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واکاوی رفتارهای تنشزای مصرفکنندگان در صنعت خودرو؛ شناسایی رفتارها، علل و اهداف | ||
| پژوهشنامه مدیریت اجرایی | ||
| دوره 17، شماره 34، اسفند 1404، صفحه 289-332 اصل مقاله (1.13 M) | ||
| 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.2026.32153.4055 | ||
| نویسندگان | ||
| سید محمد رضا موحد؛ قاسم زارعی* ؛ محمد باشکوه اجیرلو؛ ناصر سیفاللهی | ||
| گروه مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران | ||
| تاریخ دریافت: 28 خرداد 1405، تاریخ بازنگری: 20 مرداد 1405، تاریخ پذیرش: 18 شهریور 1405 | ||
| چکیده | ||
| مشتریان در تعاملات خود با شرکتها، همواره بهصورت کارکردی رفتار نمیکنند و گاهی مشاهده میشود که تحتتأثیر عوامل مختلف و انگیزههای متفاوت، رفتارهای نامناسبی از خود نشان میدهند که بسته به نوع و شدت آنها، میتوانند تأثیرات مخربی بر جای بگذارند؛ بنابراین، ضروری است اینگونه رفتارها شناسایی شوند و پیشایندهای مؤثر و اهداف مصرفکنندگان از بروز آنها نیز مشخص گردند. ازاینرو، پژوهش حاضر با هدف واکاوی رفتارهای تنشزای مصرفکنندگان در صنعت خودرو، با تأکید بر شناسایی این رفتارها، علل و اهداف آنها، انجام شده است.این پژوهش از نظر هدف، کاربردی - اکتشافی است، بر پایه رویکرد کیفی انجام شده و از روش تحلیل مضمون بهره گرفته است. روش نمونهگیری، هدفمند (مصاحبه با استادان دانشگاه) و گلولهبرفی (مصاحبه با خبرگان صنعت خودروسازی) بود. در این فرایند، بهمنظور دستیابی به اشباع نظری، با ۲۰ نفر مصاحبه شد. همچنین، برای گردآوری دادهها از مصاحبه نیمهساختاریافته استفاده شد و مصاحبهها با بهرهگیری از نرمافزار MAXQDA 2020 کدگذاری و تحلیل شدند.نتایج تحلیل مضمون دادههای حاصل از مصاحبهها نشان داد که انواع رفتارهای تنشزای مصرفکنندگان در دودسته رفتارهای غیرمنطقی و منطقی قرار میگیرند. رفتارهای غیرمنطقی شامل انتقامهای رفتاری از شرکت، انتقام از کارکنان، آسیب به سایر مشتریان، رفتارهای انحرافی مشتری و انتقامهای زبانی است. رفتارهای منطقی نیز شامل پیگیری، رفتارهای بیرونی مشتری و جهتگیریهای هدفمند مشتری میشود. علل بروز این رفتارها در دودسته عوامل درون بنگاهی و برونبنگاهی شناسایی شدند. عوامل درون بنگاهی شامل رفتارهای کلی شرکت، رفتارهای خرد منابع انسانی، رفتارهای استراتژیک بازاریابی شرکت و نبود شفافیت و ارتباطات هستند؛ درحالیکه عوامل برونبنگاهی شامل عوامل شخصی، تعلقات اجتماعی و عوامل خارجی میشوند. درنهایت، اهداف مصرفکنندگان در قالب یک دسته کلی، شامل اهداف منطقی/عقلایی، اهداف احساسی - هیجانی و اهداف اجتماعی، شناسایی شدند. | ||
| کلیدواژهها | ||
| رفتار تنشزای مصرفکننده؛ جنبه تاریک رفتار مصرفکننده؛ نظریه مبادله اجتماعی؛ صنعت خودرو؛ تحلیل مضمون | ||
| موضوعات | ||
| مدیریت و سازمان | ||
| عنوان مقاله [English] | ||
| Analyzing Consumers' Tension-Inducing Behaviors in the Automotive Industry: Identifying Behaviors, Causes, and Goals | ||
| نویسندگان [English] | ||
| Seyed Mohammad Reza Movahed؛ Ghasem Zarei؛ Mohammad Bashekouh Ajirlu؛ Naser Seifollahi | ||
| Department of Business Administration, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran | ||
| چکیده [English] | ||
| In their interactions with companies, customers do not always behave in a functional manner and sometimes it is observed that based on different factors and different motives, they show inappropriate behaviors that can leave destructive effects based on the type and severity of behaviors. Therefore, the aim of the current research is to analyze the consumers' tension-indusing behaviors with an emphasis on identifying the behaviors, causes and goals in the automobile industry. This applied-exploratory research was conducted on the basis of qualitative research using thematic analysis method. The sampling method was purposeful (interview with university professors) and snowball (interview with experts in the automotive industry) and 20 people were interviewed until reaching theoretical saturation of the researchers. Also, in order to collect data, a semi-structured interview was used and the interviews were coded and analyzed using MAXQDA2020 software. The results of thematic analysis of interview data regarding the types of consumers' tension-indusing behaviors; including two categories of irrational behaviors (behavioral revenges from the company, revenge from employees, harm to other customers, deviant customer behaviors and linguistic revenges) and rational behaviors (follow-up, external customer behaviors and targeted customer orientations), causes; including two categories of internal factors (general company behaviors, human resources microbehaviors, strategic marketing behaviors of the company, lack of transparency and communication) and external factors including (personal factors, social relationships and external factors) and finally consumer goals; It included a category of general consumer goals (rational/rational goals, emotional-emotional goals, and social goals). | ||
| کلیدواژهها [English] | ||
| Consumers’ Tension-Inducing Behaviors, Dark Side of Consumer Behavior, Social Exchange Theory, Automobile | ||
| مراجع | ||
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