تبیین الگوی انتخاب راهبرد‌های بازاریابی بانکداری تجاری مبتنی‌بر ارزش ویژۀ مشتری

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 استاد دانشکدة مدیریت، دانشگاه تهران، تهران، ایران

2 دانشجوی دکتری دانشکدة مدیریت، دانشگاه تهران، تهران، ایران

3 دانشیار دانشکدة مدیریت، دانشگاه تهران، تهران، ایران

4 استاد دانشکدة مالی، دانشگاه خوارزمی، تهران، ایران

چکیده

انتخاب راهبرد بازاریابی از مهم‌ترین اقدامات برای ایجاد ترکیب مناسب مشتریان در زمینة دستیابی به بقا و سودآوری پایدار برای سازمان است. با این‌حال، برخی کسب‌وکارها برداشت درستی از ترکیب مشتریان و شناخت مناسبی از ارزش مشتریان ندارند. در این بین، بانک‌های تجاری مشتریان میلیونی دارند و زیرساخت‌های فنی و انسانی گسترده‌ای به‌منظور خدمت‌رسانی به این حجم از مشتریان تجهیز کرده‌اند، اما فعالیت‌های مرتبط با ادارة کسب‌وکار در آن‌ها کمتر بر مبنای مشتری سازماندهی شده است. در این پژوهش، با استفاده از رویکرد کیفی اکتشافی و نظریة برخاسته از داده‌ها تلاش شده است تا درک بهتری از چگونگی انتخاب راهبرد بازاریابی از نظر مدیران ارشد فعال در بخش‌های فروش و بازاریابی به‌دست آید. پس از تحلیل یافته‌ها، 400 کد، 65 مفهوم، 17 مقولة اولیه و 5 مقولة نهایی به‌دست آمد که براساس آن‌ها برای تبیین نظریه‌ای که بتواند انتخاب‌های بازاریابی مدیران بانک را براساس ادراک از ارزش مشتری توضیح دهد، اقدام شد.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Explanation of the commercial banking marketing strategy selection based on customer equity

نویسندگان [English]

  • Ali Divandari 1
  • Amirhossein Davodian 2
  • Mohsen Nazari 3
  • Azizollah Memariani 4
1
2
3
4
چکیده [English]

Although selection of marketing strategy could be considered the most important action with regard to forming and maintaining an optimum customer mix to gain sustainable profitability for the organization, some businesses have neither true understanding of their own customer mix nor the profitability associated with them. Commercial banks are one of those businesses that have millions of customers and have made huge investments in human resources and infrastructure in order to serve them, but their business management activities are poorly customer oriented. This research is trying to benefit from grounded theory approach to provide a better understanding of the situation in which sales and marketing managers in Bank Mellat select marketing strategies. Through analyzing of data we came up with 400 initial codes which in return led to 65 concepts, 17 initial categories and ultimately 5 final categories which enabled us to explain Bank Mellat marketing selections based on their understanding of customer equity.

کلیدواژه‌ها [English]

  • marketing strategy
  • Customer equity
  • Drivers of customer equity
  • Grounded theory
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