدل معادلات ساختاری تحلیل شدند. نتایج حاکی از تأیید الگوی پیشنهادی پژوهش بودند، به این معنی که متغیرهای مطرح‏ شده، تبیین‏ کننده‏ های مناسبی از محرک‏ ها و پیامدهای ارتباطات بازاریابی یکپارچه بوده و روابط مفروض در مدل نیز به‏ طور معنی‏ داری مورد تأیید واقع شدند. همچنین این مدل در دو سطح کلی مفاهیم و مصادیق می‏ تواند به‌عنوان یک نقشه راه، فعالیت‏های تعاملاتی و ارتباطی بانک را به‌طور قابل‌ملاحظه‌ای منسجم و یکپارچه نماید.

کلیدواژه‌ها


عنوان مقاله [English]

Designing a model of the antecedents and consequences of Integrated Marketing Communications in the banking industry

نویسندگان [English]

  • Saman Sheikhesmaeili 1
  • Seyed Kamran Nourbakhsh 2
  • seyedabbas hedari 3
1 Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
2 Assistant Prof, Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran.
3 Department of Business Management, Central Tehran Branch, Islamic AzadUniversity, Tehran, Iran.
چکیده [English]

In today's competitive and dynamic world of the banking industry, large-scale marketing goals cannot be achieved without considering integrated marketing communications (IMC). For this purpose, the main purpose of this study is to identify the types of outcomes, management methods, types of outcomes, modeling, and structural relationship modeling of the comprehensive model of "integrated marketing communication management" in Selected bank branches. The statistical population consists of all employees working in Selected bank branches in Tehran City, including both line and staff units’ form. This research was conducted by descriptive-survey method and based on heuristic-contextual methods of conducting and collecting data through a researcher-made questionnaire. Data were also analyzed using structural equation modeling. The results confirmed the proposed research model, which means that the proposed variables are appropriate explanations of the antecedents and consequences of integrated marketing communications and the assumptions in the model were significantly confirmed. Also, this model in two general levels of concepts and examples can as a roadmap, the interaction and communication activities of the bank in a significantly cohesive and integrated.

کلیدواژه‌ها [English]

  • Integrated Marketing Communications
  • Market Orientation
  • Brand Orientation
  • Advertising
  • Banking Industry
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