فراتحلیل تحقیقات رفتارهای انحرافی در بازاریابی: گذشته، حال و آینده

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 دکتری، گروه مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران.

2 استاد، گروه مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران.

3 استادیار، گروه مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران.

چکیده

هدف: کی از موضوعات جدیدی که در سال‌های اخیر توجه محققان را به خود جلب کرده، رفتارهای انحرافی بازاریابی است. این رفتارها روزبه‌روز در حال گسترش است و می‌تواند تمامی ابعاد کسب‌وکار را تحت تأثیر قرار دهد. اهمیت مطالعه رفتارهای انحرافی بازاریابی، در سال‌های اخیر رو به افزایش است و پیش‌بینی می‌شود که در سال‌های آینده، تحقیقات درباره رفتارهای انحرافی بازاریابی افزایش یابد و روند صعودی خود را ادامه دهد. هدف مقاله حاضر، دستیابی به بینشی در خصوص پیشرفت مطالعات رفتارهای انحرافی بازاریابی در این زمینه، از طریق مرور مقاله‌های علمی با روش متن‌کاوی است.
روش: پژوهش حاضر از لحاظ هدف، جزء پژوهش‌های کاربردی قرار می‌گیرد. از لحاظ روش، فراتحلیل مطالعات پیشین است. در این پژوهش از روش متن‌کاوی، تکنیک خوشه‌بندی و تکنیک تصمیم‌گیری چندشاخصه برای تجزیه‌وتحلیل داده‌ها استفاده شده است. با توجه به جهت‌گیری توصیفی این پژوهش، داده‌های لازم از منابع کتابخانه‌ای و اسناد و مدارک در دسترس، بر اساس روش «مرور نظام‌یافته» گردآوری و تحلیل شده است. در مجموع ۱۰۳ مقاله بین ۱۹۹۷ تا ۲۰۲۱ با استفاده از جست‌وجوی ‌کلیدواژه‌های «رفتارهای انحرافی بازاریابی» و «انحراف بازاریابی» در پایگاه‌های داده معتبر مانند تیلور و فرانسیس، پروکوئست، ساینس دایرکت، اسپرینگر، امرالد، سیج و اسکالر انتخاب شدند. با بررسی عنوان، چکیده و کلمات کلیدی در مراحل مختلف غربالگری، محققان ۷۲ مقاله مرتبط با رفتارهای انحرافی موضوع بازاریابی را برای انجام فرایند متن‌کاوی انتخاب کردند. سپس، پیش‌پردازش داده‌ها انجام شد و با استفاده از تجزیه خوشه‌ای، ۶ خوشه بهینه بر اساس شاخص دیویس بولدین به‌دست آمد. با استفاده از تکنیک تصمیم‌گیری چندشاخصه، اصلی‌ترین و مهم‌ترین ریشه‌ها در هر خوشه رتبه‌بندی شدند.
یافته‌ها: نتایج نشان داد که علاقه به تحقیق در خصوص رفتارهای انحرافی بازاریابی در سال‌های اخیر افزایش یافته است و خوشه‌های شناسایی شده، پیرامون موضوعاتی مانند «هویت شغلی و شرکتی»، «مشتری‌مداری و خدمات‌محوری»، «رفتار مصرف‌کننده»، «وضعیت‌ها و رفتارهای فروش»، «تعاملات بازاریابی» و «تکنیک‌های خنثی‌سازی»، ایجاد شده است. روند مشاهده‌شده گستردگی رفتارهای انحرافی در زمینه بازاریابی را نشان می‌دهد که مسیر آن‌ها از معرفی رفتار مصرف‌کننده در بازاریابی، به‌سمت مشتری‌مداری و خدمات‌دهی است؛ همچنین نتایج بیشترین سهم در وضعیت‌ها و رفتارهای فروش را نشان می‌دهد. با توجه به این روند، می‌توان مسیر آینده رفتارهای انحرافی بازاریابی را در جهت بررسی وضعیت‌ها و رفتارهای فروش پیش‌بینی کرد. به‌طور کلی، مقاله حاضر شواهد بسیاری را در جهت دانش رو به رشد در زمینه رفتارهای انحرافی بازاریابی ارائه کرده است.
نتیجه‌گیری: این مطالعه جهت‌گیری‌های رفتارهای انحرافی بازاریابی را برجسته کرده و نقشه راهی را برای تحقیقات آینده در خصوص رفتارهای انحرافی بازاریابی ارائه می‌دهد. رفتارهای انحرافی بازاریابی باید توسط شرکت‌ها و مدیران به‌درستی مدیریت شود. این مطالعه بینشی را در خصوص تحقیقات رفتار انحرافی بازاریابی به مدیران ارائه می‌دهد. مدیران با شناخت زمینه‌ها و جنبه‌های اصلی رفتارهای انحرافی در بازاریابی، می‌توانند گام‌های بهتر و مؤثرتری را برای کنترل و مدیریت این رفتارها بردارند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Meta-analysis on Studies of Deviant Marketing Behaviors: Past, Present and Future

