چارچوب ارزش‌آفرینی خدمات کانال‌های ترکیبی در صنعت بانکداری

نوع مقاله: مقاله پژوهشی

نویسندگان

1 گروه مدیریت صنعتی، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبائی، تهران، ایران

2 عضو هیات علمی دانشگاه علامه طباطبایی

3 گزوه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبایی

چکیده

امروزه صنعت بانکداری همانند بسیاری از صنایع با تحول دیجیتالی روبرو شده است. این تحولات به خاطر فناوری‌های همگرا می‌باشد. یکی از ارکان فناوری‌های همگرا، امکان ارائه‌ی خدمات از چندین کانال به مشتریان جهت تجربه‌ی بهتر مشتریان است. چنین موضوعی در صنعت بانکداری به یک بایسته مبدل شده است، به‌طوری‌که ارائه خدمات بانکی از کانال‌های ترکیبی به‌جای مزیت رقابتی، یک الزام راهبردی است. به همین علت، شناسایی چارچوب ارزش‌آفرینی کانال‌های ترکیبی برای فعالان صنعت بانکداری کشور از اهمیت فراوانی برخوردار است. این پژوهش درصدد آن است که چارچوبی را جهت ارزش‌آفرینی از طریق رویکرد کانال‌های ترکیبی در صنعت بانکداری ارائه نماید. بدین منظور، با استفاده تکنیک تحلیل مضمون 47 مقاله‌ی مرتبط با ارائه‌ی کانال‌های ترکیبی در صنعت بانکداری در طی سال‌های 2004 تا 2019 موردبررسی قرارگرفته است. نتایج حاصله مؤید آن است که عوامل مؤثر بر ارزش‌آفرینی کانال‌های ترکیبی عبارت‌اند از: کیفیت خدمات کانال‌های ترکیبی، باور به رفتارهای هوشمندانه مالی، توانمندسازی مشتریان، هنجارهای هوشمندانه، وظایف هوشمند و فناوری‌های هوشمند

کلیدواژه‌ها


عنوان مقاله [English]

Value creation framework for multi-channel services in banking industry

نویسندگان [English]

  • Manochehr Zamani Farizhandi 1
  • Payam Hanafizadeh 2
  • Zohreh Dehdashti Shahrokh 3
1 Department of Industrial Management, Faculty of Management and Accounting, Allameh Tabataba’i University
2 Department of Industrial Management, Faculty of Management and Accounting, Allameh Tabataba'i University, Tehran, Iran
3 Department of Marketing Management, Faculty of Management and Accounting, Allameh Tabataba’i University
چکیده [English]

Nowadays, banking industry analogous with another industries has been encountered with digital transformation. Such transformation stemmed from convergence technologies. The underpinning point of convergency in such technologies is employing multi-channel services in order to delightful and remarkable customer experience. Based on the importance of customer experience, multi-channel services in banking industry has assumed significance attention among banking practitioners and scholars. Consequently, delivering services through different, aligned and complementary channels pointed as strategic requirement in banking industry. Accordingly, this study seeks to develop a framework for value creation for multi-channel services in banking. To accomplish such an objective, utilizing content analysis technique, 47 articles published in the realm of multi-channel services in banking in the period 2004 to 2019 considered and assessed. The findings suggest that a value creation framework for multi-channel services in banking must consider different factors such as: beliefs about intelligent financial behaviors, customer enablers, intelligent norms, intelligent tasks and intelligent technologies.

کلیدواژه‌ها [English]

  • Banking Industry
  • multi-channel
  • content analysis
  • Customer Experience
  • digital transformation
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