پایان نامه مطالعه تأثیر استراتژی گرایی و قابلیت های بازاریابی بر عملکرد شعب بانک های خصوصی در سطح شهر کرمانشاه

فهرست:

چکیده   .............................................................................................................................................................................  1

فصل اول: کلیات تحقیق

1- 1 مقدمه   ......................................................................................................................................................................... 3

1-2 بیان مسأله ....................................................................................................................................................................  3

1-3 اهمیت و ضرورت انجام تحقیق  .................................................................................................................................... 5

1-4 اهداف تحقیق  ............................................................................................................................................................... 7

1-4-1 هدف اصلی   ........................................................................................................................................................... 7

1-4-2 اهداف فرعی............................................................................................................................................................. 7

1-4-3 اهداف کاربردی  ...................................................................................................................................................... 7

1-5 چهارچوب نظری  ......................................................................................................................................................... 7

1-6 فرضیات تحقیق  ............................................................................................................................................................ 9

1- 7 قلمرو تحقیق ............................................................................................................................................................... 10

1-7-1 قلمرو موضوعی  ..................................................................................................................................................... 10

1-7-2 قلمرو زمانی  .......................................................................................................................................................... 10

1-7-3 قلمرو مکانی  ......................................................................................................................................................... 10

1-8 تعریف واژه ها و اصطلاحات(مفهومی و عملیاتی) ...................................................................................................... 10

1-8-1 مشتری گرایی ......................................................................................................................................................... 10

1-8-2 رقیب گرایی  ......................................................................................................................................................... 11

1-8-3 گرایش به داخل/ هزینه .......................................................................................................................................... 11

1-8-4 نوآوری گرایی  ...................................................................................................................................................... 11

1-8-5 آشفتگی بازار ..................................................................................................................................................... 11      

1-8-6 شدت رقابت ...................................................................................................................................................... 12

1-8-7 عدم تمرکز  ....................................................................................................................................................... 12

1-8-8 سرمایه انسانی ................................................................................................................................................... 12

1-8-9 سرمایه رابطه ای ............................................................................................................................................... 12

1-8-10 سرمایه سازمانی ............................................................................................................................................. 13

1-8-11 سرمایه اطلاعاتی ............................................................................................................................................ 13

1-8-12 قابلیت های بازاریابی  .................................................................................................................................... 13

1-8-13 عملکرد  ......................................................................................................................................................... 13

فصل دوم: مبانی نظری و پیشینه تحقیق

2-1 مقدمه  ........................................................................................................................................... ....................... 15

2-2 مبانی نظری  ......................................................................................................................................................... 15

2-2-1 دیدگاه مبتنی بر منابع(RBV) ............................................................................................................................ 15

2-2-2 قابلیت های بازاریابی  ...............................................................................................................           ...................... 20

2-2-2-1 مقدمه ......................................................................................................................................................... 20

2-2-2-2 بیان مسأله  ................................................................................................................................................. 22

2-2-2-3 پیشینه متغیر ................................................................................................................................................ 24  

2-2-2-4 تحلیل و نتیجه گیری  ................................................................................................................................... 28

2-2-3 مشتری گرایی .................................................................................................................................................. 29

2-2-3-1 مقدمه  .......................................................................................................................................................... 29

2-2-3-2 بیان مسأله .................................................................................................................................................. 30

2-2-3-3 پیشینه متغیر ................................................................................................................................................... 32

2-2-3-4 تحلیل و نتیجه گیری  ................................................................................................................................................ 35

2-2-4 رقیب گرایی.................................................................................................................................................................... 36

2-2-4-1 مقدمه......................................................................................................................................................................... 36

2-2-4-2 بیان مسأله.................................................................................................................................................................. 37

2-2-4-3 پیشینه متغیر.................................................................................................................................................................39

2-2-4-4 تحلیل و نتیجه گیری....................................................................................................................................................41

