تبیین و اولویت‌بندی پیشایندهای بازاریابی همه‌کاناله با رویکرد فراترکیب

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 دانشیار، گروه مدیریت بازرگانی، دانشکدگان فارابی، دانشگاه تهران، قم، ایران.

2 دانشیار، گروه مدیریت، پژوهشگاه علوم ‌انسانی و مطالعات فرهنگی، تهران، ایران.

3 دانشجوی دکتری، مدیریت بازرگانی، دانشکدگان فارابی، دانشگاه تهران، قم، ایران.

10.22059/jibm.2023.356336.4550

چکیده

هدف: از آنجایی که پیشرفت‌های دیجیتال به تکامل و رشد ادامه می‌دهند، مشتریان هنگام تعامل با کسب‌وکارها، تجربۀ خرید آرامی را پیش‌بینی می‌کنند. برای برآوردن این انتظارات، کسب‌وکارها یک استراتژی بازاریابی همه‌کانالی را اتخاذ می‌کنند که به مشتریان تجربۀ خرید کامل و بدون وقفه را از تماس اولیه تا پایان معامله ارائه می‌دهد. با درک اهمیت این موضوع، یک چارچوب کیفی برای پیاده‌سازی بازاریابی همه‌کاناله از طریق این مطالعه شکل گرفت. بازاریابی همه‌کاناله به‌طور فزاینده‌ای برای کسب‌وکارها حیاتی می‌شود؛ زیرا آن‌ها را قادر می‌سازد تا در کانال‌ها و دستگاه‌های مختلف، تجربه‌ای ثابت و شخصی‌سازی شده برای مشتریان ایجاد کنند و در نتیجه، رضایت مشتری و وفاداری و عملکرد کلی کسب‌وکار را افزایش دهند.
روش: در این پژوهش از روش فراترکیب و الگوی هفت‌مرحله‌ای سندلوسکی و باروسو استفاده شد. پس از جست‎وجو در پایگاه‌های علمی معتبر داخلی و خارجی، ۵۹۰ مقالۀ مرتبط با حوزۀ بازاریابی همه‌کاناله شناسایی شد. با بررسی عنوان، چکیده، نتایج و بررسی عمیق‌تر مقاله‌های منتخب و با بهره‌گیری از روش کسپ، در نهایت ۹۸ مقالۀ اصلی انتخاب و تحلیل شد. تحلیل از طریق کدگذاری مقاله‌ها در نرم‌افزار مکس‌کیودا انجام پذیرفت.
یافته‌ها: یافته‌های پژوهش مشتمل است بر ۱۰۸۷ کد باز، ۹۰ مقولۀ فرعی سطح دوم، ۱۳ مقولۀ فرعی سطح اول و چهار مقولۀ اصلی که پیشایندهای بازاریابی همه‌کاناله را در قالب سه سطح ارائه می‌دهد.
نتیجه‌گیری: نتایج نشان داد که چهار مقولۀ اصلی فرایندها و عملکردها، محیط، تعامل مشتری و منابع و سرمایه‌ها، به‌ترتیب چهار پیشایند اصلی بازاریابی همه‌کاناله است. از میان ۱۳ مقولۀ فرعی سطح اول بازاریابی همه‌کاناله، ۹ مقوله بر اساس درصد تکرار در مقاله‌ها اولویت بیشتری داشتند که عبارت‌اند از: استراتژی و ساختار سازمانی، بازار، زمینۀ محیطی کسب‌وکار، ویژگی‌های رفتاری مشتری، منابع فناوری، ویژگی‌های مشتری، مدیریت منابع مالی، سرمایۀ انسانی و مدیریت منابع انسانی. در پایان نیز ۲۲ مقولۀ فرعی سطح دوم اولویت‌دار، برای حرکت به‌سمت رویکرد بازاریابی همه‌کاناله پیشنهاد شد. یافته‌های این مطالعه، اهمیت حیاتی داشتن درک جامع از ستون‌ها و زیرمجموعه‌های کلیدی لازم برای اجرای استراتژی بازاریابی همه‌کانالی مؤثر را برجسته می‌کند. کسب‌وکارها با تمرکز بر چهار دستۀ اصلی فرایندها و عملکردها، محیط، تعامل با مشتری و منابع و سرمایه، می‌توانند برای تلاش‌های بازاریابی همه‌کانالی خود پایه‌ای قوی ایجاد کنند. برای تحقیقات آتی دو نوع تحقیقات پیشنهاد می‌شود. نخست اینکه برای کمّی‌کردن این پژوهش کیفی، می‌توان با استفاده از تکنیک‌های مختلف مقوله‌های اصلی، مقوله‌های فرعی سطح اول و مقوله‌های فرعی سطح دوم را با بهره‌بردن از نظر متخصصان ایرانی و خارجی اولویت‌بندی کرد و این نوع پژوهش را می‌توان به تفکیک نوع صنایعی انجام داد که بازاریابی همه‌کاناله در آن‌ها بااهمیت است؛ مانند خرده‌فروشی، بانک و... پیشنهاد دوم این است که می‌توان سازمان‌های بزرگ ایرانی را بر اساس مقوله‌های شناسایی شده، امتیاز و رتبه‌بندی کرد و ضعف‌ها و قوت‌های این سازمان‌ها را برای رسیدن به بازاریابی همه‌کاناله در سطح جهانی استخراج کرد.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Clarification and Prioritization of Omnichannel Marketing Antecedents: A Meta-Synthesis Approach

