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اخبار و اعلانات

ارزیابی اثربخشی تبلیغات بانکی و شناسایی عوامل مؤثر بر ترجیح ارباب‌رجوع

نوع مقاله : پیمایشی

نویسندگان

1 دانشجوی دکتری، گروه مدیریت بازرگانی، واحد قم، دانشگاه آزاد اسلامی، قم، ایران.

2 استادیار، گروه مدیریت، دانشگاه پیام نور، تهران، ایران.

3 استادیار، واحد قم، دانشگاه آزاد اسلامی، قم، ایران.

4 دانشیار، گروه روان‌شناسی، دانشگاه پیام نور، تهران، ایران.

چکیده

تبلیغات به‌عنوان اصلی‌ترین راه برقراری ارتباط با مخاطب و مشهورترین شکل بازاریابی تنها زمانی می‌تواند رشد کند که متمرکز بر اثربخشی باشد. هدف پژوهش حاضر ارزیابی اثربخشی تبلیغات بانکی، تعیین عوامل مؤثر بر اثربخشی تبلیغات و شناسایی عوامل مؤثر در جلب و ترجیح مراجعان بانک دی است. در این راستا از مدل آیدا به‌منظور ارزیابی اثربخشی تبلیغات استفاده شد. جامعه آماری این پژوهش مراجعان بانک دی در شهر تهران هستند که تبلیغات بانک را دیده‌اند. به دلیل نامحدود بودن جامعه آماری و با استفاده از فرمول کوکران تعداد 402 نفر از آن‌ها با استفاده از روش نمونه‌گیری تصادفی طبقه‌ای انتخاب و پرسشنامه در بین آن‌ها توزیع شد. پرسشنامه پژوهش از روایی صوری با تأیید خبرگان و استادان دانشگاهی و روایی‌سازه از طریق تحلیل عامل تأییدی برخوردار است. جهت محاسبه پایایی، از ضریب آلفای کرونباخ استفاده شد که تمامی مقادیر بالاتر از 7/0 شد که نشان از پایایی بالای پرسشنامه است. برای تجزیه و تحلیل داده‌ها و آزمون فرضیه‌های پژوهش از روش معادلات ساختاری و نرم‌افزار اسمارت پی.ال.اس استفاده شد. نتایج یافته‌ها حاکی از آن است که تبلیغات بانک دی در مؤلفۀ جلب‌توجه، ایجاد علاقه، ایجاد تمایل و اقدام به انتخاب بانک، اثربخشی کافی را نشان می‌‌دهند. از نظر مراجعان صداقت موجود در پیام‌ها و واقعی بودن آن‌ها و بعد از آن، به ترتیب خلاقیت موجود در تبلیغات و استفاده از تصاویر مناسب در افزایش اثربخشی تبلیغات بانک دی بسیار با اهمیت هستند. مراجعان به ترتیب برخورد خوب کارکنان و احترام به مشتری، سرعت خدمات بانکی، مطابقت خدمات دریافتی با پیام تبلیغاتی، تنوع خدمات دریافتی و ارائه خدمات بانکداری الکترونیک بهتر نسبت به رقبا را در ترجیح و انتخاب بانک دی مؤثر می‌دانند.

کلیدواژه‌ها

عنوان مقاله [English]

Evaeluating the Effectiveness of Bank Advertising and Identifying the Factors Affecting Client Preference

نویسندگان [English]

  • Sadaf Khanbolooki 1
  • AliaAsghar Eyvaziheshmat 2
  • Rasoul Sanavifard 3
  • Alireza Aghayousefi 4

1 1. Ph.D Candidate, Department of Business Management,Qom Branch, Islamic Azad University, Qom, Iran.

2 Assistant Professor, Department of Management, Payame Noor University, Tehran, Iran.

3 Assistant Professor, Department of Business Management, Qom Branch, Islamic Azad University, Qom, Iran.

4 4. Associate Professor, Department of Psychology, Payame Noor University,Tehran,Iran.

چکیده [English]

Advertising can only grow as the main way to communicate with the audience and the most popular form of marketing if it focuses on effectiveness. The purpose of this study is to evaluate the effectiveness of bank advertising, determine the factors affecting the effectiveness of advertising, and identify the factors affecting the attraction and preference of Day Bank clients. In this regard, the Aida model was used to evaluate the effectiveness of advertising. The statistical population of this research is the clients of Day Bank in Tehran who have seen the bank's advertisements. Due to the infinity of the statistical population and using Cochran's formula, 402 of them were selected using stratified random sampling and a questionnaire was distributed among them. The research questionnaire has face validity with the approval of experts and university professors and structural validity through confirmatory factor analysis. To calculate the reliability, Cronbach's alpha coefficient was used and all values were higher than 0.7, which indicates the high reliability of the questionnaire. Structural equation method and SmartPLS software were used to analyze the data and test the research hypotheses. The results show that Day Bank 's advertisements show sufficient effectiveness in the components of attracting attention, creating interest, creating desire, and choosing a bank. From the clients' point of view, the honesty of the messages and their authenticity, and after that, the creativity in the advertisements and the use of appropriate images are very important in increasing the effectiveness of Day Bank's advertisements. Clients consider the good attitude of employees and respect for the customer, the speed of banking services, matching services received with advertising messages, variety of services received, and providing better electronic banking services were more effective in preference and choosing Day Bank.

کلیدواژه‌ها [English]

  • Effectiveness
  • Advertising
  • Preference and Selection
  • AIDA Model
  • Day Bank
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مدیریت سازمان‌های دولتی
دوره 9، شماره 3 (پیاپی 35) - شماره پیاپی 35
تیر 1400
صفحه 113-126
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سابقه مقاله
  • تاریخ دریافت: 18 دی 1399
  • تاریخ بازنگری: 18 اسفند 1399
  • تاریخ پذیرش: 17 خرداد 1400
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