طراحی مدل رفتار مشتریان بانکی در رسانه‌های اجتماعی برخط

این پژوهش با هدف کاوش در رفتار مشتریان بانکی در ایجاد پایگاه کلان‌داده به ویژه در محیط رسانه های اجتماعی آنلاین با استفاده از نظریه داده بنیاد و داده کاوی انجام پذیرفت. جامعه آماری مشتمل بر 15 نفر از مشتریان و10 نفر از مدیران بانک‌های دولتی و خصوصی شهر تهران که فضای رسانه های اجتماعی آنلاین را تجربه کرده اند، است، که با آنها مصاحبه نیمه باز انجام شد. در این پژوهش از روش نمونه گیری نظری استفاده شد. برای بررسی روایی پژوهش، بر اساس شاخص های کرسول مقایسه ای میان مدل نهایی این پژوهش با مدل های قبلی انجام پذیرفت. برای تحلیل داده های حاصل از شبکه های اجتماعی از نرم افزارnvivo10 و برای شناسایی روش ها و نتایج حاصل از داده از نرم افزار ibm spss modeler 140.2 استفاده شد. در این پژوهش، ابتدا رفتار مشتریان در ایجاد پایگاه کلان‌داده بررسی گردید. سپس، ارتباط آمیخته های بازاریابی بانکی مبتنی بر مشتری محوری در ارتباط با پایگاه کلان‌داده مبتنی بر داده کاوی و سیستم توصیه گر بررسی شد. در نهایت، مدل رفتار مشتریان بانکی در رسانه‌های اجتماعی آنلاین با رویکردی جامع، ضمن برطرف کردن نقایص مدل های قبلی، ارائه گردید.

Designing a Customer Behavior Model for Online Social Media Using Big Databases

Introduction: Customers’ use of technologybased intelligent information can put forth some key decision variables as a good starting point for investor decisions in financial and banking markets. On the other hand, the increasing number of commercial banks has raised concerns about customer turnover, especially for old and wellknown banks. In this regard, the data about the interactions of banks and customers on online social media and mobile phones have always been an important source of banking marketing research. Analysis in banking research is generally based on questionnaires. Nowadays, however, macrodatabases include numerous words, images, videos, and nonnumeric outputs in terms of the volume, speed and variety of digital processes and often obscure traditional statistical analyses. Researchers have become interested in macrodatabases for marketing decisions and creative marketing campaigns, and some have suggested them for the analysis of customer behavior. The use of macrodatabases has, thus, significantly become a successful approach in today’s marketing. In order to conduct this research, first, the behavior of customers in creating a large database, especially in the social media environment, is examined through surveys and by studying customers’ attitudes toward a product, service or bank. Then, the relationship between the customercentric banking marketing mixed with the datadriven macrodatabase and the referral system is examined. Finally, the paradigm model of research is presented for the behavior of banking customers in online social media. Methodology: This research seeks to provide a new model for analyzing the behavior of bank customers using the big data method. It is applied in terms of purpose and descriptive in terms of data collection. In order to finalize the analytical model of bank customers’ behavior using big data, a qualitative research method was used. Also, the data theory method was used as a basis for tthe construction of the theory. The statistical population of the study consisted of two groups. The first group contained the customers who were significantly active in online social networking cyberspace, and the second group was for the bank managers who were well acquainted with the social media space. Accordingly, the statistical sample of the study included 15 bank customers who had extensive online financial and credit transactions with the bank as well as 10 bank managers who were well acquainted with the social media communication environment. The sampling method in this research is theoretical. For this purpose, the sampling continued until the model reached the saturation. The researcher collected and selected the data in such a way that he could discover the hidden background of various texts and images of online social interactions using the NVIVO10 software to formulate the final theory. Results and Discussion: In intervening situations, the customer behavior was created using the psychological characteristics which represented five factors of personality. In this case, the internal and external sources of control and certain complex concepts were identified and explored. There were two categories of customer behavior to deal with. It was found that positive advertisement can increase online spacebased negotiations using three types of knowledge in this area. Customers seek knowledge about others by looking at their profiles, photos and texts and also try to motivate others by sending them texts and comments. Thus, they make product and theoretical comparisons that result in mutual awareness. Conclusion: Based on an operational model, this study suggests that the netnography method (blogging) be used to analyze the content of users’ comments on virtual networks and discover the hidden layers and underpinnings of comments and texts written by users and members of virtual networks. Also, the culture of bank customers in relation to values, customs, and Iranian cultural meanings should be analyzed so that banks can have the knowledge of common concepts in this area. It is also suggested that a combination of social media data and transaction records be used to study the impact of social media behavior on banking purchasing behavior. Another suggestion is that, before commercializing their products and services, banks should place them in the online space to notify the groups there and use their opinions. They can thus offer better products and services according to the views and behaviors of customers. In addition, it is suggested that banks invest in marketing intelligence to become a competitive source for customers.