جستجوی مقالات مرتبط با کلیدواژه "iranian banking industry" در نشریات گروه "مدیریت"

brand hate is a new concept that the study and experience gap in the field of service brand is quite noticeable in this field

The current research was conducted with a mixed approach (quantitative and qualitative). The qualitative part was done by the theme analysis method and the quantitative part was done by using interpretive structural modeling. First, the data needed to identify the elements and dimensions of the comprehensive model were collected through literature and interviews, and then the relationship between the elements of the antecedents and consequences of hate model was collected. The brand (Banking Industry of Iran) has been tried to provide a conceptual model. The statistical population was 20 experts. Sampling was done non-randomly and purposefully and the number of samples was determined according to theoretical saturation during interviews and analysis.

After the interviews, open and selective codes were extracted from the interviews and combined with the codes obtained from previous researches, and 38 open codes and 10 selected codes (past negative experience, symbolic incompatibility, ideological heterogeneity, poor service, risk). High services and the possibility of bankruptcy, brand avoidance, reduced support, negative word of mouth, complaints and protests and revenge against the brand) were identified and verified by experts and their content validity was assessed with the CVR index.

After confirming the indicators and components, using the self-interactive matrix, the compatible achievement matrix and determining the relationships, the desired model was designed and presented.

Due to the fact that customer expectations are constantly increasing, organizations are required to go beyond the basic needs of customers, meet customer expectations, and shift their focus from merely satisfying customer needs to building loyalty and trust by creating long-term relationships. , mutual and profitable (quality of communication) for both parties. With the understanding they have gained of the importance of customer satisfaction, organizations are gradually moving away from traditional marketing and tending towards relational marketing. ; Therefore, the purpose of this research was to formulate and validate the relational marketing model in the banking industry of Iran with the approach of building trust and building customer loyalty with a mixed approach. Quantitative) has been analyzed. In the first stage, qualitative method and in-depth interviews were used to identify the components of the model. In the qualitative part, there are 15 university experts who were selected in a targeted way. In order to analyze the data of the qualitative part, the theme analysis method was used using MaxQuda software. Next, in order to fit the model designed in the qualitative part, a quantitative method with a structural equation modeling approach was used. The participants in this section included 384 customers of Bank Mellat in Hormozgan province, who were selected using the available probability method. The tool of data collection in the quantitative section was a questionnaire based on the findings of the qualitative section, whose validity and reliability were confirmed. Quantitative part data analysis was done by pls4 software. The results of the qualitative part showed that 15 interviews, including 7 main categories and 16 subcategories and 60 codes, were identified for developing the relational marketing model. In the quantitative section, it was found that there is a significant relationship between relational marketing and its factors, and the designed model has an acceptable fit. Relationship marketing is an old idea with a new approach. Because of the significant benefits of relationship marketing, companies are moving towards choosing relational interactions over isolated interactions. Individual interactions are formed in the short term and relational interactions are formed in the long term. Relational interactions are preferred to isolated and short-term relationships due to the increased competitiveness of companies. Relationship marketing largely depends on the customer's attitude towards the service organization, commitment and performance and communication of the employees.