ﻃﺮاﺣﯽ ﻣﺪل ﺗﻮﺳﻌﻪ ﯾﮑﭙﺎرﭼﻪ ﻧﻮآوري ﺧﺪﻣﺎت ﺑﺎﻧﮑﺪاري اﻟﮑﺘﺮوﻧﯿﮏ ﺑﺮاﺳﺎس ﻗﺎﺑﻠﯿﺖﻫﺎي ﭘﻮﯾﺎ ﺑﺎ اﺳﺘﻔﺎده از ﻣﯿﮏﻣﮏ ﻓﺎزي

Designing an Integrated Development Model for Electronic Banking Services Innovation Based on Dynamic Capabilities Using Fuzzy MICMAC

اﻣﺮوزه ﻣﺤﯿﻂ رﻗﺎﺑﺘﯽ ﺑﺎﻧﮏ ﻫﺎ، ﺑﻪ وﯾﮋه در ﺑﺨﺶ ﺧﺪﻣﺎت ﺑﺎﻧﮑﺪاري اﻟﮑﺘﺮوﻧﯿﮏ، ﺑﻪ ﺷﺪت در ﺣﺎل ﺗﻐﯿﯿﺮ اﺳﺖ و ﻧﻮآوري در ﺧﺪﻣﺎت ﺑﺮاي ﺑﻨﮕﺎه ﻫﺎي ﺧﺪﻣﺎﺗﯽ ﺑﺴﯿﺎر ﻣﻬﻢ و ﺣﯿﺎﺗﯽ ﺷﺪه اﺳﺖ ﺗﺎ ﻣﻨﺎﺑﻊ و ﻗﺎﺑﻠﯿﺖ ﻫﺎي ﭘﻮﯾﺎي ﺳﺎزﻣﺎﻧﯽ ﺧﻮد را در راﺳﺘﺎي اﻓﺰاﯾﺶ ﻧﻮآوري در ﺧﺪﻣﺎت ﺑﺎﻧﮑﯽ اﻓﺰاﯾﺶ دﻫﻨﺪ. ﺑﻪ رﻏﻢ اﯾﻦ اﻫﻤﯿﺖ، ﻣﻄﺎﻟﻌﺎت ﮐﺎﻓﯽ در ﻣﻮرد ﻧﻮآوري در ﺑﺮﺧﯽ از ﺻﻨﺎﯾﻊ ﺧﺪﻣﺎﺗﯽ ﮐﺸﻮر )ﻣﺎﻧﻨﺪ ﺻﻨﻌﺖ ﺑﺎﻧﮑﺪاري اﻟﮑﺘﺮوﻧﯿﮏ( اﻧﺠﺎم ﻧﺸﺪه اﺳﺖ. ﻫﺪف از ﭘﮋوﻫﺶ ﺷﻨﺎﺳﺎﯾﯽ ﺷﺎﺧﺺﻫﺎ و زﯾﺮﺷﺎﺧﺺﻫﺎي ﻧﻮآوري ﺧﺪﻣﺎت ﺑﺎﻧﮑﺪاري اﻟﮑﺘﺮوﻧﯿﮏ ﺑﺮ اﺳﺎس ﻗﺎﺑﻠﯿﺖ ﻫﺎي ﭘﻮﯾﺎ در ﺑﺎﻧﮏ و ﺗﻌﯿﯿﻦ ارﺗﺒﺎﻃﺎت و ﻣﯿﺰان اﺛﺮﺑﺨﺸﯽ آﻧﻬﺎ ﻣﯽﺑﺎﺷﺪ. در اﯾﻦ راﺳﺘﺎ، ﺑﺮاﺳﺎس ﺑﺮرﺳﯽﻫﺎي اﺳﻨﺎدي و ﻣﻄﺎﻟﻌﻪ ﻋﻤﯿﻖ ادﺑﯿﺎت ﻣﻮﺿﻮع و ﺑﻪ ﮐﻤﮏ روش دﻟﻔﯽ ﻓﺎزي و ﻧﻈﺮ 10 ﻧﻔﺮ از ﺧﺒﺮﮔﺎن، ﺣﻮزهﻫﺎي ﺧﺪﻣﺎت ﺑﺎﻧﮑﺪاري اﻟﮑﺘﺮوﻧﯿﮏ، از 46 زﯾﺮﺷﺎﺧﺺ ﺷﻨﺎﺳﺎﯾﯽ ﺷﺪه، ﺑﻪ 13 زﯾﺮﺷﺎﺧﺺ ﺑﺮاي ﻧﻮآوري ﺧﺪﻣﺎت و 17 زﯾﺮﺷﺎﺧﺺ ﺑﺮاي ﻗﺎﺑﻠﯿﺖ ﻫﺎي ﭘﻮﯾﺎ ﺗﻘﻠﯿﻞ ﯾﺎﻓﺖ. ﺷﺎﺧﺺ ﻫﺎي ﻧﻮآوري ﺧﺪﻣﺎت و ﻗﺎﺑﻠﯿﺖ ﻫﺎي ﭘﻮﯾﺎ ﺑﺮ اﺳﺎس ﻣﺒﺎﻧﯽ ﻧﻈﺮي، در 11 ﺷﺎﺧﺺ اﺻﻠﯽ دﺳﺘﻪ ﺑﻨﺪي ﺷﺪه و در ﻗﺎﻟﺐ ﻣﻔﻬﻮم ﮐﻠﯽ وارد ﺗﺤﻠﯿﻞ ﻣﺪﻟﺴﺎزي ﺳﺎﺧﺘﺎري ﺗﻔﺴﯿﺮي/ ﻣﯿﮏﻣﮏ ﻓﺎزي ﺷﺪﻧﺪ و ﺑﺎ ﺗﻮﺳﻌﻪ ﻣﺪل ﯾﮑﭙﺎرﭼﻪ ﻧﺴﺒﺖ ﺑﻪ ﻣﯿﺰان اﺛﺮﺑﺨﺸﯽ ﺷﺎﺧﺺﻫﺎ اﻗﺪام ﮔﺮدﯾﺪ. ﻧﺘﺎﯾﺞ ﻧﺸﺎن داد ﮐﻪ ﻣﯿﺰان اﺛﺮﺑﺨﺸﯽ ﺷﺎﺧﺺ »ادراك ﻧﯿﺎزﻫﺎي ﮐﺎرﺑﺮ و ﮔﺰﯾﻨﻪ ﻫﺎي ﻓﻨﺎوراﻧﻪ« از ﺳﺎﯾﺮ ﺷﺎﺧﺺﻫﺎ ﺑﻬﺘﺮ و ﺑﺎﻟﻌﮑﺲ ﻣﯿﺰان اﺛﺮﺑﺨﺸﯽ ﺷﺎﺧﺺ »ﺳﯿﺴﺘﻢ ﺟﺪﯾﺪ ﺗﺤﻮﯾﻞ ﺧﺪﻣﺎت - ﺟﺰء ﻓﻨﺎوراﻧﻪ« از ﺷﺎﺧﺺﻫﺎي دﯾﮕﺮ ﺿﻌﯿﻒﺗﺮ ﻣﯽﺑﺎﺷﺪ.

Today, the competitive environment of banks, especially in the field of electronic banking services, is changing drastically, and service innovation has become very important and vital for service companies to increase their resources and dynamic organizational capabilities in order to increase innovation in banking services. Despite this importance, insufficient studies have been conducted on innovation in some of the country's service industries (such as the electronic banking industry). The purpose of this study is to identify indicators and sub-indicators of e-banking service innovation based on dynamic capabilities in the bank and to determine the communication and their effectiveness. In this regard, based on documentary studies and in-depth study of the literature and with the help of fuzzy Delphi method and the opinion of 10 experts, the areas of e-banking services, from 46 identified sub-criteria, to 13 sub- criteria for service innovation and 17 sub- criteria for dynamic capabilities Was reduced. criteria of service innovation and dynamic capabilities based on theoretical foundations, were classified into 11 main criteria and in the form of a general concept entered into the analysis of interpretive structural modeling / fuzzy MICMAC and by developing an integrated model to measure the effectiveness of criteria. The results showed that the effectiveness of the criterion "Perception of user needs and technological options" is better than other criteria and vice versa, the effectiveness of the criterion "New service delivery system - technological component" is weaker than other criteria