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شناسایی ابعاد بازارگرایی در صنعت خدمات بانکداری کشور با تأکید بر نقش منابع انسانی | ||
مدیریت بازرگانی | ||
مقاله 4، دوره 7، شماره 2، 1394، صفحه 295-314 اصل مقاله (308.9 K) | ||
نوع مقاله: مقاله علمی پژوهشی | ||
شناسه دیجیتال (DOI): 10.22059/jibm.2015.55551 | ||
نویسندگان | ||
مهرداد استیری* 1؛ علی دیواندری2؛ سید رضا سیدجوادین3؛ سید حمید خداداد حسینی4 | ||
1استادیار گروه مدیریت منابع انسانی، دانشکدۀ مدیریت، دانشگاه تهران، ایران | ||
2استاد گروه مدیریت بازرگانی، دانشکدۀ مدیریت، دانشگاه تهران، ایران | ||
3استاد گروه منابع انسانی، دانشکدۀ مدیریت، دانشگاه تهران، ایران | ||
4استاد گروه مدیریت بازرگانی، دانشکدۀ مدیریت و اقتصاد، دانشگاه تربیت مدرس، تهران، ایران | ||
چکیده | ||
این مقاله در پی شناسایی و ارزیابی ابعاد بازارگرایی در صنعت بانکداری کشور با تأکید بر نقش نیروی انسانی در تحقق آن است. بهمنظور دستیابی به این هدف، پژوهش پیش رو در دو مرحله اجرا شده است. در مرحلۀ اول با بهرهگیری از نظر کارشناسان بازاریابی و مدیریت منابع انسانی و افراد شاغل در صنعت بانکداری، تلاش شد ابعاد بازارگرایی با محوریت منابع انسانی در صنعت بانکداری کشور شناسایی شود. در مرحلۀ دوم و بر اساس پیمایش کمی، به آزمون مدل توسعهدادهشده در مورد مطالعه (بانک ملت) پرداخته شد. نتایج این مطالعه نشان داد مدل بازارگرایی در صنعت خدمات بانکداری با تأکید بر نقش منابع انسانی در تحقق آن، از سه بعد اصلی، شامل رفتار هوشمند، پاسخ هوشمند و سیستمها و بخشهای هماهنگ، شکل گرفته است. بر این اساس، نیروی انسانی بانکها یکی از عناصر و مؤلفههای اصلی در رفتار و پاسخ هوشمندانه به نیازهای بازار بهشمار میرود و برای ایفای نقش مؤثرتر آنان، باید بخشها و سیستمهای هماهنگی در درون بانک ایجاد کرد. | ||
کلیدواژهها | ||
بازارگرایی؛ بانک ملت؛ بخش ها و سیستم های هماهنگ؛ پاسخ هوشمند؛ رفتار هوشمند | ||
عنوان مقاله [English] | ||
Market orientation in Iran banking Industry with an emphasis on HR roles | ||
نویسندگان [English] | ||
Mehrdad Stiri1؛ Ali Divandari2؛ Seyed Reza Seyed Javadin3؛ Seyed Hamid Khodadad Hoseini4 | ||
1Assistant Professor, Faculty of Management, University of Tehran, Tehran, Iran | ||
2Professor, Faculty of Management, University of Tehran, Tehran, Iran | ||
3Professor, Faculty of Management, University of Tehran, Tehran, Iran | ||
4Professor, Faculty of Management, Tarbiat Modares University, Tehran, Iran | ||
چکیده [English] | ||
This paper aims to recognize and evaluate the dimensions of Market Orientation with an emphasis on HR roles in Iran banking industry. To achieve this purpose, this paper is structured in two phases. In the first phase, we tried to recognize the dimensions of Market orientation with an emphasis on HR roles in banking industry by using comments of marketing and HRM experts and bank staffs. In the second phase, applying quantitative survey, we tested a conceptual model in the case of “Bank e Mellat”. The results of this study showed that the model of Market Orientation with an emphasis on HR roles in banking industry includes three dimensions: intelligence behavior, intelligence responsiveness and integrated systems and departments. Accordingly, bank human resources can be considered as a main part of bank intelligence behaviors and responsiveness that require integrated systems and departments inside the bank to play an effective role. | ||
کلیدواژهها [English] | ||
intelligence behavior, intelligence responsiveness, market orientation, Mellat Bank, systems integration | ||
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