شناسایی ابعاد بازارگرایی در صنعت خدمات بانکداری کشور با تأکید بر نقش منابع انسانی

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 استادیار گروه مدیریت منابع انسانی، دانشکدۀ مدیریت، دانشگاه تهران، ایران

2 استاد گروه مدیریت بازرگانی، دانشکدۀ مدیریت، دانشگاه تهران، ایران

3 استاد گروه منابع انسانی، دانشکدۀ مدیریت، دانشگاه تهران، ایران

4 استاد گروه مدیریت بازرگانی، دانشکدۀ مدیریت و اقتصاد، دانشگاه تربیت مدرس، تهران، ایران

چکیده

این مقاله در پی شناسایی و ارزیابی ابعاد بازارگرایی در صنعت بانکداری کشور با تأکید بر نقش نیروی انسانی در تحقق آن است. به‎منظور دستیابی به این هدف، پژوهش پیش رو در دو مرحله اجرا شده است. در مرحلۀ اول با بهره‎گیری از نظر کارشناسان بازاریابی و مدیریت منابع انسانی و افراد شاغل در صنعت بانکداری، تلاش شد ابعاد بازارگرایی با محوریت منابع انسانی در صنعت بانکداری کشور شناسایی شود. در مرحلۀ دوم و بر اساس پیمایش کمی، به آزمون مدل توسعه‎داده‎شده در مورد مطالعه (بانک ملت) پرداخته شد. نتایج این مطالعه نشان داد مدل بازارگرایی در صنعت خدمات بانکداری با تأکید بر نقش منابع انسانی در تحقق آن، از سه بعد اصلی، شامل رفتار هوشمند، پاسخ هوشمند و سیستم‎ها و بخش‎های هماهنگ، شکل گرفته است. بر این اساس، نیروی انسانی بانک‎ها یکی از عناصر و مؤلفه‎های اصلی در رفتار و پاسخ هوشمندانه به نیاز‎های بازار به‎شمار می‎رود و برای ایفای نقش مؤثرتر آنان، باید بخش‎ها و سیستم‎های هماهنگی در درون بانک ایجاد کرد.

کلیدواژه‌ها


عنوان مقاله [English]

Market orientation in Iran banking Industry with an emphasis on HR roles

نویسندگان [English]

  • Mehrdad Stiri 1
  • Ali Divandari 2
  • Seyed Reza Seyed Javadin 3
  • Seyed Hamid Khodadad Hoseini 4
1 Assistant Professor, Faculty of Management, University of Tehran, Tehran, Iran
2 Professor, Faculty of Management, University of Tehran, Tehran, Iran
3 Professor, Faculty of Management, University of Tehran, Tehran, Iran
4 Professor, Faculty of Management, Tarbiat Modares University, Tehran, Iran
چکیده [English]

This paper aims to recognize and evaluate the dimensions of Market Orientation with an emphasis on HR roles in Iran banking industry. To achieve this purpose, this paper is structured in two phases. In the first phase, we tried to recognize the dimensions of Market orientation with an emphasis on HR roles in banking industry by using comments of marketing and HRM experts and bank staffs. In the second phase, applying quantitative survey, we tested a conceptual model in the case of “Bank e Mellat”. The results of this study showed that the model of Market Orientation with an emphasis on HR roles in banking industry includes three dimensions: intelligence behavior, intelligence responsiveness and integrated systems and departments. Accordingly, bank human resources can be considered as a main part of bank intelligence behaviors and responsiveness that require integrated systems and departments inside the bank to play an effective role.

کلیدواژه‌ها [English]

  • intelligence behavior
  • intelligence responsiveness
  • market orientation
  • Mellat Bank
  • systems integration
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