طراحی الگوی زنجیره ارزش خدمات بانکی

با توجه به توسعه حوزه خدمات در اقتصاد جهانی، تحلیل زنجیره ارزش ابزاری مناسب جهت بهره‌برداری از این شرایط جدید می‌باشد. بنابراین هدف از این پژوهش ارائه مدل جامعی در زنجیره ارزش خدمات به ویژه در صنعت بانکداری و ارزیابی مدل ارائه شده، در بانک ملت می‌باشد. جهت پوشش دادن هدف مطالعه، از روش تحلیل محتوای کیفی استفاده شده ‌است. جامعه آماری در بخش کیفی شامل مطالعات پیشین در این حوزه و نمونه‌گیری هدفمند و قضاوتی بود و تعداد نمونه بر اساس اشباع نظری مشخص شد. در بخش کمی با روش بهترین–بدترین، وزن هر یک از اجزای زنجیره ارزش مشخص و در سرپرستی  بانک ملت استان فارس به ارزیابی مدل ارائه ‌شده پرداخته شد. با یکسان‌سازی کدها و حذف بعضی از آن‌ها در نهایت 107 کد در قالب شاخص، مفهوم، مقوله و بعد تقسیم‌بندی شد. به منظور میزان تایید حوزه‌های ارزش‌آفرین، از ضریب کاپای کوهن استفاده شد. در نهایت مدیریت زنجیره تامین، چابکی، مدیریت بازاریابی و فروش، حاکمیت شرکتی و فناوری اطلاعات و ارتباطات در کنار مولفه‌های مدل گابریل قرار گرفتند. در ادامه با روش بهترین – بدترین سهم هریک از مولفه‌ها مشخص شد. در پایان وضعیت بانک ملت در زنجیره ارزش ارائه شده مورد ارزیابی قرار گرفت. نتایج بخش کیفی این پژوهش یک الگوی نظری ارائه داد که فعالیت‌های ارزش‌زا در سطح صنعت بانکداری را در بر‌ گرفته و به شکاف موجود در مبانی نظری کمک می‌کند. نتایج بخش کمی نشان داد، بانک ملت از وضعیت نسبتا مطلوبی در زنجیره ارزش ارائه شده، برخوردار است.

designing a model of banking service value chain

introduction: the services sector plays an increasingly important role in the global economy, so the value chain analysis can be helpful in this situation. due to the different substance of the service, features of the service and its intangibility. in today’s specific business environment, the gabriel model has to be updated to mach whit situation for evaluation and analysis. therefore, the purpose of this study is to present a comprehensive services value chain model especially for bank.metholology: in this research, qualitative content analysis was done to meet the purpose of the study. the codes are extracted from the literature and interviews with bank professionals. this part of the research is interpretive, and its direction of is development-applies, the approach is inductive-deductive, and the time horizon is cross-sectional. the statistical population in the qualitative section, like previous studies in this field is selected from through purposeful and judgmental sampling, and the sample size was determined based on theoretical saturation. in the quantitative part, the best-worst weight of each component of the value chain was determined, and the proposed model was evaluated in the supervision of mellat bank. the orientation of this part is development-applied. it introduces a new value chain in the field of services. the study approach is hybrid (inductive-deductive), inductive in that it tries to extract the components of the service value chain using previous studies, which can ultimately provide a model. it is deductive in the sense that the model is finally evaluated using a descriptive-survey method. the strategy of the present study is exploratory and mixed in that both quantitative and qualitative methods are used. this research is exploratory-descriptive according to its nature and goals. it should be noted that this research is also cross-sectional in terms of time.results and discussion:  after filtering the codes, some of them are removed and finally 107 codes were classified into index, concept, category and dimension. finally, supply chain management, agility, marketing and sales management, corporate governance, and information and communication technology (ict) were added to the value-added components of the gabriel model. next, the best-worst method (with the excel 2016 software) was used to reveal the contribution of each value to the creation of components. ict had the highest contribution, sustainability had at least according to the assessment, reliability and credibility, corporate governance, information, and communication technology and delivery system management are close to the minimum desired weight. finally, mellat bank’s status in the value chain was evaluated. the greatest gap between the current weight status and optimal is related to human resource management and supply chain management.conclusion: this study provides a theatrical model that expresses valuable activities at the level of the banking industry and contributes to the literature in the field. the results of the quantitative section showed that the components of mellat bank are in relatively good conditions. since this model tries to consider all the value-creating components in the field of banking services, it is recommended that bank managers and experts use the proposed model when making decisions so that they can maintain a competitive advantage in the right direction. considering the value-added components mentioned in the model, banks can have the best performance in relation to the customer, provide their services, and attract and retain investors. the main function of the model is in the banking industry, but, because of its general nature, other service industries can also benefit from the results. enriching the value chain with concepts such as sustainability, globalization, cooperation with competitors, intangible assets, flexibility and agility has led to the evolution of the value chain into a value network.