بررسی تاثیر بازاریابی پایدار با رویکرد ارزش ویژه مشتری بر رفتار مشتری و عملکرد سازمان (مورد مطالعه شرکت¬های شوینده ایران)
محورهای موضوعی : مدیریت استراتژیک
ابوالفضل دهقانی فیروزآبادی
1
,
علیرضا اسدزاده فیروزآبادی
2
,
وجیهه عندلیب اردکانی
3
1 - دانشکده علوم انسانی، دانشگاه میبد، میبد، ایران
2 - مدیریت بازرگانی، اقتصاد، مدیریت و حسابداری، دانشگاه یزد، یزد، ایران
3 - دانش آموخته کارشناسی ارشد مدیریت بازرگانی، دانشگاه یزد، یزد، ایران
کلید واژه: بازاریابی پایدار, ارزش ویژه مشتری, رفتار مشتری, عملکرد سازمان.,
چکیده مقاله :
هدف: این تحقیق با هدف مطالعه تاثیر بازاریابی پایدار با رویکرد ارزش ویژه مشتری بر رفتار مشتری و عملکرد سازمان انجام شد. ضرورت: با توجه به اهمیت صنایع شوینده و نقش مصرف کننده به عنوان مشتریان، و مسائل مربوط به آسیب¬های وارده بر محیط زیست، مفاهیم پایداری برای این صنعت حائز اهمیت می¬باشد. روش شناسی: 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. یافتهها: یافته¬ها 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 می¬تواند تاثیر خوبی داشته باشد و تنها ارزش ویژه مشتری و بعد اقتصادی بازاریابی پایدار بر عملکرد سازمان می¬تواند تاثیر خوبی داشته باشد. نتیجهگیری: 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 می¬تواند تاثیر خوبی داشته باشد و تنها ارزش ویژه مشتری و بعد اقتصادی بازاریابی پایدار بر عملکرد سازمان می¬تواند تاثیر خوبی داشته باشد.
Objective: Given the importance of detergents and the role of users as customers, as well as issues related to the damage caused to the environment, sustainability concepts are of paramount importance in this industry.The present study aimed to evaluate the effects of sustainable marketing with the customer equity approach on consumer behavior and organizational performance. Methodology: In this study, a mixed approach 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 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 2022 and the variables identified in the qualitative section. Conclusion: According to the results: sustainable marketing with the customer equity approach had an insignificant effect on consumer behavior and organizational performance,only customer equity and the environmental dimension of sustainable marketing effectively affected consumer behavior.
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