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واکاوی پیشایندهای نوآوری خدمات در بانک کشاورزی | ||
| مدیریت سازمانهای دولتی | ||
| مقاله 4، دوره 14، شماره 1 (پیاپی 53)، دی 1404، صفحه 71-88 اصل مقاله (1.39 M) | ||
| نوع مقاله: اکتشافی | ||
| شناسه دیجیتال (DOI): 10.30473/ipom.2025.74512.5185 | ||
| نویسندگان | ||
| محمد قرصی1؛ جعفر بیکزاد* 2؛ فرهاد نژاد حاجعلی ایرانی3؛ یحیی داداش کریمی3 | ||
| 1دانشجوی دکتری، گروه مدیریت دولتی، واحد بناب، دانشگاه آزاد اسلامی، بناب، ایران | ||
| 2دانشیار، گروه مدیریت دولتی، واحد بناب، دانشگاه آزاد اسلامی، بناب، ایران | ||
| 3استادیار، گروه مدیریت دولتی، واحد بناب، دانشگاه آزاد اسلامی، بناب، ایران | ||
| چکیده | ||
| این پژوهش با هدف واکاوی نوآوری خدمات الکترونیکی به مشتریان در بانکهای دولتی انجام گرفته است. پژوهش حاضر از نظر هدف کاربردی و از نظر روش انجام پژوهش، تحلیلی-توصیفی است که با استفاده از روش پژوهش کیفی فراترکیب صورت گرفت. روش فراترکیب با استفاده از گامهای هفتگانه روش سندلوسکی و باروسو (2007) انجام شد. جامعه پژوهش، شامل دو بخش اسناد، مقالات، پایاننامهها، کتب و اسناد علمی مرتبط با موضوع پژوهش در بین سالهای 2025-2000 میلادی و بخش مصاحبه شامل سه گروه خبرگان دانشگاهی، کارشناسان خبره و مدیران ارشد بانک میباشد. نمونهگیری از منابع علمی با استفاده از روش هدفمند و همگام با رویکرد فراترکیب انجام شد. همچنین، برای شناسایی مشارکتکنندگان پژوهش از روش نمونهگیری هدفمند و گلولهبرفی استفاده شد که این روند تا رسیدن به اشباع نظری دادهها ادامه یافت و در نهایت 17 نفر به عنوان نمونه نهایی انتخاب شدند. دادهها با استفاده از رهیافت 7 مرحلهای سندلوسکی و باروسو (2007) تحلیل شدند. طبق تجزیه و تحلیل دادهها، پیشایندهای نوآوری خدمات در بانک کشاورزی در قالب 4 مقوله اصلی (پویایی رقابت، مدیریت هوشمند ارتباط با مشتریان، تحول دیجیتال و ارزشآفرینی دیجیتال)، 13 مقوله فرعی (اتخاذ رفتار رقابتی، چابکی استراتژیک، هوشمندی رقابتی، تعامل نوآورانه با مشتریان، تقویت وفاداری از طریق خدمات نوآورانه، تحلیل پیشرفته رفتار مشتریان، بکارگیری فناوریهای نوین، یکپارچهسازی کانالهای خدمات، نوآوری در مدلهای کسبوکار بانکی، ارتقای امنیت و اعتماد دیجیتال، ارتقاء جایگاهیابی، ارتقاء کانالهای ارتباطی و برندسازی مبتنی بر رفتار مشتری) و 51 مفهوم طراحی شد. براساس یافتههای این پژوهش، میتوان نتیجه گرفت که نوآوری خدمات در بانک کشاورزی نیازمند رویکردی جامع است که پویایی رقابت، مدیریت هوشمند ارتباط با مشتریان، تحول دیجیتال و ارزشآفرینی دیجیتال را بهطور هماهنگ در استراتژیها و فرآیندهای بانک به کار گیرد تا ضمن ارتقای تجربه مشتری و کارایی خدمات، مزیت رقابتی پایدار و توسعه بلندمدت بانک تضمین شود. | ||
| کلیدواژهها | ||
| نوآوری خدمات الکترونیکی؛ فراترکیب؛ بانک کشاورزی؛ پویایی رقابت؛ تحول دیجیتال؛ مدیریت ارتباط با مشتری | ||
| عنوان مقاله [English] | ||
| Exploring the Antecedents of Service Innovation in Bank Keshavarzi | ||
| نویسندگان [English] | ||
| Mohammad Ghorsi1؛ Jafar Beikzad2؛ Farhad Nejhad Hajali Irani3؛ Yahya Dadash Karimi3 | ||
| 1PhD Student,, Department of Public Administration,, Bon.C.,, Islamic Azad University, Bonab, Iran | ||
| 2Associate Professor,, Department of Public Administration,, Bon.C.,,, Islamic Azad University, Bonab, Iran. | ||
| 3Assistant Professor,, Department of Public Administration,, Bon.C.,,, Islamic Azad University, Bonab, Iran | ||
| چکیده [English] | ||
| Introduction In the competitive and rapidly evolving banking environment, electronic service innovation is vital as a strategic leverage for maintaining and enhancing the competitive advantage of state-owned banks, such as Bank Keshavarzi. This research aims to explain and analyze the key antecedents effective on the success of electronic service innovation by developing a comprehensive conceptual framework through a systematic synthesis of existing knowledge. The findings of this study are applied and directly usable by policymakers and senior managers