ارائه مدل پویای فازی برای تدوین راهبرد استوار طراحی خدمات در شرایط عدم‌قطعیت (موردمطالعه: خدمات بانکی)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانش‌آموخته دکتری، گروه مدیریت صنعتی، دانشکده مدیریت و اقتصاد، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران.

2 عضو هیئت‌علمی، گروه مدیریت صنعتی، دانشکده مدیریت و اقتصاد، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران.

3 عضو هیئت‌علمی، گروه مدیریت صنعتی، دانشکده مدیریت، واحد تهران غرب، دانشگاه آزاد اسلامی، تهران.

چکیده

تغییرات سریع فناوری، انتظارات مشتریان را تحت‌تأثیر قرار داده است. از­ سوی دیگر، محیط خارج سازمان دائماً در­حال تغییر و پویایی به فراخور عدم ­قطعیت فراوان می‌باشد. براین‌اساس مسئله اساسی سازمان‌ها تدوین راهبردی است که در­صورت بروز سناریوهای مختلف آینده، قابلیت برآورد حداکثری نیازهای مشتریان را از طریق مدیریت بهینه منابع داشته باشد. هدف از پژوهش حاضر، ارائه مدلی جهت تدوین راهبرد ­استوار برای طراحی خدمات بانکی در شرایط عدم‌قطعیت است. ازاین‌رو ضمن انتخاب یکی از بانک‌های ایران به‌عنوان موردمطالعه، مدل پویا ترسیم و اجرا شد. دراین‌راستا خبرگان بانکی متناسب‌سازی ظرفیت بانکداری باز، بانکداری الکترونیک و بانکداری سنتی با تقاضا را به‌عنوان مهم‌ترین اولویت‌های بانک مشخص کردند. با­توجه ­به نتایج آزمون تحلیل حساسیت، کاهش تعداد شعب و افزایش بودجه زیرساخت به‌عنوان راهبردهای استوار مشخص شدند؛ اما ازآنجایی‌که میزان بهینه آن‌ها در قالب مدل پویا قابل‌استخراج نبود، اهداف و محدودیت‌های تأثیرگذار در قالب مدل‌سازی ریاضی تعریف شدند. درنهایت نیز میزان بهینه شعب و بودجه مشخص شد.

کلیدواژه‌ها

عنوان مقاله [English]

Development of a fuzzy-dynamic model for developing robust services design strategy under uncertainty (Case study: Banking services)

نویسندگان [English]

  • Mohammad Karimi 1
  • Abbas Toloie Eshlaghi 2
  • Nazanin Pilevari Salmasi 3
  • Reza Radfar 2
1 Ph.D. Graduate, Department of Industrial Management, Faculty of Management and Economics, Science and Research Branch, Islamic Azad University, Tehran, Iran.
2 Faculty Member, Department of Industrial Management, Faculty of Management and Economics, Science and Research Branch, Islamic Azad University, Tehran, Iran.
3 Faculty Member, Department of Industrial Management, Faculty of Management, West Tehran Branch, Islamic Azad University, Tehran, Iran.
چکیده [English]

Rapid changes in technology have affected customer expectations. The environment is volatile. The main problem of organizations is to formulate a strategy that can maximize the customers’satisfaction in various future scenarios through optimal resource management. The purpose of this study is to provide a model for developing a robust strategy for designing banking services in conditions of uncertainty. The paper selects one of the Iranian banks as its case study. By implementing a mixed research methodology, first, it identified the reduction of the number of branches and the upgrading of the infrastructure as two robust strategies and then, it pinpoints the goals and constraints by mathematical modeling. In the conclusion, the optimal amount of branches and budget are determined.

کلیدواژه‌ها [English]

  • Robust strategy
  • System dynamics
  • Bank servies
  • Scenario
  • Fuzzy

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مدیریت توسعه فناوری
دوره 9، شماره 3
آذر 1400
صفحه 37-71

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سابقه مقاله

  • تاریخ دریافت: 01 دی 1399
  • تاریخ بازنگری: 10 آبان 1400
  • تاریخ پذیرش: 15 آذر 1400

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