نسل سوم ارزش ویژه برند: عوامل موثر بر ارزیابی ارزش ویژه برندِ کارمندمحور در صنعت بانکداری

نویسندگان

1 استادیار دانشکده مدیریت و حسابداری دانشکده مدیریت-دانشگاه علامه طباطبایی

2 کارشناس ارشد مدیریت بازرگانی دانشکده مدیریت و حسابداری دانشگاه علامه طباطبایی

3 داﻧﺸﺠﻮی دﮐﺘﺮای ﻣﺪﯾﺮﯾﺖ ﺑﺎزرﮔﺎﻧﯽ – داﻧﺸﮕﺎه اﺻﻔﻬﺎن

چکیده

در گذشته بسیاری از سازمان‌های خدماتی رویکرد مشتری محوری را در برندسازی مدنظر قرار می‌دادند، رویکردی که نقش تعاملات مستقیم میان کارکنان و مشتریان، تعاملات میان کارکنان و همچنین مدیران و کارکنان در آن دیده نمی شد. با تاکید بیشتر بر برند به عنوان یک منبع عامل، ارزش‌ برند به مشتری بیش از پیش مدنظر قرار گرفته  و مهارت ارائه آن به عنوان یک مزیت رقابتی قلمداد شده و از همه مهمتر به دارایی ذهنی سازمان کمک می‌نماید. بانک‌ها به عنوان مهمترین سازمان‌های خدماتی، می‌بایست بیش از تاکید بر این‌که چه چیزی ارائه دهند، بر چگونگی ارائه تاکید کنند. هدف این پژوهش، بررسی عوامل موثر بر تعهد کارکنان نسبت به برند و تاثیر آن بر ارزش ویژه برند در یکی از بانک‌های کشور است. جامعه آماری این پژوهش کارکنان و مدیران بانک می‌باشند که تعداد 233 نفر به روش در دسترس مورد استفاده قرار گرفتند. این پژوهش از لحاظ هدف توصیفی، به لحاظ شیوه گردآوری اطلاعات، پیمایشی و از نوع همبستگی می­باشد. برای آزمون فرضیه‎های پژوهش از مدل‎یابی معادلات ساختاری و نرم‎افزار Amos22 استفاده گردید. یافته‎ها حاکی از آن است که میان ادراک کارکنان از برندسازمان استخدام‌کننده، ادراک کارکنان از برند درک شده توسط مشتری، برند سازمان استخدام‎کننده و رقبای آن و دانش کارکنان نسبت به برند با تعهد کارکنان نسبت به برند رابطه معناداری وجود دارد. همچنین تعهد کارکنان نسبت به برند بر ارزش ویژه برند تاثیر معناداری دارد.

کلیدواژه‌ها


عنوان مقاله [English]

Factors affecting the evaluation ofemployee based brand equity (third-generation of brand equity) in the banking industry (Case Study: Maskan Bank)

نویسندگان [English]

  • Mohammad Reza Karimi Ali Vijeh 1
  • Mohammad Mehdi Ahmadi 2
  • Seyyed MOhammad Sadegh Eshaghi 3
چکیده [English]

Increasing number of banks and financial institutions in Iran reflects the need to have a sustainable competitive advantage in the banking industry. Such an advantage which is not simply imitated by others, makes the differentiation and more importantly reinforce intangible assets of organizations. Banks as one of the most important ramification of service organizations, should emphasize on how to deliver instead of what to deliver. The aim of this study is to investigate factors affecting on employee brand commitment and its impacts on employee based brand equity in Maskan Bank. The population of study was selected through Convenience sampling method, including 233 front office of Maskan Bank in Tehran. To test the hypotheses, structural equation model through Amos 22 were used. Findings reveal the relationship between employer brand and its competitors, employer brand as experienced by employees, customer brand as perceived by employees, employees’ brand knowledge and Employee brand commitment. Also the relationship between employee brand commitment and employee-based brand equity was supported. Finally some managerial practical implications are presented in the context of banking industry.

کلیدواژه‌ها [English]

  • employees’ brand commitment
  • employer brand and its competitors
  • employees’ brand knowledge
  • employee-based brand equity
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