تأثیر عوامل شخصی و سازمانی بر نگرش نسبت به نوآوری مشترک به منظور توسعه خدمات جدید در صنعت بانکداری

نوع مقاله : پژوهشی

نویسندگان

1 استادیار دانشگاه محقق اردبیلی

2 دانشگاه محقق اردبیلی

3 عضو هیات علمی دانشگاه پیام نور، گروه مدیریت

چکیده

امروزه بانک‌­ها و موسسات مالی صنعت بانکداری یکی از صنایع مهم خدماتی، برای حضور در صحنه رقابت نیازمند نوآوری‌هایی قابل توجه است. هدف پژوهش حاضر بررسی تأثیر عوامل شخصی و سازمانی بر نگرش مشتری نسبت به نوآوری مشترک و عملکرد توسعه خدمات جدید در صنعت بانکداری است. جامعه آماری شامل بانک‌های خصوصی و دولتی شهر اردبیل (بانک‌های صادرات، ملی، مسکن، کشاورزی، تجارت، ملت، سپه، پاسارگاد، پارسیان، شهر، سامان و آینده) و نمونه آماری شامل مشتریان و کارکنان این بانک‌ها است. حجم نمونه بر اساس فرمول کوکران برابر با 384 نفر به دست آمد و به منظور انتخاب پاسخ‌دهندگان نیز از روش در دسترس (مراجعه حضوری به شعب) استفاده شد. اندازه‌گیری متغیرها با استفاده از پرسشنامه استاندارد انجام گرفت. به منظور تجزیه و تحلیل داده‌ها نیز از مدل معادلات ساختاری با به کارگیری نرم‌افزار لیزرل استفاده شد. نتایج حاصل نشان داد که عوامل شخصی (شامل انگیزه‌های مالی، اجتماعی، دانشی و داخلی) و عوامل سازمانی (شامل فرهنگ سازمانی، ارتباطات سازمانی، منابع سازمانی و ساختار سازمانی) تأثیری مثبت و معنادار بر نگرش نسبت به نوآوری مشترک دارند. نگرش نسبت به نوآوری مشترک نیز تأثیری مثبت و معنادار بر عملکرد توسعه خدمات جدید دارد. در نهایت، تجربه قبلی نوآوری مشترک رابطه بین عوامل شخصی و عوامل سازمانی با نگرش نسبت به نوآوری مشترک را تعدیل می‌ کند.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

The Impact of Personal and Organizational Factors on Attitudes towards Co-Innovation in order to New Service Development in Banking Industry

نویسندگان [English]

  • Bagher Asgarnezhad 1
  • Ghasem Zarei 2
  • Alireza Hamidzadeh Arbabi 2
  • Allahyar Beigi Firoozi 3
1 Assistant
2 university of Mohaghegh Ardabili
3 Payame Noor university
چکیده [English]

Aim and introduction: The condition for survival in today's turbulent business world is to pay attention to environmental developments with the approach of innovation capability and understanding the various dimensions of innovation in business. In other words, a significant part of economic growth, in addition to the three traditional factors of land, labor and capital, can also rely on another important factor called business innovation. Innovation in companies evolves through several important stages. From innovation depending on collaborative innovation, open innovation and finally joint innovation which is the newest type of innovation. Joint innovation is a platform in which new ideas or approaches from different internal and external sources are applied differently to create new value or experience for all stakeholders, including consumers. Banks are one of the most important service companies and need significant innovations to compete. Also, the participation of stakeholders, especially customers, in the process of joint innovation in the banking industry has important benefits such as service customization, customer satisfaction and loyalty, as well as superiority in service quality [52]. One of the most important points that can be mentioned about the importance of joint innovation in the banking industry is the discussion of the impact of joint innovation on the performance of the development of new services in the banking industry.
Thus, the purpose of this study is to investigate the impact of joint innovation on the performance of new services development in the banking industry to examine the factors that cause the customer to participate in the joint innovation process and thus the performance of new service development.
Methodology: The statistical population of the present study includes customers and employees of some public and private banks in Ardabil, including Export, National, Housing, Agriculture, Commerce, Mellat, Sepah, Pasargad, Parsian, Shahr, Saman and Ayandeh Bank. Due to the fact that the geographical distribution of the statistical population was high and it was not possible for the researcher to refer to all of them, therefore the volume of the statistical population is considered unlimited and according to Cochran's formula, 384 people are available using non-random sampling method. Sample selected. It is necessary to explain that in order to collect information, 420 questionnaires were distributed to the branches in several stages. Of the total questionnaires distributed, 407 were returned to researchers. Finally, considering incomplete questionnaires, 384 questionnaires were analyzed, about 60% of the respondents were customers and 40% of them were employees. The data collection method included library and field. Thus, in order to collect information in the field of research background and theoretical foundations, the library method including review of printed and electronic sources was used and then according to the research method, which is descriptive and correlation, a questionnaire as the most important data collection tool. Used in field research.
Findings: According to the results and since the significance level of the variables is more than 0.05, so the assumption of normal distribution of all variables is accepted and parametric tests are used to test the hypotheses. In this research, the standard value for the factor load is equal to 0.5. The results showed that for all items, the values of factor loads were greater than the standard level of 0.5 and the values of T-Student statistics were 95% greater than the level of 1.96, so according to the reported values, it can be claimed that the questions in Questionnaires have construct validity. Also, according to the standard values for the desired indicators, it was concluded that there is diagnostic validity, convergent validity and reliability for all variables, and in general, the research measurement models are in a good condition. According to t-statistic and level of significance, it was found that among the personal factors, all four motivations, namely internal, knowledge, social and financial, have a significant effect on attitude. The obtained coefficients show that this effect is positive. Among the organizational factors, the effect of all four factors including organizational culture, organizational communication, organizational resources and organizational structure on attitude was confirmed. The obtained coefficients indicate that this effect is also positive. Also, according to the results obtained from the coefficients, it can be seen that the customer's attitude towards joint innovation has a significant positive effect on the performance of new service development. Previous experience of joint innovation modulates the relationship between personal factors and attitudes toward joint innovation, and therefore the fourth hypothesis of the study was confirmed. Previous experience of joint innovation also modulates the relationship between organizational factors and attitudes toward joint innovation, and therefore the fifth hypothesis of the research is confirmed.
Discussion and Conclusion: Based on the results based on the importance of social factors in attracting customer participation in joint innovation, bank managers and employees should try to raise issues related to joint innovation in online communities as well as other places where customers are present and try To provide good social relationships between themselves and customers. In order to strengthen financial motivation among customers, bank managers are also advised to consider rewards and incentives to attract customer participation in innovative activities and to award prizes to the owners of top ideas. Considering the importance of internal motivation in attracting customers' cooperation in joint innovation, it is suggested that the officials and employees of banks in designing joint innovation mechanisms implement this activity along with creating joy and happiness among customers and in the form of exciting activities for them. In order to strengthen the knowledge motivation among customers, it is suggested that during their participation in joint innovation activities, some of the suggestions made in the direction of innovation be provided to customers so that in addition to increasing customer knowledge, the community to a reservoir of Become individual and collective interactions.

کلیدواژه‌ها [English]

  • Co-Innovation
  • Personal Factors
  • Organizational Factors
  • new product development
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