ORIGINAL_ARTICLE
شناسایی عوامل موثر بر موفقیت برنامه ریزی راهبردی موفق با استفاده از روش مدل یابی معادلات ساختاری (مطالعۀ موردی: شرکت سهامی بیمۀ ایران شهر تهران)
هدف این پژوهش شناسایی عوامل مؤثر بر برنامهریزی راهبردی موفق با بهرهمندی از روش آماری مدل معادلات ساختاری، بهمنظور ارائۀ مدلی برای موفقیت برنامهریزی راهبردی شرکت بیمۀ ایران است. پس از بررسی پیشینۀ پژوهش و یکپارچهسازی نتایج آنها و اعمال نظر خبرگان، عوامل سازمانی مؤثر بر برنامهریزی راهبردی موفق، شناسایی شدند و در دو دستۀ عوامل تعاملی و عوامل عمومی قرار گرفتند. پژوهش از لحاظ هدف، کاربردی است و از نظر شیوۀ گردآوری دادهها، توصیفی و پیمایشی از نوع همبستگی شمرده میشود. جامعۀ آماری آن را مدیران ارشد و میانی شرکت سهامی بیمۀ ایران شهر تهران (410 نفر) شکل داده است که بهکمک نمونهگیری خوشهای، 201 آزمودنی برای نمونه انتخاب شد. ابزار گردآوری دادهها پرسشنامۀ محققساخته است که روایی آن هم از دید صاحبنظران و هم بهکمک روش آماری تحلیل عاملی تأییدی به تأیید رسید. پایایی پرسشنامه نیز از طریق ضریب آلفای کرونباخ تأیید شد. نتایج پژوهش نشان داد عوامل تعاملی سازمان بهطور مستقیم و غیرمستقیم و عوامل عمومی سازمان بهطور مستقیم بر موفقیت برنامهریزی راهبردی مؤثرند.
https://jibm.ut.ac.ir/article_52469_e7beb0e10aa2fe70cfb67d6e9966e902.pdf
2015-06-22
253
272
10.22059/jibm.2015.52469
برنامهریزی راهبردی
عوامل سازمانی
عوامل تعاملی
عوامل عمومی
مدیریت راهبردی
برنامهریزی راهبردی موفق
پدرام
آبدارزاده
abdarzadeh@gmail.com
1
دانشجوی دکتری مدیریت رسانه، پردیس البرز، دانشگاه تهران، تهران، ایران
LEAD_AUTHOR
حسین
صفرزاده
hr.safarzadeh@gmail.com
2
استادیار مدیریت منایع انسانی، دانشکدۀ مدیریت، دانشگاه آزاد اسلامی واحد تهران مرکز، تهران، ایران
AUTHOR
بنفشه
فتوت
banafsheh.fotovat@gmail.com
3
دانشجو دکتری مدیریت رفتار سازمانی، دانشکدۀ اقتصاد و مدیریت، دانشگاه سمنان، سمنان، ایران
AUTHOR
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ORIGINAL_ARTICLE
شناسایی معیارهای موثر بر انتخاب برند مقلد در کالاهای مصرفی
خرید و استفاده از کالاها توسط مصرفکنندگان، بیش از اینکه تابع نیاز باشد، تابع تبلیغات و متأثر از مارکها و برندها است. در ایران مطالعاتی که بر اهمیت توجه به معیارهای مصرفکنندگان در انتخاب برند مقلد تمرکز کند، بسیار محدود است؛ از این رو معیارهای مؤثر بر انتخاب برند مقلد در کالاهای مصرفی بهکمک مطالعات کتابخانهای، بررسی پژوهشهای پیشین و برگزاری مصاحبهها استخراج شد و مهمترین آنها با بهرهمندی از روش دلفی فازی در فهرستی قرار گرفت. در این پژوهش برای انتخاب نمونه، روش نمونهگیری تصادفی ساده بهکار رفت؛ ابتدا پرسشنامهای در دو بخش جمعیتشناختی و بررسی اهمیت معیارها طراحی شد و بهصورت تصادفی و بهشکل الکترونیکی، در اختیار پانصد نفر برای پاسخگویی قرار گرفت. بدین ترتیب معیارهای مؤثر بر انتخاب برند مقلد در کالاهای مصرفی بهکمک روش تاپسیس فازی اولویتبندی شدند. در پایان براساس نتایج بهدستآمده، پیشنهادها و راهکارهای سیاستگذاری در این زمینه ارائه شده است.
