كليدواژه :
ﺷﺒﮑﻪ ارزش , ﻣﺪل ﻫﻢ آﻓﺮﯾﻨﯽ , رواﺑﻂ ارزش آﻓﺮﯾﻦ , ﺻﻨﻌﺖ ﺑﺎﻧﮑﺪاري , ﻫﻢ آﻓﺮﯾﻨﯽ ارزش
چكيده فارسي :
ﻫﯿﭻ ﺳﺎزﻣﺎﻧﯽ در ﻋﺼﺮ ﮐﻨﻮﻧﯽ ﻧﻤﯽ ﺗﻮاﻧﺪ ﺻﺮﻓﺎ ﺑﺎ ﺗﺄﮐﯿﺪ ﺑﺮ ﻗﺎﺑﻠﯿﺖ ﻫﺎ و اﻣﮑﺎﻧﺎت ﺧﺎص ﺧﻮد ذي ﻧﻔﻌﺎن و ﻣﺸﺘﺮﯾﺎن ﺧﻮد را ارﺿﺎ ﮐﻨﺪ. در واﻗﻊ، ﺳﺎزﻣﺎن ﻫﺎ ﺑﺎ ﻫﻤﮑﺎري و ﻣﺸﺎرﮐﺖ ﯾﮑﺪﯾﮕﺮ، در ﭘﯽ اراﺋﻪ ﻣﺤﺼﻮﻻت و ﺧﺪﻣﺎت ﻣﺘﻤﺎﯾﺰ ﺑﻪ ﻣﺸﺘﺮﯾﺎن ﻫﺴﺘﻨﺪ. در اﯾﻦ ﻣﻘﺎﻟﻪ، ﭼﺎرﭼﻮب ﺷﺒﮑﻪ ارزش در ﺻﻨﻌﺖ ﺑﺎﻧﮑﺪاري ﺑﺎ اﺳﺘﻔﺎده از اراﺋﻪ ﭘﺮﺳﺸﻨﺎﻣﻪ ﺑﺮاي ﮐﺴﺐ ﻧﻈﺮات 33 ﺧﺒﺮه و ﺻﺎﺣﺐ ﻧﻈﺮ در ﺑﺎﻧﮏ ﻧﻤﻮﻧﻪ ﺑﺮ اﺳﺎس روش ﻧﻤﻮﻧﻪ ﮔﯿﺮي ﻫﺪﻓﻤﻨﺪ و ﻗﻀﺎوﺗﯽ و ﺑﺎ ﺗﻤﺮﮐﺰ ﺑﺮ آزﻣﻮن ﻣﯿﺎﻧﮕﯿﻦ ﺗﮏ ﻧﻤﻮﻧﻪ اي ﺑﺮاي ﺑﺮرﺳﯽ ﻋﻨﺎﺻﺮ ﻣﺪل و ﻧﯿﺰ اراﺋﻪ ﭘﺮﺳﺸﻨﺎﻣﻪ ﻣﺎﺗﺮﯾﺴﯽ ﺑﻪ 8 ﺻﺎﺣﺐ ﻧﻈﺮ از ﺧﺒﺮﮔﺎن ﻣﻨﺘﺨﺐ ﺑﺮ اﺳﺎس روش ﻗﻀﺎوﺗﯽ و ﺑﺎ اﺳﺘﻔﺎده از ﻣﺪل ﺳﺎزي ﺳﺎﺧﺘﺎري ﺗﻔﺴﯿﺮي )(ISM ﺑﺮاي ﺗﺤﻠﯿﻞ رواﺑﻂ ﻣﯿﺎن ﻋﻨﺎﺻﺮ ﻣﻮرد ﺑﺮرﺳﯽ ﻗﺮار ﮔﺮﻓﺘﻪ اﺳﺖ. ﺑﻨﺎﺑﺮ ﯾﺎﻓﺘﻪ ﻫﺎي ﺗﺤﻘﯿﻖ، ﻣﺪل ﺷﺒﮑﻪ ارزش ﺻﻨﻌﺖ ﺑﺎﻧﮑﺪاري در 4 ﺳﻄﺢ ﺗﺮﺳﯿﻢ ﻣﯽ ﺷﻮد ﮐﻪ در ﺳﻄﺢ اول، »ﺧﻠﻖ ارزش در ﺷﺒﮑﻪ ارزش ﺑﺎﻧﮑﺪاري«، در ﺳﻄﺢ دوم، »ﮐﻨﺶ ﻫﺎ و ﺗﻌﺎﻣﻞ ﻫﺎي ﺑﺎﻧﮏ ﺑﺎ ذﯾﻨﻔﻌﺎن«، در ﺳﻄﺢ ﺳﻮم، »ﻧﻘﺶ ﺑﺎﻧﮏ ﺑﻪ ﻋﻨﻮان ﻫﺴﺘﻪ ﺷﺒﮑﻪ ارزش«، »ﺷﺮاﯾﻂ داﺧﻠﯽ ﺑﺎﻧﮏ ﻫﺎ«، »ﻗﻮاﻧﯿﻦ و ﺳﯿﺎﺳﺖ ﻫﺎي ﺑﺎﻧﮑﺪاري« و »رﻗﺎﺑﺖ در ﺻﻨﻌﺖ ﺑﺎﻧﮑﺪاري« و در ﻧﻬﺎﯾﺖ در ﺳﻄﺢ آﺧﺮ، »داراﯾﯽ ﻫﺎي ﺑﺎﻧﮏ«، »ﺗﻐﯿﯿﺮ در ﺻﻨﻌﺖ ﺑﺎﻧﮑﺪاري«، »ﺷﺮاﯾﻂ ﮐﻼن در ﮐﺸﻮر«، »ﺻﻨﻌﺖ ﺑﺎﻧﮑﺪاري اﯾﺮان« و »ﻧﯿﺎزﻫﺎ و وﯾﮋﮔﯽ ﻫﺎي ﻣﺸﺘﺮﯾﺎن« ﻗﺮار دارﻧﺪ. ﻧﺘﺎﯾﺞ ﻧﺸﺎن داد ﮐﻪ ﻋﻮاﻣﻞ زﻣﯿﻨﻪ اي و ﻣﺤﯿﻄﯽ، ﺑﻪ ﺧﺼﻮص ﺷﺮاﯾﻂ داﺧﻠﯽ ﺑﺎﻧﮏ ﻫﺎ، ﻧﻘﺶ ﻣﻬﻤﯽ در ﻫﻢ آﻓﺮﯾﻨﯽ ارزش در ﺻﻨﻌﺖ ﺑﺎﻧﮑﺪاري ايفا مي كنند
چكيده لاتين :
Currently, none of organizations can satisfy its stakeholders and customers by simply emphasizing its unique capabilities and assets. In fact, organizations work together and cooperate to provide distinctive products and services to customers.
In this paper, the value network framework in banking industry is examined based on 33 banking experts’ opinions using one sample t-test to investigate the validity of model elements and using interpretive structural modeling (ISM) on the opinions of the same sample extracted from matrix questionaire, for analyzing the relationships among the elements. According to the research findings, the value network model of banking industry is drawn in four levels, in which, in the first level, "Value Creation in Banking Value Network"; in the second level, "Bank Interactions with Stakeholders"; in the third level, "Bank as the Core of Value Network", "Banks' Internal Conditions", "Banking Rules and Policies" and "Competition in Banking Industry"; and finally, "Bank Assets", "Changes in Banking Industry", "Macro-conditions in the Country", "Iran Banking Industry" and "Customer Needs and Characteristics" are placed. The results show that environmental and contextual elements, especially banks’ internal conditions, play the important role in value co-creation in banking industry.
