فهرست مطالب نادر اکبری وند

Increasing the competitiveness of business environment requires organizations, especially banks, to create and maintain a competitive advantage and a long-term relationship with the customer. This requires effective investment in the field of customer loyalty and optimal public opinion management in banks. Therefore, the purpose of this study is to explain the factors affecting the management of public opinion of Bank Melli Iran customers.Research

A mixed method based on qualitative and quantitative studies has been used. In the qualitative part, from semi-structured interviews related to data-driven theory, including 13 experts in the banking industry by purposeful sampling method with interview tools that data analysis was done by thematic method using MaxQDA and in a small part from the perspective of 384 One of Bank Melli customers is done by cluster sampling method through a researcher-made questionnaire, which uses the ISM interpretive structural modeling method with a partial least squares approach and SmartPLS software.

After coding the texts of the interviews using the ISM method, the variables were identified and the research model was presented. .Discussion and

The managers of Bank Melli Iran are suggested to take the necessary measures to strengthen the main categories that have been described as described.

Increasing the competitiveness of the business environment requires organizations, especially banks, to create and maintain a competitive advantage and a long-term relationship with the customer. Establishing a long-term relationship with the customer requires effective and profitable investment in the field of customer loyalty and creating optimal public opinion management in banks. Achieving the goals of managing customer public opinion requires a local and valid model. Therefore, the present study aims to explain the factors affecting the management of public opinion of Bank Melli Iran customers. For this purpose, a mixed method based on qualitative studies (theme analysis) and quantitative (ISM method) has been used. The statistical population in both qualitative and quantitative sections are all experts in the banking industry; by purposive sampling, 13 people were selected for interview and answering the ISM questionnaire. The main tools of data collection in the qualitative part were interviews and in the quantitative part were questionnaires. Data analysis in the qualitative part has been done by content analysis method using MaxQDA software. ISM interpretive structural modeling method has been used for modeling. The results of qualitative data analysis have shown that the basic categories of managing the public opinion of Bank Melli customers are: intellectual leaders, using mass media, developing advertisements to increase security for customers, transparent information and countering rumors, strengthening social responsibility, public relations management with customers, managing customer public opinion and measuring customer public opinion. The results of the quantitative section showed that the variable of managing public opinion of customers is in the first level. The variables of managing public relations with customers and measuring public opinion of customers are in the second level. The variable of strengthening social responsibility is in the third level. The variables of transparent information and dealing with rumors and developing advertisements to increase security for the sake of customers are in the fourth level. The variables of thought leaders and the use of mass media are also in the fifth level.

Becoming more competitive in the business environment and establishing a long-term relationship with the customer requires effective and profitable investment in the field of customer loyalty and the creation of optimal public opinion management in banks. Achieving the goals of managing customer public opinion requires a local and valid model. Therefore, the mixed research has used the mixed method. The statistical population of the research in the qualitative part of the research was selected for conducting semi-structured interviews related to data-driven theory, including 13 banking industry experts by purposive sampling method and in a quantitative part from the perspective of 384 customers participated by cluster sampling method. Data analysis in the qualitative part has been done by thematic analysis method using MaxQDA software. ISM interpretive structural modeling method has been used for modeling. Then, in a small part, the partial least squares approach and SmartPLS software have been used. The validity of the questionnaire was confirmed by calculating the AVE index and its reliability was confirmed by Cronbach's alpha and combined reliability whose values were obtained for all dimensions above 0.7. The results showed that thought leaders and the use of mass media have an impact on transparent information and counter-rumors and the development of advertising to increase security for the sake of customers. These factors also affect the strengthening of social responsibility. Strengthening social responsibility leads to managing public relations with customers and measuring customer public opinion, and ultimately leads to managing customer public opinion. Level five elements, namely thought leaders and the use of mass media, have the greatest impact on the strategic entrepreneurship of public institutions. In the same way, the degree of influence in the next levels is reduced and the variables at the same level also interact with each other.