سنخ شناسی علمی / ذهنی عملکرد بازاریابی استارتاپ های حوزل فین تک با کاربست روش ذهن شناختی کیو (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
پژوهش ها در زمینه استارتاپ های حوزه فین تک با توجه به رشد بازارهای رقابتی و شدت تحولات در زمینه رقابت اهمیت یافته است؛ ولی به دلیل عدم شناخت عملکرد بازاریابی در پژوهش ها که راهگشای محققان در این راه است، آنها نمی توانند از فرصت های موجود به درستی استفاده کنند؛ بنابراین ضرورت پژوهشی برای شناخت دقیق عملکرد بازاریابی استارتاپ های حوزه فین تک با کاربست روش کیو وجود دارد. چارچوب فلسفی پژوهش از نوع پارادایم تفسیری-اثبات گرایی است. روش پژوهش برحسب شیوه گردآوری داده ها کیفی، از لحاظ جهت گیری، توسعه ای، به لحاظ ماهیت، اکتشافی و از نوع پژوهش آمیخته (کیفی-کمّی) است. جامعه آماری تعداد 13 نفر از خبرگان و فعّالان در استارتاپ های حوزه فین تک است که به صورت نمونه گیری هدفمند و غیراحتمالی انتخاب شده اند. در این مطالعه برای تجزیه وتحلیل داده ها از نرم افزار SPSS-26 و از روش تحلیل عاملی استفاده شد. پس از بررسی های دقیق و سازمان دهی داده ها 119 گزاره یا عبارت به صورت مرور سیستماتیک شناسایی و درنهایت، 41 گزاره به عنوان نمونه کیو انتخاب شد و در پایان، مشارکت کنندگان گزاره ها را اولویت بندی کردند. نتایج حاصل از تحلیل عاملی کیو نشان داد که 4 دیدگاه مختلف یا الگوی ذهنی به عملکرد بازاریابی استارتاپ های حوزه فین تک در میان خبرگان آگاه وجود دارد؛ ازجمله «شاخص های عملکرد مشتری در فین تک»، «توسعه و کارایی در ارتباط با مشتری»، «موفقیت فروش و وفاداری مشتری»، «استراتژی رشد و رضایت در فین تک». نظر به ضرورت ارتقای عملکرد بازاریابی شرکت های فعّال در صنعت فین تک در دنیای فرارقابتی امروز و لزوم یکپارچگی در سیستم های ارزیابی عملکرد بازاریابی نتایج پژوهش حاضر می تواند به تبیین پارادایم فکری خبرگان این صنعت و در نتیجه، رشد و بالندگی آن کمک کند.Scientific/Mental Typology of Marketing Performance of FinTech Startups Using the Cognitive Q-Method
Research on FinTech startups has become increasingly significant due to the rapid evolution of competitive markets and intensity of developments in this sector. However, a lack of understanding of marketing performance—an essential guide for these startups—limits their ability to capitalize on existing opportunities. This underscores the need for research that accurately assesses the marketing performance of FinTech startups using the Q-method. This study was framed within an interpretive-positivist paradigm. Being characterized as developmental and exploratory, it employed a qualitative research approach and utilized a mixed-methods (qualitative-quantitative) design. The statistical population comprised 13 experts and practitioners in the FinTech startup arena selected through purposive and non-probability sampling. Data analysis was conducted using SPSS-26 software and factor analysis. Following a thorough review and organization of the data, 119 statements were identified through a systematic review, from which 41 propositions were selected as cue samples and prioritized by participants. The results of the Q-factor analysis revealed 4 distinct perspectives among experts regarding the marketing performance factors of FinTech startups: "Customer Performance in FinTech", "Customer Relationship Development and Efficiency", "Sales Success and Customer Loyalty", and "Strategic Growth and Satisfaction in FinTech". Given the necessity for improved performance among companies in the highly competitive FinTech landscape and integration of performance evaluation systems, the findings of this research provided valuable insights into the intellectual paradigms of industry experts, thereby facilitating growth and development in this sector.IntroductionFinancial technology or FinTech encompasses companies that leverage innovative technologies to deliver financial services, emphasizing security and quality. These firms strive to enhance service delivery with greater speed and transparency while reducing costs. The advent of FinTech has transformed the financial industry, providing groundbreaking solutions for both consumers and businesses. Evaluation of marketing performance has become increasingly significant, reflecting a business's success in a competitive market landscape. Organizations must monitor both financial and non-financial outcomes to ensure comprehensive performance assessment. However, there are concerns regarding the effective implementation of marketing performance measurement frameworks within businesses. Despite the progress in financial technologies, their uptake compared to traditional cash systems has been limited for various reasons, adversely affecting the marketing performance of FinTech startups. The dynamic external environment of the FinTech industry directly influences managerial decisions, making it essential to thoroughly evaluate marketing performance to identify shortcomings and enhance marketing strategies. The researchers of this study aimed to explore the marketing performance