2-2-5 گرایش به داخل/هزینه ....................................................................................................................................................42

2-2-5-1 مقدمه .........................................................................................................................................................................42

2-2-5-2 بیان مسأله  .................................................................................................................................................................43

2-2-5-3 پیشینه متغیر .......................................................................................................................................................43          

2-2-6نوآوری گرایی  ................................................................................................................................................................44

2-2-6-1 مقدمه..........................................................................................................................................................................44

2-2-6-2 بیان مسأله ..................................................................................................................................................................45

2-2-6-3 پیشینه متغیر.................................................................................................................................................................47

2-2-6-4 تحلیل و نتیجه گیری ...................................................................................................................................................51

2-2-7 سرمایه انسانی .................................................................................................................................................................51

2-2-7-1 مفدمه..........................................................................................................................................................................51

2-2-7-2 بیان مسأله....................................................................................................................................................................52

2-2-7-3 پیشینه متغیر.................................................................................................................................................................54

2-2-7-4 تحلیل و نتیجه گیری....................................................................................................................................................56

2-2-8 سرمایه رابطه ای............................................................................................................................................................. 56

2-2-8-1 مقدمه......................................................................................................................................................................... 56

2-2-8-2 بیان مسأله.................................................................................................................................................................. 57

2-2-8-3 پیشینه متغیر................................................................................................................................................................ 58

2-2-8-4 تحلیل و نتیجه گیری................................................................................................................................................... 60

2-2-9 سرمایه سازمانی.............................................................................................................................................................. 60

2-2-9-1 مقدمه......................................................................................................................................................................... 60

2-2-9-2 بیان مسأله.................................................................................................................................................................. 61

2-2-9-3 پیشینه متغیر................................................................................................................................................................ 62

2-2-10 سرمایه اطلاعاتی........................................................................................................................................................... 62

فصل سوم: روش شناسی تحقیق

3-1 مقدمه.................................................................................................................................................................................. 65

3-2 روش تحقیق....................................................................................................................................................................... 65

3-3 جامعه آماری....................................................................................................................................................................... 66

3-4 نمونه و تعیین حجم نمونه................................................................................................................................................... 66

3-5 ابزار گردآوری داده ها......................................................................................................................................................... 67

3-5-1 متون و مقالات علمی...................................................................................................................................................... 67

3-5-2 پرسشنامه........................................................................................................................................................................ 67

3-6 روایی و پایایی پرسشنامه.................................................................................................................................................... 68

3-6-1 روایی پرسشنامه.............................................................................................................................................................. 69

3-6-2 پایایی پرسشنامه.............................................................................................................................................................. 69

3-7 روش و ابزار تجزیه و تحلیل داده ها................................................................................................................................... 70

فصل چهارم: تجزیه و تحلیل داده ها

4-1 مقدمه.................................................................................................................................................................................. 73

4-2 توصیف متغیرها................................................................................................................................................................... 73

4-3 آزمون نرمال بودن متغیرها................................................................................................................................................... 74

4-4 بررسی فرضیات.................................................................................................................................................................. 75

فصل پنجم: نتیجه گیری و پیشنهاد های تحقیق

5-1مقدمه................................................................................................................................................................................. 133

5-2 نتایج تجزیه و تحلیل استنباطی.......................................................................................................................................... 133

5-3 پیشنهادهای تحقیق............................................................................................................................................................ 138

5-3-1 پیشنهادهای پژوهشی.................................................................................................................................................... 138

5-3-2 پیشنهادهای کاربردی.................................................................................................................................................... 139

5-4 محدودیت های تحقیق...................................................................................................................................................... 140

منابع و مأخذ............................................................................................................................................................................. 141

منابع و مأخذ فارسی................................................................................................................................................................. 142

منابع و مأخذ لاتین.................................................................................................................................................................... 145

پرسشنامه.................................................................................................................................................................................. 155

ضمائم...................................................................................................................................................................................... 158

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