BOZOR BEQARORLIGI SHAROITIDA BANK OBRO‘SINI STRATEGIK RESURS SIFATIDA BARQARORLIGINI OSHIRISHNING NAZARIY ASOSLARI
DOI:
https://doi.org/10.5281/zenodo.19086553Keywords:
nufuz barqarorligi, strategik resurs, CRM marketingi, bank barqarorligi, nufuz buferi modeli, resurslarga asoslangan ko‘rinish.Abstract
Zamonaviy moliyaviy muhit yuqori chastotali o‘zgaruvchanlik va tizimli mo‘rtlik bilan tavsiflanadi. Bunday
sharoit an’anaviy kapitalga asoslangan barqarorlik modelidan nomoddiy barqarorlikka asoslangan yangi paradigmaning
shakllanishini talab qiladi. Mazkur tadqiqot bank reputatsiyasining barqarorligini taqlid qilib bo‘lmaydigan strategik
resurs sifatida nazariy jihatdan tahlil qiladi. Statik obro‘ tushunchasidan farqli ravishda, reputatsion barqarorlik moliyaviy
institutlarga ekzogen shoklarni manfaatdor tomonlar ishonchining keskin yo‘qolishiga yo‘l qo‘ymasdan qabul qilish
imkonini beradigan dinamik qobiliyat sifatida talqin etiladi. Reputatsiya buferi modeli (RBM)ni joriy etish orqali tadqiqotda
to‘plangan ijtimoiy kapital darajasi bilan institutning omon qolish chegaralari o‘rtasidagi matematik va tarkibiy bog‘liqlik
asoslab beriladi. Shuningdek, ilg‘or CRM tizimlari hamda raqamli kommunikatsiya strategiyalarining reputatsion
barqarorlikni texnik jihatdan ta’minlashdagi roli tahlil qilinadi. Tadqiqot natijalari shuni ko‘rsatadiki, beqarorlik sharoitida
reputatsion chidamlilik yashirin likvidlik manbai vazifasini bajaradi hamda psixologik va institutsional mustahkamlik orqali
“bankdan qochish” hodisasining salbiy ta’sirini yumshatishga xizmat qiladi
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