Empowering marketing and sales staff of Agricultural Bank services In the digital age
Subject Areas : اقتصادی
Shilan Abdollahpur
1
,
Soliman Iranzadeh
2
,
Houshang Taghizadeh
3
1 - Ph.D Student, Department of Public Administration, Tabriz Branch, Islamic Azad University, Tabriz, Iran
2 - Department of Management, Tabriz Branch, Islamic Azad University, Tabriz
3 - Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran
Keywords: Empowering employees, service marketing, Agricultural Bank.,
Abstract :
In the present era, with the advancement of technology, organizations are facing a more competitive and dynamic environment, which requires employee empowerment as a prerequisite for success and a vital skill. All employees must have it. And with skills appropriate to the digital age, individuals can increase job opportunities and gain a competitive advantage. One of the concerns of the Agricultural Bank is to empower employees and how to equip them with skills, knowledge, and abilities appropriate to the digital age. Digital skills have become a prerequisite for success in the modern workplace. The ability to effectively use digital technologies has become a vital skill that all employees must have. Therefore, the purpose of the present study is to empower the marketing and sales staff of the Agricultural Bank in the digital age. The present study is applied in terms of purpose and descriptive-survey research approach, and library studies were used to collect information. The statistical population of the present study is the employees of the Agricultural Bank of West Azerbaijan. Testing the formulated hypotheses was carried out using structural equation modeling with PLS software. The results show that employee empowerment can lead to increased motivation, improved service quality, and ultimately increased customer loyalty. Finally, the research hypotheses (financial empowerment, personal empowerment, marketing empowerment, technical empowerment, entrepreneurial empowerment) were confirmed.