مهندسی سیستم و بهره‌وری

مهندسی سیستم و بهره‌وری

طراحی و اعتبار سنجی تجربه هوشمند مشتریان در بانک کشاورزی استان خراسان رضوی با رویکردی آمیخته

نوع مقاله : پژوهشی

نویسندگان
نفیسه قدمی گل شیخ 1
وحید ثانوی گروسیان 2
علی حسین زاده 3
1 دانشجوی دکتری، گروه مدیریت ، واحد تربت حیدریه، دانشگاه آزاد اسلامی، تربت حیدریه، ایران
2 نویسنده مسئول: استادیار، گروه مدیریت بازرگانی ، واحد بجنورد، دانشگاه آزاد اسلامی، بجنورد، ایران
3 استادیار، گروه مدیریت ، واحد تربت حیدریه، دانشگاه آزاد اسلامی، تربت حیدریه، ایران
10.22034/sep.2025.2049020.1244
چکیده
مقاله حاضر به بررسی و طراحی تجربه هوشمند مشتریان در بانک کشاورزی استان خراسان رضوی می‌پردازد. پژوهش ازنظر هدف کاربردی و از نوع روش در حوزه پژوهش‌های توصیفی است که با رویکرد آمیخته انجام‌شده است. پژوهش به روش آمیخته و در دو فاز کیفی و کمی صورت گرفته است. این پژوهش دارای دو جامعه آماری، خبرگان و همچنین مدیران و کارکنان بانک کشاورزی است. در بخش کیفی 12 خبره و در بخش دلفی فازی 40 خبره با استفاده از نمونه‌گیری هدفمند انتخاب شدند و در بخش آزمون مدل 290 نفر از کارکنان و مدیران بانک انتخاب شدند. در فاز کیفی، با استفاده از مصاحبه با 12 خبره، مؤلفه‌های کلیدی تجربه هوشمند مشتریان شناسایی شد که در قالب 54 کد باز استخراج گردید و سپس این کدها به 12 مقوله فرعی و 5 مقوله اصلی سازمان‌دهی شدند. مقوله‌های اصلی شامل تجربه ناشی از شخصی‌سازی و پیش‌بینی، تعامل، پشتیبانی هوشمند، امنیت و حریم خصوصی، و احساس ایمنی و خوشایندی بودند. در فاز کمی، با استفاده از دلفی فازی و آزمون تحلیل عاملی تأییدی مرتبه اول و دوم، نتایج فاز کیفی تأیید شد. این مقوله‌ها در قالب پرسشنامه‌ای به 290 نفر از کارکنان و مدیران بانک کشاورزی ارائه و مدل نهایی بررسی گردید. یافته‌ها نشان داد که مقوله‌هایی نظیر پیش‌بینی و پیش فعالی، تجزیه‌وتحلیل داده‌ها، شفافیت و دسترس‌پذیری تأثیر زیادی بر تجربه مشتری دارند، درحالی‌که مقوله‌هایی مانند خودمختاری و رضایت و لذت تأثیر نسبی‌تری دارند. نتایج پژوهش می‌تواند راهنمایی مهم برای بهبود خدمات بانکی هوشمند و افزایش رضایت و وفاداری مشتریان باشد.

تازه های تحقیق

  • مقوله‌هایی نظیر پیش‌بینی و پیش فعالی، تجزیه‌وتحلیل داده‌ها، شفافیت و دسترس‌پذیری تأثیر زیادی بر تجربه مشتری دارند.
  • مقوله‌هایی مانند خودمختاری و رضایت و لذت تأثیر نسبی‌تری دارند.
  • مؤلفه‌های کلیدی تجربه هوشمند مشتریان شناسایی شد.

کلیدواژه‌ها
تجربه مشتریان
تجربه هوشمند مشتریان
پژوهش آمیخته
بانک کشاورزی
پشتیبانی هوشمند
موضوعات

عنوان مقاله English

Design and Validation of Smart Customer Experience in Agricultural Bank of Khorasan Razavi Province with a Mixed-methods Approach

نویسندگان English

Nafiseh Ghadami Gholsheikh 1
Vahid Sanavi Garousiyan 2
Ali Hosseinzadeh 3
1 Ph.D. Student, Department of Management, Torbat-e-Heydarieh Branch, Islamic Azad University, Torbat-e-Heydarie, Iran
2 Corresponding author: Assistant Professor, Department of Business Management, Bojnourd Branch, Islamic Azad University, Bojnourd, Iran
3 Assistant Professor, Department of Management, Torbat-e-Heydarieh Branch, Islamic Azad University, Torbat-e-Heydarie, Iran
چکیده English

This article examines and designs the smart customer experience at the Agricultural Bank of Khorasan Razavi Province. The research is applied in purpose and descriptive in method, conducted with a mixed approach. The study consists of two phases: qualitative and quantitative. Two statistical populations were involved: experts, as well as managers and employees of the Agricultural Bank. In the qualitative phase, 12 experts were selected, and in the fuzzy Delphi section, 40 experts were chosen using purposive sampling. In the model testing section, 290 employees and managers of the bank participated. In the qualitative phase, through interviews with 12 experts, key components of the smart customer experience were identified, resulting in 54 open codes. These codes were then organized into 12 subcategories and 5 main categories. The main categories included experience derived from personalization and prediction, interaction, intelligent support, security and privacy, and a sense of safety and pleasantness. In the quantitative phase, the results from the qualitative phase were confirmed using fuzzy Delphi and first- and second-order confirmatory factor analysis. These categories were presented in a questionnaire to 290 employees and managers of the bank, and the final model was evaluated. Findings showed that factors like prediction, proactivity, data analysis, transparency, and accessibility significantly impact customer experience, while autonomy, satisfaction, and pleasure have moderate effects. The research results can serve as a valuable guide for improving smart banking services and enhancing customer satisfaction and loyalty.

کلیدواژه‌ها English

Customer experience
Smart customer experience
Mixed-methods approach
Agricultural Bank
Smart support

Copyright © Nafiseh Ghadami Gholsheikh. Vahid Sanavi Garousiyan. Ali Hosseinzadeh

 

License

This article is released under the Creative Commons Attribution (CC BY 4.0) license. Anyone is free to copy, share, translate, and adapt this article for any purpose, whether commercial or non-commercial, as long as proper citation is given to the authors and original publication.

 

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مهندسی سیستم و بهره‌وری
دوره 5، شماره 1 - شماره پیاپی 14
شماره پیاپی 14، فصلنامه بهار
بهار 1404
صفحه 65-91

  • تاریخ دریافت 06 دی 1403
  • تاریخ بازنگری 04 بهمن 1403
  • تاریخ پذیرش 24 بهمن 1403
  • تاریخ اولین انتشار 24 بهمن 1403
  • تاریخ انتشار 01 خرداد 1404