نویسندگان [English]

  • Hamid Reza Irani 1
  • Elham Ebrahimi 2
  • Babak Somi 3
1 Associate Prof., Department of Business, College of Farabi, University of Tehran, Qom, Iran.
2 Associate Prof., Department of Management, Institute for Humanities and Cultural Studies, Tehran, Iran.
3 Ph.D. Candidate, Department of Management, College of Farabi, University of Tehran, Qom, Iran.
چکیده [English]

Objective
As digital advancements continue to evolve and grow, customers anticipate a smooth purchasing experience when they engage with businesses. To meet these expectations, businesses adopt an omnichannel marketing strategy, which offers customers a complete and uninterrupted purchasing experience, from initial contact to the end of the transaction. Recognizing the significance of this topic, a qualitative framework for implementing omnichannel marketing was developed through this study. Omnichannel marketing is becoming increasingly vital for businesses, as it enables them to create a consistent and personalized experience for customers across various channels and devices, thereby enhancing customer satisfaction, loyalty, and overall business performance.
 
Methodology
The research employed Sandelowski and Barroso's seven-step model and the meta-synthesis approach. A total of 590 articles on omnichannel marketing were identified by searching reliable national and international scientific databases. After screening the title, abstract, and results, and carrying out an in-depth examination of the chosen articles using the CASP method, 89 key articles were selected for further analysis. The analysis was conducted using MAXQDA software by coding the articles.
 
 
 
 
Findings
The study's results revealed a comprehensive framework, including 1,087 open codes, 90 first-level subcategories, 13 second-level subcategories, and a three-tier model comprising four primary categories for implementing omnichannel marketing.
 
Conclusion
According to the study's findings, the implementation of omnichannel marketing relies on four key concepts, which are processes and functions, environment, customer interaction, as well as resources and capital. Additionally, out of the 13 subcategories at the second level, nine were given priority due to their high repetition in the data analyzed. These subcategories include organizational strategy and structure, market, business environmental background, customer behavioral characteristics, technology resources, customer characteristics, financial resource management, human capital, and human resource management. Finally, the study revealed 22 high-priority subcategories at the second level that businesses and marketers can leverage to effectively implement omnichannel marketing strategies. By focusing on the four main categories of processes and operations, environment, customer engagement, and resources and capital, businesses can build a strong foundation for their omnichannel marketing efforts. Two types of research are recommended for future investigation. First, to quantify the qualitative findings, one could prioritize the main categories, first-level subcategories, and second-level subcategories using various techniques and the insights of both Iranian and international experts. This research could be further categorized by industry, such as retail or banking, where omnichannel marketing is particularly relevant. Second, the proposed framework could be employed to assess and rank the antecedents of omnichannel marketing within Iranian organizations. This would enable them to identify their strengths and weaknesses, thereby better positioning themselves to achieve global standards in omnichannel marketing.

کلیدواژه‌ها [English]

  • Channel integration
  • Customer journey
  • Distribution channel
  • Meta-synthesis
  • Omnichannel marketing

مراجع

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مدیریت بازرگانی
دوره 16، شماره 4
1403
صفحه 909-948

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