ارائه راهبردهای نگاشت شناختی حفظ مشتریان موسسات مالی (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
در دنیای امروز با افزایش رقابت و گذر از اقتصاد سنتی، مشتریان به محور اصلی تمام فعالیت های سازمان بدل شده اند. هدف این پژوهش ارائه الگوی کاربردی برای حفظ مشتریان فعلی و جذب مشتریان جدید در یک موسسه مالی است که این امر به طور مستقیم بر سودآوری و بقای سازمان موثر است. بنابراین از مبانی و مولفه های اثربخشی تبلیغات در جذب و نگهداری مشتریان در موسسات مالی بهره گرفته شد. بدین منظور شاخص های اصلی موثر بر عملکرد سازمان از مبانی نظری پژوهش استخراج گردید. سپس با استفاده از نظرات افراد خبره این شاخص ها بررسی و پالایش شدند. در گام بعدی برای مشخص شدن میزان تاثیر متغیرها بر یکدیگر از روش نگاشت شناختی فازی استفاده شد. این امر با کمک نرم افزار نت درا انجام پذیرفت. با استفاده از این نرم افزار ضرایب اهمیت هر یک از متغیرهای پژوهش استخراج گردید. از ضرایب به دست آمده برای متغیرهای پژوهش به عنوان ورودی قسمت شبیه سازی استفاده شد. فرایند شبیه سازی در نرم افزار ونسیم صورت گرفت و بر اساس آن نمودار علت و معلول، دیاگرام جریان و سناریوهای پیشنهادی مطرح شدند. در نهایت نیز الگوی اثربخشی تبلیغات در حفظ و نگهداری مشتریان ارائه شد. با توجه به سناریوهای مطرح شده، مشخص شد در بازه زمانی مورد مطالعه میزان جذب مشتریان از این طریق به میزان تقریبی 40 درصد افزایش داشته است. بدین منظور با افزایش بودجه آموزش کارکنان، استفاده از فناوری اطلاعات و تبلیغات مناسب و همچنین افزایش مشارکت کارکنان شاهد افزایش چشمگیر جذب مشتریان خواهیم بود که تاثیر مستقیمی بر افزایش سودآوری سازمان خواهد داشت.Presenting customer cognitive mapping retention strategies for financial institutions
IntroductionToday, with the passing of the traditional economy and the intensification of competition in new dimensions, the customer has become the main pillar and axis of all the activities of organizations; In such a way, from a competitive point of view, the survival and continuity of life of organizations depends on identifying and attracting new customers and maintaining existing customers. With the widespread use of information and communication technology by banks and financial and credit institutions, numerous requests and needs have been formed by customers and the services of the banking system have diversified to a great extent. Hence, banks and financial and credit institutions need a precise definition of customer needs in order to gain a competitive advantage. Customer satisfaction depends on the provision of appropriate services by the bank. Attracting and retaining clients along with the quality of service can greatly improve the efficiency of banks and thus be directly effective in increasing the profitability of banks, therefore managing and formulating the general strategies of the bank in attracting and retaining customers with the knowledge of how to behave the system is possible. Due to the increasing speed of changes in information technology, bank managers will need to proactively change and focus more on customer preferences.Methodology The purpose of this research is to provide a practical model to retain current customers and attract new customers in a financial institution, which directly affects the profitability and survival of the organization. Therefore, the basics and effective components of advertising were used in attracting and retaining customers in financial institutions. For this purpose, the main indicators affecting the performance of the organization were extracted from the research literature. By reviewing the researches of the last 10 years, the indicators of the theoretical model were developed. This work was done by analyzing previous studies, naming data and classifying data extracted from interviews, observations and notes. The common codes along with important variables from the researcher's point of view were entered into the Delphi questionnaire. In the first stage, 28 variables were identified based on the opinions of experts and previous studies. Then, the 28 variables identified in the first stage were entered into the Delphi questionnaire with a range of 1 to 10, and the average answers were presented as the result of each variable. According to the researcher's opinion, 5 points were considered as the acceptance threshold of the variables, and based on this, the total number of variables was reduced from 28 variables to 17 variables. In the next step, the Delphi questionnaire was again distributed among the experts and the average answers were presented as the result of each variable. At this stage, according to the researcher's opinion, 4 points were considered as the acceptance threshold of the variables and the number of variables was reduced from 17 variables to 11 variables. Finally, after summarizing the scores and following the steps of the Delphi method, 11 variables were extracted as the final variables of the research.Results and Discussion In the next step, fuzzy cognitive mapping method was used to determine the effect of variables on each other. This was done with the help of Net Draw software. Using this software, the importance coefficients of each research variable were extracted. The obtained coefficients for the research variables were used as input for the simulation part. The simulation process was carried out in Vensim software, and based on that, the cause-and-effect diagram, flow diagram and suggested scenarios were proposed. The model of advertising effectiveness in customer retention was presented. Based on this and according to the proposed scenarios, it was found that the amount of customer attraction increased by approximately 40% during the studied period.Conclusion Finally, by increasing the staff training budget, using information technology and appropriate advertising, as well as increasing employee participation, we will see a significant increase in customer attraction, which will have a direct impact on increasing the profitability of the organization, so the results obtained from this research can be a basis for explaining attraction strategies. Customers in other financial institutions. The results of this research show the functionality of the concept of systems dynamics in financial institutions. It should be kept in mind that this issue is considered a powerful decision-making tool for managers, with the help of which they get a complete picture of the organization's processes in the form of a system. In addition, with the increase in attracting customers, the profitability of financial institutions will directly increase.
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