رهیافت کیفی طراحی الگوی پیشایندهای بخشایشگری مشتریان در بخش بانکداری

نوع مقاله : برگرفته از پایان نامه و رساله

نویسندگان

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

2 دانشکده علوم انسانی- گروه مدیریت- دانشگاه آزاد اسلامی واحد سنندج

3 دانشیار، دانشکده مدیریت ،دانشگاه آزاد اسلامی واحد سنندج، ایران

10.22034/cbsj.2023.139170.2545

چکیده

پژوهش حاضر باهدف ارائه الگوی بخشایشگری مشتریان در بخش بانکداری انجام گرفت. این پژوهش در چارچوب رویکرد کیفی با استفاده از روش فراترکیب مبتنی بر مدل هفت مرحله‌ای سندلوسکی و باروسو (2007) انجام شد. میدان پژوهش حاضر شامل کلیه مقالاتی بود که در حیطه موضوع پژوهش بین سال‌های 2010 تا 2023 میلادی انجام‌شده‌اند. نمونه‌گیری به‌صورت هدفمند از نوع نظری و تمام شماری انجام شد. در این مطالعه 90 مقاله مورد بررسی قرار گرفتند که 20 مطالعه به علت ناهماهنگی ازنظر عنوان، 18 مقاله ازنظر ناهماهنگی چکیده و 11 مقاله ازنظر نامناسب بودن محتوا حذف شدند و درنهایت تعداد مقالات به 41 مقاله ازنظر چکیده و مطالعه کاهش پیدا کرد. داده‌ها در سه سطح انتزاع شامل کد اولیه، مولفه و بعد با بهره‌گیری از نرم‌افزار maxqda تجزیه‌وتحلیل و دسته‌بندی‌ شدند. پس از بررسی 41 مقاله، 38 کد اولیه در قالب 4 بعد ساختاری؛ عوامل زمینه‌ای؛ عوامل فردی/ تأمین‌کننده خدمات و عوامل فردی/ دریافت‌کننده خدمات و 12 مولفه شامل ابعاد تخلف؛ مدیریت ارتباط با مشتریان حین و بعد از تخلف؛ استراتژی‌های بازیابی؛ ارزش برند؛ عدم خطای بنیادی اسناد؛ سیستم باورها و ارزش‌ها؛ سرمایه اجتماعی؛ کنترل رفتاری درک شده؛ عدالت ترمیمی؛ عوامل عاطفی مشتریان؛ ویژگی‌های شناختی مشتریان و ویژگی‌های جمعیت شناختی مشتریان شناسایی شدند. مقوله استراتژی‌های بازیابی، عدم خطای بنیادی اسناد و عدالت ترمیمی به ترتیب در رتبه اول تا سوم قرار گرفتند.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Qualitative Approach of Designing the Pattern of the Antecedents of Customer Forgiveness in the Banking Sector

نویسندگان [English]

  • Firoz baharvandi 1
  • roya shakeri 2
  • heresh soltananeh 3
1 Doctoral student of Management Department, Sanandaj Branch, Islamic Azad University, Sanandaj, Iran
2 department of management, faculty of humanities, islamic azad university of sanandaj
3 Associate Prof., Faculty of management, Azad University, Sanandaj, Iran
چکیده [English]

The present study was conducted with the aim of providing a pattern of customer forgiveness in the banking sector. This research was conducted in the framework of a qualitative approach using the meta-synthesis method based on the seven-stage model of Sandelowski and Barroso (2007). The current research field included all the articles that have been done in the field of research between 2010 and 2023. Sampling was done in a theoretical and full-count manner. In this study, 90 articles were examined, 20 studies were removed due to inconsistency in terms of title, 18 articles in terms of abstract inconsistency, and 11 articles in terms of inappropriateness of content, and finally the number of articles was reduced to 41 articles in terms of abstract and study. The data were analyzed and categorized in three levels of abstraction, including primary code, component, and dimension using maxqda software. After reviewing 41 articles, 38 initial codes were found in the form of 4 structural dimensions; contextual factors; Individual factors/providers of services and individual factors/receivers of services and 12 components including dimensions of violation; Management of communication with customers during and after the violation; recovery strategies; brand value; lack of fundamental error of documents; Beliefs and values system; Social capital; perceived behavioral control; restorative justice; emotional factors of customers; Cognitive characteristics of customers and demographic characteristics of customers were identified. The categories of recovery strategies, lack of fundamental error of documents and restorative justice were ranked first to third respectively.

کلیدواژه‌ها [English]

  • Customer Forgiveness
  • Banking Sector
  • Service Recovery
  • Meta-Synthesis
  • Rosrorative justice
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