بررسی عوامل موثر بر ترجیحات برند مصرف کننده با در نظر گرفتن چرخه عمر مشتریان در حوزه بانکداری (مورد مطالعه:بانک پارسیان)

قیصری, خاطره; حسینی, میرزا حسن; آذر, عادل; خادمی, سید موسی

نوع مقاله : مقاله پژوهشی

نویسندگان

¹ دانشجوی دکتری مدیریت بازرگانی، دانشگاه پیام نور، تهران، ایران

² استاد، گروه مدیریت، دانشگاه پیام نور، تهران، ایران

³ استاد، گروه مدیریت صنعتی، دانشکده مدیریت و اقتصاد، دانشگاه تربیت مدرس، تهران، ایران

⁴ استادیار، گروه مدیریت، دانشگاه پیام نور، تهران، ایران

چکیده

هدف مقاله حاضر بررسی عوامل موثر بر ترجیحات برند مصرف کننده با در نظر گرفتن چرخه عمر مشتریان است. در حوزه بانکداری به خاطر شباهت خدمات ارایه شده و رقابت تنگاتنگ بین آنها، بررسی عواملی که باعث خلق ترجیحات مصرف کنندگان و گرایششان به سمت برند خاصی می‌شود حایز است. لذا باید اطلاعات مفیدی در اختیار مدیریت بانک ‌ها قرار گیرد، تا با اختصاص مناسب منابع، مشتریانشان را در طول چرخه عمر آنها به درستی مدیریت کنند. در این پژوهش از روش آمیخته استفاده شد.در فاز کیفی ، از روش دلفی با حضور خبرگان بانکی و اساتید دانشگاهی استفاده گردید که نهایتا به شناسایی 63 شاخص در پنج بعد عوامل مربوط به مصرف کننده، عوامل استراتژیک، عوامل مربوط به برند، عوامل مربوط به سازمان و عوامل روانشناختی و طراحی مدل مفهومی انجامید. در بخش کمی، به منظور آزمون مدل ، 385 پرسشنامه محقق ساخته ، توسط مشتریان بانک پارسیان که در مراحل مختلفی از چرخه عمر خود قرار داشتند تکمیل شد. بر اساس تجزیه و تحلیل معادلات ساختاری و محاسبه ضرایب استاندارد توسط نرم افزار PLS ، ابعاد رواشناختی و عوامل مربوط به سازمان به ترتیب بالاترین تاثیر را در ایجاد ترجیحات برند مصرف کننده گان در تمام مراحل چرخه عمر آنها داشتند.

کلیدواژه‌ها

20.1001.1.2322200.1400.25.4.2.8

عنوان مقاله [English]

Investigate the factors affecting consumer brand preferences by considering the life cycle of customers in banking sector

نویسندگان [English]

khatere gheysari ¹
mirza hasan hoseyni ²
adel azar ³
seyed musa khademi ⁴

¹ PhD student in Business Management, Payame Noor University, Tehran, Iran

² استاد، گروه مدیریت، دانشگاه پیام نور، تهران، ایران

³ Professor, Department of Industrial Management, Faculty of Management and Economics, Tarbiat Modares University, Tehran, Iran

⁴ Assistant Professor, Department of Management, Payame Noor University, Tehran, Iran

چکیده [English]

This article aims to investigate the factors affecting consumer brand preferences by considering the customer life cycle. In the field of banking, due to the similarity of the services provided and the close competition between them, it is worth examining the factors that create the preferences of consumers and their tendency towards a particular brand. Therefore, helpful information should be provided to the management of banks so that by adequately allocating resources, they can properly manage their customers throughout their life cycle. In this research, the mixed method was used. In the qualitative phase, the Delphi method was used with banking experts and university professors, which finally identified 63 indicators in five dimensions: consumer-related factors, strategic factors, brand-related factors, and related factors. It led to the organization and psychological factors and the design of a conceptual model. In the quantitative part, to test the model, 385 researcher-made questionnaires were completed by Parsian Bank customers who were in different stages of their life cycle. Based on the analysis of structural equations and the calculation of standard coefficients by PLS software, psychological dimensions and organizational factors have had the highest impact on creating consumer brand preferences at all stages of their life cycle, respectively.

کلیدواژه‌ها [English]

:brand preference
Strategic factors
organization related factors
brand oriented factors.customer oriented factors
customer life cycle

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پژوهش های مدیریت در ایران

بررسی عوامل موثر بر ترجیحات برند مصرف کننده با در نظر گرفتن چرخه عمر مشتریان در حوزه بانکداری (مورد مطالعه:بانک پارسیان)

مراجع

مراجع

دوره 25، شماره 4
دی 1400
صفحه 27-44

بررسی عوامل موثر بر ترجیحات برند مصرف کننده با در نظر گرفتن چرخه عمر مشتریان در حوزه بانکداری (مورد مطالعه:بانک پارسیان)

مراجع

مراجع

دوره 25، شماره 4دی 1400صفحه 27-44

دوره 25، شماره 4
دی 1400
صفحه 27-44