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ارائه الگوی بازاریابی تجربی با رویکرد فراترکیب | ||
| پژوهشنامه مدیریت اجرایی | ||
| دوره 17، شماره 33، شهریور 1404، صفحه 319-349 اصل مقاله (562.37 K) | ||
| نوع مقاله: مدیریت استراتژیک (برنامهها، تحلیلهای استراتژیکی تولید، استراتژیهای بازاریابی و مدیریت بازار، کسبوکار، سرمایه گذاری، منابع انسانی، مالی، رقابت، . . . ) | ||
| شناسه دیجیتال (DOI): 10.22080/jem.2026.30191.4007 | ||
| نویسندگان | ||
| پانیذ خجیر انگاسی1؛ ابراهیم زارع پور نصیرآبادی* 2 | ||
| 1دانشجوی کارشناسی ارشد، گروه مدیریت بازرگانی، دانشکده حکمرانی، دانشگاه شاهد، تهران، ایران. | ||
| 2عضو هیئت گروه مدیریت بازرگانی، دانشکده حکمرانی، دانشگاه شاهد، تهران، ایران. | ||
| تاریخ دریافت: 06 آبان 1404، تاریخ بازنگری: 01 دی 1404، تاریخ پذیرش: 17 دی 1404 | ||
| چکیده | ||
| در سال های اخیر، بازاریابی تجربی به عنوان یکی از رویکرد های نوین و اثربخش در تعامل با مشتریان مطرح شده است. این رویکرد با تمرکز بر ایجاد تجربیات معنادار و درگیرکننده برای مشتریان، علاوه بر تاکید بر ویژگی های محصول یا خدمت، به دنبال ایجاد ارزش پایدار برای برند است. هدف این پژوهش ارائه یک الگوی جامع از بازاریابی تجربی با استفاده از روش فراترکیب، جهت شناسایی مولفه های کلیدی و فراهم سازی بستری نظری برای پژوهش های آتی و راهنمایی مدیران بازاریابی است. پژوهش حاضر با رویکرد کیفی و بهره گیری از روش فراترکیب انجام گرفته است. به منظور تحلیل و ترکیب مطالعات پیشین، از الگوی هفت مرحله ای سندلوسکی و باروسو استفاده شده است. در این فرآیند، ابتدا مطالعات مرتبط شناسایی و انتخاب شدند، سپس داده های کیفی آن ها کدگذاری، دسته بندی و در نهایت یکپارچه سازی گردیدند تا به استخراج مولفه ها و طراحی الگویی جامع منجر شود. تحلیل و تلفیق مطالعات منجر به شناسایی چهار مولفه اصلی در بازاریابی تجربی شد از جمله: ارزش آفرینی نوین، ادراکات ذهنی، عوامل هویتی و ادراکات احساسی. این مولفه ها در تعامل با یکدیگر، چارچوبی جامع برای طراحی و ارزیابی تجربیات بازاریابی فراهم آوردند. نتایج پژوهش نشان می دهد که بازاریابی تجربی فراتر از ارائه خدمات یا کالا است و نقشی کلیدی در شکل گیری رابطه عاطفی و هویتی میان مشتری و برند دارد. الگوی ارائه شده می تواند به عنوان راهنمایی برای سازمان ها در طراحی تجربه های اثربخش و متمایز استفاده شود و زمینه ساز ارتقاء وفاداری مشتریان، تمایز برند و افزایش ارزش ادراک شده گردد. همچنین این الگو مبنای مناسبی را برای پژوهش های آینده در حوزه بازاریابی تجربی فراهم میسازد. | ||
| کلیدواژهها | ||
| بازاریابی تجربی؛ تجربه مشتری؛ ارزش تجربی؛ فراترکیب | ||
| عنوان مقاله [English] | ||
| Developing an Experiential Marketing Model using a Meta-Synthesis Approach | ||
| نویسندگان [English] | ||
| Paniz Khojir Engasi1؛ Ebrahim Zarepour Nasirabadi2 | ||
| 1M.A. Student, Department of Business Management, Faculty of Governance, Shahed University, Tehran, Iran. | ||
| 2Faculty Member, Department of Business Administration, Faculty of Governance, Shahed University, Tehran, Iran. | ||
| چکیده [English] | ||
| In recent years, experiential marketing has been proposed as a new and effective approach to interacting with customers. This approach focuses on creating meaningful, engaging experiences for customers while emphasizing the features of the product or service and seeks to create sustainable value for the brand. The present study aims to present a comprehensive model of experiential marketing using a meta-synthesis method to identify key components and provide a theoretical basis for future research and guidance for marketing managers. The present study was conducted with a qualitative approach and using the meta-synthesis method. In order to analyze and synthesize previous studies, Sandelowski and Barroso's seven-step model was used. In this process, first, relevant studies were identified and selected, then their qualitative data were coded, categorized, and finally integrated to extract components and design a comprehensive model. The analysis and integration of studies led to the identification of four main components of experiential marketing, including innovative value creation, subjective perceptions, identity factors, and emotional perceptions. These components, interacting with each other, provide a comprehensive framework for designing and evaluating marketing experiences. The research results show that experiential marketing goes beyond providing services or goods and plays a key role in forming the emotional and identity relationship between the customer and the brand. The presented model can serve as a guide for organizations in designing effective and distinctive experiences and can pave the way for promoting customer loyalty, enhancing brand differentiation, and increasing perceived value. This model also provides a suitable basis for future research in the field of experiential marketing. | ||
| کلیدواژهها [English] | ||
| Experiential Marketing, Customer Experience, Experiential Value, Meta-synthesis | ||
| مراجع | ||
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