Title: Types of aesthetic cognition of management in the banking industry

Authors: Chung-Chu Liu; Huei-Jin Lin

Addresses: Department of Business Administration, National Taipei University, 151, University Rd., San Shia, New Taipei, 237, Taiwan ' Department of Business Administration, National Taipei University, 151, University Rd., San Shia, New Taipei, 237, Taiwan

Abstract: Taiwan's banking industry faces fierce competition, as banks need to find an appropriate new business direction to succeed. The results of this study show that a combination of banking management and aesthetics could be beneficial. Conventional management theory covers the pursuits of efficiency and effectiveness but seems to have ignored any consideration of aesthetics. Therefore, this study has focused on a combination of aesthetics and the theme of banking operations. Based on these considerations, there are two purposes. The first pursuit is the issue of developing banking business aesthetics, and the second involves determining awareness of banking business aesthetics. The Q method was adopted for the data analysis. A total of 30 persons were selected. Based on their viewpoints, the results show that the banking business aesthetics could be divided into three types: 1) simple efficiency aesthetics; 2) interpersonal relationships and human sensory aesthetics; 3) creative and network information aesthetics. Based on the results, we propose practical banking industry-related theoretical recommendations and offer suggestions regarding the management and development of the banking industry.

Keywords: Q method; bank; banking industry; aesthetic cognition.

DOI: 10.1504/IJRM.2021.120364

International Journal of Revenue Management, 2021 Vol.12 No.3/4, pp.236 - 257

Received: 27 Jan 2021
Accepted: 16 Jun 2021
Published online: 17 Jan 2022 *

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