مدیریت تبلیغات و فروش

مدیریت تبلیغات و فروش

رویکردی آمیخته در ارائه مدل مدیریت تجربه مشتری در صنعت خدمات بانکداری الکترونیکی

نویسندگان
مصطفی الله وردی 1
سجاد خانی پردنجانی 2
1 دکتری مدیریت بازرگانی، دانشگاه علامه طباطبایی تهران، تهران، ایران.
2 استادیار و عضو هیئت علمی دانشکده تجارت و بازرگانی دانشگاه تهران
10.22034/asm.2024.2048246.3322
چکیده
مدیریت تجربه مشتری به یک استراتژی حائز اهمیت در خدمات بانکداری الکترونیکی تبدیل شده است و تجربه مشتری در بسیاری از بانکها به وضوح با هدف دستیابی به تمایز رقابتی و رشد درازمدت، مورد تمرکز واقع گردیده است. ازین‌رو این تحقیق بدنبال ارائه مدل مدیریت تجربه مشتری برای خدمات بانکداری الکترونیکی در صنعت بانکداری و خدمات پرداخت الکترونیکی ایران است.
روش: در راستای دستیابی به هدف تحقیق از روش تحقیق آمیخته استفاده شده است. در این راستا با تعدادی از خبرگان صنعت بانکی در حوزه خدمات بانکداری الکترونیکی مصاحبه نیمه ساختاریافته انجام شد و با استفاده از روش تحلیل مضمون داده‌ها تحلیل شد . در بخش کمی، داده‌های موردنیاز با استفاده از پرسشنامه جمع‌آوری و با تحلیل داده‌های میدانی و با روش مدلسازی معادلات ساختاری مدل مدیریت تجربه مشتری در خدمات بانکداری الکترونیکی مورد تایید قرار گرفت.
یافته‌ها: نتایج تحقیق در قالب مدل مدیریت تجربه مشتری برای خدمات بانکداری الکترونیکی ارائه شد. این مدل شامل 8 بعد تجربه مشتری، عوامل ابزار ارائه دهنده خدمات بانکداری الکترونیکی، عوامل بازاریابی خدمات بانکداری الکترونیکی، عوامل زیرساخت تکنولوژیکی خدمات بانکداری الکترونیکی، عوامل سازمانی خدمات بانکداری الکترونیکی، عوامل مشتریان، عوامل صنعت خدمات بانکداری الکترونیکی و عوامل محیط کلان در خدمات بانکداری الکترونیکی است که برای این ابعاد 22 مقوله و 58 زیرمقوله شناسایی شد.
نتیجه گیری: در مدل تحقیق، بهبود تجربه مشتری هدف متمرکز مدیریت تجربه مشتری است که وابسته به ابعاد درون سازمانی و برون سازمانی است و در این خصوص استراتژی‌های مدیریت تجربه مشتری در خدمات بانکداری الکترونیکی ارائه شد.
کلیدواژه‌ها
مدیریت تجربه مشتری
تجربه مشتری
خدمات بانکداری الکترونیکی
ابزارهای خدمات بانکداری الکترونیکی

موضوعات

عنوان مقاله English

A mixed approach to providing a customer experience management model in the electronic banking services industry

نویسندگان English

mostafa allahverdi 1
Sajad Khani Pordanjani 2
1 PhD in Business Administration, Allameh Tabatabaei University of Tehran, Tehran, Iran.
2 Assistant professor,, faculty of commerce and trade, university of Tehran, Tehran, Iran.
چکیده English

Abstract
Objective: customer experience management has become an important strategy in e-banking services , this study seeks to provide a customer experience management model for e-banking services in the banking and e-payment services industry.
Method: In order to achieve the research goal, the mixed research method has been used. In this regard, first, the customer experience management literature in e-banking services was analyzed and the initial conceptual model was proposed. Then, in-depth interviews were conducted with a number of banking industry experts in the field of electronic banking services, and data content analysis was performed using the data analysis method, and a conceptual research model was developed. In order to measure the final model in the quantitative part, the required data were collected using a questionnaire and the customer experience management model in e-banking services was confirmed by field data analysis and structural equation modeling.
Results: The research results were presented in the form of customer experience management model for electronic banking services. This model includes 8 dimensions of customer experience, e-banking service provider tools, e-banking service marketing factors, e-banking technology infrastructure factors, e-banking service organizational factors, customer factors, e-banking industry factors and macro environment factors that 22 categories and 58 subcategories were identified for these dimensions.
Conclusion: In the research model, improving customer experience is the centralized goal of customer experience management, which depends on internal and external dimensions, and in this regard, customer experience management strategies in e-banking services were presented.

کلیدواژه‌ها English

: customer experience management (CEM)
customer experience
e-banking services
e-banking service device
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