شناسایی عوامل موفقیت بانک بیمه در ایران

نوع مقاله: مقاله علمی پژوهشی

نویسندگان

1 استادیار دانشکدة مدیریت، دانشگاه تهران، تهران، ایران

2 کارشناس ارشد دانشکدة مدیریت، دانشگاه تهران، تهران، ایران

چکیده

با تغییر رویکرد موجود به خدمات مالی و پدیدآمدن تفکر ارائة کلیة خدمات مالی به‌صورت یکپارچه، «بانک‌‌بیمه» مفهومی است که بیش ‌از ‌پیش مورد توجه هردو صنعت بیمه و بانکداری قرار گرفت تا آنها بتوانند به واسطة ایجاد هم‌افزایی، پاسخگوی فضای کسب‌و‌کار رقابتی در این حوزه باشند. برنامه‌ریزی و مدیریت راهبردی در این فضا از الزامات به‌شمار می‌آید؛ به‌همین سبب، برای موفقیت در پیاده‌سازی این مفهوم، آشنایی با عوامل کلیدی موفقیت بانک‌‌بیمه یکی از گام‌های ضروری برای برنامه‌ریزی و مدیریت راهبردی است. پژوهش پیش رو از نوع توصیفی- پیمایشی است و هدف اصلی‌اش شناسایی عوامل کلیدی موفقیت پیاده‌سازی بانک‌بیمه است. چارچوب نظری این پژوهش، برمبنای عوامل استخراج‌شده از پیشینة پژوهش است که در ابتدا و با استفاده از پرسشنامه، ضروری‌بودن این عوامل بررسی شد و سپس عوامل ضروری از طریق تحلیل عاملی اکتشافی دسته‌بندی شدند. نتایج بررسی‌ها نشان داد که عوامل کلیدی موفقیت پیاده‌سازی بانک‌‌بیمه را می‌توان در پنج دستة کلی قرار داد.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Identification and classification of the critical success factors (CSFs) of Bancassurance Implementation in Iran

نویسندگان [English]

  • Masoud Kiemasi 1
  • Saied Shirkavand 1
  • Ali Golrokh 2
1 Assistant Prof., Faculty of Management, University of Tehran, Tehran, Iran
2 MSc., Faculty of Management, University of Tehran, Tehran, Iran
چکیده [English]

Due to the created change in the approach to financial services and the idea of providing a united financial service, Bancassurance is a concept that is attracting growing attention from both the insurance and banking industry, to be able to creat synergy to be responsive to the business environment and competition in this field. Planning and strategic management are considered to be the major requirements in this area, therefore, for successful implementation of this concept, understanding the critical success factors of bancassurance  as one of the steps for planning and strategic management, is essential. The present study is a survey-descriptive research that aims to identify CSF of Bancassurance. The theoretical framework for this study is based on extracted factors from the literature; using a questionnaire, the critical factors were first investigated through exploratory factor analysis; then, they were classified. The results showed that the key success factors of implementation of Bancassurance can be divided into 5 categories.

کلیدواژه‌ها [English]

  • Bancassurance
  • critical suscess factor
  • Exploratory Factor Analysis
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