طراحی و تبیین مدل بهبود در جذب، نگهداشت و وفادار‌سازی مشتریان شرکتی و تجاری از طریق افزایش رضایت در حساب‌جاری با نظریه‌پردازی داده بنیاد

نوع مقاله : مقاله پژوهشی

نویسندگان

اعضای باشگاه پژوهان بانک سپه.

چکیده
هدف: یکی از چالش‌های اساسی در بانکداری شرکتی و تجاری جذب، نگه داشت و وفادار‌سازی مشتریان است. هدف از انجام این پژوهش، طراحی و تبیین مدل بهبود در جذب، نگه داشت و وفادار‌سازی مشتریان حقوقی در محصول حساب‌جاری در بانک سپه است.
روش‌شناسی پژوهش: این پژوهش دارای رویکردی کیفی بوده و از روش داده بنیاد به‌عنوان روش تحقیق استفاده شده است. روش جمع‌آوری داده‌ها، مرور تحقیقات قبلی انجام‌شده و هم‌چنین مصاحبه عمیق و باز با 22 نفر از خبرگان و متخصصان آگاه از موضوع شامل (مدیران، معاونین، روسای حوزه و کارشناسان بانکی) بوده است. روایی این پژوهش توسط مصاحبه‌شوندگان و سپس اساتید متخصص در این زمینه موردبررسی قرارگرفته و پایایی نیز با استفاده از روش مطالعه حسابرسی فرایند نتایج به‌دست آمده است. برای تحلیل داده‌ها از روش مقایسه مداوم در طی سه مرحله کدگذاری باز، محوری و انتخابی استفاده شد.
یافته‌ها: تجزیه‌وتحلیل داده‌ها نشان می‌دهد که مدل بهبود در جذب، نگه داشت و وفادارسازی مشتریان شرکتی و تجاری در محصول حساب‌جاری دارای مولفه اساسی تحت عنوان سیاست‌های تولید و عرضه خدمات و عوامل مربوط به فناوری و مالی و حرفه‌ای می‌باشد که بهبود در جذب و نگه داشت مشتریان شرکتی و تجاری در گرو کنترل و مدیریت برتر این مولفه‌ها است.
اصالت/ارزش افزوده علمی: ارایه مدل بهبود در جذب، نگه داشت و وفادارسازی مشتریان شرکتی و تجاری در محصول حساب‌جاری.

کلیدواژه‌ها

موضوعات


عنوان مقاله English

Designing and explaining the improvement model in attracting, retention, and loyalty of corporate and commercial customers through increasing satisfaction in the current account with a grounded theory

نویسندگان English

Gholamreza Panahandeh Khojin
Ali Abdali
Members of the Sepah Bank Scholars Club.
چکیده English

Purpose: One of the basic challenges in corporate and commercial banking is to attract, retain, and build customer loyalty. The purpose of this research is to design and explain the model for improving the attraction, retention, and loyalty of legal customers in the current account product at Sepeh Bank.
Methodology: This research employs a qualitative approach, with grounded theory as the primary method. The method of data collection was a review of previous research, as well as an in-depth, open-ended interview with 22 experts and professionals knowledgeable about the subject (managers, assistants, department heads, and banking experts). The interviewees examined the validity of this research. Experts in this field also assessed reliability through an access audit. To analyze the data, the continuous comparison method was used across three stages: open, central, and selective coding.
Findings: Data analysis shows that the model for improving the attraction, retention, and loyalty of corporate and commercial customers in the current account product has a core component, namely service production and supply policies, and factors related to technology, finance, and profession. The improvement in attracting and keeping corporate and commercial customers depends on the superior control and management of these components.
Originality/Value: Providing a model for improving the attraction, retention, and loyalty of corporate and commercial customers in the current account product.

کلیدواژه‌ها English

Customers
Current account grounded theory
Retention
Loyalty
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