تبیین ابعاد مدیریت احساسات مشتریان خدمات مدیریت دارایی با کاربست فراترکیب (مقاله پژوهشی دانشگاه آزاد)
درجه علمی: علمی-پژوهشی (دانشگاه آزاد)
آرشیو
چکیده
اهداف: ارائه الگویی برای تبیین ابعاد مدیریت احساسات مشتریان خدمات مدیریت دارایی (شامل صندوق های سرمایه گذاری و سبدگردانی اختصاصی) با کاربست فراترکیب است.روش: با بررسی 254 مقاله منتشرشده و غربال کردن مقاله ها از حیث تناسب عنوان، چکیده و محتوا با موضوع موردبررسی در سال های 2002 الی 2022 درنهایت با مطالعه 49 مقاله، کدگذاری سه مرحله ای باز، محوری و انتخابی انجام شد. مؤلفه ها با 32 کد نهایی با عنوان مضامین پایه و 5 کد با عنوان مضامین سازمان دهنده دسته بندی شد. پایایی و اعتبار مدل از طریق ضریب کاپا برابر با 78/0 محاسبه شد که در سطح توافق عالی قرار گرفته است.نوآوری: از آنجا که در این پژوهش از روش فراترکیب استفاده می شود، نوآوری آن از حیث روش است که کلیه مطالعات داخلی و خارجی در این حوزه را بررسی و با اطمینان زیاد ابعاد موضوع را به طور کامل و جامع برای مخاطبان شناسایی می کند.نتایج: طبق نتایج، مؤلفه های ابعاد مدیریت احساسات مشتریان خدمات مدیریت دارایی با پنج مضمون سازمان دهنده دلایل اهمیت مدیریت احساسات مشتریان، عوامل اثرگذار بر احساسات مشتریان، ویژگی های احساسات، شیوه های مدیریت احساسات و پیامدهای مدیریت احساسات دسته بندی شد. نتایج این پژوهش مورداستفاده مدیران نهادهای مدیریت دارایی در طراحی استراتژی های مدیریت احساسات مشتریان قرار می گیرد.Explaining the Dimensions of Sentiment Management for Asset Management Services Customers Using Meta-Synthesis
This research seeks to provide a model for explaining the dimensions of customer sentiment management of asset management services, including investment funds and portfolio-managed accounts, using meta-synthesis application. By reviewing and screening 254 papers written between 2002-2022, coding was done by studying 49 studies. Finally, the components were classified with 32 final codes as basic themes and 5 codes as organizing themes. The reliability and validity of the model were calculated by a Kappa coefficient equal to 0.78, which is at the level of excellent agreement. Since this study uses the meta-synthesis method, its innovation is a method that examines all national and international studies in this field and identifies the dimensions of the subject completely and comprehensively for the readers. According to the results, the components of customer sentiment management dimensions of asset management services were categorized with five themes including the importance of sentiment management, influencing factors on customer sentiments, sentiment characteristics, sentiment management practices, and results of sentiment management. The results can be used by managers of asset management institutions in designing strategies for managing customers' sentiments.Keywords: Customer Satisfaction, Sentiment Management, Asset Management, Meta-synthesis, Capital Market. IntroductionClients of asset management companies are people who invest in investment funds or privately managed accounts. Meanwhile, individual investors have emotional orientations (Tabatabaei, et al. 2021). Several studies such as Gutsche et al. (2023) and Heeb et al. (2022) showed that emotions play an important role in investment behaviors. In addition, Imbug et al. (2018), believe that managing sentiments and experiences is very important to attract new customers. The main problem is that due to insufficient research in the field of emotions, the managers of asset management companies in Iran do not have a framework to understand the dimensions of managing the sentiments of their customers. So, the research question is: what are the dimensions of managing the sentiments of clients of asset management services? Various research has been conducted in the field of investors' feelings and behavior in financial markets, such as the book Investor Behavior written by Baker and Riccardi (2014). In addition, Riccardi (2005) examined a large volume of literature in the field of behavioral finance and emotions, and it became a good starting point for those interested in this field. Goodell et al. (2023) also answered the question of which emotions in which conditions cause a certain effect in the market by reviewing thirty years of papers in the field of emotions and the stock market. So, the main objective of this research is to provide a framework for the optimal design of marketing strategies based on customer sentiments by identifying the dimensions of customer sentiment management of asset management services. Materials and MethodsThe method of this study is meta-synthesis, which is a type of literature review. The steps of this meta-synthesis are based on the seven-step method of Barroso and Sandelowski (2007). These steps consist of research question design, systematic literature review, search and selection of appropriate sources, information extraction from