https://jibm.ut.ac.ir/article_52897_0420f8aee6a928604aeeff515759b6f0.pdf
2015-06-22
273
294
10.22059/jibm.2015.52897
برند مقلد
تاپسیس فازی
کالای مصرفی
نشان تجاری
سیدبابک
ابراهیمی
b_ebrahimi@kntu.ac.ir
1
استادیار گروه مهندسی مالی، دانشکدۀ مهندسی صنایع دانشگاه صنعتی خواجه نصیرالدین طوسی، تهران، ایران
LEAD_AUTHOR
حمید
کتابیان
ketabianh@hotmail.com
2
دانشجوی کارشناسی ارشد مهندسی صنایع، دانشگاه صنعتی خواجه نصیرالدین طوسی، تهران، ایران
AUTHOR
حسام
رحیمی
hrahimi1368@gmail.com
3
کارشناس مهندسی صنایع، دانشگاه آزاد اسلامی واحد تهران جنوب، تهران، ایران
AUTHOR
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ORIGINAL_ARTICLE
شناسایی ابعاد بازارگرایی در صنعت خدمات بانکداری کشور با تأکید بر نقش منابع انسانی
این مقاله در پی شناسایی و ارزیابی ابعاد بازارگرایی در صنعت بانکداری کشور با تأکید بر نقش نیروی انسانی در تحقق آن است. بهمنظور دستیابی به این هدف، پژوهش پیش رو در دو مرحله اجرا شده است. در مرحلۀ اول با بهرهگیری از نظر کارشناسان بازاریابی و مدیریت منابع انسانی و افراد شاغل در صنعت بانکداری، تلاش شد ابعاد بازارگرایی با محوریت منابع انسانی در صنعت بانکداری کشور شناسایی شود. در مرحلۀ دوم و بر اساس پیمایش کمی، به آزمون مدل توسعهدادهشده در مورد مطالعه (بانک ملت) پرداخته شد. نتایج این مطالعه نشان داد مدل بازارگرایی در صنعت خدمات بانکداری با تأکید بر نقش منابع انسانی در تحقق آن، از سه بعد اصلی، شامل رفتار هوشمند، پاسخ هوشمند و سیستمها و بخشهای هماهنگ، شکل گرفته است. بر این اساس، نیروی انسانی بانکها یکی از عناصر و مؤلفههای اصلی در رفتار و پاسخ هوشمندانه به نیازهای بازار بهشمار میرود و برای ایفای نقش مؤثرتر آنان، باید بخشها و سیستمهای هماهنگی در درون بانک ایجاد کرد.
https://jibm.ut.ac.ir/article_55551_15b47e71b2202bdd1b9f521d3e417536.pdf
2015-06-22
295
314
10.22059/jibm.2015.55551
بازارگرایی
بانک ملت
بخش ها و سیستم های هماهنگ
پاسخ هوشمند
رفتار هوشمند
مهرداد
استیری
mehrdadstiri@ut.ac.ir
1
استادیار گروه مدیریت منابع انسانی، دانشکدۀ مدیریت، دانشگاه تهران، ایران
LEAD_AUTHOR
علی
دیواندری
divandari@divandari.com
2
استاد گروه مدیریت بازرگانی، دانشکدۀ مدیریت، دانشگاه تهران، ایران
AUTHOR
سید رضا
سیدجوادین
rjavadein@ut.ac.ir
3
استاد گروه منابع انسانی، دانشکدۀ مدیریت، دانشگاه تهران، ایران
AUTHOR
سید حمید
خداداد حسینی
mehrdads3@gmail.com
4
استاد گروه مدیریت بازرگانی، دانشکدۀ مدیریت و اقتصاد، دانشگاه تربیت مدرس، تهران، ایران
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ORIGINAL_ARTICLE
اثر بازاریابی داخلی بر عملکرد کارکنان: اثر میانجی نوآوری سازمانی در ادارههای تابع شرکت بهرهبرداری نفت و گاز آغاجاری
پژوهش حاضر به بررسی نقش و سازوکارهای متغیر بازاریابی داخلی بر عملکرد کارکنان از طریق متغیر میانجی نوآوری سازمانی میپردازد. جامعۀ آماری پژوهش را کلیۀ کارشناسان و سرپرستانِ 43 ادارۀ تابع شرکت بهرهبرداری نفت و گاز آغاجاری، به تعداد 770 نفر دربرمیگیرد. برای نیل به اهداف پژوهش، از پرسشنامههای استاندارد بهره برده شده است که روایی آنها را نیز استادان راهنما و مشاور تأیید کردهاند. تجزیهوتحلیل اطلاعات بهکمک روش مدلسازی معادلات ساختاری (SEM) با رویکرد روش حداقل مربعات جزئی (PLS) و نرمافزار Smart PLS در دو بخش مدل اندازهگیری و بخش ساختاری صورت پذیرفت. نتایج مدلسازی معادلات ساختاری که بر دادههای 238 پرسشنامۀ گردآوریشده از جامعۀ آماری اعمال شد، نشاندهندۀ تأثیر مستقیم، مثبت و معنادار بازاریابی داخلی با ضریب مسیر 659/0 و بهطور غیرمستقیم با نقش واسطۀ نوآوری سازمانی با ضریب مسیر 065/0 بر عملکرد کارکنان و با ضریب مسیر 474/0 بر نوآوری سازمانی است. همچنین، سازۀ نوآوری سازمانی با ضریب مسیر 137/0 تأثیر مثبت و معناداری بر عملکرد کارکنان میگذارد.
