ارائه مدل کیفیت ارتباط با مشتریان شرکتی در صنعت بانکداری ایران با رویکرد داده بنیاد

علی‌رغم اهمیت پارادایم رابطه‌ای در مقابل پارادایم معاملاتی در بازارهای صنعتی و صنایع خدماتی و تاکید بر کیفیت رابطه در این بازارها، این موضوع به‌ویژه در صنعت بانکداری کمتر مورد توجه و بررسی قرار گرفته است. بنابراین هدف از پژوهش حاضر، ارائه‌ی مدل کیفیت ارتباط با مشتریان شرکتی در صنعت بانکداری ایران با رویکرد داده بنیاد می‌باشد. این تحقیق به ارائه‌ی یک مدل جامع با مفاهیم گسترده در بازار b2b می‌پردازد که به کشف روابط جدید در شش مقوله توجه دارد. همچنین کیفیت رابطه در صنعت بانکداری شرکتی، نیازمند پژوهش مربوط به خود می‌باشد که این تحقیق در ایران برای اولین بار انجام‌شده است. پژوهش از نظر هدف کاربردی و از منظر گردآوری داده‌ها، توصیفی و از منظر رویکرد، کیفی است. این پژوهش با روش داده بنیاد انجام شده است. در این پژوهش شش سوال اصلی طرح‌شده است. مشارکت‌کنندگان شامل خبرگان بازاریابی و مدیران مالی شرکت‌های بزرگ بودند که با روش نمونه‌گیری هدفمند تعداد 14 نفر به‌عنوان نمونه انتخاب شد. ابزار گردآوری داده‌ها، مصاحبه و شیوه‌ی تحلیل داده‌ها، کدگذاری باز است. مدل پارادایمی کیفیت ارتباط با مشتریان شرکتی در ایران  از بین کدهای اولیه و ثانویه درنهایت 73 مفهوم و 17 مقوله فرعی و در شش مقوله کلی شامل شرایط علی، شرایط زمینه‌ای، مقوله محوری، مولفه‌های مداخله‌گر، راهبردها و پیامدها شناسایی و تحلیل گردید. یافته‌های پژوهش نشان می‌دهد، عوامل علی دربرگیرنده: ویژگی‌های سازمان، ویژگی‌های فروشنده یا مدیر حساب و ویژگی‌های تعاملات؛ عوامل مداخله‌گر دربرگیرنده: شرایط اقتصادی، سیاسی، فنی/ ارتباطی، فرهنگی و قانونی، ویژگی‌های محیط؛ عوامل زمینه‌ای دربرگیرنده: ویژگی‌های مشتری، ویژگی‌های رقبا، ویژگی‌های بانک؛ مقوله محوری شامل کیفیت رابطه با ابعاد: اعتماد، مدیریت تعارض، تعهد، رضایت مشتری؛ راهبردها دربرگیرنده: تبلیغات و ارتباطات شرکتی، استراتژی شرکتی؛ پیامدها دربرگیرنده: تداوم رابطه، توسعه تعاملات و عملکرد بازار/ مالی است. انتظار می‌رود به‌کارگیری مدل پارادایمی شناسایی‌شده برای ارزیابی و پیاده‌سازی راهبردهای بهبود کیفیت رابطه با مشتریان شرکتی در صنعت بانکداری ایران، نتایج چشمگیری را فراهم نماید.

presenting the model of relationship quality with corporate customers in iran’s banking industry with grounded theory approach

aim and introduction: in a competitive environment, companies employ innovative marketing strategies, such as relational marketing, to attract and retain customers. today, business to business markets within service industries place a greater emphasis on the human aspect of relational marketing, which is fundamentally rooted in building strong relationships. in the literature of past research, the quality of relationships between transaction parties in both consumer and industrial markets has been frequently discussed. however, a comprehensive approach has rarely been observed in domestic and international studies. most previous research has focused on only one dimension or a subset of the relevant variables. despite the significance of the relational paradigm compared to the transactional paradigm in industrial markets and service industries, and the emphasis on relationship quality in these sectors, this issue has been insufficiently explored, particularly in the banking industry. therefore, the purpose of this research is to develop a quality communication model for corporate customers in the banking industry of iran using a grounded theory approach. this study aims to create a comprehensive model that encompasses broad concepts within the b2b market, employing a qualitative methodology that emphasizes the exploration of new relationships across contextual, intervening, and strategic dimensions. additionally, the quality of relationships in the corporate banking sector necessitates dedicated research, which has been conducted in iran for the first time.methodology: the research is descriptive in terms of its practical purpose, data collection methods, and qualitative approach. this study employed the grounded theory method, which necessitates a research question. in this research, six primary questions were formulated to identify causal conditions, contextual conditions, intervening conditions, the central category of the study (relationship quality), as well as the strategies and consequences associated with relationship quality. the participants included marketing experts and financial managers from large companies, with a sample size of 14 individuals selected through purposive sampling. the data collection tool utilized was interviews, and the method of data analysis involved open coding. the design of the questions and the gathering of information across the six main categories continued until the research reached saturation and sufficiency.finding: after asking questions until theoretical saturation was achieved, the researcher proceeded to code the data, which involved three types of coding: open coding, axial coding, and selective coding. the paradigmatic model of the quality of relationships with corporate customers in iran was ultimately derived from the primary and secondary codes, resulting in 73 concepts and 17 subcategories organized into six general categories: causal conditions, contextual conditions, central category, intervening components, strategies, and consequences. the research findings indicate that the causal factors include the following: organizational characteristics, seller or account holder characteristics, and interaction characteristics. intervening factors encompass economic, political, technical/communication, cultural, and legal conditions, as well as environmental characteristics. contextual factors consist of customer characteristics, competitor characteristics, and bank characteristics. the primary category identified is relationship quality, which comprises dimensions such as trust, conflict management, commitment, and customer satisfaction. strategies identified include advertising, corporate communication, and corporate strategy. the outcomes of these factors include relationship continuity, engagement development, and market/financial performance.discussion and conclusion: it is anticipated that utilizing the identified paradigm model to assess and implement strategies aimed at enhancing the quality of relationships with corporate customers in iran’s banking industry will yield significant results. the findings of this research were aligned and refined based on the scope of similar studies conducted previously, while also introducing new concepts related to the background and implications of relationship quality from a broader perspective. in accordance with the extracted model, it is recommended that bank managers in the country place greater emphasis on meritocracy and recruit employees based on interactive criteria. additionally, new technologies should be employed to identify and validate corporate customers. additionally, training courses on body language, social intelligence, public relations, and other pertinent topics should be provided for those responsible for negotiating with corporate clients. for bank personnel, key indicators of effective communication with customers should be established, and rewards should be given to employees who excel in this area. banks should strengthen relationships by actively listening to customer feedback, consistently following up on requests, and maintaining open lines of communication through regular meetings with clients. furthermore, banks should cultivate targeted relationships with corporate clients by utilizing corporate advertisements across various media platforms and social networks. they should provide sound financial and banking advice to their corporate clients while actively addressing issues by gathering feedback through surveys. a high level of concentration, combined with low organizational formality, is essential for creating the necessary conditions for agility and enhancing the quality of communication. future research is recommended to investigate the quality of relationships with corporate clients in private and public banks separately and to compare the results.