شناسایی عوامل موثر بر ترجیح برند بانک با توجه به قابلیت های بانکی و ویژگی های مشتریان

بانکداری و ﺳﺎزﻣﺎﻧﻬﺎی ﻣﺎﻟﯽ ﺑﻌﺪ از ﺑﺤﺮاﻧﻬﺎی اﻗﺘﺼﺎدی ﻫﻤﻮاره در ﮐﺎﻧﻮن ﺗﻮﺟﻪ ﺑﺎزار ﺳﺮﻣﺎﯾﻪ ﻗﺮار داﺷﺘﻪ اﻧﺪ، اﻣﺎ ﺑﺮرﺳﯽ رﻓﺘﺎر ﻣﺼﺮفﮐﻨﻨﺪﮔﺎن در اﻧﺘﺨﺎب ﺑﺎﻧﮏ ﻫﺎ و ﻋﻮاﻣﻠﯽ ﮐﻪ ﺗﺮﺟﯿﺤﺎت آنﻫﺎ را ﺷﮑﻞ ﻣﯽ دﻫﻨﺪ، ﮐﻤﺘﺮ ﺑﻪ ﻃﻮر ﺟﺪی ﻣﻮرد ﻣﻄﺎﻟﻌﻪ ﻗﺮار ﮔﺮﻓﺘﻪ اﺳﺖ.اﯾﻦ ﭘﮋوﻫﺶ ﻣﯽ ﺗﻮاﻧﺪ ﭼﺎرﭼﻮب و زﯾﺮﺑﻨﺎﯾﯽ در ﺟﻬﺖ ﺗﻮﺳﻌﻪ ﻗﺎﺑﻠﯿﺖ ﻫﺎی ﺑﺎﻧﮑﯽ ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ ﻇﺮﻓﯿﺖ ﻫﺎی آن در ﺟﻬﺖ ﺗﺮﺟﯿﺢ ﺑﺮﻧﺪ ﻗﺮار ﮔﺮﻓﺘﻪ واز ﻃﺮﻓﯽ دﯾﮕﺮ ﻣﯿﺘﻮاﻧﺪ ﻧﻘﺸﻪ راﻫﯽ ﺑﺮای ﻣﺪﯾﺮان و ﺷﺮﮐﺘﻬﺎی ذﯾﺮﺑﻂ ﻗﺮار ﮔﺮﻓﺘﻪ و ﺑﯿﻨﺶ ﻫﺎی ﻋﻤﻠﯽ را ﺑﺮای ﻣﺸﺘﺮﯾﺎن و ﺑﺎﻧﮑﺪاران و ﺑﺨﺶ ﻫﺎی ﺗﺠﺎری ﮐﻪ ﺑﻪ دﻧﺒﺎل اﻓﺰاﯾﺶ ﻣﺰﯾﺖ رﻗﺎﺑﺘﯽ ﺧﻮد ﻫﺴﺘﻨﺪ، اراﺋﻪ ﻣﯽ دﻫﺪ. ﻫﺪف از ﺗﺤﻘﯿﻖ ﺣﺎﺿﺮ ﺷﻨﺎﺳﺎﯾﯽ ﻋﻮاﻣﻞ ﻣﻮﺛﺮ ﺑﺮ ﺗﺮﺟﯿﺢ ﺑﺮﻧﺪ ﺑﺎﻧﮏ ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ ﻗﺎﺑﻠﯿﺖ ﻫﺎی ﺑﺎﻧﮑﯽ و وﯾﮋﮔﯽ ﻫﺎی ﻣﺸﺘﺮﯾﺎن اﺳﺖ. اﯾﻦ ﭘﮋوﻫﺶ در دو ﺑﺨﺶ ﮐﯿﻔﯽ و ﮐﻤﯽ اﻧﺠﺎم ﺷﺪه اﺳﺖ و روش ﺗﺤﻘﯿﻖ ﻣﻮرد اﺳﺘﻔﺎده روش ﺗﺮﮐﯿﺒﯽ اﺳﺖ. در ﺑﺨﺶ ﮐﯿﻔﯽ ﺟﺎﻣﻌﻪ ﻣﻮرد ﻣﻄﺎﻟﻌﻪ را در ﻣﺮﺣﻠﻪ اول 35 ﻧﻔﺮ از ﺧﺒﺮﮔﺎن، ﮐﺎرﺷﻨﺎﺳﺎن ﺳﺘﺎدی و ﻣﺪﯾﺮان ارﺷﺪ ﺷﻌﺐ ﺑﺎﻧﮏ ﻣﺴﮑﻦ اﺳﺘﺎن ﮔﯿﻼن ﺑﻪ روش ﻫﺪﻓﻤﻨﺪ ﺑﻮده ﮐﻪ در ﻓﺎز ﮐﯿﻔﯽ ، ﺷﯿﻮه دﻟﻔﯽ ﺑﺎ ﺣﻀﻮر ﮐﺎرﺷﻨﺎﺳﺎن ﺑﺎﻧﮑﯽ و اﺳﺎﺗﯿﺪ داﻧﺸﮕﺎﻫﯽ ﺑﻪ ﮐﺎر ﺑﺮده ﺷﺪ ﮐﻪ در ﭘﺎﯾﺎن ﺑﻪ ﺷﻨﺎﺳﺎﯾﯽ ﺷﺎﺧﺺ ﻫﺎ در ﻧﻪ ﺑﻌﺪ ﻋﻮاﻣﻞ رﻓﺘﺎری، ﻋﻮاﻣﻞ ﺑﺎزارﯾﺎﺑﯽ، ﻋﻮاﻣﻞ داﺧﻠﯽ ، ﻋﻮاﻣﻞ رﻗﺎﺑﺘﯽ،ﻋﻮاﻣﻞ ﺟﻤﻌﯿﺖ ﺷﻨﺎﺧﺘﯽ،ﻋﻮاﻣﻞ رواﻧﺸﻨﺎﺧﺘﯽ،ﻋﻮاﻣﻞ اﺳﺘﺮاﺗﮋﯾﮏ ، ﻋﻮاﻣﻞ ﻋﻤﻠﮑﺮدی و ﻋﻮاﻣﻞ زﯾﺮﺳﺎﺧﺘﯽ ﺑﻪ ﻃﺮاﺣﯽ ﻣﺪل ﻣﻔﻬﻮﻣﯽ اﻧﺠﺎﻣﯿﺪ. ﻫﻤﭽﻨﯿﻦ ﻣﺪل ﻧﻬﺎﯾﯽ، ﺗﻮﺳﻂ ﺧﺒﺮﮔﺎن ﺳﺎزﻣﺎﻧﯽ ﭘﺎﻻﯾﺶ ﮔﺮدﯾﺪ ﻣﺪل ﺑﻪ دﺳﺖ آﻣﺪه، در ﺑﺨﺶ ﮐﻤﯽ ﺑﺎ روش ﻧﻤﻮﻧﻪ ﮔﯿﺮی در دﺳﺘﺮس و ﺑﺎ ﻣﺪﻟﺴﺎزی ﻣﻌﺎدﻻت ﺳﺎﺧﺘﺎری ، ﺟﺎﻣﻌﻪ ﻣﺸﺘﺮﯾﺎن ﺷﻌﺐ ﺑﺎﻧﮏ ﻣﺴﮑﻦ اﺳﺘﺎن ﮔﯿﻼن ﻣﻮرد آزﻣﻮن ﻗﺮار ﮔﺮﻓﺖ. ﯾﺎﻓﺘﻪ ﻫﺎ ﻧﺸﺎن ﻣﯽ دﻫﻨﺪ ﮐﻪ ﻋﻮاﻣﻞ رواﻧﺸﻨﺎﺧﺘﯽ، داﺧﻠﯽ، رﻗﺎﺑﺘﯽ ﺑﯿﺸﺘﺮﯾﻦ ﺗﺎﺛﯿﺮ را ﺑﺮ ﺗﺮﺟﯿﺢ ﺑﺮﻧﺪ داﺷﺘﻪ و ﻟﺬا ﻣﺪﯾﺮان ﻣﯽ ﺗﻮاﻧﻨﺪ ﺑﺮای اﯾﺠﺎد ﺗﺮﺟﯿﺤﺎت ﺑﺮﻧﺪ ﺧﻮد در ذﻫﻦ ﻣﺸﺘﺮی و ﺗﺮﻏﯿﺐ ﺑﻪ ﺧﺮﯾﺪ، زﯾﺮﻣﺠﻤﻮﻋﻪ اﯾﻦ ﻋﻮاﻣﻞ را ﻣﺪ ﻧﻈﺮ قرار دﻫﻨﺪ.

