مدلسازی رقابت پذیری برند فروشگاهی براساس الگوی محرک‌های محیطی در فروشگاه‌های زنجیره‌ای: رویکردی آمیخته

نویسندگان

1 دانشجوی دکتری مدیریت بازاریابی، دانشکده علوم اداری و اقتصاد، دانشگاه اصفهان، اصفهان، ایران

2 استادیار، گروه مدیریت، دانشکده علوم اداری و اقتصاد، دانشگاه اصفهان، اصفهان، ایران

3 دانشیار، گروه مدیریت، دانشکده علوم اداری و اقتصاد، دانشگاه اصفهان، اصفهان، ایران

چکیده

چکیده
هدف از این پژوهش تدوین مدل رقابت پذیری برند فروشگاهی برای فروشگاه‌های زنجیره‌ای از طریق پاسخ‌های مشتریان به  محرک‌های محیطی فروشگاهی است. پژوهش از نظر هدف، کاربردی و از نظر نوع داده، از شیوه آمیخته یا ترکیبی بهره می‌برد. برای گردآوری داده‌ها، رویکرد مصاحبه عمیق نیمه ساختاریافته در کنار مطالعات کتابخانه ای مد نظر قرار گرفت. جامعه آماری این پژوهش، اساتید، خبرگان سازمانی و مدیران ارشد در صنعت فروشگاه‌های زنجیره‌ای  بودند. برای شناسـایی خبرگان و مدیران ارشد از نمونه‌گیری هدفمند استفاده شد که طی آن با توجه به کفایت داده‌ها با 10 خبره مصاحبه به عمل آمد. در گام بعدی، 58 گزاره مفهومی اولیه از کدگذاری باز، 19 گزاره مقوله ای از کدگذاری محوری و 7 مقوله اصلی از کدگذاری انتخابی  به دست آمد.  همچنین در بخش کمی، تعداد 160 عدد پرسشنامه بین مدیران فروشگاه‌های زنجیره‌ای توزیع گردید. مطابق با نتایج پژوهش، استفاده از روش کیفی و نظرات خبرگان و مدیران در روش کمی، به خلق چارچوبی برای رقابت پذیری برند فروشگاهی فروشگاه‌های زنجیره‌ای انجامید و گام‌های لازم برای رسیدن به برند فروشگاهی پر قدرت نیز شناسایی شد. مدیریت محرک‌های محیطی بیرونی و درونی در فروشگاه از طریق تجربه خرید لذت‌بخش می‌تواند اصالت، دلبستگی و تصویر برند فروشگاهی ایجاد نماید که پیامد آن افزایش سهم بازار، ایجاد برند پر قدرت و  مزیت رقابتی و در نهایت رقابت پذیر بودن برند فروشگاهی است.

کلیدواژه‌ها

عنوان مقاله [English]

Modeling the Competitiveness of a Store Brand based on the pattern of Environmental Estimuli in Chain Stores: A mixed approach

نویسندگان [English]

  • mohamad nurani kutenaee 1
  • Hossein Rezaei Dolatabadi 2
  • Majid Mohammad shafiee 3
چکیده [English]

Abstract
The purpose of this study is to develop a store brand competitiveness model for chain stores through customerschr(chr('39')39chr('39')) responses to store environmental stimuli. The research is applied in terms of purpose and uses a mixed or combined method in terms of data type. For data collection, the semi-structured in-depth interview approach along with library studies was considered. The statistical population of this study was organizational experts and senior managers in the chain store industry. Purposeful sampling was used to identify experts and senior managers, during which 10 experts were interviewed due to the adequacy of the data. In the next step, 58 basic conceptual propositions of open coding, 21 categorical propositions of axial coding and 7 main categories of selective coding were obtained. Also, in the quantitative section, 160 questionnaires were distributed. According to the research results, using the qualitative method and the opinions of experts and managers in the quantitative method, led to the creation of a framework for competitiveness of the store brand of chain stores and the necessary steps to achieve a strong store brand were identified. Creating external and internal environmental stimuli in the store through an enjoyble shopping experience can create the authenticity, attachment and image of the store brand, which results in increasing market share, creating a strong brand and competitive advantage, and ultimately making the store brand competitive.
 

کلیدواژه‌ها [English]

  • environmental stimuluses
  • store brand
  • Competitiveness
  • data foundation theory

مراجع

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پژوهش های مدیریت در ایران
دوره 25، شماره 2
تیر 1400
صفحه 151-182

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