of FinTech startups due to issues, such as unclear divisions of responsibility, transparency challenges, dissatisfaction with current measurement systems, difficulties in performance assessment, and an overemphasis on financial metrics by senior managers. Understanding the perspectives of marketers within the FinTech sector is vital for analyzing their behavior and decision-making processes. This insight can help identify user’s needs and expectations, ultimately leading to the formulation of more effective marketing strategies for FinTech startups. Materials & MethodsThis research was grounded in an interpretive-positivist paradigm and classified as developmental in orientation. The study employed a qualitative research method, utilizing a mixed approach for data collection. The theoretical data necessary for identifying components of marketing performance were gathered through a comprehensive systematic review of relevant literature. To explore the mindsets and prioritization of indicators among industry and academic experts, Q methodology was employed. 13 activists from FinTech startups were purposefully selected for their substantial expertise, work experience, and relevant knowledge in the field. This selection aimed to ensure access to well-educated and experienced managers, reflecting the knowledge-based nature of many businesses in the FinTech sector. To validate the findings, the statements identified were confirmed against similar articles and sources. Reliability in the Q methodology was assessed using multiple tools, with one key method being the test-retest approach. This involved re-administering the test to 20% of the sample, resulting in a correlation coefficient of 86% and indicating a high level of reliability. The Q data collected from experts were analyzed using SPSS-26 software, where Q factor analysis was conducted to identify underlying mental patterns. Research FindingsIn this study, a comprehensive review of literature related to marketing performance was conducted to identify and classify the mindsets of activists in the FinTech startup sector. This review included reputable scientific articles and reports from international databases, such as Web of Science, Scopus, Science Direct, and Google Scholar. The objective was to develop a Q expression that captured and categorized the perspectives within this startup domain. Following a thorough examination and organization of the data, 119 statements were identified, ultimately leading to the selection of 41 statements as Q samples. Participants T6, T7, T8, and T9 were classified as representing the 1st mental model. Participants T2, T4, T5, and T10 were identified with the 2nd mental model, while participants T1, T3, and T11 represented the 3rd mental model. Finally, participants T12 and T13 were categorized as embodying the 4th mental model. The results of the Q factor analysis revealed 4 distinct views or mental models regarding the marketing performance factors of FinTech startups among knowledgeable experts: “Customer Performance Indicators in FinTech”, “Development and Efficiency in Customer Relations”, “Sales Success and Customer Loyalty”, and “Growth and Satisfaction Strategy in FinTech”. Discussion of Results & ConclusionThe findings indicated that without effective marketing performance, success in sales and product marketing was unattainable and the outcomes might not meet managerial expectations. For FinTech startups to thrive, marketing managers had to consistently monitor marketing performance. Different indicators had to be evaluated at each stage of the sales process aligned with the company’s objectives. For FinTech companies, it was crucial to assess key factors, such as customer satisfaction, loyalty, retention rates, revenue from marketing campaigns, and user exit rates. These data empowered companies to enhance service and product qualities, strengthen customer relationships, and ultimately boost overall performance and success. Continuous monitoring and evaluation of these factors were essential for sustained growth and advancement. Managers and entrepreneurs were encouraged to implement the identified and categorized factors, establishing the necessary frameworks and infrastructures to enhance these metrics for digital businesses. To improve customer satisfaction and loyalty, it was vital to prioritize understanding customer interests, needs, demands, suggestions, and feedback. Maintaining effective communication with customers, leveraging new technologies, such as social media, was paramount. Engaging customers in the development and enhancement of product quality through surveys could lead to significant savings in marketing and R&D costs while fostering trust and confidence among customers.
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