https://jibm.ut.ac.ir/article_52920_5b502c2ab672dc7d7d3f9dd00df1b1d7.pdf
2015-06-22
315
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10.22059/jibm.2015.52920
بازاریابی داخلی
نوآوری سازمانی
عملکرد کارکنان
نفت و گاز آغاجاری
صاحب
ایمانی
sahebimani@gmail.com
1
کارشناسارشد، مدیریت بازرگانی، دانشگاه آزاد اسلامی، مرکز بینالمللی خلیجفارس، خرمشهر، ایران
LEAD_AUTHOR
ریحانه
گسکری
rgaskari@gmail.com
2
استادیار گروه اقتصاد، دانشگاه آزاد اسلامی، واحد آبادان، آبادان، ایران
AUTHOR
البرز
قیتانی
alborz_gheitani@yahoo.com
3
استادیار گروه مدیریت، دانشگاه آزاد اسلامی، واحد شوشتر، شوشتر، ایران
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Yu, Q. & R. Barnes, B. (2010). Performance improvement by investing in
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internal marketing management. IEEE international Conference on
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Singapore, 2-5 June, 708-713. DOI: 10.1109/ICMIT.2010.5492731.
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Zaman, K., Javaid, N., Arshad, A. & Bibi, S. (2012). Impact of Internal
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Marketing on Market Orientation and Business Performance.
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International Journal of Business and Social Science, 3 (12): 76-87.
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ORIGINAL_ARTICLE
بررسی میزان اهمیت و توجه به اندازه گیری زنجیرۀ ارزش منابع انسانی در گروه صنعتی سایپا (مطالعه چند موردی)
گرچه اغلب مدیران ایرانی کارکنان را مهمترین دارایی سازمان میدانند، در عمل منابع انسانی، بدهی سازمانی ـ نه بهمنزلۀ دارایی سازمانی ـ بهشمار میرود. در واقع کارکرد منابع انسانی در سازمانهای ایرانی بیشتر بهصورت کارکرد هزینهای ـ اداری است و کارکردی با ارزش افزوده دیده نمیشود و دلیل آن بیتوجهی به مسئلۀ اندازهگیری منابع انسانی است. هدف این پژوهش بررسی میزان اهمیت و توجه به اندازهگیری زنجیرۀ ارزش منابع انسانی در گروه سایپا بر اساس مدل مفهومی جامع بهدستآمده از روش نظریۀ برخاستۀ داده است. در این مقاله با بهرهمندی از راهبرد مطالعۀ چندموردی و بهکمک مصاحبههای ساختاریافته و اسناد سازمانی، وضعیت سه شرکت از شرکتهای گروه سایپا بررسی شده و بر اساس تحلیل محتوای مصاحبهها و با روش امتیاز منطق رادار و تحلیل درونموردی و بینموردی، شباهتها و تفاوتهای این سه شرکت تحلیل شده است. نتایج پژوهش نشان داد شرکت سایپایدک بر اساس مدل اندازهگیری زنجیرۀ ارزش منابع انسانی تدوینشده در مرحلۀ اول پژوهش، نسبت به دو شرکت مگاموتور و زامیاد وضعیت بهتری دارد. در پایان برای هر یک از شرکتها پیشنهادهایی مطرح شده است.
https://jibm.ut.ac.ir/article_55552_60436b778865123c154ec6e3db3e8904.pdf
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اندازه گیری منابع انسانی
زنجیره ارزش منابع انسانی
مدل پارادایمی
مطالعه چند موردی
عباس
بازرگان
abbas.bazargan @ pedagogy.ir
1
استاد دانشکدۀ روانشناسی و علوم تربیتی، دانشگاه تهران، تهران، ایران
AUTHOR
حمید رضا
یزدانی
hryazdani@ut.ac.ir
2
استادیار دانشکدۀ مدیریت و حسابداری، پردیس فارابی دانشگاه تهران، تهران، ایران
LEAD_AUTHOR
ندا
احسانی مقدم
nedaehsanimoghadam@gmail.com
3
دانشجوی دکتری مدیریت رفتاری، دانشگاه تربیت مدرس، تهران، ایران
AUTHOR
مرجان
شعبانی
mshabani78 @yahoo.com
4
کارشناسارشد مدیریت دولتی (گرایش مدیریت منابع انسانی)، دانشگاه آزاد اسلامی، تهران، ایران
AUTHOR
Bazargan, A. (2008). An Introduction to qualitative and mixed methods:
1
conventional approaches in behavioral science. Tehran: Didar Press.
