چابکی بازاریابی خدمات، مفهوم پردازی و توسعه مقیاس

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار گروه مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و حسابداری، دانشگاه یزد

2 کارشناس ارشد مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و حسابداری، دانشگاه یزد

چکیده

بازاریابی در کنار مفاهیمی مثل رقابت و چابکی از موضوعات چالشی در حوزه خدمات است که همواره مد نظر صاحبنظران می­باشد. از آن جا که حفظ و نگهداشت مشتریان به چگونگی برآورده شدن انتظارات آنان از سوی شرکت­ها بستگی دارد، سنجش دقیق و پاسخ­گویی به انتظارات مشتریان به طور چابک الزامی و کلیدی است. بر این اساس، هدف این پژوهش، تعریف نظری چابکی بازاریابی خدمات و همچنین توسعه ابزاری استاندارد جهت اندازه­گیری این متغیر می­باشد. در این راستا ابتدا با انجام دلفی فازی مثلثی، سنجه­های مناسب مشخص شد. سپس با تحلیل عاملی اکتشافی، عوامل مکنون سازه چابکی بازاریابی خدمات استخراج گردید. برای تعیین اعتبار مدل اکتشاف شده با استفاده از تحلیل عاملی تاییدی به بررسی شاخص­های برازندگی پرداخته شد. نتایج به دست آمده، 18 سنجه مرتبط به آن را برای اندازه­گیری چابکی بازاریابی خدمات شناسایی نموده است. بر اساس یافته­های تحقیق پایش منابع انسانی و توانمندسازی به عنوان ابعاد سازه چابکی بازاریابی داخلی،  نیازسنجی و انطباق به عنوان ابعاد چابکی بازاریابی تعاملی و همچنین انعطاف­پذیری رویه­ای و آمیخته بازاریابی منعطف به عنوان ابعاد چابکی بازاریابی خارجی شناسایی و معرفی شده­اند.

کلیدواژه‌ها

عنوان مقاله [English]

Service Marketing Agility, Conceptualization and Scale Development

نویسندگان [English]

  • Seyed Mohammad Tabataba’i-Nasab 1
  • Roghaye Mohammadian Yazd 2
1 Associate Professor, Business Department, Faculty of Economics, Management and Accounting, Yazd University
2 Msc. Student in Business Management, Faculty of Economics, Management and Accounting, Yazd University
چکیده [English]

Marketing, along with concepts such as competition and agility, is considered as a challenge in the field of services. Since retention of customers depends on how companies meet their expectations, accurate measurements and agile responsiveness to customers are urgently needed. Accordingly, the purpose of this research is to provide a theoretical definition for service marketing agility and to develop a standard scale for measuring this variable. In this regard, first, a triangular fuzzy Delphi is implemented to determine appropriate measures. Then, with the exploratory factor analysis, the latent factors of service marketing agility are extracted. In order to determine the validity of the exploratory model, a confirmatory factor analysis is done to evaluate the indicators’ fitness. According to the results, there are 18 related items identified to measure the agility of service marketing. Also, human resource monitoring and empowerment, as dimensions of internal marketing agility, needs assessment and adaptation as dimensions of interactive marketing agility. In addition, procedural flexibility and flexible marketing mix have been found as the dimensions of external marketing agility.

کلیدواژه‌ها [English]

  • External marketing agility
  • Interactive marketing agility
  • Internal marketing agility
  • Services marketing agility

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کاوش‌های مدیریت بازرگانی
دوره 11، شماره 21
شهریور 1398
صفحه 347-371

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