طراحی مقیاس ارزیابی اخلاقی فروش شخصی

آقازاده, هاشم; اسفیدانی, محمد‌رحیم; قلی‌مطلق, مجید

نویسندگان

¹ استادیار گروه مدیریت بازرگانی دانشکده مدیریت، دانشگاه تهران، تهران، ایران

² فارغ‌التحصیل کارشناسی‌ارشد MBA گرایش بازاریابی گروه MBA دانشکده مدیریت، دانشگاه تهران، تهران، ایران

چکیده

توجه به مباحث اخلاق در فرایند تصمیم گیری روشی مؤثر برای اجرای اخلاقیات در سطح جامعه می باشد. پژوهش‌های هنجاری در باب اخلاق نیز به دنبال معیاری برای تعیین حسن و قبح افعال اختیاری انسان است و هدف اصلی آن، راهنمایی افراد در تصمیم‌گیری و احکام مربوط به افعال اختیاری آنان در موقعیتهای خاص می‌باشد. از سویی بررسی تصمیم‌گیری اخلاقی با استفاده از مقیاس‌ها، بینشی نسبت به تصمیم‌گیری اخلاقی به‌وجود آورده است. (این ابزارها عمدتاً بر جنبه‌های روانی تمرکز دارند تا نظریه‌های اخلاقی). در این تحقیق مکتب اخلاقی اسلام مبنای طراحی مقیاس ارزیابی اخلاقی فروش شخصی قرار‌گرفته است. برای این منظور از نظریه پردازی داده بنیاد با اندکی اصلاحات استفاده شده است. در تحقیق حاضر با انجام تعداد 12 مصاحبه نیمه‌ساختار‌یافته با خبرگان حوزه اخلاق اسلامی و بازاریابی و کد گذاری باز در نرم افزار اطلس.تی، معیارهای: ارتکاب به خلاف شرع، انجام کارهای حلال ولی ضد اخلاقی، خیانت در امانت و سوء استفاده از اعتماد، دروغ گفتن، رشوه دادن، رفتاری که مفسده ای در آینده به وجود آورد، سوء رفتار فروشندگان، عدم پایبندی به تعهدات، فریب کاری، احتکار مادی و اطلاعاتی، ایجاد انحصار، پنهان کاری درباره کالا نسبت به مشتری، تبعیض قیمت بین مشتریان در حد ضرر زدن، تحت تاثیر قرار دادن نیاز واقعی مشتری، سوء استفاده از بی اطلاعی مشتری، غش در معامله (مادی، اطلاعاتی و...)، گمراه کردن مشتری، محدود کردن اختیار و استقلال رای مشتری، برای جلوگیری از افعال ضد‌اخلاقی در فروشندگی نسبت به مشتریان حاصل شده است.

کلیدواژه‌ها

20.1001.1.2322200.1395.20.3.1.0

عنوان مقاله [English]

Developing a Personal Selling Ethical Assessment Scale

نویسندگان [English]

Hashem Aghazade ¹
Mohammad Rahim Esfidani ¹
Majid Gholimotlagh ²

چکیده [English]

Applying ethics issues into decision making process is effective for ethics enforcement in society. Normative ethics researches through determining the criteria of good and bad actions, try to guide people by presenting ethical norms for certain situations. Also ethical decision making measuring scales cause knowledge for improvements on this (however these scales are mainly based on psychological aspects rather than ethical theories). In this research the Islamic moral doctrine is used as the base for developing a Personal Selling Ethical Assessment Scale. Using Grounded Theory strategy with some modifications, 12 semi-structured interviews with Islamic ethics and marketing experts is done. And by open-coding analysis in Atlas.ti software, the ethical criteria: Committing Anti-Religious, Halal but Anti-Ethical Actions, Breach of Trust and Abuse of Trust, Lying, Bribes & Gifts, Behaviors causing Immorality in future like Reciprocity, Dishonesty and Special Treatment, Lack of Adherence to Commitments and Overpromising, Deception and Conflict of Interest, Scarcity and Inside Information, Creating a Monopoly, Hiding about the product to the customer, Price Discrimination, Manipulation, Abuse of Customer Unawareness, Cheating, Misleading and Puffery, Causing Coercion like Forcing Samples on Buyer and Limiting the Autonomy are extracted. This research focuses on the ethical actions of personal selling in relation to customers and presents some criteria for preventing unethical acts.

کلیدواژه‌ها [English]

Islamic Ethics
Ethical Assessment Scale
Marketing
Personal Selling
Grounded Theory

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پژوهش های مدیریت در ایران

طراحی مقیاس ارزیابی اخلاقی فروش شخصی

مراجع

مراجع

دوره 20، شماره 3
مهر 1395
صفحه 1-24

طراحی مقیاس ارزیابی اخلاقی فروش شخصی

مراجع

مراجع

دوره 20، شماره 3مهر 1395صفحه 1-24

دوره 20، شماره 3
مهر 1395
صفحه 1-24