2
(in Persian)
3
Berman, E.M., West, J.P. & Wang, X. (1999). Using Performance Measurement in
4
Human Resource Management: A survey of U.S. Counties. Review of Public
5
Personnel Administration, 19 (5): 5-17.
6
Dabiri, A. (2006). Designing and development of decision Science: a Solution to
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Human Resource Isolation. Sanat-e Khodro, 10(103): 20-25. (in Persian)
8
Franklin, T. & Mackie, B. & Rigby, S. (2005). Barriers to effective Human
9
Resource Measurement in New Zealand. The New Zealand Journal of
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Human Resources Management, 5: 1-18.
11
Hashemi, H. & Pouraminzadeh, S. (2010). Challenge of Human Resources
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Management in Iranian Organizations and a Solution to solve it. Human
13
Resources Management, 2(11): 23-35. (in Persian)
14
Huselid, M. A. & Barnes, J.E. (2002). Human Capital Measurement Systems as a
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Source of Competitive Advantage. Academy of Management Review,
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8054(732): 1-28.
17
Kial, A. (2009). Human Resources: Bedrock of Organizational Capital, New
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(in Persian)
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Lawson, T. E. & Limbrick, V. (1996). Critical competencies for developmental
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experiences fortop HR executives. Human Resource Management, 35(1): 67-
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Saneei, M. (2007). Challenges of Human Resource Management. Tadbir, 18(184):
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18-22. (in Persian)
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Toulson, P. & Dewe, P. (2001). HR: Value or Expense? Measuring Future Business
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Relationships. Human Resources Institute of New Zealand Conference,
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[online]. http://www.hrinz.org.nz/archive/conference01/papers.asp.
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Ulrich, D. (1989). Assessing Human Resource Effectiveness: Stakeholder, Utility,
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and Relationship Approaches. HR. Human Resource Planning, 12(4): 301-
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Yazdani, H.R. (2012). Developing a Model for HR Value Chain Measurement in
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Saipa Industrial Group: An application of Mixed Method Research.
31
(Published doctoral dissertation). University of Tehran, Tehran, Iran.
32
ORIGINAL_ARTICLE
تاثیر محیط های خدماتی بر هیجان مشتری وخروجی های خدمات
پژوهش حاضر به بررسی تأثیر محیطهای خدماتی بر هیجان مشتری و خروجیهای خدمات میپردازد. هدف اصلی این پژوهش بررسی تأثیر محیطهای فیزیکی و اجتماعی خدماتی بر هیجان، رضایت و تمایلات رفتاری مشتریان و در نهایت خروجی خدمات است که در آن محیط فیزیکی، دو بعد عوامل طراحی و عوامل محیطی را دربردارد و محیط اجتماعی از دو بعد هیجان بروزیافتۀ کارکنان و جو خدماتی مشتری تشکیل شده است. جامعۀ آماری این پژوهش مشتریان بانک ملی ایران را پوشش میدهد که دادهها بهکمک توزیع پرسشنامه میان نمونۀ 385 نفری بهدست آمد. تعداد نمونه بهکمک فرمول آماری کوکران برای جوامع بینهایت و به روش نمونهگیری خوشهای مرحلهای بهدست آمد. دادهها با بهرهمندی از مدلسازی معادلات ساختاری و نرمافزارهای لیزرل و اس.پی.اس.اس تجزیهوتحلیل شد. نتایج پژوهش، میان هیجان بروزیافتۀ کارکنان با هیجان مثبت مشتری و رضایت مشتری رابطۀ معناداری نشان داد؛ اما میان ضوابط مشتری با هیجان مثبت مشتری و رضایت مشتری رابطۀ معناداری گزارش نداد. در مقابل، معناداری رابطۀ عوامل محیطی و عوامل طراحی با هیجان مثبت مشتری و رضایت مشتری به تأیید رسید. همچنین میان هیجان مثبت مشتری با رضایت و تمایلات رفتاری مشتریان رابطۀ مستقیمی دیده شد و رابطۀ رضایت و تمایلات رفتاری مشتریان نیز به تأیید رسید.
