نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکتری دانشکده مدیریت، دانشگاه تهران، تهران، ایران
2 دانشیار، دانشکده مدیریت، دانشگاه تهران، تهران، ایران
3 استاد، دانشکده مدیریت، دانشگاه تهران، تهران، ایران
چکیده
هدف از این مقاله، بررسی عوامل موثر بر بازاریابی پایدار در صنعت شوینده می‌باشد. امروزه پایداری در کسب و کارها و سازمان‌ها مساله ای قابل توجه است. بازاریابی پایدار بر آن است تا با خلق ارزش های اجتماعی و زیست محیطی برای مشتریان هدف خود ارزش آفرینی بیشتری کند .این مطالعه توسط روش تحقیق کیفی (روش داده بنیاد) و کمی (معادلات ساختاری) انجام گردید. بخش کیفی توسط مصاحبه به 20 نفر از خبرگان و بخش کمی توسط پرسشنامه ارائه شده در 9 شرکت صنعت شوینده انجام شد. بر اساس نتایج بخش کیفی، مولفه ها در 6 شبکه اصلی روش داده بنیاد به صورت زیر دسته بندی شدند: پدیده محوری شامل بازاریابی پایدار، عوامل علّی شامل ابعاد زیست محیطی، اقتصادی و اجتماعی، عوامل زمینه‌ای شامل اصول کنفوسیوس، عوامل مداخله‌گر شامل تحریم و تورم، راهبردها شامل حمایت مشتری و افزایش رفاه مشتری و پیامدها شامل رضایت مشتری،وفاداری مشتری وبهبود عملکرد شرکت. همچنین نتایج بخش کمی نشان داد که عوامل علّی بر پدیده محوری به میزان 0/495 تاثیرگذار است. عوامل زمینه ای و عوامل مداخله گر به ترتیب به میزان 0/466 و 0/361 بر راهبردها تاثیرگذارند. پدیده محوری به میزان 0/423 بر راهبردها و راهبردها به میزان 0/807 بر پیامدها تاثیر می‌گذارند.
کلیدواژه‌ها
عنوان مقاله [English]
Effective Factors On Sustainable Marketing - Case Study: Detergent Industry
نویسندگان [English]
- shahrad padidar 1
- mohammad haghighi 2
- Tahmoores Hassan Gholipour Yasory 3
1 PhD student, Faculty of Management, University of Tehran, Tehran, Iran
2 Associate Professor, School of Management, University of Tehran, Tehran, Iran
3 Professor, School of Management, University of Tehran, Tehran, Iran
چکیده [English]
Sustainability in businesses and organizations is a significant issue today.Sustainable marketing aims to create more value by creating social and environmental values for its target customers.Accordingly, the purpose of this study is to investigate the factors affecting sustainable marketing in the detergent industry.This study was performed by qualitative research method (Grounded Theory) and quantitative research (structural equations models).The qualitative section was done by interviewing 20 experts and the quantitative section was done by a questionnaire presented in 9 companies in the detergent industry.Based on the results of the qualitative section, the components in the 6 main networks of the grounded theory were categorized as follows: Axial phenomenon including sustainable marketing; Causal factors including environmental, economic and social dimensions; Underlying factors include the principles of Confucius; Interfering factors include sanctions and inflation; Strategies include customer support and increasing customer welfare and outcomes include customer satisfaction, customer loyalty and improving company performance.Also, the results of the quantitative section showed that causal factors affect the axial phenomenon by 0.495.Underlying and intervening factors affect strategies by 0.466 and 0.361, respectively.Axial phenomena affect strategies by 0.423 and strategies affect outcomes by 0.807.
کلیدواژه‌ها [English]
- Customer Equity
- Detergent Industry
- Sustainable Marketing
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