نوع مقاله : مقاله پژوهشی

نویسندگان

1 استاد، گروه مدیریت تکنولوژی، دانشکده مدیریت و مهندسی صنایع، دانشگاه صنعتی مالک اشتر، تهران، ایران

2 کارشناسی ارشد، گروه مدیریت تکنولوژی، دانشکده مدیریت، واحد تهران جنوب، دانشگاه آزاد اسلامی، تهران، ایران.

چکیده

در بانکداری سنتی و کاغذی، افراد چون کاغذی را می دیدند و لمس می کردند، اعتماد ایجاد می شد. اما امروزه با حضور بانکداری الکترونیکی، از یک سو هنوز جامعه ایران با آن خو نگرفته و از سویی دیگر، نااطمینانی ها از عوامل اقتصادی موجب شده تا مشتریان بانک ها نسبت به سرمایه گذاری احساس تردید کنند. نااطمینانی در اقتصاد از مهمترین عوامل خروج سرمایه از بانک ها و از بین رفتن اعتماد مشتری است. مزایای بانکداری الکترونیک را می توان از دو جنبه مشتریان و موسسات مالی مورد توجه قرارداد. از دید مشتریان می توان به صرفه جویی در هزینه ها، صرفه جویی در زمان و دسترسی به کانالهای متعدد برای انجام عملیات بانکی نام برد. از دید موسسات مالی می توان به ویزگیهایی چون ایجاد و افزایش شهرت بانکها در ارائه نوآوری، حفظ مشتریان علی رغم تغییرات مکانی بانکها، ایجاد فرضت برای جست جوی مشتریان جدید در بازارهای هدف، گسترش محدوده جغرافیایی فعالیت و برقراری شرایط رقابت کامل را نام برد. برای رقابت مؤثرتر در بازارهای رقابتی دنیا بانک ها بایستی درک بهتری از مشتریان و بازار داشته باشند. صنعت بانکداری در دنیا تغییرات زیادی را در نحوه انجام فعالیت های خود متحمل شده است. بانک های پیشرو از ابزارهای داده کاوی برای تقسیم بندی مشتریان، اعتبارسنجی مشتریان جهت اعطای تسهیلات و تایید آنها، پیش بینی عدم پرداخت بدهی ها، بازاریابی و شناسایی الگوهای کلاهبرداری استفاده می کنند. در این مقاله ضمن اشاره ای به بحث نااطمینانی و تأثیر آن بر مشتریان، تکنیک های داده کاوی به عنوان مزیت رقابتی در رضایت مشتریان از بانکداری الکترونیکی و خدمات بانکی بیان می گردد.

کلیدواژه‌ها

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