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هیجان مثبت مشتری
هیجان بروزیافته کارکنان
رضایت مشتری
تمایلات رفتاری
محیط خدمات
یاساناله
پوراشرف
yasan_ashraf@yahoo.com
1
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ORIGINAL_ARTICLE
شناسایی و اولویتبندی بازارهای هدف صنعت گردشگری ایران با استفاده از رویکرد تصمیمگیری چندشاخصۀ ترکیبی در یک محیط فازی
از آنجا که امروزه صنعت گردشگری، اهمیت بسیار زیادی در توسعۀ نظام اقتصادی جوامع دارد و کشورها در جذب گردشگران بینالمللی به رقابت میپردازند، پرداختن به بازاریابی و بهویژه موضوع انتخاب بازار هدف، از جمله مسائل مهم هر مقصد گردشگری بهشمار میرود. هدف این پژوهش، شناسایی مهمترین عوامل تأثیرگذار بر بازارهای هدف صنعت گردشگری ایران و اولویتبندی بازارهای هدف است. این پژوهش، نوعی رویکرد تصمیمگیری فازی ترکیبی شامل فرایند تحلیل سلسلهمراتبی فازی (FAHP) و روش شباهت بهگزینه ایدهآل فازی (FTOPSIS) را برای اولویتبندی بازارهای هدف بهکار میگیرد و از متخصصان حوزۀ گردشگردی بهمنظور شناسایی و مقایسۀ عوامل تأثیرگذار بر انتخاب بازار هدف، بهره میبرد. یافتهها نشان میدهد روش تحلیل توسعهای بهکار رفته در FAHP ممکن است به تصمیمهای اشتباهی منجر شود. از این رو در این پژوهش از روش وانگ و چن بهمنظور محاسبۀ وزن شاخصها در FAHP فازی استفاده شد. نتایج نشان داد تصویر ذهنی، روابط سیاسی و میزان خرجکرد گردشگران، مهمترین عوامل مؤثر در انتخاب بازار هدف است. بر این اساس کشور چین از بین بازارهای هدف در رتبۀ اول و هلند در رتبۀ آخر قرار گرفت.
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: بازاریابی گردشگری
بازار هدف
تصمیمگیری چندشاخصه ((MADM
روش شباهت به گزینه ایدهآل فازی (FTOPSIS)
فرایند تحلیل سلسله مراتبی فازی(FAHP)
محمد رضا
تقی زاده یزدی
mrtaghizadeh@ut.ac.ir
1
استادیار مدیریت صنعتی، دانشکدۀ مدیریت دانشگاه تهران، تهران، ایران
LEAD_AUTHOR
فاطمه
باقری
bagherifatemeh11@gmail.com
2
دانشجوی کارشناسی ارشد مدیریت جهانگردی، دانشکدۀ مدیریت، دانشگاه تهران، تهران، ایران
AUTHOR
علیرضا
دهقان
alirezadehghan@ut.ac.ir
3
دانشجوی کارشناسی ارشد مدیریت صنعتی، دانشکدۀ مدیریت، دانشگاه تهران، تهران، ایران
AUTHOR
ناصر
عبدی
naser_abdi1368@yahoo.com
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دانشجوی کارشناسی ارشد جغرافیا و برنامهریزی توریسم، دانشکدۀ جغرافیا، زاهدان، ایران
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target market selection on technique the basis of IFE and EFE matrixes
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entrepreneurs . Journal of Entrepreneur, 70 (1): 59-66. (in Persian)
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analytic hierarchy process within a capital investment study. Journal of
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Economics and Management, 1(2): 207–230.
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ORIGINAL_ARTICLE
عوامل موثر بر تمایل به بازگشت مشتریان از دست رفته در شرکتهای بیمه
جذب مشتریان در صنایع خدماتی تأثیر شایان توجهی در افزایش توان رقابتی شرکتها دارد. در این پژوهش تلاش شده است موضوع بازگشت مشتریان در حوزۀ مدیریت ارتباط با مشتری مطالعه و بررسی شود. با توجه به اینکه در ایران پژوهش نظاممندی دربارۀ مفهوم بازگشت مشتریان صورت نپذیرفته است، در این پژوهش مدلی تجربی برای شناسایی عوامل ترک مشتری ارائه میشود. در این راستا، پژوهشی پیمایشی میان مشتریان شرکتهای برتر بیمهای در سطح شهر تهران اجرا شد. دادهها از طریق پرسشنامۀ برخط گردآوری شده و بهکمک آزمون همبستگی پیرسون و تحلیل عاملی تأییدی بررسی شدند. نتایج نشان داد در صورتی پیشنهاد بازگرداندن مشتریان مؤثر است که شرکتها دلایل مشتری برای ترک ارتباط با ارائهدهندۀ خدمات فعلی را مدنظر قرار دهند. شاخصهای قیمت، مزیت خدمات ارائهشده، ارزش پیشنهادهای بازگشت، سرمایۀ اجتماعی و اهمیت خدمات درکشده، صرفنظر از سطح رضایت اولیه، پشیمانی از ترک و رضایت از ارائهدهندۀ سرویس جدید، تأثیر زیادی در شکلدادن به اهداف مشتری و تمایل به بازگشت مشتریان دارد.
