ارزیابی و تحلیل عوامل مؤثر بر پیاده‌‌ سازی بانکداری جامع در نظام بانکی

نویسندگان

1 دانشجوی دکتری مدیریت مالی، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبایی، تهران، ایران

2 دانشیار گروه حسابداری، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبایی، تهران، ایران

3 استاد گروه حسابداری، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبایی، تهران، ایران

4 دانشیار گروه مدیریت، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبایی، تهران، ایران

چکیده

بانک‏ها به عنوان یکی از مهم‏ترین نهادهای مالی، نقش مهمی در اقتصاد کشور دارند و همواره بدنبال ارائه محصولات و خدمات مطابق با نیاز‏ها و خواسته‏های مشتریان هستند. داشتن رویکرد و مدل مناسب بانکداری، می‏تواند به ارائه خدمات و محصولات مطابق با نیاز مشتریان کمک زیادی کند. یکی از این رویکردها جهت دستیابی به این هدف، مدل بانکداری جامع است که جهت پیاده‏سازی در کشور نیازمند عوامل خاصی است. این تحقیق با همین هدف و در جهت شناسایی و تحلیل عوامل مؤثر بر پیاده‏سازی بانکداری جامع در نظام بانکی در کشور صورت گرفته است. بدین منظور تعداد 50 عامل از طریق مطالعه ادبیات موضوع و مصاحبه با خبرگان و مدیران صنعت بانکداری که در پیاده‏سازی بانکداری جامع دارای تجربه بوده‏اند، شناسایی و با استفاده از رویکرد دلفی مورد بررسی قرار گرفتند. این عوامل در شش دسته کلی، مشتری‏؛ زیرساختی، فرآیندی، ساختاری، نیروی انسانی و قوانین و مقررات قرار گرفتند. سپس به منظور شناسایی شاخص‏های محوری، از ترسیم نقشه شناختی فازی استفاده گردید که نتایج آن نشان داد که ارائه محصولات متناسب با نیاز مشتریان دارای محوریت بیشتری نسبت به سایر عوامل است. در انتها با استفاده از ماتریس تحلیل اهمیت- عملکرد به تحلیل بیشتر عوامل پرداخته شد که نتایج نشان داد، 15 عامل نیازمند توجه حیاتی هستند.

کلیدواژه‌ها

عنوان مقاله [English]

evaluating and analyzing the factors affecting the implementation of Universal banking in the banking system

نویسندگان [English]

  • morteza najaf 1
  • ghasem blue 2
  • Jafar Babajani 3
  • Vajhollah Ghorbanizadeh 4
چکیده [English]

Banks, as one of the most important financial institutions, have an important role in the country's economy and always seek to provide products and services in accordance with the needs and desires of customers. Having the right banking approach and model can help provide services and products that meet the needs of customers. One of these approaches to achieve this goal is a universal banking model that requires special factors to be implemented in the country.
This research has been conducted with the same purpose and in order to identify and analyze the factors affecting the implementation of universal banking in the banking system in the country.
For this purpose, fifty factors were identified through the study of the subject literature and interviews with experts and managers of the banking industry who have experience in implementing universal banking and were examined using the Delphi approach.
Factors were located in six general categories, customer; Infrastructure, process, structure, manpower and rules and regulations. Then, in order to identify the axial indicators, fuzzy cognitive map was used, the results of which showed that providing products tailored to customer needs has more focus than other factors.
Finally, using Impornace-Performance Analysis(IPA) the factors were further analyzed and the results showed that fifteen factors require vital attention.

کلیدواژه‌ها [English]

  • Universal banking
  • implementation
  • Delphi
  • fuzzy cognitive map
  • Impornace-Performance Analysis

مراجع

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پژوهش های مدیریت در ایران
دوره 24، شماره 3
مهر 1399
صفحه 51-89

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