أثر تبني منهجية التفكير التصميمي على عملية صنع القرار من خلال ابتكار تجربة العملاء في البنوك التجارية العامة في سبها، ليبيا
DOI:
https://doi.org/10.37375/esj.v9i1.4004الكلمات المفتاحية:
التفكير التصميمي، اتخاذ القرارات، نظرية الاستدلال السلوكي، ابتكار تجربة العملاء، البنوك التجارية العامة، سبها، ليبياالملخص
تهدف هذه الدراسة إلى معرفة مدى ملاءمة تبني منهجية التفكير التصميمي في القطاع المصرفي العام الليبي. ويمثل تطبيق التفكير التصميمي القرار المعرفي والنية السلوكية لقبول هذه المنهجية ضمن سير العمل التنظيمي. وتحدد هذه الدراسة الفوائد والعوائق المتصورة أمام تطبيقها، وتقيّم تأثير الفهم، وتطبق نظرية الاستدلال السلوكي (BRT) لشرح الديناميكيات السلوكية المؤثرة على التطبيق. وقد أُجري مسح كمي مقطعي شمل 94 متخصصًا مصرفيًا من خمسة بنوك تجارية عامة في سبها، ليبيا. علاوة على ذلك، استخدمت الدراسة نمذجة المعادلات الهيكلية باستخدام المربعات الصغرى الجزئية (PLS-SEM) لدراسة المسارات الهيكلية التي يؤثر من خلالها تطبيق التفكير التصميمي على عملية صنع القرار، مع دمج ابتكار تجربة العملاء (CEI) كمتغير وسيط حاسم.
تبين النتائج أن الفوائد المتوقعة تعزز بشكل كبير فهم منهجية التفكير التصميمي، والذي يعد العامل الأساسي المسبق للتبني. على الرغم من أن العوائق المتوقعة تنبئ بقوة بالمقاومة، إلا أن النتائج تشير إلى أن العوائق أو المقاومة لا تعيق التبني بشكل كبير، مما يعني أن الإتقان المعرفي للمنهجية يمكن أن يتجاوز المقاومة في بيئات ذات قيود عالية. بالإضافة إلى ذلك، تظهر النتائج أن تبني التقنيات الرقمية لا يحسن عملية صنع القرار بشكل مباشر، بل يحسنها بشكل غير مباشر من خلال تعزيز ابتكار تجربة العملاء. تساهم هذه الدراسة في إثراء الأدبيات التطبيقية المحدودة حول تبني الابتكار في اقتصادات ما بعد النزاعات، وتؤكد على أن ابتكار تجربة العملاء هو الآلية الرئيسية التي يحسن من خلالها تبني منهجيات عملية صنع القرار.
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