ارزیابی تأثیر مدیریت دانش از طریق مدیریت دانش اکتساب‌ شده از مشتریان و ارتقاء تأثیر برند: بررسی بانک تجارت

نوع مقاله : مقاله پژوهشی

نویسندگان

1 گروه مدیریت دانشگده علوم اجتماعی و اقتصادی، دانشگاه الزهرا، تهران، ایران

2 کارشناس ارشد مدیریت تکنولوژی اطلاعات، دانشگاه الزهرا، تهران، ایران.

چکیده

یکیازصنایعیکهرقابتروزبه‌روزدرآنشدت می‌یابدومفهومدانشوکیفیتخدماتوبرندو ارزشویژهبرنددرآنبه‌روشنینمودپیدامی‌کند، صنعتبانکداریاست. صنعتبانکداریاز طریقمدیریتمؤثردانشاکتسابشدهازمشتریان، عرضه‌کنندگانورقبامی‌تواندکیفیتخدماترابهبود ونهایتاًارزشحاصلهازبرندخودراارتقا دهد. هدف این پژوهش ارزیابی تأثیر مدیریت دانش از طریق کسب دانش مشتریان و ارتقاء تأثیر برند می‌باشد و از بانک به‌عنوان نمونه موردبررسی استفاده شده است. همچنین، بر اساس مصاحبه‌های از پیش انجام شده، تجربه مشتری، تصویر ذهنی مشتری، تصویر شرکت، عوامل سازمانی، عوامل محیطی، قدرت برند، مزیت رقابتی، مسئولیت اجتماعی، 16 مقوله کلی و 95 کد محور استخراج شده است. مقوله‌ها شامل: ارزش مشتری، اعتبار برند، اعتماد برند، آگاهی برند، بازاریابی برند، هویت برند، وفاداری مشتری، ویژگی خدمات. با استفاده از نظر 370 نفر نمونه از کارکنان و مشتریان بانک تجارت، با روش تحلیل عاملی تأییدی و نرم‌افزار smart.PLS به اعتبار سنجی مدل پرداخته شده است. نتایج پژوهش نشان داد متغیرهای شناسایی‌شده، در  قالب مدل پارادایمی دارای اعتبار بوده است. مقدار شاخص کلی برازش(GOF)، عددی برابر 577/0 به دست می‌آید که شاخصی قوی است و نشان از کیفیت بالای کلی مدل دارد. تمامی متغیرهای شناسایی‌شده بر تصویر برند بانک تجارت، تأثیرگذار بوده‌اند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Evaluating the Impact of Knowledge Management through the Management of Knowledge Acquired from Customers and Promoting Brand Impact: Tejarat Bank Review

نویسندگان [English]

  • Zahra Razmi 1
  • yasaman esmaili 2
1 Faculty member of Alzahra University, Tehran, Iran
2 M.Sc. of Information Technology Management, Alzahra University, Tehran, Iran
چکیده [English]

One of the industries in which competition is intensifying day by day and the concept of knowledge and quality of services and brand equity is clearly reflected, is banking industry. The banking industry can improve the quality of services and ultimately enhance the value of its brand through the effective management of knowledge acquired from customers, suppliers and competitors. The purpose of this study is to evaluate the impact of knowledge management through acquiring customer knowledge and promoting brand impact. Tejarat bank has been used as a sample in this research. Also, based on previous interviews, customer experience, customer image, company image, organizational factors, environmental factors, brand strength, competitive advantage, social responsibility, 16 general categories and 95 code-based are extracted. Categories include: customer value, brand credibility, brand trust, brand awareness, brand marketing, brand identity, customer loyalty, and service features. Using the opinions of 370 samples including employees and customers of Tejarat Bank, the model has been validated by confirmatory factor analysis using smart. PLS software. The value of the overall fit index (GOF) is a number equal to 0/577, which is a strong indicator that implies the high overall quality of the model. All the identified variables have affected the brand image of Tejarat Bank.

کلیدواژه‌ها [English]

  • Brand Equity
  • Branding
  • Brand Image
  • Knowledge Management
  • Tejarat Bank

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