واکاوی مولفه‌های مهم در حفظ مشتریان برتر بانک سینا (پژوهشی کیفی)

اﻣﺮوزه ﻣﺪﻳﺮان ﺑﺎﻧﻚ ﻫﺎ ﺑﺮای ﺟﻠﻮﮔﻴﺮی از ﮔﺮاﻳﺶ ﻳﺎﻓﺘﻦ ﻣﺸﺘﺮﻳﺎن ﺑﻪ ﺳﻤﺖ ﺳﺎﻳﺮ ﺑﺎﻧﻚ ﻫﺎ ﺑﻴﺶ از ﻫﺮ زﻣﺎﻧﻲ ﻣﻲ ﺑﺎﻳﺴﺖ درﭘﻲ درک ﻧﻴﺎزﻫﺎ و ﺧﻮاﺳﺘﻪ ﻫﺎی ﻣﺸﺘﺮﻳﺎن ﺑﺎﺷﻨﺪ ﺗﺎ ﺑﺘﻮاﻧﻨﺪ ﻧﻴﺎزﻫﺎی آن ﻫﺎ را ﺷﻨﺎﺳﺎﻳﻲ و درﺟﻬﺖ رﻓﻊ آن ﻫﺎ ﮔﺎم ﺑﺮدارﻧﺪ و رواﺑﻂ ﺑﻠﻨﺪﻣﺪﺗﻲ ﺑﺎ آن ﻫﺎ ﺑﺮﻗﺮار ﻛﻨﻨﺪ . ﺑﻨﺎﺑﺮاﻳﻦ ﭘﮋوﻫﺶ ﺣﺎﺿﺮ ﺑﺎ ﻫﺪف ﺷﻨﺎﺧﺖ ﻣﺆﻟﻔﻪ ﻫﺎی ﻣﻬﻢ در ﺣﻔﻆ ﻣﺸﺘﺮﻳﺎن ﺑﺮﺗﺮ ﺑﺎﻧﻚ ﺳﻴﻨﺎ و در ﭼﻬﺎرﭼﻮب روﻳﻜﺮد ﻛﻴﻔﻲ و راه ﺑﺮد ﻧﻈﺮﻳﺔ داده ﺑﻨﻴﺎد اﻧﺠﺎم ﺷﺪه اﺳﺖ. ﻫﻢ ﭼﻨﻴﻦ ، داده ﻫﺎ ﺑﺎ31 ﻣﺼﺎﺣﺒﺔ ﻧﻴﻤﻪ ﺳﺎﺧﺘﺎرﻳﺎﻓﺘﻪ در ﺷﻬﺮ ﺗﻬﺮان ﺟﻤﻊ آوری ﺷﺪ. ﺑﺮاﺳﺎس ﻧﺘﺎﻳﺞ ﭘﮋوﻫﺶ، ﭘﺪﻳﺪ ه‌ اﺻﻠﻲ اﻳﻦ ﭘﮋوﻫﺶ ﻣﺪﻳﺮﻳﺖ ارﺗﺒﺎط ﺑﺎ ﻣﺸﺘﺮی )داﻧﺶ ﻣﺸﺘﺮی و زﻧﺠﻴﺮه‌ ارزش( در ﻧﻈﺮ ﮔﺮﻓﺘﻪ ﺷﺪه ﻛﻪ ﺑﺎﺗﻮﺟﻪ ﺑﻪ ﺷﺮاﻳﻂ ﻋﻠﻲ )ارﺗﺒﺎط ﻫﺪف ﻣﻨﺪ، ﺧﺪﻣﺎت ﻧﻮﻳﻦ، و ﺗﺨﺼﺺ ﻛﺎری و ﺟﺰﺋﻲ ﻛﺎری( ﻋﻮاﻣﻞ زﻣﻴﻨﻪ ای )ارﺗﺒﺎط ﻣﺴﺘﻤﺮ و ﺳﻬﻮﻟﺖ اﻣﻮر اداری ﺑﺮای ﻣﺸﺘﺮﻳﺎن ﻛﻠﻴﺪی( ﻋﻮاﻣﻞ ﻣﺪاﺧﻠﻪ ﮔﺮ )ﺳﻮد ﺳﭙﺮده، ﭘﺮﺳﻨﻞ ﺷﻌﺐ، و ﻃﺮح و اﻳﺪه‌ ﻧﻮ( ﺷﻜﻞ ﮔﺮﻓﺘﻪ اﺳﺖ و از ﻃﺮﻳﻖ راه ﺑﺮدﻫﺎ )ﺗﺒﺎدل ﻧﻈﺮ،ﺑﺮﻧﺪﺳﺎزی، و اراﺋﺔ اﻣﻜﺎﻧﺎت و ﺧﺪﻣﺎت وﻳﮋه(، ﭘﻲ آﻣﺪﻫﺎ )وﻓﺎداری ﻣﺸﺘﺮی و ﺟذب مستری ﺟﺪﻳﺪ( ﺑﻪ دﺳﺖ آﻣﺪه اﺳﺖ.

exploration the important components in keeping sina bank's top customers (qualitative research)

today, in order to prevent customers from turning to other banks, bank managers should, more than ever, seek to understand the needs and desires of customers in order to be able to identify their needs and meet them. take steps and establish long-term relations with them. therefore, the current research was carried out with the aim of knowing the important components in retaining the top customers of sina bank and in the framework of the qualitative approach and the grounded theory strategy. also, data was collected through 31 semi-structured interviews in tehran. based on the results of the research, the main phenomenon of this research is customer relationship management (customer knowledge and value chain), which according to the causal conditions (targeted communication, new services and partial and partial work allocation) background factors (communication continuity and ease of administrative affairs for key customers) intervening factors (deposit interest, branch personnel and new ideas) have been formed and through strategies (exchange of opinions, branding and provision of special facilities and services), consequences (customer loyalty and new customer acquisition) has been achieved.keywords: sina bank, customer relationship management, top customers, retaining top customers, customer knowledge management.