تحریم برند در صنعت بانکداری

تحریم برند یکی از مولفه‌های قوی منفی در نگاه به یک برند تعریف شده و نشانۀ خرید نکردن از آن برند و توصیه‌های منفی به دوستان راجع‌به برند مورد نظراست  که عملکرد برند را کاهش می‌دهد. لذا، هدف اصلی تحقیق حاضر، شناسایی و رتبه بندی عوامل موثر بر تحریم برند در صنعت بانکداری با استفاده از روش‌شناسی آمیختۀ اکتشافی از نوع کیفی – کمی می‌باشد. جامعه آماری در بخش کیفی خبرگان است که با استفاده از روش گلوله برفی تعداد 16 نفر انتخاب شدند. در بخش کمّی نیز جامعه آماری شامل 384 نفر از مشتریان صنعت بانکداری در استان ایلام بود. ابزار گردآوری داده‌ها در بخش کیفی، مصاحبه‌های نیمه ساختار یافته و در بخش کمّی نیز ابزار گردآوری اطلاعات پرسشنامه محقق‌ساخته می‌باشد. برای تجزیه و تحلیل داده‌های بخش کیفی از تکنیک تحلیل مضمون و در بخش کمّی از روش معادلات ساختاری استفاده شد. براساس یافته‌ها، در مجموع برای تحریم برند در صنعت بانکداری 100 تم فرعی در قالب 14 تم اصلی شناسایی شد که عبارتند از؛ کیفیت خدمات، کیفیت تعامل، کیفیت پاسخگویی، تسهیلات، نرخ خدمات، فرهنگ ضعیف مشتری‌مداری، پارتی‌بازی، ناکارآمدی فعالیت‌‌های بازاریابی و تبلیغات، عوامل محیطی، بوروکراسی و قوانین سخت‌گیرانه، کمبود پرسنل، نگرش مدیران و ناکارامدی سیستم نوبت‌دهی. برای رتبه‌بندی عوامل شناسایی شده، از فن تحلیل سلسله مراتبی فازی استفاده شد. نتایج نشان داد کیفیت خدمات، فرهنگ ضعیف مشتری‌مداری و نرخ خدمات مهم‌ترین عوامل موثر بر تحریم برند از سوی مشتریان در صنعت بانکداری می‌باشند.

brand boycott in the banking industry

introduction: in the highly competitive market, intangible assets are considered a very important factor for the success of an organization, and one of these assets is the brand (vasily et al., 2023). consumers have different emotional relationships with brands (tiffani et al., 2022). it is possible that while some people are in love with a brand, some people are indifferent to it and some people have a sense of hatred towards it and boycott that brand (makizadeh et al., 2017). brand boycott is defined as one of the strong negative components in looking at a brand and it consists of; not buying from that brand and giving negative recommendations to friends about the desired brand (kim et al., 2022). when consumers experience inappropriate services, they express feelings that indicate their hatred for the brand that provides such services, and they not only boycott that brand, but also share their negative experiences with others. these negative emotions cause adverse consequences along with avoiding brand encouragement and reducing brand performance (beatriz et al., 2021). companies are facing increasingly negative consumer sentiments towards their brands. these feelings, which are precisely caused by the lack of love for the brand or consumer dissatisfaction, often lead to the reduction or termination of consumption, complaints and brand boycotts (dalakas et al., 2023). consumers who like a brand are part of the important goals of companies; because they are more loyal and tend to comment favorably on the brand and show resistance to negative information (shujaa and sadegh vaziri, 2017). on the other hand, concepts with a negative semantic load such as brand boycott, which is perhaps the strongest and most important negative emotion that consumers may feel towards brands, have largely been forgotten as a research topic. in the branding literature, consumers’ positive feelings about the brand have been discussed many × but researchers have generally paid very little attention to negative feelings about the brand, especially the concept of brand boycott (sampdero, 2017). a quick look at the banking industry in iran shows that a large part of consumers express opinions and behaviors towards some banking brands, which is a reflection of various aspects of their negative attitude towards the mentioned brands. opinions and behaviors that are in the form of negative advisory advertisements and even in some cases boycotting the brand and not buying from it. according to the mentioned materials, the main problem of this research is to answer the basic question, what are the factors affecting brand boycott in the banking industry?methodology: this research is practical in terms of purpose. in short, considering the onion of the research process, it can be said that this research is interpretive in terms of research philosophies. the approach of this research is both inductive model presentation and deductive model testing, and mixed research strategies such as theme analysis, structural equations, etc. have also been used, which are actually a combination of qualitative and quantitative research strategies. in the current research, semi-structured interviews were used to identify the components of brand boycott by customers in the banking industry. the statistical community at this stage included 16 experts (university professors, bank managers and assistants, and researchers familiar with the research topic).