identifying factors affecting bank brand preference according to banking capabilities and customer characteristics

introduction:in the present era, banking is recognized as one of the most important economic pillars of any country. by organizing and managing the flow of receipts and payments, banks facilitate the process of commercial transactions and contribute to the development of markets and economic progress and prosperity. the banking sector plays a fundamental role in the iranian economy as a bridge between the supply and demand of monetary resources. any weakness in the structure of this sector or inefficiency in its performance can easily lead to disruption in other sectors of the economy. (rastgoyan, 2024) also, today's business environment is heavily influenced by competition between companies, rapid technological changes, and constant changes in customer requests and needs. the financial and investment industry is also one of the important factors of development in the current century, which, by attracting people's capital through capital markets, leads to directing them to productive economic sectors (gheisari et al., 2021). on the other hand, given the intense competition in the markets, especially the service industries, they should pay great attention to customers and strive to build their loyalty (hasheminia, 2023). however, to maintain the survival and competitiveness of banks, it is of great importance to manage costs, retain customers, encourage them to interact more, provide security, ease of use of services, and provide a wide range of products and services in bank branches. methods:this research was classified as applied research according to its purpose, and the nature of the research and the method used was a mixed research method of mixed research (quantitative-qualitative) that was used in the form of an exploratory mixed research design. the research was conducted in two stages, the mixed research method was a mixed research method of mixed research (quantitative-qualitative) that was used in the form of an exploratory mixed research design. the research was conducted in two stages, in the first stage, to identify the dimensions and components necessary to achieve the factors affecting the bank brand preference in the form of a paradigmatic model, the opinions of experts, staff experts and senior managers of the branches of bank maskan in guilan province, and the delphi method were used. in the second stage, the developed questionnaire was provided to the bank customers, and in order to confirm and validate the model, the quantitative structural equation method was used. results :today, organizations are increasingly faced with dynamic environments that are changing, and in order to survive and maintain their dynamic flow, they must strengthen their ability to adapt and manage changes. this allows them to take effective measures to cope with and coordinate with developments by better understanding their surrounding environment. (mirhosseini et al., 2019). brand preference is one of the important factors that affects decision-making and planning of marketing processes and determining various strategies. marketing managers examine the factors affecting brand preference and use this criterion to make decisions about existing and new products and services. for this reason, awareness of the factors affecting brand preference can help marketing managers choose a more appropriate strategy. a notable point in this research is the comprehensiveness of the indicators examined and the inclusion of factors that are considered as influential factors in the formation of customer preferences, but have not been considered in previous research. conclusion :given that banks play an important role in channeling savings to borrowers and intermediation of the payment system. the diversity of banking services brings competition among banks, a competition that has become more complex with the advancement of technology. in this regard, it is essential that banks improve the level of customer satisfaction by providing innovative and diverse services in order to maintain and increase their market share. in this direction, organizations that try to satisfy their customers with various actions usually create a more favorable position in the minds of customers. also, considering that the cost of attracting new customers is higher than the cost of retaining current customers, it is necessary to take effective measures to identify customer preferences. . brand preference is formed when buyers are deeply involved in the decision-making process and conscious purchase choices. in these circumstances, bank managers in investment markets can create positive attitudes and strengthen customer preferences by providing educational advertising messages, appropriate promotions, and diversity in services, especially to attract potential and new customers. furthermore, if bank managers can gain a deeper understanding of customer preferences, they will be able to make changes to customer communication and marketing strategies and, as a result, optimally manage the duration of their interaction and value creation for the business. funding :bank managers in investment markets can create positive attitudes and strengthen customer preferences by providing educational advertising messages, appropriate promotions, and variety in services, especially to attract potential and new customers. in addition, if bank managers can gain a deeper understanding of customer preferences, they will be able to make changes in customer relations and marketing strategies and, as a result, optimally manage the duration of their interaction and value creation for the business. also, awareness of customer preferences, in addition to revealing the strengths and weaknesses of an organization, provides a suitable platform for bank managers to adopt appropriate organizational strategies. considering the bank's performance objectives and considering that the bank itself needs financing for survival, financing, market share, and competitive power, special programs should be adopted to maximize profitability from a customer, increase income, profitability for stakeholders, and increase revenue, and the bank's products and services should be designed and offered based on customer needs, and should be upgraded in line with changing and improving needs. banking industry managers can provide more valuable and competitive services by prioritizing customer-centricity by focusing on adopting appropriate management measures and accurately identifying the factors affecting customer preferences at each stage. this approach will not only lead to increased customer satisfaction, but also help improve the quality of banking services