ارائه مدل کج‌رفتاری مشتریان خدمات سازمان‌های‌ مالی

نوع مقاله : پژوهشی اصیل

نویسندگان
1 دانشجوی دکتری بازاریابی، گروه مدیریت، دانشکده علوم اداری و اقتصاد، دانشگاه اصفهان، اصفهان، ایران.
2 دانشیار، گروه مدیریت، دانشکده علوم اداری و اقتصاد، دانشگاه اصفهان، اصفهان، ایران.
3 استادیار، گروه مدیریت، دانشکده علوم اداری و اقتصاد، دانشگاه اصفهان، اصفهان، ایران.
چکیده
کج‌رفتاری به‌عنوان رفتاری غیرعقلایی و غیرمنطقی، نوعی از رفتار و تصمیم‌گیری در بین مشتریان بازارها و سازمان‌ها به‌ویژه در بخش مالی و سرمایه‌گذاری است که شناخت ماهیت آن، همچنین عوامل مؤثر و پیامدهای آن می‌تواند به پیش‌بینی بهتر بازارها کمک کند. هدف پژوهش حاضر طراحی مدل کج‌رفتاری مشتریان این نوع سازمان‌ها (به‌طور خاص بازار سرمایه و بورس) می‌باشد. در این پژوهش سعی بر آن بوده است تا با بهره‌گیری از روش آمیخته کیفی کمی (اکتشافی- تأییدی)، همچنین به‌کارگیری فن تحلیل مضمون مصاحبه‌ها (در بخش کیفی) و تحلیل داده‌ها و سنجش مدل پژوهش با کمک نرم‌افزارهای آماری SPSS 22 و Smart PLS 3 (در بخش کمی) مدلی از این پدیده ارائه شده تا شناخت بهتری از آن حاصل شود. جامعه پژوهش در بخش کیفی، خبرگان و مشتریان مطلع در زمینه پژوهش و در بخش کمی نیز تمام مشتریان خدمات بازار بورس را شامل شده است. همچنین در بخش کیفی پژوهش، نمونه 11 نفری و در بخش کمی نیز 176 نفر از مشتریان تهرانی سازمان بورس بررسی شدند. نتایج این پژوهش نشان می‌دهد که کج‌رفتاری مشتریان به‌طور مستقیم متأثر از 3 نوع سوگیری‌ ذهنی بوده و ارزش‌های فرهنگی، شرایط و قوانین اقتصادی و عوامل سیاسی نیز بر شکل‌گیری سوگیری‌های ذهنی و در پی آن کج‌رفتاری مؤثر است. همچنین علاوه بر تعیین الگوهای کج‌رفتاری در این بازار، پیامدهای بی‌ثباتی اقتصادی و هرج و مرج اجتماعی از جمله پیامدهای مهم و کلیدی کج‌رفتاری مشتریان خدمات سازمان‌های مالی شناخته شده است.
کلیدواژه‌ها

موضوعات


عنوان مقاله English

Proposing a Model for Customer Misbehavior in financial institutions services.

نویسندگان English

iman amouei 1
seyed Fathollah Amiri Aghdaie 2
Azarnush Ansari 3
1 PHD Student, Department of Management, Faculty of Administrative Sciences and Economics, University of Isfahan, Isfahan, Iran.
2 Associate Professor and Faculty Member, Department of Management, Faculty of Administrative Sciences and Economics, University of Isfahan, Isfahan, Iran.
3 Assistant Professor and Faculty Member, Department of Management, Faculty of Administrative Sciences and Economics, University of Isfahan, Isfahan, Iran
چکیده English

Misbehavior as irrational behavior is a type of behavior and decision-making among customers of markets and organizations, especially in the financial and investment sector, which recognizing its nature, as well as its effective factors and consequences can help to better predict markets. The purpose of this study is to design a model of misbehavior of customers of this type of organizations (specifically capital market). In this research, an attempt has been made to use a qualitative and quantitative methods, as well as the technique of interview content analysis and data analysis and measurement of the research model with the help of SPSS 22 and Smart PLS 3 statistical software to provide a better understanding of this phenomenon To be obtained. The results of this study indicate that customers' misbehavior is directly affected by 3 types of mental biases and cultural values, economic conditions and laws and political factors also affect the formation of mental biases. In addition to identifying instances of misbehavior in this market, the economic instability and social chaos are also known as important and key consequences of customer misbehavior.

کلیدواژه‌ها English

Customer Behavior
Customer Misbehavior
behavioral economics
Mental Bias
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