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ارزش پیشنهاد بازگشت
تمایل به بازگشت مشتریان ازدسترفته
سرمایه اجتماعی
قیمت
مزایای خدمات
امیر
خانلری
khanlari@ut.ac.ir
1
استادیار گروه MBA، دانشکدۀ مدیریت، دانشگاه تهران، تهران، ایران
AUTHOR
مهشاد السادات
دعایی اسکویی
mahshad.oskoei@yahoo.com
2
دانشجوی کارشناسی ارشد، مدیریت بازرگانی، دانشکدۀ مدیریت، دانشگاه تهران، تهران، ایران
LEAD_AUTHOR
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to the job satisfaction of employees in the insurance Industry. Isfahan
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University. (in Persian)
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estimate the European Consumer Satisfaction Index (ECSI) model. Published
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84
ORIGINAL_ARTICLE
تعیین ویژگی های موثر بر رفتار مصرف کنندگان اینترنت پر سرعت در ایران
افزایش تعداد کاربران اینترنت پُرسرعت طی سالهای اخیر، بسیاری از سازمانها را بر آن داشته است که در این عرصه به فعالیت بپردازند. به همین دلیل مقالۀ پیش رودورود رقبای جدید بقبای جدید به تلاش میکند آن دسته از ویژگیهای کاربران اینترنت پرسرعت را که بر الگوی مصرفشان تأثیرگذار است بهعنوان یکی از مهمترین عوامل مؤثر بر موفقیت سازمانها تعیین کند. در همین راستا بهکمک روش نمونهگیری تصادفی ساده و پرسشنامهای که روایی و پایایی آن با بهرهمندی از نظر متخصصان و آلفای کرونباخ (83/0) به تأیید رسید، دادههای پژوهش از میان نمونهای با حجم 35392 نفر که از جامعۀ مد نظر (تمام کاربران اینترنت پُرسرعت کشور) انتخاب شد، بهدست آمد. پس از تحلیل دادهها مشخص شد اغلب کاربران اینترنت پرسرعت، جوان، دانشجو و وفادارند و بیش از سه ساعت در روز اینترنت مصرف میکنند. پس از تعیین این ویژگیها، معناداری تفاوت میان الگوی مصرف کاربران بر اساس ویژگیهای هر یک با اجرای آزمون تحلیل واریانس یکطرفه به اثبات رسید.
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اینترنت پُرسرعت
الگوی مصرف
رفتار مصرفکنندگان
موفقیت سازمان
ویژگیهای مشتریان
محمد هادی
صادق
mhadi.sadegh@gmail.com
1
کارشناسارشد مدیریت استراتژیک منابع انسانی، دانشکدۀ مدیریت، دانشگاه تهران، تهران، ایران
LEAD_AUTHOR
محمد علی
شاه حسینی
shahhoseini@ut.ac.ir
2
استادیار گروه MBA، دانشکدۀ مدیریت دانشگاه تهران، تهران، ایران
AUTHOR
Ansari Renani, G., Mahmoudian, M. & Ghods, A.S. (2010). Factors Affecting Customer Retention Among Cell Phone Users. Journal of Marketing Management, 5(9): 57-83. (in Persian)
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ORIGINAL_ARTICLE
بررسی تأثیر عناصرنام تجاری بر نگرش و رفتار مصرفکنندگان نسبت به نام تجاری تعمیم یافته (مورد مطالعه: شرکت فرآوردههای گوشتی و لبنی کاله)
ارزیابی و ادراک مصرفکنندگان از نام تجاری، مبنای تصمیم به خرید و اعتماد به نام تجاری را شکل میدهد و هر چه ارزش نام و نشان تجاری در ذهن مصرفکنندگان بیشتر باشد، شرکت میتواند منافع بیشتری از مصرفکنندگان کسب کند. پژوهش حاضر به تجزیهوتحلیل تأثیر ابعاد ارزش ویژه و عناصر نام تجاری بر نگرش مصرفکنندگان نسبت به تعمیم نام تجاری، میپردازد. جامعۀ آماری پژوهش را مصرفکنندگان محصولات شرکت کاله در شهر اصفهان پوشش میدهد. ابزار گردآوری دادهها پرسشنامه در نظر گرفته شده است و بهکمک آزمون ضریب همبستگی فرضیهها تحلیل میشوند. برازندگی و اعتبار مدل با بهرهمندی از معادلات ساختاری بررسی میشود. نتایج نشان میدهد آگاهی از نام تجاری، تصویر نام تجاری و وفاداری نسبت به نام تجاری بر رفتار مصرفکننده رابطهای مثبت برقرار میکند و تداعیات نام تجاری و شخصیت نام تجاری بر نگرش مصرفکننده نسبت به نام تجاری تعمیمیافته تأثیر مثبت میگذارد؛ همچنین یافتههای پژوهش تأثیر عامل جنسیت بر نگرش آنان نسبت به نام تجاری تعمیمیافته را تأیید میکند.
