مطالعات مدیریت کسب و کار هوشمند

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری، مدیریت فناوری اطلاعات، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبائی، تهران، ایران.

2 عضو هیئت علمی، گروه مدیریت صنعتی، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبائی، تهران، ایران.(نویسنده مسئول مقاله)؛ hanafizadeh@gmail.com

3 عضو هیئت علمی، گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبائی، تهران، ایران.

4 عضو هیئت علمی، گروه مدیریت صنعتی، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبائی، تهران، ایران.

چکیده

در سال‌های اخیر، کانال‌های ترکیبی توجه زیادی را به خود جلب کرده‌اند. طراحی خدمات کانال‌های ترکیبی و شناسایی توانش‌های کاربران در استفاده از این خدمات، موضوع مهمی برای شاغلین در صنعت بانکی و محققین است. دغدغه اصلی که این مقاله به آن پرداخته، نحوه طراحی خدمات کانال‌های ترکیبی است به‌گونه‌ای که توانش پذیری کاربران در استفاده از آن‌ها افزایش یابد. این پژوهش، با تکیه‌بر نظریه توانش و با برخورداری از مفروضات معرفت‌شناسانه در طراحی روش تحقیق، به استفاده از داده‌های کیفی پرداخته است. برای جمع‌آوری داده‌های کیفی از روش مصاحبه عمیق با خبرگان صنعت بانکداری استفاده شده است. نتایج حاکی از آن بود که برای ارتقای توانش کاربران در استفاده از کانال‌های ترکیبی می‌توان ۱۵ موضوع را مدنظر قرار داد. موضوعاتی که هم توانش‌های ادراکی احتمالی توسط کاربر را مدنظر قرار می‌دهد و هم باعث سوق دادن وی به سطوح بالاتر استفاده ‌می‌شود. یافته‌های این تحقیق می‌تواند به کارشناسان و مدیران ارشد صنعت بانکداری در طراحی خدمات کانال‌های ترکیبی کمک نماید.

کلیدواژه‌ها

عنوان مقاله [English]

Employing Affordance Theory in Designing Multi-Channel Banking

نویسندگان [English]

  • Manochehr Zamani Farizhandi 1
  • Payam Hanafizadeh 2
  • Zohreh Dehdashti Shahrokh 3
  • Mohammadtaghi Taghavifard 4

1 Ph.D. Candidate, Department of Industrial Management, Faculty of Management and Accounting, Allameh Tabataba’i University, Tehran Iran

2 Faculty Member, Department of Industrial Management, Faculty of Management and Accounting, Allameh Tabataba’i University, Tehran. Iran(Corresponding Author : hanafizadeh@yahoo.com)

3 Faculty Member, Department of Marketing Management, Faculty of Management and Accounting, Allameh Tabataba’i University, Tehran. Iran

4 Faculty Member, Department of Industrial Management, Faculty of Management and Accounting, Allameh Tabataba’i University, Tehran. Iran

چکیده [English]

Multi-channel banking have attracted a lot of attention in recent years. So, the design of multi-channel banking services and the identification of the costs of each of these levels, it is an important issue for both banking professionals and researchers in this field. The main concern that this article deals with is how to design a hybrid channels services so that users can afford to use them. This study, by relying on the affordance theory and with the epistemological assumptions in designing the research method, qualitative data has been gathered. In order to collect qualitative data, we have used an in depth-interview with the experts of the banking industry. The results indicate that to improve the users ‘affordance of multi-channel banking, it is possible to consider 15 issues. Topics that can be considered by the user as well as the possible perceptual and lead to higher levels of use. The findings of this research can help experts and senior managers of the banking industry in the design of multi- channels services.

کلیدواژه‌ها [English]

  • : Multi Channels
  • Levels of Usage
  • Affordance Theory
  • Affordance of Multi Channels
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