برندسازی جهت خلق ارزش مصرف‌کننده در نظام بانکی کشور

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکترای گروه مدیریت، واحد سنندج، دانشگاه آزاد اسلامی ، سنندج، ایران

2 استاد، دانشکده مدیریت و حسابداری، دانشگاه شهید بهشتی، تهران، ایران

3 استادیارگروه مدیریت، واحد سنندج، دانشگاه آزاد اسلامی ، سنندج، ایران

10.34785/J018.2019.823

چکیده

برندسازی به‌عنوان شکل جدیدی از ارتباطات میان مشتریان و بانک‌ها به‌منظور الزام رقابتی و پارادایم غالب در بازاریابی صنعت بانکداری مطرح است. این مفهوم بسیار پویا بوده و علیرغم پژوهش‌های گسترده، هنوز به‌اندازه کافی موردبررسی قرار نگرفته است. هدف این پژوهش، شناسایی و سطح‌بندی عوامل تشکیل‌دهنده برند در صنعت بانکداری می‌باشد که ازنظر نتیجه توسعه‌ای و از منظر هدف کاربردی به شمار می‌آید. پژوهش حاضر از روش ترکیبی بهره می‌گیرد بدین‌صورت که نخست عوامل تشکیل‌دهنده برند در صنعت بانکداری کشور بامطالعه مبانی نظری و با استفاده از روش دلفی(اخذ نظر خبرگان) شناسایی و سپس از طریق رویکرد مدل‌سازی ساختاری تفسیری نسبت به سطح‌بندی عوامل برندسازی اقدام شده است. یافته‌های پژوهش حاکی از آن است که عوامل یازده‌گانه برند سازی در سیستم بانکی در پنج سطح به ترتیب وفاداری برند در سطح اول، تمایل برند، دلبستگی برند و اعتماد برند در سطح دوم، ابعاد تعهد برند، رضایت برند، شخصیت برند، شهرت برند و ارزش ادراک‌شده در سطح سوم، کیفیت خدمات در سطح چهارم و هویت برند در سطح پنجم طبقه‌بندی می‌شود.

کلیدواژه‌ها

عنوان مقاله [English]

Branding to create consumer value in the Iranian banking system

نویسندگان [English]

  • Hassan Abbaszadeh 1
  • Akbar Alamtabriz 2
  • Mansoor Irandoost 3
  • Adel Salavati 3
1 Ph.D. student, Faculty of Management, Azad University, Sanandaj Branch
2 Professor, Faculty of Management and Accounting, Shahid Beheshti University
3 Assistant Professor, Faculty of Management, Azad University, Sanandaj Branch
چکیده [English]

Branding is emerging as a new form of customer-bank communication in order to compete and dominate the banking industry's marketing paradigm. This concept is very dynamic and, despite extensive research, has not yet been adequately explored. The purpose of this research is to identify and classify the constituent factors in the banking industry that in terms of outcome, development and in terms of purpose, it is practical. The present study employs a hybrid approach, in which the constituent factors of the brand in the banking industry of the country are first identified by studying the theoretical foundations using Delphi method and then by interpreting structural modeling approach to the leveling of branding factors. Is. Research findings indicate that eleven branding factors in the banking system at five levels including brand loyalty; Brand desire, brand attachment and brand trust; Dimensions of brand commitment, brand satisfaction, brand personality, brand reputation; Perceived value; service quality and Brand Identity.

کلیدواژه‌ها [English]

  • Branding
  • Consumer
  • Banking System
  • Delphi Method
  • ISM

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مطالعات رفتار مصرف‌کننده
دوره 6، شماره 1
بهار و تابستان
شهریور 1398
صفحه 193-211

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