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شناسایی و تحلیل پیشایندها و پسایندهای رفتارهای برندساز منابع انسانی : تکنیک دیمتل فازی | ||
مدیریت منابع انسانی پایدار | ||
مقاله 3، دوره 6، شماره 11، مهر 1403، صفحه 47-29 اصل مقاله (1.3 M) | ||
نوع مقاله: مقاله پژوهشی | ||
شناسه دیجیتال (DOI): 10.22080/shrm.2024.4832 | ||
نویسنده | ||
علی شریعت نژاد* | ||
استادیار گروه مدیریت بازرگانی، دانشگاه لرستان، خرم آباد، ایران | ||
تاریخ دریافت: 27 اردیبهشت 1403، تاریخ پذیرش: 27 اردیبهشت 1403 | ||
چکیده | ||
رفتارهای برندساز منابع انسانی به معنای نمایش ویژگیهای متمایز شخصیت یک برند در قالب رفتار کارکنان و نیروهای انسانی آن است، بهطوریکه نحوه تعامل و ارتباط کارکنان با مشتریان ویژگیهای متمایز یک برند، نحوه تفکر مدیران و استراتژیهای مشتری مدارانه سازمان را به مشتری نشان دهد. ازاینرو پژوهش حاضر باهدف شناخت و فهم رفتارهای برندساز منابعانسانی و تحلیل عوامل پیشایندی و پسایندی آن انجام پذیرفت. جامعه آماری پژوهش حاضر خبرگان هستند که بااستفاده از روش نمونهگیری گلوله برفی و براساس اصل کفایت نظری اعضای نمونه آن انتخاب شدند. ابزار گردآوری داده در بخش کیفی مصاحبه نیمهساختاریافته و در بخش کمی پرسشنامه است که روایی و پایایی آنها بهترتیب با استفاده از روشهای روایی نظری و پایایی درون کدگذار میان گذار و روایی اعتبارمحتوا و پایایی بازآزمون تایید شد. در این پژوهش برای تحلیل دادهها در بخش کیفی از روش کدگذاری و نرمافزار اتلس تی و در بخش کمی از روش دیمتل فازی استفاده شد. نتایج پژوهش بیانگر آن است که مهمترین عوامل پیشایندی و اثرگذار بر شکلگیری رفتارهای برندساز منابع انسانی آموزش برندمحور منابع انسانی، استراتژیها و راهبردهای آموزشی تعامل محور، استفاده از راهبرد ثبت تجربیات مشتری و کنش بر اساس تجربه پیشین و مدیریت ارتباط با مشتری قوی هستند. همچنین نتایج نشانگر آن است که مهمترین عوامل پسایندی و پیامدهای رفتارهای برندساز منابعانسانی خلق مزیت رقابتی غیرقابل تقلید، موضع سازی قوی برند و سازمان نزد مشتریان، ایجاد هواخواهی بیشتر به برند و سازمان در میان مشتریان و تجربه مثبت مشتریان از تعامل با کارکنان سازمان است. | ||
کلیدواژهها | ||
تکنیک دیمتل فازی؛ رفتارهای ارتباطی منابع انسانی؛ رفتارهای برندساز منابع انسانی؛ رفتار تعاملی | ||
عنوان مقاله [English] | ||
Recognize and analysis human resource brand-building antecedent and postoperative factors with Fuzzy DEMATEL technique | ||
نویسندگان [English] | ||
ali shariatnejad | ||
Lorestan university assistant professor, Management faculty, Korramabad, Iran | ||
چکیده [English] | ||
Human resource brand-building behaviors mean displaying the distinctive features of a brand's personality in the form of the behavior of its employees and human resources. Therefore, the present study aimed to identify and understand the antecedent and postoperative factors of human resource brand-building behaviors. The statistical population of the present study is experts who were selected using the snowball sampling method based on the principle of theoretical competence. The data collection tool in the qualitative part is a semi-structured interview and the quantitative part is a questionnaire, whose validity and reliability were confirmed using theoretical validity methods and inter-coder reliability and content validity and retest reliability, respectively. In this study, the Atlas.ti software and coding method were used to analyze the data in the qualitative part and the dematel Fuzzy method was used in the quantitative partThe results indicate that the most important anticipatory and influential factors on human resource brand-building behaviors are human resource training, interaction-oriented training strategies, staff selection and employment programs with strong social relationships and appropriate communication skills, and Customer relationship management. Also, the results show that the most important factors behind the consequences of human resource brand-building behaviors are creating an unparalleled competitive advantage, building a strong brand and organization position among customers, creating more brand and organization aspiration among customers, and customers' positive experience of interacting with employees. | ||
کلیدواژهها [English] | ||
Fuzzy dematel technique, human resource brand-building behaviors, human resource communication behaviors, interactive behavior | ||
مراجع | ||
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