پیوندهای مفید
اخبار و اعلانات
آمار
| تعداد نشریات | 25 |
| تعداد شماره‌ها | 935 |
| تعداد مقالات | 7,686 |
| تعداد مشاهده مقاله | 12,529,703 |
| تعداد دریافت فایل اصل مقاله | 8,905,841 |
ارزیابی تأثیر مدیریت دانش از طریق مدیریت دانش اکتساب شده از مشتریان و ارتقاء تأثیر برند: بررسی بانک تجارت | ||
| فصلنامه علمی پژوهشی مدیریت برند | ||
| مقاله 5، دوره 7، شماره 4 - شماره پیاپی 24، اسفند 1399، صفحه 157-180 اصل مقاله (2.15 M) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22051/bmr.2021.34866.2105 | ||
| نویسندگان | ||
| زهرا رزمی* 1؛ یاسمن اسماعیلی2 | ||
| 1گروه مدیریت دانشگده علوم اجتماعی و اقتصادی، دانشگاه الزهرا، تهران، ایران | ||
| 2کارشناس ارشد مدیریت تکنولوژی اطلاعات، دانشگاه الزهرا، تهران، ایران. | ||
| چکیده | ||
| یکیازصنایعیکهرقابتروزبه‌روزدرآنشدت می‌یابدومفهومدانشوکیفیتخدماتوبرندو ارزشویژهبرنددرآنبه‌روشنینمودپیدامی‌کند، صنعتبانکداریاست. صنعتبانکداریاز طریقمدیریتمؤثردانشاکتسابشدهازمشتریان، عرضه‌کنندگانورقبامی‌تواندکیفیتخدماترابهبود ونهایتاًارزشحاصلهازبرندخودراارتقا دهد. هدف این پژوهش ارزیابی تأثیر مدیریت دانش از طریق کسب دانش مشتریان و ارتقاء تأثیر برند می‌باشد و از بانک به‌عنوان نمونه موردبررسی استفاده شده است. همچنین، بر اساس مصاحبه‌های از پیش انجام شده، تجربه مشتری، تصویر ذهنی مشتری، تصویر شرکت، عوامل سازمانی، عوامل محیطی، قدرت برند، مزیت رقابتی، مسئولیت اجتماعی، 16 مقوله کلی و 95 کد محور استخراج شده است. مقوله‌ها شامل: ارزش مشتری، اعتبار برند، اعتماد برند، آگاهی برند، بازاریابی برند، هویت برند، وفاداری مشتری، ویژگی خدمات. با استفاده از نظر 370 نفر نمونه از کارکنان و مشتریان بانک تجارت، با روش تحلیل عاملی تأییدی و نرم‌افزار smart.PLS به اعتبار سنجی مدل پرداخته شده است. نتایج پژوهش نشان داد متغیرهای شناسایی‌شده، در قالب مدل پارادایمی دارای اعتبار بوده است. مقدار شاخص کلی برازش(GOF)، عددی برابر 577/0 به دست می‌آید که شاخصی قوی است و نشان از کیفیت بالای کلی مدل دارد. تمامی متغیرهای شناسایی‌شده بر تصویر برند بانک تجارت، تأثیرگذار بوده‌اند. | ||
| کلیدواژه‌ها | ||
| برندسازی؛ ارزش ویژه برند؛ تصویر برند؛ بانک تجارت؛ مدیریت دانش | ||
| عنوان مقاله [English] | ||
| Evaluating the Impact of Knowledge Management through the Management of Knowledge Acquired from Customers and Promoting Brand Impact: Tejarat Bank Review | ||
| نویسندگان [English] | ||
| Zahra Razmi1؛ yasaman esmaili2 | ||
| 1Faculty member of Alzahra University, Tehran, Iran | ||
| 2M.Sc. of Information Technology Management, Alzahra University, Tehran, Iran | ||
| چکیده [English] | ||
| One of the industries in which competition is intensifying day by day and the concept of knowledge and quality of services and brand equity is clearly reflected, is banking industry. The banking industry can improve the quality of services and ultimately enhance the value of its brand through the effective management of knowledge acquired from customers, suppliers and competitors. The purpose of this study is to evaluate the impact of knowledge management through acquiring customer knowledge and promoting brand impact. Tejarat bank has been used as a sample in this research. Also, based on previous interviews, customer experience, customer image, company image, organizational factors, environmental factors, brand strength, competitive advantage, social responsibility, 16 general categories and 95 code-based are extracted. Categories include: customer value, brand credibility, brand trust, brand awareness, brand marketing, brand identity, customer loyalty, and service features. Using the opinions of 370 samples including employees and customers of Tejarat Bank, the model has been validated by confirmatory factor analysis using smart. PLS software. The value of the overall fit index (GOF) is a number equal to 0/577, which is a strong indicator that implies the high overall quality of the model. All the identified variables have affected the brand image of Tejarat Bank. | ||
| کلیدواژه‌ها [English] | ||
| Brand Equity, Branding, Brand Image, Knowledge Management, Tejarat Bank | ||
| مراجع | ||
|
Aaker, D. "Commentary: do brands compete or coexist? By Sheth and Koschmann. From brand
to subcategory competition. (2019). European Journal of Marketing, 53 (1): 25-27.
Akhavan, P. & Jafari, M, Fathian, M. (2016). "Critical Success Factors of Knowledge
Management System: a Multi-Case Analysis, European Business Review Journal,
18(2), 97-113.
Abdulalem, M, & Basri, R. (2018). "A conceptual model of corporate social responsibility:
dimensions, brand image, and customer satisfaction in Malaysian hotel industry",
Journal of Social Sciences, 39(2), 358-364.