https://jibm.ut.ac.ir/article_50741_b7478f52f9cc08bde191c2641d50cc8b.pdf
2015-06-22
445
462
10.22059/jibm.2015.50741
ارزش ویژۀ برند
تعمیم نام تجاری
شخصیت نامتجاری
نگرش مصرفکننده
سیدمحمد
طباطبایی نسب
tabatabaeenasab@yazd.ac.ir
1
استادیار مدیریت بازرگانی، دانشگاه یزد، یزد، ایران
LEAD_AUTHOR
زهره
محمدنبی
nabi_zohreh@yahoo.com
2
کارشناسارشد مدیریت بازگانی، دانشگاه یزد، یزد، ایران
AUTHOR
Aaker, D. A. (1991). Managing Brand Equity. New York, Free Press. Aaker, J. (1997). Dimensions of Brand Personality. Journal of Marketing Research, 34(1): 347-356.
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11
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18
Rundle-Thiele, S., Dawes, J. & Sharp, B. (1998). An empirical investigation of the relationship between three types of loyalty. New Zealand, Doctoral dissertation, Department of Marketing, University of Otago.
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Sattler, H. & Völckner, F., Riediger, C. & Ringle, C. (2010). The impact of brand extension success drivers on brand extension price premiums. Journal of Research in Marketing, 27(1): 319–328
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21
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22
ORIGINAL_ARTICLE
تبیین تأثیر بازارگرایی و نوآوری مدیریت بر عملکرد بنگاه با تأکید بر نقش میانجی نوآوری فناورانه
این پژوهش با هدف شناسایی و تبیین تأثیر متغیرهای بازارگرایی، نوآوری مدیریت، نوآوری فناورانه و عملکرد سازمانی اجرا شد. پژوهش حاضر از نظر روش، توصیفی از نوع همبستگی است. جامعۀ آماری پژوهش حاضر را تمام بنگاههای داروسازی سراسر کشور دربرمیگیرد. حجم نمونه با بهرهمندی از روش نمونهگیری تصادفی ساده و فرمول کوکران، 255 بهدست آمد. دادهها بهکمک پرسشنامهای گردآوری شدند که روایی و پایایی آن به تأیید رسید. برای تجزیهوتحلیل دادهها، از مدلسازی معادلات ساختاری و تکنیک حداقل مربعات جزئی در نرمافزار آماری Smart-PLS استفاده شده است. یافتهها نشان میدهد بازارگرایی و نوآوری مدیریت، اثر معنادار و مثبتی بر نوآوری فناورانه میگذارد. همچنین نتایج مشخص کرد که هر سه متغیر بازارگرایی، نوآوری مدیریت و نوآوریهای فناورانه در محصولات و فرایندها، میتواند به عملکرد برتر بنگاه منجر شود.
https://jibm.ut.ac.ir/article_52862_543a50edce348405f0d0cc1dcdb75749.pdf
2015-06-22
463
484
10.22059/jibm.2015.52862
بازارگرایی
بنگاههای داروسازی
مدلسازی معادلات ساختاری
نوآوری فناورانه
نوآوری مدیریت
نیما
گروسی مختار زاده
mokhtazadeh@ut.ac.ir
1
استادیار گروه مدیریت صنعتی، دانشکدۀ مدیریت، دانشگاه تهران، تهران، ایران
AUTHOR
محمود
زمانی
mahmoudzamani51@gmail.com
2
دانشجوی دکتری مدیریت فناوری، دانشکدۀ مدیریت، دانشگاه تهران، تهران، ایران
LEAD_AUTHOR
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Smith, K. G., Collins, C. J. & Clark, K. D. (2005). Existing knowledge, creation capability and the rate of new product introduction in high-technology firms. Academy Management Journal, 48(2): 346-357.
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ORIGINAL_ARTICLE
بررسی رابطۀ نوآوری سازمانی و عملکرد با متغیر میانجی نوآوری بازاریابی (مطالعۀ موردی: کسبوکارهای کوچک و متوسط در صنعت نساجی کاشان)
پژوهش حاضر به بررسی اهمیت سازوکارهای تأثیرگذار متغیر نوآوری سازمانی، بر عملکرد نوآوری و بازار میپردازد. هدف از اجرای پژوهش، ارائۀ مدلی از عملکرد بازاریابی سازمانی با در نظرگرفتن متغیر مستقل نوآوری سازمانی و متغیرهای میانجی عملکرد بازار و عملکرد نوآوری است؛ بهگونهای که بتوان سهم بیشتری از تغییرات عملکرد بازار سازمان را تبیین کرد. پرسشنامۀ پژوهش بر اساس مرور ادبیات و مصاحبه با خبرگان طراحی شده است. برای اثبات روایی آن، علاوهبر نظر خبرگان، از تحلیل عاملی تأییدی نیز بهره شده است. دادهها از کل جامعۀ آماری، شامل مدیران ارشد 130 کسبوکار کوچک و متوسط در صنعت نساجی کاشان، جمعآوری شده است. از میان 130 پرسشنامهای که در اختیار پاسخدهندگان قرار گرفت، 100 پرسشنامۀ تکمیل دریافت شد. یافتههای پژوهش حاکی از آن است که نوآوری سازمانی بر نوآوری بازاریابی تأثیر مستقیم و معناداری میگذارد؛ اما نوآوری بازاریابی بر عملکرد نوآوری تأثیری ندارد. همچنین ضرایب مسیر نشان میدهد همبستگی شایان توجهی بین نوآوری سازمانی و نوآوری بازاریابی وجود دارد.
