International Journal of Nonlinear Analysis and Applications

Calculating the equilibrium point in outsourcing the marketing of bank Point of sale to PSP companies

Document Type : Research Paper

Authors

1 Department of Business Administration, Birjand Branch, Islamic Azad University, Birjand, Iran

2 Department of Management, Birjand Branch, Islamic Azad University, Birjand, Iran

Abstract

The purpose of this research is to develop the outsourcing model of the bank's electronic banking services using game theory to identify the equilibrium and win-win strategies between the bank and the applicant companies. For this purpose, an interview was held with bank and company experts. After qualitative data analysis,16 strategies were identified for the parties. According to the compatibility of the identified strategies with the marketing mix, the results were grouped into 4 product groups, price, distribution and promotion. Since the identified strategies did not have the same value for the parties, to identify the weight of the strategies. A pairwise comparison questionnaire was used and the opinions of experts from each side were collected separately. The analytical Hierarchy process was used to obtain the weight of each index and the Inconsistency Ratio index was used to check the reliability of the obtained results. After identifying the weight of the strategies, the game environment was implemented and according to the 16 identified strategies, 65536 scenarios were implemented for each side. After performing calculations, 8 scenarios with the same outcomes were identified as equilibrium scenarios or Nash Equilibrium games. The scenario that had the most consequences for the parties was introduced as the result of the game.

Keywords

[1] Y. Alansari and A.M. Al-Sartawi, IT governance and E-banking in GCC listed banks, Procedia Comput. Sci. 183 (2021), no. 1, 844–848.
[2] L. Enriques, and W. G. Ringe, Bank-fintech partnerships, outsourcing arrangements and the case for a mentorship regime, Capital Markets Law J. 4 (2020), no. 15, 374–397.
[3] N. Garg and M. Jain, Outsourcing project management services: Making it work for IT or digitally outsourced projects, IUP J. Bus. Strategy 4 (2019), no. 1, 23–46.
[4] P. Hanafizadeh and A. Zare Ravasan, An empirical analysis on outsourcing decision: the case of e-banking services, J. Enterprise Inf. Manag. 1 (2018), no. 12, 146–172.
[5] S. Khattak, S. Jan, I. Ahmad, Z. Wadud, and F.Q. Khan, An effective security assessment approach for Internet banking services via deep analysis of multimedia data, Multimedia Syst. 27 (2021), 733–751.
[6] N. Ranasinghe, B.K. Perera, and R. Dilakshan, Drivers of decisions behind outsourcing of quantity surveying services in construction projects, Int. J. Const. Manag. 2 (2022), no. 8, 292–304.
[7] S.B. Mistura, Determinants of outsourcing decision among commercial banks in Nigeria, J. Sustain. Dev. Afr. 1 (2019), no. 1.
[8] P. Mohammadi and M.J. Tabatabai, Using outsourcing to improve the challenges of Islamic banking, J. Islamic Econ. Bank. 17 (2016), no. 5, 59–76.
[9] M.B. Jamali and M.A. Rasti-Barzoki, game theoretic approach to investigate the effects of third-party logistics in a sustainable supply chain by reducing delivery time and carbon emissions, J. Cleaner Prod. 235 (2019), no. 20, 636–652.
[10] M. Madhoshi and A. Kuhken Movakhar, Explaining the role of outsourcing strategy on organizational productivity, Executive Manag. Res. J. 7 (2013), no. 4, 2–2.
[11] P. Mandal and T. Jain, Partial outsourcing from a rival: Quality decision under product differentiation and information asymmetry, Eur. J. Oper. Res. 3 (2021), no. 1, 886–908.
[12] Y. Quan, J. Hong, J. Song, and M. Leng, Game-theoretic analysis of trade-in services in closed-loop supply chains, Transport. Res. Part E: Logistics Transport. Rev. 152 (2021), no. 1, 102428.
[13] I.A. Rosanti and D. Marlius. Pengaruh Sistem Kerja, Kompensasi Dan Kesejahteraan Terhadap Kinerja Tenaga Outsourcing di Bank BNI Kota Padang, J. Pub. Ilmu Manaj. 2 (2023), no. 19, 152–168.
[14] A. Shankar and C. Jebarajakirthy, The influence of e-banking service quality on customer loyalty: A moderated mediation approach, Int. J. Bank Market. 5 (2019), no. 13, 1119–1142.
[15] Y. Zhang, W. Chen, and Y. Mi, Third-party remanufacturing mode selection for competitive closed-loop supply chain based on evolutionary game theory, J. Cleaner Prod. 263 (2020), no. 1, 121305.
International Journal of Nonlinear Analysis and Applications
Volume 15, Issue 9
September 2024
Pages 77-91
  • Receive Date: 08 April 2023
  • Revise Date: 01 August 2023
  • Accept Date: 13 August 2023