Alhadad, A. (2015). “A Structural model of the relationship between brand image, brand trust
and brand loyalty”, International Journal of Management Research and Review,
Vol 5, 3(1), 137-144.
Azar A, & Gholamzadeh, R, Ghanavati M. (2012)."Structural path modeling in management
with smart pls software". Tehran: Negahe Danesh Publication; [Book in Persian].
Bilgin, Y. (2018). "The Effect of Social Media Marketing Activities on Brand Awareness, Brand
Image and Brand Loyalty." Business & Management Studies: An International
Journal, 6(1), 128-148.
Bodet G. & Chanavat N. (2010). “Building global football brand equity- lessons from the
Chinesemarket”. Journal of Marketing and Logistics, 22(1), 8-24.
Dirsehan, T. & Kurtuluş, S. (2018). “Measuring brand image using a cognitive approach:
Representing brands as a network in the Turkish airline industry”, Journal of Air
Transport Management, 67(2), 85–93.
Ewing, MT, Lyland, F, Berthon, P. (2020). Employment branding in the knowledge economy,
International Journal of Advertising, 21(1), 3-22.
Fazal-e-Hassan, SM, Ahmadi, H, Mortimer, G, Grimmer, M & Kelly, L. (2018). "Examining the
role of consumer hope in explaining the impact of perceived brand value on
customer–brand relationship outcomes in an online retailing environment." Journal
of Retailing and Consumer Services, 41(2), 101-114.
Foroudi, P, & Qionglei, Y, Suraksha, G, Foroudid, MM. (2019). "Enhancing university brand
image and reputation through customer value co-creation behavior", Technological
Forecasting and Social Change, 138(1), 218-227.
Giovanis, AN, & Athanasopoulou, P. (2018). "Consumer-brand relationships and brand loyalty
in technology-mediated services." Journal of Retailing and Consumer Services, 40(1),
287-294.
Gupta, J. N. D. & Sharma, S.K. (2004), "Creating knowledge Base organizations, Books. google.com.
Hema, J. & Metin, H, Grouumpos, P. (2018). Switching-Costs, Corporate Image and Product Quality effect on Customer Loyalty: Kosovo Retail Market, IFAC-Papers Online, 51
(30), 287-292.
Jung,J.H, & Yoo,J.J,Arnold, T.J(2020). The influence of retail store manager in developing
frontline employee brand relationship, service performance and customer loyalty,
Journal of Business Research, 122(3), 362-372.
Keller, K. (2012). Understanding the richness of brand relationships: Researchdialogue on brands as intentional agents, Journal of Consumer Psychology, 22(2), 186-190.Kennelly, M. & Toohey, K. (2017). “Strategic alliances in sport tourism: National sport
organizationsand sport tour operators”. Sport Management Review, 17(4), 407-418.
Kim, KH, & Kim, KS, Kim, DY, Kim, JH, Kang, SH, (2008). “Brand equity in hospital marketing”,
Journal of Business Research, Elsevier, 61(1), 75-82.
Lui, RL. & Minton, EA. (2018). "Faith-filled brands: The interplay of religious branding and
brand engagement in the self-concept.", Journal of Retailing and Consumer Services, 44
(1), 305-314.
Merk, M, & Géraldine, M. (2019). "The dark side of salesperson brand identification in the
luxury sector: When brand orientation generates management issues and negative
customer perception." Journal of Business Research, 102(1),305-314.
Ozretic-Dosen, D, & Zizak, I. (2015). "Measuring the quality of banking services targeting
student population", Euro Med Journal of Business, 10(1), 98 – 117.
Praiogo, D.I, Hong, S.W. (2008). “The effect of TQM on performance in R&D environments: A
perspective from South Korean firms, Tecnovation”, 28(12), 855–863.
Prados-Pena, M. B, & Del Barrio, G.S (2020). How does parent heritage brand preferences?
affect brand extension loyalty? A moderated mediation analysis, Tourism Management Perspectives,
Article 100755, 36(3), 1-16.
Quinn, J. B. & Anderson, P. and Finkelstein, S. (1996),"Managing Professional Intellect of
alignment between business and information technology objectives ", MIS Quarterly, 24 (1),
81-113.
Raouf, Rather,A. (2018). "Investigating the impact of customer brand identification on
hospitality brand loyalty: A social identity perspective." Journal of Hospitality Marketing &
Management, 27(5), 487-513.
Shabbir, M. S, & Shariff, MNM, Yusof, MBS, Salman, S, Hafeez, S. (2018). "Corporate social
responsibility and customer loyalty in Islamic banks of Pakistan: a mediating role of
brand image." Academy of Accounting and Financial Studies Journal, 22(Special
Issue), 1-6.
Siitonen, H. (2017). "The impact of brand image on customer experience – Company X,
Economics, Business and Management, 1(2), 177-181.
Simon, C. J. & Sullivan, M. W. (2018)." The measurement and determinants of brand equity:
A financial approach", Marketing Science, 12 (1), 28-53.
Tuškej, U, & Podnar, K. (2018). “Consumers’ identification with corporate brands: brand
prestige, anthropomorphism and engagement in social media, Journal of product &
brand management, 27( 1), 3-17.
Zhang, H, & Kang, F, Hu, S. (2020). " Senior leadership, customer orientation, and service firm
performance: the mediator role of process management." Total Quality Management
& Business Excellence, 31(13-14), 1605-1620.
| ||
|
آمار تعداد مشاهده مقاله: 444 تعداد دریافت فایل اصل مقاله: 476 |
||