https://jibm.ut.ac.ir/article_55556_4313d5a651ccffe0efdf27a9695c7eec.pdf
2015-06-22
485
500
10.22059/jibm.2015.55556
صنعت نساجی
عملکرد نواوری
نواوری بازاریابی
نواوری سازمانی
طیبه
نیک رفتار
tnikraftar@gmail.com
1
استادیار مدیریت، دانشکدۀ کارآفرینی دانشگاه تهران، تهران، ایران
LEAD_AUTHOR
کامبیز
طالبی
ktalebi@ut.ac.ir
2
دانشیار مدیریت، دانشکدۀ کارآفرینی دانشگاه تهران، تهران، ایران
AUTHOR
فاطمه
سعیدی آرانی
fatemesaidi@ut.ac.ir
3
دانشجوی کارشناسی ارشد کارآفرینی، دانشکدۀ کارآفرینی دانشگاه تهران، تهران، ایران
AUTHOR
Ahmadpoor Dariani, M. & Nasiri, M.K. (2011). Entrepreneurship Theory (Economics and Entrepreneurship Systems). Tehran: Ekhlas. (in Persian)
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ORIGINAL_ARTICLE
شناسایی شیوه های موثر پیشبرد فروش در راستای افزایش فروش بیمه های مسئولیت در شرکت سهامی بیمۀ ایران
پژوهش پیش رو با هدف ارزیابی نظر کارشناسان شرکت سهامی بیمۀ ایران و شرکتهای خدمات بیمهای و نمایندگیهای فروش بیمۀ ایران در تهران، درخصوص شیوههای مؤثر پیشبرد فروش در راستای افزایش فروش بیمۀ مسئولیت در شرکت بیمۀ ایران و همچنین اولویتبندی سیاستهای ترفیعی در تأثیر بر افزایش فروش بیمۀ مسئولیت اجرا شده است. برای بررسی نظر کارشناسان شرکتهای خدمات بیمهای و نمایندگیهای فروش بیمۀ ایران در شهر تهران، پرسشنامهای تدوین شد که تمام فرضیهها و اهداف پژوهش را دربرگرفت و میان نمونۀ آماری توزیع و جمعآوری شد. درنهایت پس از تحلیل دادهها اولویتهای مؤثر بر فروش بیمههای مسئولیت در شرکت سهامی بیمۀ ایران بدین شرح مشخص شد؛ از دیدگاه کارشناسان بیمۀ ایران و شرکتهای خدمات بیمهای و نمایندگیهای فروش بیمۀ ایران در شهر تهران، نقش چاپ و توزیع کاتالوگهایی که حاوی تمام اطلاعات بیمۀ مسئولیت باشد برای افزایش فروش بیمۀ مسئولیت در اولویت قرار دارد. در مرتبۀ دوم، تبلیغات تلویزیونی و در مرتبۀ سوم برگزاری سمینار برای افراد و بیمهگزاران بیمههای مسئولیت، در افزایش فروش بیمههای مسئولیت مؤثر است.
https://jibm.ut.ac.ir/article_55557_1981ae4d5ee92349a7b74a677985b269.pdf
2015-06-22
501
513
10.22059/jibm.2015.55557
بیمۀ مسئولیت
ترفیع فروش
روشهای پیشبرد فروش
فروش حضوری
علی
ودیعی نوقابی
a.vadie@yahoo.com
1
کارشناسارشد مدیریت اجرایی، دانشکدۀ مدیریت دانشگاه تهران، تهران، ایران
LEAD_AUTHOR
هاشم
آقازاده
h.agazade@yahoo.com
2
استادیار مدیریت بازرگانی، دانشکدۀ مدیریت دانشگاه تهران، تهران، ایران
AUTHOR
محمد
حقیقی
mhaghigi@yahoo.com
3
دانشیار مدیریت بازرگانی، دانشکدۀ مدیریت دانشگاه تهران، تهران، ایران
AUTHOR
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