طراحی مدل مدیریت تجربه مشتریان در نظام بانکی ،با استفاده از روش تحلیل مضمون

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکترا، مدیریت،واحد عجبشیر،دانشگاه ازاد اسلامی،عجبشیر،ایران

2 استاد مدیریت،دانشکده اقتصاد و مدیریت،دانشگاه ازاد اسلامی،تبریز،ایران

3 استادیار مدیریت،واحد عجبشیر،دانشگاه ازاد اسلامی ،عجبشیر،ایران

4 استادیار مدیریت،واحد تبریز، دانشگاه آزاد اسلامی ،تبریز، ایران

10.34785/J018.2019.272

چکیده

پژوهش حاضر طراحی مدلی جهت شناسایی عوامل مورد درخواست مشتریان و ابزارهای تامین‌کننده درخواست مشتریان توسط بانک‌ها است. این پژوهش از لحاظ هدف، کاربردی و از لحاظ روش، اکتشافی است. داده‌ها از طریق مصاحبه اکتشافی و مشاهده مشارکتی از بانک‌های تخصصی دولتی ملی و کشاورزی شهرهای تبریز و سنندج در طول یک ماه گردآوری شده است. افراد مورد مصاحبه از مشتریان ثابت و همچنین کارکنان و مدیران بانک‌ها بوده است. جهت انجام عمل طبقه‌بندی و ایجاد درخت تصمیم از نرم‌افزار داده‌کاوی Rapid Miner استفاده گردیده است. همچنین از روش تحلیل مضمون و علم داده‌کاوی برای تجزیه و تحلیل اطلاعات استفاده شده است. نتایج این تحقیق در نهایت کاربردی نمودن عوامل اصلی و فرعی برای دستیابی به نوع تجربیات مشتریان است. درخواستهای مشتریان از بانک‌ها شامل 4 مضمون اصلی و 10 مضمون فرعی و ابزارهای بانک‌ها برای جوابگویی این درخواست‌ها شامل 5 مضمون اصلی و 7 مضمون فرعی و کاربردی نمودن عوامل اصلی و فرعی بر روی 6000 مشتری است.

کلیدواژه‌ها

عنوان مقاله [English]

Designing a Customer Experience Management Model in the Banking System Using Thematic Analysis and Model Explanation with Data Mining Approach

نویسندگان [English]

  • Salehi Hoshiar 1
  • Solayman Iranzadeh, 2
  • Hossin Ghareh Biglo, 3
  • Hossein Budaghi Khaje Nobar 4
1 Management, Ajabshir Branch, Islamic Azad University, Ajabshir, Iran
2 Management, Economics and Management, Azad university, Tabriz, Iran
3 Management, Ajabshir Branch, Islamic Azad University, Ajabshir, Iran
4 Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran
چکیده [English]

The purpose of this study was to identify a model for identifying the factors required by customers and the tools used by banks to provide them. This study is applied in terms of purpose and exploratory in method. The data were collected through exploratory interviews and participatory observation from national specialized agricultural banks of Tabriz and Sanandaj during one month. The interviewees were fixed clients as well as bank employees and managers. Rapid Miner data mining software was used to perform classification and decision tree operation. The results of this research ultimately apply the main and secondary factors to achieve the type of customer experience. Customer requests from banks include 4 main themes and 10 sub themes and banks tools for answering these requests include 5 main themes and 7 sub themes and apply the main and sub factors to 6000 customers.

کلیدواژه‌ها [English]

  • customer’s experiences
  • them analysis
  • data analysis
  • bank system

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مطالعات رفتار مصرف‌کننده
دوره 6، شماره 2
بهمن 1398
صفحه 248-269

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