طراحی الگوی زنجیره ارزش بانک تجارت مبتنی بر استراتژیهای بازاریابی
کلمات کلیدی:
زنجیره ارزش, بانک تجارت, استراتژی های بازاریابیچکیده
توسعه استراتژیهای مؤثر و رقابتپذیری در بازارهای مالی امری حیاتی است. لذا هدف اصلی این پژوهش، طراحی و اعتبار سنجی الگوی زنجیره ارزش بانک تجارت مبتنی بر استراتژیهای بازاریابی است. پژوهش حاضر از نظر روش کیفی و از نظر چگونگی تحلیل دادهها توصیفی – اکتشافی با روش تحلیل مضمون میباشد. ابزار مورد استفاده در این تحقیق مصاحبه عمیق (نیمه ساختاریافته) است. جامعه آماری مشتمل بر 10 نفر از متخصصان و خبرگان حوزه بازارایابی میباشند. در این پژوهش اعضاء پنل خبرگان با استفاده از رویکرد نمونه گیری هدفمند گزینش گردیدند؛ کدهای کلیدی پس از مطالعه و استخراج با استفاده از رویکرد تحلیل مضمون با استفاده از نرم افزار مکس کیودا مورد تحلیل قرار گرفتند. اعتبار نتایج پژوهش با استفاده از معیارهای کرسول (2002) مورد سنجش و تأیید قرار گرفت. براساس نتایج حاصل از این پژوهش، با بررسی دستهبندی کدهای توصیفی حاصل از متون مصاحبه، 42 مضمون سازنده شناسایی شد و با توجه به شباهت و قرابت معنایی آنها، در 6 مضمون فراگیر شامل: تحلیل و تصمیمسازی دادهمحور، فناوریهای تحولآفرین بانکی، نوآوری در الگوهای درآمدزایی بانکی، تجربه دیجیتال مشتری، بانکداری دوستدار محیطزیست، معماری خدمات بانکی تحلیل و تصمیمسازی دادهمحور، فناوریهای تحولآفرین بانکی، نوآوری در الگوهای درآمدزایی بانکی، تجربه دیجیتال مشتری، بانکداری دوستدار محیطزیست، معماری خدمات بانکی دستهبندی شدند.
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حق نشر 1404 Mohammad Sadegh Sanaeirad, Mehdi Mahmodzadeh Vashan, Hossein Hakimpour (Author)

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