راه‌کارهای افزایش و بهبود شهرت برند حساب‌جاری بانک سپه

نوع مقاله : مقاله پژوهشی

نویسنده

گروه مدیریت اجرایی، عضو باشگاه پژوهان بانک سپه.

چکیده
هدف: در سال‌های اخیر آگاهی یافتن از شهرت برند یکی از دغدغه‌های مهم مدیران و سیاست‌گذاران بانک‌ها بوده و از دیدگاه مدیران بازاریابی این واحدها، به‌عنوان یک مساله مطرح شده است. اگر بانک‌ها بتوانند در این زمینه فعال ظاهر شوند، خواهند توانست بر جلب اعتماد مشتری، میزان رضایت و خشنودی آن‌ها و ایجاد وفاداری نسبت به خود تاثیرگذار باشند.
روش‌شناسی پژوهش: پژوهش حاضر به دنبال بررسی مدل مناسب توسعه شهرت برند با رویکرد سنتز پژوهی و تحلیل مضمون و تایید مدل با استفاده از PLS در مجموعه بانک سپه در راستای افزایش و بهبود شهرت برند حساب‌جاری بانک سپه می‌باشد.
یافته‌ها: شهرت برند تحت تاثیر کیفیت برند، رضایت مشتری، ارزیابی برند و ارزش مشتری است و همه به‌اتفاق منجر به وفاداری برند می‌شوند.
اصالت/ارزش‌افزوده علمی: در این مقاله به‌صورت مرحله‌ای به تبیین موارد اثرگذار بر شهرت برند با استفاده از سنتز پژوهی و تحلیل مضمون پرداخته شد و سپس مدل نهایی با استفاده از نظر خبرگان تایید گردید و در نهایت اعتبار یابی مدل انجام گردید.

کلیدواژه‌ها

موضوعات


عنوان مقاله English

Solutions to increase and improve the reputation of sepeh bank's current account brand

نویسنده English

Hasan Bazdar
Department of Executive Management, member of Sepeh Bank Scholars Club.
چکیده English

Purpose: In recent years, finding out about the reputation of the brand has been one of the important concerns of bank managers and policy makers, and from the point of view of the marketing managers of these units, it has been raised as an issue. If banks can be active in this field, they will be able to influence the customer's trust, their level of satisfaction and their loyalty.
Methodology: The current research aims to investigate the appropriate model of brand reputation development with the approach of research synthesis and content analysis and model validation using PLS in Sepeh Bank Group in order to increase and improve the brand reputation of Sepeh Bank.
Findings: The present study seeks to examine the appropriate model of brand reputation development with the approach of research synthesis and content analysis, and to confirm the model using PLS in Sepeh Bank, in order to increase and improve Sepeh Bank's current account brand reputation. It was found that brand reputation is influenced by brand quality, customer satisfaction, brand evaluation and customer satisfaction, and all of them lead to brand loyalty.
Originality/Value: In this article, the factors affecting brand reputation were explained step by step using research synthesis and thematic analysis, and then the final model was confirmed using the opinion of experts, and finally the validation of the model was done.

کلیدواژه‌ها English

Brand
Brand reputation
Brand equity
Brand loyalty
Brand identity
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