الگوی ناکامی خدمات در صنعت بانکداری ایران

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری بازاریابی بین‌الملل، دانشکده علوم اجتماعی و اقتصادی دانشگاه الزهرا (س)

2 (نویسنده مسئول) دانشیار گروه مدیریت، دانشکده علوم اجتماعی و اقتصادی دانشگاه الزهرا(س)

3 استادیار گروه مدیریت بازرگانی، دانشکده مدیریت دانشگاه تهران

4 دانشیار گروه مدیریت بازرگانی، دانشکده مدیریت دانشگاه آزاد واحد علوم و تحقیقات تهران،

چکیده

ناکامی خدمات به علت پیچیدگی‌های ارائه خدمت اجتناب‌ناپذیر است. مشتریانی که با ناکامی خدمات مواجه می‌شوند، تمایل به پاسخ‌های رفتاری منفی مانند شکایت، تبلیغات توصیه‌ای منفی و تغییر ارائه‌دهنده خدمت دارند. بنابراین شناسایی علل ناکامی خدمات جهت حداقل‌سازی پیامدهای آن و جلوگیری از وقوع آن در آینده، امری ضروری است. پژوهش حاضر با هدف کشف الگوی ناکامی خدمات در صنعت بانکداری ایران انجام شده است. در این پژوهش جهت شناسایی الگوی ناکامی خدمات بانکی از تکنیک تحلیل محتوا استفاده شده‌است. با بهره‌گیری از نمونه‌گیری هدفمند و با در نظر گرفتن منطق نمونه‌گیری نظری، با 12 نفر از خبرگان و کارشناسان صنعت بانکی، مصاحبه عمیق نیمه‌ساختاریافته صورت گرفته است. جهت واکاوی نتایج از نرم‌افزار مکس کیو دی ای استفاده شد. نتایج پژوهش نشان داد مقوله‌هایی همچون "ناکامی در عرصه خدمات"، "ناکامی در بروز رفتار شهروندی برند"، "ناکامی در ایجاد نگرش مطلوب سازمان"و "ناکامی در مدیریت ارتباط با مشتری" از جمله مهم‌ترین مقوله‌های تاثیرگذار بر ناکامی خدمات بانکی هستند. جهت پیشگیری و جبران ناکامی‌های پیش‌آمده، مدیران بانک‌ها باید توان شناسایی علل بروز ناکامی خدمات را داشته باشند. بدین وسیله، آنها می‌توانند متناسب با نتایج حاصل‌شده از این پژوهش، بروز ناکامی در خدماتشان را به حداقل رسانده، موجبات کاهش نرخ خروج مشتریان کلیدی خود را فراهم آورده و جایگاه رقابتی خود را ارتقا دهند.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Service Failure Pattern in Banking Industry of Iran

نویسندگان [English]

  • Narges Saremi 1
  • Mirahmad Amirshahi 2
  • Masoud Keimasi 3
  • kambiz Heidarzadeh 4
1 International Marketing Ph.D. Student, Alzahra University
2 (Corresponding Author) Associate Professor, Alzahra University
3 Assistant Professor, University of Tehran
4 Associate Professor، Islamic Azad University
چکیده [English]

Due to the nature of services, service failure is inevitable in the delivery of services. When customers encounter service failures, they are likely to engage in negative behavioral responses, such as complaining, spreading negative WOM, and switching providers. Thus needs to be managed to overcome them. The main purpose of this study is to find the service failure pattern in banking industry of Iran. Content analysis technique was used to identify the pattern of service failure. To find banking industry experts, targeted sampling was applied, leading to theoretical saturation after conducting 12 interviews. The MAXQDA software was used to analyze the results. According to research results, 'failure in services arena', 'failure in brand citizenship behavior', 'failure in organizational attitude' and 'failure in customer relation management' are among the most important influencing factors in banking service failure. Service failures are not completely unavoidable, even for the best service organization. If allowed to continue, poor service delivery threatens the long-term survival of the banks. Being aware of key areas of service failure, banking CEOs can develop appropriate strategies to avoid inefficiencies, put an end to customer churn and also improve their competitive position.

کلیدواژه‌ها [English]

  • Service Failure
  • Brand Citizenship Behavior
  • Banking Industry
  • Content Analysis
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