شناسایی شاخصهای بازاریابی داخلی در صنعت بانکداری با رویکرد داده بنیاد (مطالعه موردی: بانکهای دولتی ایران)
کلمات کلیدی:
گراندد تئوری, صنعت بانکداری, بازاریابی داخلیچکیده
این مطالعه با هدف شناسایی شاخصهای بازاریابی داخلی در صنعت بانکداری با رویکرد داده بنیاد در بانکهای دولتی ایران انجام شده است. پژوهش حاضر مبتنی بر فلسفه تجربهگرایانه است و با رویکردی قیاسی-استقرایی انجام شده است. از منظر هدف نیز یک پژوهش بنیادی است که با روش تحقیق آمیخته صورت گرفته است. ابزار گردآوری دادهها مصاحبه و پرسشنامه میباشد. جهت تحلیل مصاحبههای تخصصی، روش گراندد تئوری بکار گرفته شده است. جامعه آماری این پژوهش شامل اساتید و مدیرانی است که سابقه اجرایی بالایی در حوزه مدیریت بازاریابی و صنعت بانکداری دارند. نمونهگیری به روش غیراحتمالی و به صورت هدفمند صورت گرفته است. پس از انجام مصاحبهها، به استخراج مفاهیم از مصاحبهها توسط نرمافزار Maxqda پرداخته شد و کدهای مربوطه استخراج و با برقراری ارتباط میان کدهای استخراج شده در مرحله کدگذاری باز و حذف شاخصهای تکراری و ادغام شاخصهای مشابه، به تمهای اصلی و فرعی دست یافته شد. شاخصهای شناسایی شده در قالب هشت مقوله اصلی دستهبندی شدهاند که عبارت است از عوامل فردی، عوامل سازمانی، عوامل شغلی، راهبردهای سطح خرد، راهبردهای سطح کلان، مدیریت و سیاست گذاری کلان، کنش گری کارکنان، محیط داخلی بانک، محیط خرد، محیط کلان، پیامدهای مربوط به کارکنان، پیامدهای مربوط به بانک، پیامدهای مربوط به عموم و اجتماع. اولین گام در دستیابی به این اهداف درک صحیح از مفهوم منابع انسانی به عنوان هسته اصلی موضوع بازاریابی داخلی و شناسایی عوامل تاثیرگذار بر رضایت آنهاست که از این طریق میتوان اطلاعات مفیدی را در حیطه تصمیمگیریهای متعدد برای مدیران فراهم آورد.
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حق نشر 2024 محمد نیکبخت (نویسنده); فریده حق شناس کاشانی; ماندان مومنی (نویسنده)

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