نوع مقاله : مقاله مستخرج از رساله دکتری
نویسندگان
1 دانشگاه آزاد واحد شهر قدس
2 استاد دانشکده مدیریت و اقتصاد دانشگاه علوم تحقیقات دانشگاه آزاد اسلامی، بازنشسته دانشکده مدیریت دانشگاه تهران.
3 استادیار دانشکده علوم انسانی، گروه مدیریت بازرگانی، دانشگاه آزاد اسلامی، واحد شهر قدس.
4 استادیار دانشکده علوم انسانی، گروه مدیریت بازرگانی، دانشگاه آزاد اسلامی، واحد شهر قدس
چکیده
کلیدواژه‌ها
عنوان مقاله [English]
نویسندگان [English]
Aim and introduction: In a competitive environment, companies use new marketing approaches such as relational marketing in order to attract and retain customers. Today, business-to-business markets in service industries are more focused on the human perspective in relational marketing and are based on relationships. In the literature of past researches, the issue of the quality of the relationship between the transaction parties in the consumer and industrial markets has been repeatedly mentioned, but a comprehensive approach has rarely been seen in domestic and foreign researches, and most previous researches have only focused on one dimension or a part of the variables of interest Despite the importance of relational paradigm versus transactional paradigm in industrial markets and service industries and emphasis on relationship quality in these markets, this issue has been less investigated, especially in the banking industry. Therefore, the purpose of the current research is to provide a quality model of communication with corporate customers in the banking industry of Iran with a grounded theory approach. This research deals with providing a comprehensive model with broad concepts in the B2B market with a qualitative approach that focuses on discovering new relationships in contextual, intervening, and strategic dimensions. Also, the quality of the relationship in the corporate banking industry requires its own research, which was conducted in Iran for the first time.
Methodology: The research is descriptive in terms of practical purpose, in terms of data collection and in terms of qualitative approach. This research was done with the Grounded Theory method that needs a research question. In this research, 6 main questions have been asked in the field of identifying causal conditions, contextual conditions, intervening conditions, the central category of research (relationship quality), strategies and consequences of relationship quality. The participants included marketing experts and financial managers of large companies, which was selected as a sample of 14 people using a purposive sampling method. The data collection tool is interview and the method of data analysis is open coding. Question design and information gathering in six main categories continued until the research reached saturation and sufficiency.
Finding: After asking the questions until theoretical saturation, the researcher proceeded to code the data, which consists of three types of open coding, central coding and selective coding The paradigmatic model of the quality of reletion with corporate customers in Iran was finally identified from among the primary and secondary codes, 73 concepts and 17 subcategories and in six general categories including causal conditions, background conditions, central category, intervening components, strategies and consequences. The findings of the research show that causal factors include: characteristics of the organization, characteristics of the seller or account holder, characteristics of interactions; Intervening factors include: economic, political, technical/communication, cultural and legal conditions, environmental characteristics; Contextual factors including: customer characteristics, competitor characteristics, bank characteristics; The main category is relationship quality with dimensions: trust, conflict management, commitment, customer satisfaction; Strategies including: advertising and corporate communication, corporate strategy; Outcomes include: relationship continuity, engagement development, and market/financial performance.
Discussion and coclusion: It is expected that using the identified paradigm model to evaluate and implement strategies to improve the quality of relationship with corporate customers in Iran's banking industry will provide significant results. The results of this research were matched and adjusted according to the extent of similar research conducted with previous research, while in this research new concepts were added to the background and consequences of relationship quality with a general view.
In line with the extracted model, it is suggested to the country's bank managers to pay more attention to meritocracy and attracting employees based on interactive criteria. New technologies should be used to identify and validate corporate customers. Training courses on body language, social intelligence, public relations, etc. should be considered for those in charge of negotiating with corporate clients. For bank personnel, the key indicators of communicating with customers should be determined and rewards should be determined for employees who communicate well with customers. Banks should strengthen relations by listening to the voices of customers and continuously following up on customer requests and continuously communicating and holding meetings with customers. Banks should create targeted relationships with corporate customers by using corporate advertisements in the media and various social networks. Banks should provide good financial and banking advice to their corporate customers and try to correct problems by getting feedback from them through surveys. The level of concentration should be high and organizational formality should be low to provide the necessary conditions for agility and improving the quality of communication. It is suggested that in the next research, they should investigate the quality of relationship with corporate customers in private and public banks separately and compare the results.
کلیدواژه‌ها [English]
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