نویسندگان
1 دانشگاه تهران
2 دانشگاه شهید بهشتی
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
The accurate identification of corporate customers' behavioral patterns and, consequently, the adoption of targeted strategies in the field of corporate banking in order to provide services tailored to their needs and behaviors is one of the most challenging issues in the banking network. Accordingly, the exact recognition of the complex needs of corporate clients and their demand management is a first step through the typology of corporate behavior and, in the next step, adopting strategies that are appropriate to the well-known behaviors of these critical and profitable customers is possible. This study aimed to determine the relationship between corporate clients' behavior patterns and corporate banking strategies. The statistical population of the study is legal persons, namely, large companies active in the business of the country who are receiving services from the banking network. The research method of this study is qualitative using data base theory and Glycerine approach. In order to achieve the research goal, 10 managers of Holdings and large companies were interviewed through semi-structured and deep interviews. After encoding and analyzing data using Maxqda software, three behavioral patterns of commercial, analytical and interactive were identified. Results showed that Iranian banks should use three main strategies to achieve durability and sustainable profits. The strategy of financial services through the provision of a wide range of services, with the aim of attracting and newly appealing to corporate customers, foster excellence strategy through diversity and creating competitive advantages with the aim of increasing repeat purchases and, ultimately, a collaborative strategy through long-term engagement, the provision of new and unique services, for the purpose of sustainability of corporate customers' purchases.
کلیدواژهها [English]
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