طراحی مدل جلوگیری از رویگردانی مشتریان بانکداری خرد دربانک کشاورزی
محورهای موضوعی : مدیریت تحقیق و توسعهامیراحمد آشورزاده 1 , علی دیواندری 2 , محمد رحیم اسفیدانی 3 , علیرضا حدادیان 4
1 - دانشگاه تهران
2 - دانشگاه تهران
3 - دانشگاه تهران
4 - دانشگاه فردوسی مشهد
کلید واژه: بانکداری خرد رویگردانی مشتریان نظریه داده بنیاد,
چکیده مقاله :
یکی ازشاخه های مهم واصلی صنعت بانکداری دردنیاوایران بانکداری خرد است که به لحاظ ویژگی ها وشرایط حاکم برآن کاهش هزینه ها وارتقای بهره وری یکی از راه های اصلی نیل به سودآوری است.ازآنجایی که درصنعت بانکداری هزینه های جذب مشتری جدید بسیاربالاست لذاحفظ وجلوگیری ازرویگردانی مشتریان بسیاراهمیت دارد.دراین راستاپژوهش حاضرباتمرکزبرحوزه بانکداری خرد بانک کشاورزی به دنبال یافتن مدلی است که بتوان با کمک آن ازرویگردانی مشتریان جلوگیری کرد. جامعه آماری پژوهش حاضرمشتریان حقیقی وحقوقی بانکداری خرد ریزش کرده یا درحال ریزش شعب بانک کشاورزی خراسان رضوی هستند.روش تحقیق مطالعه حاضر کیفی و با استفاده از تئوری سازی داده بنیادبا رویکرد رهیافت منسجم (اشتراوس–کوربین)می باشد. برای دستیابی به هدف پژوهش با 25 مشتری مصاحبه نیمه ساختار یافته و عمیق انجام شد که پس ازانجام کدگذاری طی سه مرحله باز، محوری وگزینشی و تحلیل داده ها با استفاده از نرم افزارMaxqdaوبه دست آوردن مفاهیم وسپس مقوله های اصلی پژوهش مدل مدنظر استخراج گردید. درمدل موصوف فرآیندهای بانکی بنا به اهمیتی که دارند به عنوان پدیده محوری وبازاریابی فعال بانک درجذب مشتریان بعنوان شرایط علی مطرح می باشد، این شرایط درکنار شرایط زمینه ای نظیرمدیریت شکایات، جبران خدمات و مکان یابی و امکانات شعب درکنارشرایط مداخله گرنظیراعتماد، اخلاقیات حرفه ای بانکی، موانع جابجایی وقیمت وهزینه خدمات بررضایتمندی مشتریان ازعملکردخدمات اثرگذاشته ونهایتا برنرخ رویگردانی ازبانک تاثیردارد. لذابادرنظرگرفتن این نتایج پیشنهادهایی ارائه شد که می توان با کمک یافته های پژوهش به گونه ای برنامه ریزی کردتابافراهم نمودن رضایت بیشترمشتریان ازعملکردخدمات بانک باکمترین نرخ رویگردانی مواجه باشیم
One of the main branches of banking industry is microbanking That the main way to gain profit is decresing the costs and promoting the productivity. Since the costs to attract new costomers in banking industry, it is essential to prevent the customer churn. this study has focused on the microbanking division of Keshavarzi bank in order to find a model which could prevent the customer churn. The statistical population of this research includes the legal or natural, churned or churning customers. This study employs a qualitative research method, using Grounded Theory and the coherent approach (Strauss and Corbin).In this study, 25 customers were interviwed by employing semi-structureed in-depth interviews, and the intended model was achived after coding the data during three stages, namely, open coding, axial coding and selective coding, analyzing the data by MAXQDA software and obtaining the main concepts and components of the research. In the mentioned model, banking processes are considered as pivot phenomena due to their importance, and the active bank marketing for attarcting the customers as the causal conditions. Such conditions along with some other underlying conditions as complaints management, service compensation and locating, and the bank branches facilities along with some intefering conditions as trusting, banking professional ethics, lack of obstacles for transfer and service costs result in customers’ dissatisfaction, and finally, the customer churn rate. At the end some recommendations were to reaching to the minimum churn rate
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