بررسی تاثیر بازاریابی پایدار با رویکرد ارزش ویژه مشتری بر رفتار مشتری و عملکرد سازمان (مورد مطالعه شرکت¬های شوینده ایران)

چکیده مقاله :

این تحقیق با هدف مطالعه، تاثیر بازاریابی پایدار با رویکرد ارزش ویژه مشتری بر رفتار مشتری و عملکرد سازمان انجام شد. با توجه به ماهیت تحقیق و نیاز به شناسایی متغیرها، این پژوهش توسط رویکرد ترکیبی (کیفی و کمی) انجام شد. در بخش کیفی، مقوله ها و مولفه های بازاریابی پایدار با رویکرد ارزش ویژه مشتری، رفتار مشتری و عملکرد سازمان توسط مصاحبه با خبرگان و روش گراندد تئوری شناسایی شدند. با توجه به نتایج بدست آمده از روش گراندد تئوری، 6 دسته اصلی و 13 مقوله شناسایی شدند. پس از انجام روش گراندد تئوری، اعتبارسنجی مقوله های شناسایی شده توسط روش دلفی فازی و نظرسنجی از خبرگان مورد تایید قرار گرفت. بنابراین مقوله های شناسایی شده در بخش کیفی به عنوان متغیرهای اصلی وارد بخش کمی تحقیق شدند. در بخش کمی، توسط متغیرهای شناسایی شده از بخش کیفی، تاثیر بازاریابی پایدار با رویکرد ارزش ویژه مشتری بر رفتار مشتری و عملکرد سازمان با مدل رگرسیون PVAR برای 9 شرکت شوینده در دوره زمانی 2022-2010 مورد بررسی قرار گرفت. نتایج نشان داد که در شرکت های شوینده ایران، بازاریابی پایدار با رویکرد ارزش ویژه مشتری بر رفتار مشتری و عملکرد سازمان تاثیر چندان خوبی ندارد. تنها ارزش ویژه مشتری و بعد زیست محیطی بازاریابی پایدار بر رفتار مشتری میتواند تاثیر خوبی داشته باشد و تنها ارزش ویژه مشتری و بعد اقتصادی بازاریابی پایدار بر عملکرد سازمان می تواند تاثیر خوبی داشته باشد.

چکیده انگلیسی :

The present study aimed to evaluate the effects of sustainable marketing with the customer equity approach on consumer behavior and organizational performance. In this study, a mixed approach (qualitative and quantitative) was applied due to the study’s nature, and the need to identify variables. In the qualitative section, the categories and components of sustainable marketing with customer equity, consumer behavior, and organizational performance were identified via interviews conducted with experts and grounded theory. The results led to the recognition of six main classes and 13 categories. Grounded theory was followed by the validation of the categories identified using the Fuzzy Delphi technique and experts’ opinions. The categories identified in the qualitative section were entered into the quantitative section as the main variables. In the quantitative section, the effect of sustainable marketing with the customer equity approach on consumer behavior and organizational performance was evaluated using the PVAR model for nine detergent companies between 2010 and 2019 and the variables identified in the qualitative section. According to the results of the study, sustainable marketing with the customer equity approach had an insignificant effect on consumer behavior and organizational performance in the detergent companies of Iran. The results indicated that only customer equity and the environmental dimension of sustainable marketing effectively affected consumer behavior. On the other hand, only customer equity and economic dimension of sustainable development properly affected organizational performance.

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