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ارائه مدل ارزیابی نقش بازاریابی حسی بر خرید آنی در فروشگاه های زنجیره ای منتخب استان مازندران | ||
| پژوهشنامه مدیریت اجرایی | ||
| دوره 12، شماره 24، دی 1399، صفحه 157-179 اصل مقاله (732.54 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.2021.18377.3148 | ||
| نویسندگان | ||
| رضا کاظمی1؛ مجید فتاحی* 2؛ نیلوفر ایمان خان3 | ||
| 1دانشجوی دکتری بازرگانی ، دانشگاه آزاد اسلامی واحد ساری،ساری،ایران | ||
| 2استادیارگروه مدیریت بازرگانی،دانشگاه آزاد اسلامی،واحدساری،ایران | ||
| 3استادیارگروه مدیریت، دانشکده علوم انسانی، دانشگاه آزاد اسلامی، واحد فیروزکوه | ||
| تاریخ دریافت: 20 اسفند 1398، تاریخ بازنگری: 07 آبان 1399، تاریخ پذیرش: 11 آبان 1399 | ||
| چکیده | ||
| شرکت هاى بزرگ امروزه به دنبال روش ها و کانال هاى متنوعى هستند که با تمام ظرفیت خود از شیوه هاى نوین بازاریابى استفاده کنند تا بتوانند در فضاى جدید و بدون ارتباط یک طرفه و از طریق به کارگیرى روش هاى جدید به جذب مشتریان شان اقدام کنند. بدین منظور هدف تحقیق حاضر، ارائه مدل ارزیابی نقش بازاریابی حسی بر خرید آنی در فروشگاه های زنجیره ای می باشد که همزمان به اغلب مؤلفه های مؤثر بازاریابی حسی توجه نموده است. بدین منظور 15 نفر از خبرگان حوزه بازاریابی با روش نمونه گیری نظری انتخاب شدند و با آن ها تا رسیدن به اشباع نظری مصاحبه های عمیق صورت گرفت. برای تحلیل مصاحبه ها از نظریه داده بنیاد با رهیافت نظام مند و تکنیک کدگذاری سه سطحی استفاده شد. یافته ها حاکی از آن بوده است که عوامل محصول و عوامل طراحی، شرایط علی و عوامل جمعیت شناسی و عوامل محیطی شرایط مداخله گر را تشکیل دادند. همچنین، عوامل اجتماعی و میل به خرید آنی جزء شرایط زمینه ای دسته بندی شدند. بنابراین به صاحبان مشاغل پیشنهاد می شود که از استراتژی های خدمات بهینه، مشتری مداری، برندسازی و شبکه سازی به عنوان راهبرد های عملی که می تواند منجر به وفاداری در خریدهای آنی مصرف کنندگان شود استفاده نمایند. | ||
| کلیدواژه‌ها | ||
| "بازاریابی حسی"؛ "خرید آنی"؛ "نظریه داده بنیاد" | ||
| عنوان مقاله [English] | ||
| Provide a Role Evaluation Model Sensory Marketing on Impulse Buying in the Chain Stores Selected in Mazandaran Province | ||
| نویسندگان [English] | ||
| Reza Kazemi1؛ Majid Fattahi2؛ Niloofar Imankhan3 | ||
| 1Ph.D. Student in Business, Islamic Azad University, Sari Branch, Sari, Iran | ||
| 2(Corresponding Author, Assistant Professor, Department of Management, Islamic Azad University, Sari Branch, Sari, Iran | ||
| 3Assistant Professor, Department of Management, Islamic Azad University, Firoozkooh Branch, Firoozkooh Branch, Iran | ||
| چکیده [English] | ||
| Large companies today are looking for a variety of methods and channels to use new marketing methods to their full potential in order to attract their customers in a new space without one-way communication and through the use of new methods. For this purpose, The purpose of the present study is to Provide a role evaluation of sensory marketing on the impulse buying model of chain stores, which has simultaneously focused on most of the effective components of sensory marketing. For this purpose, 15 marketing experts were selected by the theoretical sampling method and conducted in-depth interviews until the theoretical saturation. The data analysis was conducted using systematic approach theory and three-level coding technique. The findings indicated that product factors and design factors were causal factors, demographic and environmental factors constituted the confounding conditions. Also, social factors and the desire to impulse buying were categorized as contextual. Therefore, business owners are advised to use optimal service strategies, customer orientation, branding, and networking as practical strategies that can lead to loyalty in impulse consumer buying. | ||
| کلیدواژه‌ها [English] | ||
| Sensory Marketing, Impulse buying, Foundation Data Theory | ||
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| مراجع | ||
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