مديريت تجربه مشتري بانك‌ها و بهبود شاخص‌هاي عملكردي

A Model to Bank’s Customer Experience Management for Improving Performance Indices

ﭘﮋوﻫﺶ ﺣﺎﺿﺮ، ﺑﺎ اراﺋﻪ ﻣﺪﻟﯽ ﺟﺪﯾﺪ ﺑﺮاي ﻣﺪﯾﺮﯾﺖ ﺗﺠﺮﺑﻪ ﻣﺸﺘﺮي ﺑﺎﻧﮏ، ﺗﺎﺛﯿﺮ آن را ﺑﺮ ﺑﻬﺒﻮد ﺷﺎﺧﺺﻫﺎي ﻋﻤﻠﮑﺮدي ﯾﮑﯽ از ﺑﺎﻧﮏﻫﺎي اﯾﺮان، ﺑﺎ ﻣﯿﺎﻧﺠﯿﮕﺮي رﺿﺎﯾﺖ، وﻓﺎداري و ﺗﻌﺎﻣﻞ ﮐﻼﻣﯽ ﻣﺸﺘﺮي ﺑﺮرﺳﯽ ﮐﺮده اﺳﺖ. اﯾﻦ ﭘﮋوﻫﺶ، اﺑﺘﺪا ﻣﺪﻟﯽ را ﺑﺮاي ﻣﺪﯾﺮﯾﺖ ﺗﺠﺮﺑﻪ ﻣﺸﺘﺮي ﻓﺮآﯾﻨﺪﻫﺎي ﺑﺎﻧﮑﯽ ﺗﻮﺳﻌﻪ داده، و ﺳﭙﺲ ﺑﺮاي ﻃﺮاﺣﯽ، ﺗﺠﺰﯾﻪوﺗﺤﻠﯿﻞ ﻣﺪل ﻣﻌﺎدﻻت ﺳﺎﺧﺘﺎري، اﻃﻼﻋﺎت ﻣﻮرد ﻧﯿﺎز را ﺑﺼﻮرت ﻣﯿﺪاﻧﯽ ﮔﺮدآوري ﮐﺮده اﺳﺖ. در اﯾﻦ ﭘﮋوﻫﺶ ﻋﻼوه ﺑﺮ ﺟﻤﻊآوري دادهﻫﺎي ﻻزم از ﻣﺸﺘﺮﯾﺎن، ﺑﺮاي ﺟﻤﻊآوري اﻃﻼﻋﺎت واﻗﻌﯽ ﻋﻤﻠﮑﺮد ﺑﺎﻧﮏ، از اﻃﻼﻋﺎت ﺑﺨﺶ ارزﯾﺎﺑﯽ ﻋﻤﻠﮑﺮد ﺷﻌﺐ ﺑﺎﻧﮏ ﻣﻮرد ﻣﻄﺎﻟﻌﻪ اﺳﺘﻔﺎده ﺷﺪه اﺳﺖ. اﯾﻦ اﻃﻼﻋﺎت ﺷﺎﻣﻞ ﻋﻤﻠﮑﺮد ﺳﭙﺮدهاي، وﺻﻮل ﻣﻄﺎﻟﺒﺎت، ﺧﺪﻣﺎت اﻟﮑﺘﺮوﻧﯿﮏ و ﻋﻤﻠﮑﺮد ﻣﺎﻟﯽ ﺷﻌﺐ اﺳﺖ. اﯾﻦ ﭘﮋوﻫﺶ از ﻟﺤﺎظ ﻫﺪف ﮐﺎرﺑﺮدي اﺳﺖ و ﺑﻪ ﻟﺤﺎظ ﺷﯿﻮه ﺟﻤﻊآوري دادهﻫﺎ، ﺗﻮﺻﯿﻔﯽ ﻫﻤﺒﺴﺘﮕﯽ اﺳﺖ. در اﯾﻦ ﭘﮋوﻫﺶ، ﺑﺮاي ﺗﺤﻠﯿﻞ اﻃﻼﻋﺎت، ﻧﺮماﻓﺰارﻫﺎي SPSS و ﻟﯿﺰرل ﻣﻮرد اﺳﺘﻔﺎده ﻗﺮار ﮔﺮﻓﺘﻪ اﺳﺖ. در اﯾﻦ ﭘﮋوﻫﺶ، ﺿﻤﻦ ﺑﺮرﺳﯽ و اراﺋﻪ ﺗﺤﻠﯿﻞﻫﺎي آﻣﺎري ﻣﺮﺑﻮط ﺑﻪ ﮐﯿﻔﯿﺖ ﻣﺪل، ﺗﺎﺛﯿﺮ ﻣﺪﯾﺮﯾﺖ ﺗﺠﺮﺑﻪ ﻣﺸﺘﺮي ﺑﺮ روي ﺷﺎﺧﺺﻫﺎي ﻋﻤﻠﮑﺮدي ﺑﺎﻧﮏ، رﺿﺎﯾﺖ ﻣﺸﺘﺮﯾﺎن، و وﻓﺎداري ﻣﺸﺘﺮﯾﺎن ﺑﺮرﺳﯽ و ﺗﺤﻠﯿﻞ ﺷﺪه اﺳﺖ. ﻧﺘﺎﯾﺞ ﭘﮋوﻫﺶ ﻧﺸﺎن داد ﮐﻪ ﺑﺎﻧﮏ ﻣﻮرد ﻣﻄﺎﻟﻌﻪ ﺑﺎ اﺟﺮاي ﻣﺪل ﭘﯿﺸﻨﻬﺎدي ﻣﺪﯾﺮﯾﺖ ﺗﺠﺮﺑﻪ ﻣﺸﺘﺮي ﻣﯽﺗﻮاﻧﺪ ﻋﻼوه ﺑﺮ ارﺗﻘﺎء ﻣﺰﯾﺖﻫﺎي رﻗﺎﺑﺘﯽ، ﺷﺎﺧﺺﻫﺎي ﻋﻤﻠﮑﺮدي ﻓﺮآﯾﻨﺪﻫﺎي ﺷﻌﺐ ﺧﻮد را ﻧﯿﺰ ﺑﻬﺒﻮد دﻫﺪ.

This research proposes a new model for customer experience management and investigates the impact of customer experience management on improving the performance of one of the Iranian banks, mediated by customer satisfaction, loyalty and verbal interaction. This research develops a customer experience management model for the banking process, and then to analyze the structural equation modeling, data gathering is conducted in the field. In this study, in addition to collecting the necessary data from customers, the real performance data of the bank is provided by the performance evaluation section of the bank branches. The information includes deposit performance, receivables, electronic services and financial performance of the branches. This research is applied in terms of purpose and is descriptive-correlative in terms of data collection. This research not only provides statistical analysis of the model quality, but also addresses the results of impact analysis of customer experience management on performance indices, costomer satisfaction, and costomer loyalty. The results of this study shows that the use of the proposed customer experience management model not only is capable of improving the core competency of the studied bank, but also the approach can lead the bank to improve its performance terms.