of state-owned banks for the optimal allocation of resources in innovation projects. The central research question is: “What are the antecedents of service innovation in Bank Keshavarzi, and how can they be formulated into a comprehensive framework?” Methodology The nature of this research is qualitative, descriptive-analytical, and documentary. To achieve the objective, the Meta-synthesis method, based on the seven-stage model of Sandelowski and Barroso (2007), was utilized. The statistical population for the search included all relevant studies published in reputable domestic and foreign scientific databases (such as ScienceDirect, Emerald, Wiley, and Magiran) within the period of 2000 to 2025. The acceptance criteria for articles were publication in accredited sources and the use of qualitative or mixed methods. To ensure the reliability of the analysis process, the strategy of inter-subject agreement between two independent coders was employed. Findings The meta-synthesis process led to the identification and extraction of four main, interconnected antecedents for electronic service innovation. These antecedents are collectively explained through 13 sub-categories and 41 fundamental concepts: 1- Competitive Dynamics (13 Concepts): This antecedent provides the strategic foundation for innovation, emphasizing strategic agility and competitive intelligence (based on Khani & Jafarnejad, 2025), thereby ensuring the bank’s quick and effective response to environmental changes. 2- Intelligent Customer Relationship Management (CRM) (12 Concepts): This factor enhances the bank’s capability to design personalized and effective services. Its focus is on advanced customer behavior analysis and innovative interaction (consistent with Shifar et al., 2024) to strengthen loyalty. 3- Digital Transformation (15 Concepts): This antecedent establishes the technological and operational platform for innovation. Its key dimensions include the adoption of novel technologies, channel integration, and the enhancement of digital security and trust (based on Abedini & Yazdani, 2021). 4- Digital Value Creation (11 Concepts): This antecedent distinguishes the innovation outcome from a market and customer perspective. Its focus is on improving positioning and branding based on customer behavior (consistent with Fakharian et al., 2023). Discussion and Conclusion The research findings present a four-dimensional framework, positing that the success of electronic service innovation is conditional on the simultaneous and integrated reinforcement of these antecedents. In this framework, innovation receives strategic direction through Competitive Dynamics, becomes customer-centric through Intelligent CRM, is implemented via Digital Transformation, and achieves market differentiation through Digital Value Creation. This conceptual framework offers a roadmap for Bank Keshavarzi managers to transform the innovation process from a reactive event into a systematic, continuous, and data-driven endeavor. Managers are advised, alongside investing in technology, to pay special attention to soft aspects such as advanced customer behavior analysis and enhancing digital trust (which are vital pillars for innovation adoption). By synthesizing dispersed knowledge, this study contributes to the theoretical development of innovation frameworks in the banking industry. | ||
| کلیدواژهها [English] | ||
| Electronic Service Innovation, Meta-synthesis, Bank Keshavarzi, Competitive Dynamics, Digital Transformation, Customer Relationship Management | ||
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| مراجع | ||
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