مدل‌سازي ارزش‌يابي انتخاب برند در صنعت بانكداري

Modeling Brand Selection Evaluation in the Banking Industry

هدف: هدف پژوهش حاضر، ارائه مدل و شناسايي عوامل مؤثر بر انتخاب برند، از طريق ارزشيابي آن برند در صنعت بانكداري است. روش: روش به‌كاررفته در پژوهش، روش آميخته بود. روش‌هاي آميخته، از دو بخش كيفي و كمّي تشكيل مي‌شوند. در بخش كيفي از روش گرندد تئوري و در بخش كمّي از مدل‌سازي معادلات ساختاري استفاده شد. ابزار جمع‌آوري اطلاعات بخش كيفي، مصاحبه‌هاي نيمه‌ساختاريافته بود كه داده‌هاي اين بخش، در سه مرحله باز، محوري و انتخابي كدگذاري شدند. اطلاعات بخش كمّي نيز، به‌كمك توزيع پرسش‌نامه محقق‌ساخته‌اي كه روايي و پايايي آن به تأييد رسيد، جمع‌آوري شد. گفتني است، تحليل داده‌ها به‌كمك نرم‌افزار LISREL انجام گرفت. يافته‌ها: با توجه به كدهاي احصاشده از مصاحبه‌ها، در نهايت، 260 كد نهايي به‌دست آمد كه در قالب 90 مفهوم و 23 مقوله اصلي دسته‌بندي شدند. در اين ميان، در مطالعه كمّي، از طريق تحليل رفتار مشتريان (پديده محوري)، فعاليت‌هاي نشان تجاري، عملكرد نشان تجاري، ارزش‌يابي مقايسه‌اي نشان تجاري و ارزش‌يابي مباني رفتاري نشان تجاري، براي متغير ارزش‌يابي نشان تجاري شناسايي شدند. نتيجه‌گيري: با توجه به يافته‌هاي بخش كيفي (كدهاي شناسايي شده)، ارتباط ابعاد با متغيرها و مدل معادلات ساختاري پژوهش به تأييد رسيد و مشخص شد كه متغير شرايط علّي با ضريب اثر و ضريب معناداري قابل قبول، بر پديده محوري اثرگذار است؛ پديده محوري، شرايط زمينه‌اي و عوامل مداخله‌گر بر راهبردها تأثيرگذارند و راهبردها هم روي پيامدها اثر مي‌گذارند. شاخص‌هاي برازش مدل ساختاري، همگي مقادير مجاز و مقبولي داشتند.

Objective Trademark is one of the most important intangible assets of the companies, which includes the brand name of the products and the brand name of the company. Due to the high level of competition in the market, a strong brand can help the company be distinguished from the market and explain why its products or services have the ability to meet the needs of customers in a unique way. Therefore, this study aims to analyze the customers’ behavior in the banking industry by examining the existing literature in the field of brand name based on the model derived in the research findings. The selected model can help the banking industry choose a reputable brand in the market and can also be of help in the process of creating a brand in the global market. Given the importance and necessity of this issue, the factors that influence the choice of a brand name should be examined to develop a native pattern based on existing and newly known variables. Methodology Mixed method was used in the present research including qualitative and quantitative analysis. The qualitative strategy of the present study is based on the grounded theory method (GTM) and the quantitative strategy is conducted using the structural equation model (SEM) based on the Glaser and Strauss model. The statistical population includes marketing and banking experts and managers (board members and managers of several private and public banks) to analyze customer behavior who were selected using theoretical sampling method. The structural equation modeling was conducted using partial least squares method based on variance. The statistical population, more than 100,000 people, includes the selected customers of Bank Mellat in Golestan province with a long history of working with the bank. Findings According to the codes which were obtained from the interviews, the 260 final codes were extracted in the form of 90 concepts and 23 main categories. As a result, the quantitative study dimensions including brand activities, brand performance, brand comparative evaluation and evaluation of brand behavioral principles related to brand evaluation variable were identified through customer behavior analysis (phenomenon-centered). Conclusion According to the findings of the qualitative part (the identified codes), the relationship between dimensions and variables and structural equation model of the research were confirmed using LISREL software. It was then found that the causal variable have an impact on effective and acceptable coefficient of significance, on the phenomenon-centeredness; besides, underlying conditions and interfering factors affect strategies and strategies on outcomes. The results of qualitative data analysis, based on grounded data theory, determined the conditions affecting the banks and financial institutions activities to develop a brand valuation model. According to the results, providing long-term benefits can lead to reduction of financial risk and maintaining and increasing liquidity while changing customers' attitudes, strengthens the need to identify expectations and patterns of customer attitudes and analysis. Creating a distinctive mental image in the minds of customers and strengthening the customer relationship management system are essential measures for survival and growth in the financial services market. In addition, the results of identifying the underlying conditions in developing a banking brand valuation model highlights the intensification of competition between banks, perceived risk, diversity of decision-making models based on individual differences of customers and the complexity of financial activities.