نویسندگان [English]

  • Zahra Ahmadi Alvar 1
  • Davood Feiz 2
  • Meysam Modarresi 3
1 Ph.D. Candidate, Department of Business Management, Faculty of Economic, Management and Administrative Sciences, Semnan University, Semnan, Iran.
2 Prof., Department of Business Management, Faculty of Economic, Management and Administrative Sciences, Semnan University, Semnan, Iran.
3 Assistant Prof., Faculty of Economic, Management and Administrative Sciences, Semnan University, Semnan, Iran.
چکیده [English]

Objective
In recent years, one emerging area of interest for researchers has been the study of deviant behaviors in marketing. The objective of this article is to provide an in-depth understanding of the progress in marketing deviant behavior studies by conducting a comprehensive review of scientific articles in this field, utilizing text-mining methodologies.
 
Methodology
We identified a total of 103 articles spanning the period from 1997 to 2021 through searches conducted on respected databases like Science Direct, Springer, Taylor & Francis, Emerald, Pro Quest, Sage, and Scholar. These searches were conducted using keywords such as "deviant behaviors of marketing" and "Marketing Deviance." Through a multi-stage screening process involving the examination of titles, abstracts, and keywords, our research team identified and selected a total of 72 articles pertinent to the subject of deviant behaviors in marketing for further text-mining analysis. Then, pre-processing of data was performed, and using cluster analysis, 6 optimal clusters were obtained according to Davies Bouldin index. Using the multi-attribute decision-making technique (SAW: Simple Additive Weighting), the most important roots were ranked in each cluster. Data were analyzed by RapidMiner and Matlab software.
 
 
Findings
The findings revealed a growing interest in researching deviant behaviors in marketing, particularly in recent years. The analysis generated clusters of topics, including Job and Corporate Identity, Customer Orientation and Service Orientation, Consumer Behavior, Sales States and Behaviors, Marketing Interactions, and Neutralization Techniques. It is predicted that in the future years, research on marketing deviant behaviors will increase, and continue its upward and increasing trend. The analysis of the paper trends indicates that between 1997 and 2013, the majority of articles primarily emphasized the significance of consumer behavior in the context of marketing deviant behaviors. Considering that marketing deviant behaviors have a notable impact on consumer behaviors, and consumers possess the potential to influence other customers, communities, and businesses, many researchers have previously introduced the concepts of marketing deviant behaviors and their effects on various aspects of consumer behavior. The observed trend underscores the prevalence of deviant behaviors within the marketing domain. This trend has evolved from initially introducing consumer behavior in marketing, shifting towards customer orientation and service orientation, and ultimately making its most significant contribution to the understanding of sales states and behaviors. Given this trend, we can predict the future path of marketing deviant behaviors toward the investigation of sales states and behaviors.
 
Conclusion
This study highlights marketing deviant behaviors' categories and orientations and provides a roadmap for future inquiry on marketing deviant behaviors. Marketing deviant behaviors need to be properly managed by the organizations and managers. This study offers insight to managers by clustering techniques about the trend of marketing deviant behavior research. By recognizing the contexts and major aspects of deviant behaviors in the organization, managers can take better and more effective steps to control and manage these behaviors.

کلیدواژه‌ها [English]

  • Deviant behaviors
  • Meta-analysis
  • Text mining
  • Clustering
  • Marketing deviant behaviors

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مدیریت بازرگانی
دوره 15، شماره 4
1402
صفحه 689-721

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