نویسندگان
1 دانشجو دکتری، دانشکده مهندسی صنایع و سیستم ها، دانشگاه تربیت مدرس، تهران، ایران
2 استاد، دانشکده مهندسی صنایع و سیستم ها، دانشگاه تربیت مدرس، تهران، ایران
3 دانشجوی دکتری، دانشکده مهندسی صنایع، دانشگاه علم و صنعت ایران، تهران، ایران
چکیده
در صنعت بانکداری طیف متنوعی از فعالیت‌ها تحت عنوان اقدامات بانکداری اجتماعی معرفی شده است؛ بنابراین هدف این مقاله ارائه تصویری جامع از بانکداری اجتماعی و شناسایی انواع رویکردهای آن است. برای این منظور از مدل زنجیره ارزش بانکی جهت توصیف رویکردهای مختلف بانکداری اجتماعی استفاده شده است. این مقاله با مرور ادبیات روندهای مختلفی که منتج به شکل‌گیری مفهوم بانکداری اجتماعی شدند آغاز شده است. در ادامه رویکردهای بانکداری اجتماعی شناسایی شده است. برای تضمین اعتبار روش تحقیق، سه‌وجهی‌سازی به‌کار گرفته شده است؛ بنابراین از دو مسیر متفاوت برای شناسایی رویکردهای بانکداری اجتماعی استفاده شده است. در مسیر اول از روش تحقیق رویش نظریه استفاده شد. در این مسیر از داده‌های به‌دست‌آمده از مطالعه ادبیات و همچنین برگزاری مصاحبه‌های نیمه ساختاریافته با متخصصین موضوع در چهار بانک ایرانی مختلف استفاده شد. در مسیر دوم به‌صورت موازی از روش خوشه‌بندی استفاده شد و 49 تجربه جهانی بانکداری اجتماعی از منظر نوع اثرگذاری بر زنجیره ارزش بانکی خوشه‌بندی شدند. حاصل هر دو روش به شناسایی چهار رویکرد مختلف بانکداری اجتماعی انجامید. در بخش چهارم مقاله، این چهار رویکرد توصیف شده‌اند و مشخص شده است که هر یک از آنها بر چه بخش‌هایی از زنجیره ارزش بانکی اثرگذارند. به‌علاوه چگونگی اثرگذاری آنها بر اجزای زنجیره ارزش بانکداری نیز تشریح شده است.
کلیدواژه‌ها
عنوان مقاله [English]
Identification of Social Banking Approaches and Analysis of Their Effects on the Bank's
نویسندگان [English]
- Davoud Rezaei 1
- Mohammad Aghdasi 2
- Farshad Saeedi 3
چکیده [English]
In the banking industry, a variety of activities have been introduced as social banking. The purpose of this paper is to provide a comprehensive overview of social banking and identify the various approaches used in the area. The banking value chain model has been used to describe different approaches to social banking. This paper starts with a literature studying the various trends that have led to the formation of the concept of social banking, in the literature review section. In continue, social banking approaches are identified. Triangulation is used to ensure the validity of the research method; therefore, two different methods have been used to identify social banking approaches. In the first method, the grounded theory research method was used. In this process, the data obtained from the literature used, as well as conducting semi-structured interviews with subject matter experts in four different Iranian banks. In the second method, the clustering method was used and 49 global social banking experiences were clustered in terms of the type of impact on the value chain. The results of both methods led to the identification of four different approaches to social banking. Finally, these four approaches are described and it is specified how each of them affects each part of the bank’s value chain.
کلیدواژه‌ها [English]
- Social Banking
- Social Media Banking
- Social Banking Approaches
- Banking Value Chain
- Social Banking Products
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