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مدل هم آفرینی ارزش راهبردی در صنعت بانکداری ایران خلق ارزش در پارادایمی نوین | ||
| پژوهش های مدیریت عمومی | ||
| مقاله 2، دوره 11، شماره 40، شهریور 1397، صفحه 27-52 اصل مقاله (1.2 M) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22111/jmr.2018.4286 | ||
| نویسندگان | ||
| حسین رحمان سرشت* 1؛ وحید خاشعی ورنامخواستی2؛ مهدی ابراهیمی3؛ مهرنوش رحیمیان4 | ||
| 1استاد، مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبائی | ||
| 2دانشیار، مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبائی | ||
| 3استادیار، مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبائی | ||
| 4دانشجوی دکتری، مدیریت بازرگانی گرایش سیاست گذاری بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبائی | ||
| چکیده | ||
| خلق ارزش از دیرباز از جمله مقولات مورد توجه مدیران و دانشگاهیان بوده است. این مفهوم همچون سایر مفاهیم مدیریت در متن پارادایمهای بازاریابی دچار دگردیسی شده است. هدف این مقاله شناسایی مولفهها و ابعاد همآفرینی ارزش راهبردی در صنعت بانکداری ایران و توسعه مدل هم آفرینی ارزش راهبردی است. برای این منظور، از روش تحقیق آمیخته استفاده شد. در فاز کیفی با بهرهمندی از استراتژی تحقیق موردکاوی چندگانه، نمونه گیری هدفمند در جامعه خبرگان بانکی و مشتریان شرکتی در سه بانک منتخب و تحلیل محتوای کیفی دادههای جمع آوری شده از طریق مصاحبه، مشاهده و بررسی اخبار و مستندات، مدل همآفرینی ارزش راهبردی استخراج شد. در مرحله بعد با اتخاذ روش کمی، برای انجام مطالعه پیمایشی تعداد 70 پرسشنامه در بانکهای فوقالذکر با استفاده از نمونهگیری تصادفی ساده توزیع گردید. سپس با استفاده از رویکرد حداقل مربعات جزئی و با استفاده از نرمافزار SMART PLS مدل توسعه یافته با استفاده از تحلیل عاملی تاییدی مورد بررسی قرار گرفت. نتایج حاکی از آن است که مدل همآفرینی ارزش راهبردی دارای دو بعد همآفرینی ارزش سازمانی (با مولفههای مهارت بازاریابی، مهارت توسعه خدمات، مهارت ارتباطی، مهارت فناوری اطلاعات، مهارت سازماندهی، فرهنگ سازمانی، مدیریت منابع انسانی) و همآفرینی ارزش مشتری (با مولفههای کمک به توسعه محصول، مهارت تعاملی، بازخورددهی، وفاداری و رفتار مسئولانه) است. | ||
| کلیدواژهها | ||
| هم آفرینی ارزش راهبردی؛ همآفرینی ارزش سازمانی؛ هم آفرینی ارزش مشتری؛ روش تحقیق آمیخته؛ حداقل مربعات جزئی | ||
| مراجع | ||
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