پژوهش های مدیریت در ایران

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اهداف و چشم انداز

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اخبار و اعلانات

طراحی الگوی عملکرد برند مبتنی‌بر ارزش ویژه برند از دیدگاه مشتری در نظام بانکی ایران (مورد مطالعه: شعب منتخب بانک‌های دولتی شهر تهران)

نویسندگان

1 دانشجوی دکتری، مدیریت بازرگانی، دانشکده علوم اداری و اقتصاد، دانشگاه اصفهان، اصفهان، ایران.

2 استادیار، گروه مدیریت، دانشکده علوم اداری و اقتصاد، دانشگاه اصفهان، اصفهان، ایران.

چکیده

آگاهی از عملکرد برند یکی از شاخصه‌های موفقیت یک سازمان در دستیابی به اهداف است. شاخص‌های ارزیابی عملکرد در حوزه‌های مختلف و عوامل مؤثر بر آن متناسب با سازمان متفاوت است. در پژوهش حاضر تلاش شد مدلی مفهومی براساس پژوهش‌های نظری و کیفی برای تبیین ابعاد مختلف متغیرهای پژوهش ارائه شود. پژوهش حاضر از حیث ماهیت کاربردی بوده و با هدف تبیینی در دو مرحله انجام‌ شده است. ابتدا پس از مرور ادبیات، مدل اولیه طراحی و سپس مدل مفهومی اولیه با استفاده از روش دلفی تکمیل شد. نمونه‌گیری براساس روش قضاوتی و گلوله برفی انجام ‌شد و حجم نمونه 30 نفر از مدیران، معاونین و کارشناسان حوزه بانکی است. با استفاده از نسخه نهایی پرسش‌نامه که از روایی و پایایی لازم برخوردار است، با روش نمونه‌گیری خوشه‌ای طبقه‌ای تصادفی در مدت یک هفته در ساعات کاری مختلف با مراجعه حضوری و تصادفی 399 نفر از مشتریان هشت برند بانک‌های دولتی مورد پرسش قرار گرفتند. در نهایت مدل نهایی با تجزیه و تحلیل داده‌ها و روش مدل‌سازی معادلات ساختاری و نرم‌افزار لیزرل مورد تجزیه و تحلیل قرار گرفت. نتایج نشان می‌دهد ارزش ویژه برند از دیدگاه مشتری مستقیم بر عملکرد بازار تأثیر ندارد، ولی  غیرمستقیم و از طریق ارزش ویژه رابطه مشتری تأثیرگذار است. از میان سازه‌های ارزش ویژه برند و ارزش ویژه رابطه مشتری تمامی ابعاد به ‌جز تمایز برند و آگاهی از برند بر سازه‌های ارزش ویژه رابطه مشتری تأثیر دارد، همچنین تمامی سازه‌های ارزش ویژه رابطه مشتری بر سازه‌های عملکرد برند تأثیر مستقیم و معناداری دارد.

کلیدواژه‌ها

عنوان مقاله [English]

Designing a Brand Performance Model for Banking Services Market Based on Customer-Based Brand Equity

نویسندگان [English]

  • Seyed Reza Jalali 1
  • Ali Kazemi 2
  • Azarnoosh Ansari 2

چکیده [English]

In this study, based on theoretical and quantitative researches, a conceptual model was presented for explaining different dimensions of research variables, such as designing brand performance model for banking service market of Iran based on customer – based brand equity. First, after reviewing the literature, the original model was designed and then the initial conceptual model was completed and approved by the Delphi method and experts' opinion. Sampling was carried out based on the method of judging and snowball. The sample size was 30 executives, deputies and experts of the banking sector. Using the final version of the questionnaire which has the necessary and proper reliability and validity, by using stratified random cluster sampling. During one week at different hours, 399 individuals were surveyed from the customers of the eight branded public banks randomly by face-to-face interview. Following the identification of the constituent structures of each of the variables, also relations between them were examined. The results of the research showed that brand equity does not directly affect market performance from the customer’s perspective, but it is effective indirectly through the customer relationship equity. Also, among the structures constituting the brand equity and the customer relationship equity, all aspects except the brand differentiation and brand awareness, affect the characteristics of the customer relationship equity. Also, results showed that all the constituents of the customer relationship equity have a direct and significant effect on brand performance.

کلیدواژه‌ها [English]

  • Customer Based Brand Equity
  • Customer Relationship Equity
  • Brand Performance
  • Delphi
مراجع
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پژوهش های مدیریت در ایران
دوره 22، شماره 3
آذر 1397
صفحه 104-132
فایل ها
اشتراک گذاری
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