نویسندگان
1 استادیار و عضو هیئت علمی دانشکده مدیریت دانشگاه تهران، ایران
2 استادیار و عضو هیئت علمی دانشکده کارآفرینی دانشگاه تهران، ایران
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
Value creation as an essential concept of value-based marketing has not been studied in Iran commercial banks with no native measuring scale. This study aimed at develops a native scale for measuring value creation and the measures index’s amount in Iran commercial banks. Accordingly as a result of theoretical and exploratory studies a comprehensive scale was developed which shows dimensions of value creation based on stakeholder approach. Validity of the scale is confirmed by 50 experts. The confirmed scale is questioned from 300 managers and officers of international department of commercial banks through a 2-page questionnaire. The findings are: (1) native scale for measuring value creation in Iran commercial banks in which the importance of dimensions are enterprise perceived value, competitor perceived value, customer perceived value, market perceived value respectively; (2) value creation in Melli, Saderat, Mellat and Sepah Banks is appropriate and in Tejarat Bank is inappropriate.
کلیدواژهها [English]
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