sources, analysis and combination of qualitative findings, quality control, and presentation of findings. In the first step, the research question was designed as follows: What are the dimensions of managing the sentiments of clients of asset management services? A systematic review of the texts with the keywords of customers' sentiment, experience, marketing, asset management, and emotions in the database was done. In this study, by examining 254 published papers and filtering the papers in terms of title, abstract, and content suitability with the subject under investigation from the years 2002 to 2022, finally studying 49 papers, three-stage coding (i.e. open, axial, and selective coding) was done. Finally, the components were categorized with 32 final codes under the title of basic themes and 5 codes under the title of organizing themes. The reliability and validity of the model were calculated through the Kappa coefficient equal to 0.78, which is at the level of excellent agreement. Research FindingsIn the first step of this meta-synthesis, we found 254 papers, which were screened based on issues such as title, abstract, content, and research method, and the final 49 papers were selected for review in the next stages. Finally, after analyzing these papers line by line and combining the qualitative findings, 32 basic themes and 5 organizing themes were categorized as follows. Table 1. Organizing and basic themesBasic themesOrganizer themesHigh effectiveness of asset management service customers from emotionsThe importance of sentiment managementPredictability of customer behaviorCustomer behavior controlCreating value and rebuilding relationships with customersAttracting new customersTrust in the asset management companyInfluencing factors on customer sentimentsCustomer experiencesThe mediaReturn on assets in asset management servicesPortfolio composition and asset management service riskThe level of customer expectation of service qualityCustomer's risk-taking levelPolitical and economic factorsFinancial and income profile of customersThe level of knowledge and awareness of customersThe influence of people aroundCreate satisfactionResults of sentiment managementCreate a sense of securityBuild loyaltyChanging customers' judgmentsChanging sales level and customer retentionReciprocal effect on employeesLack of stability of emotionsSentiments characteristicsSpreading feelings to othersVariety of positive and negative emotionsPredictability of sentimentAbility to influence sentimentThe complexity of managing sentimentWays of recognizing emotionsSentiment management practicesChoice of sentiment management strategyTools for influencing emotional stimuliEffective communication to manage sentiment Discussion and ConclusionsConsidering that the behavior of investors originates from their emotional tendencies (Hoseini & Morshedi, 2019) and until now a framework for optimizing marketing strategies based on the sentiments of clients of asset management services has not been available to managers, the purpose of this study was to explain the dimensions of managing the sentiments of clients of asset management services. The good news is that sentiments are predictable and can be influenced by proper management (Phung, T., & Khuong, 2016). Each customer faces different emotions such as fear or avoiding regret, overconfidence, conservatism, etc. (KhoshTinat & Nadi Ghomi, 2010). According to Wiener (2009), we should first recognize these feelings and then provide an appropriate response to them. Some of the factors influencing sentiments such as customer experiences, their financial and income profile, and their level of knowledge and awareness are individual characteristics. Some others, such as the level of risk-taking, level of customer expectation, and composition and risk of the portfolio are determined by the relationship between the customer and the company. Macro factors such as political and economic factors are also beyond the control of company managers (Khalfaoui, et al. 2019). Other factors such as trust in the company, advertising, communication with customers, and the returns of the funds are completely under the control of the companies. Therefore, managers are recommended to promote their company brand and provide good services. To influence sentiments, they can use effective communication tools such as public relations and information, electronic marketing, call center, advertising, and direct communication (Bandpay, et al. 2023). AcknowledgmentsWe are grateful to Mrs. Neda Omidi, who accompanied the researchers during the stages of this study, including the coding of themes, and to Mrs. Akram Lalejini, who worked diligently in editing the paper.
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