ارائه مقیاس لذّت مشتری در نساجی و پوشاک با رویکرد کیفی و کمی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت بازرگانی، واحد رشت، دانشگاه آزاد اسلامی، رشت، ایران

2 استادیار گروه مدیریت بازرگانی، واحد تنکابن، دانشگاه آزاد اسلامی، تنکابن، ایران.

3 استادیار گروه مدیریت بازرگانی، واحد نوشهر، دانشگاه آزاد اسلامی، نوشهر، ایران

چکیده

این پژوهش با هدف طراحی و تبیین الگوی اثرگذاری تبلیغات شبکه‌های اجتماعی در صنعت پوشاک داخلی به انجام رسید. این پژوهش از لحاظ هدف کاربردی است. جامعه آماری گروهی از خبرگان متشکل از اساتید دانشگاهی و مشاورین برجسته در زمینه بازاریابی مبتنی بر شبکه‌های اجتماعی و همچنین فعالان صنعت پوشاک داخلی در نظر گرفته شدند. ابزار اصلی جمع‌آوری داده‌ها مصاحبه‌های عمیق و نیمه ساختاریافته بود. 12 نفره از خبرگان به روش نمونه گیری هدفمند انتخاب شدند. بعد از انجام 9 مصاحبه، محقق به اشباع نظری رسید و فرایند انجام مصاحبه‌ها متوقف شد. جهت طراحی مدل از روش کیفی تئوری داده بنیاد با نرم افزار مکس کیودا استفاده شد. در مجموع 123 مفهوم اولیه استخراج گردید که بعد از بررسی و کنار هم قرار دادن آن‌ها و حذف مفاهیم تکراری 40 مفهوم نهایی شناسایی شد. نتیجه این فرایند، شکل‌گیری 13 مقوله بود که مبنای مدل مفهومی تحقیق را شکل دادند. در ادامه ابعاد مدل پارادایمی شامل مقوله اصلی و محوری (میل درونی به کنکاش در مورد تبلیغ)، شرایط علّی (اقبال عمومی به استفاده از شبکه‌های اجتماعی، تولید محتوای جذاب، رعایت اصول اخلاقی، استفاده از قدرت برند برای جلب اعتماد کاربران)، زمینه ای (گرایش جامعه به خط‌گیری از شبکه‌های اجتماعی)، متغیر محیطی (زیرساخت‌های فناوری اطلاعات و ارتباطات در کشور)، مقوله‌های راهبردی (تبلیغات دهان به دهان الکترونیکی، ایجاد امکان تبادل نظر بین کاربران در ذیل تبلیغ، استفاده از رسانه‌های معتبر و تخصصی) معرفی شدند.

کلیدواژه‌ها


عنوان مقاله [English]

Providing a scale of customer delight in textiles and clothing with a qualitative and quantitative approach

نویسندگان [English]

  • Farid Ahmadi 1
  • Mohammad Ali Nasimi 2
  • Azita Sherej Sharifi 3
1 Ph.D. Candidate Business Administration, Rasht Branch, Islamic Azad University, Rasht, Iran
2 Assistant Professor Business Administration Departmentt, Tonkabon Branch, Islamic Azad University, Tonkabon, Iran
3 Assistant Professor Department of Business Administration, Nowshahr Branch, Islamic Azad University, Nowshahr, Iran
چکیده [English]

The purpose of this research is to provide a scale of customer delight in textiles and clothing with a qualitative and quantitative approach. A semi-structured interview and the opinions of 18 experts in the field of carpet marketing were used to collect data. Thematic analysis approach and MAXQDA software were used to analyze qualitative data. The main finding of the current research is the constituent indicators of the customer delight scale in textiles and clothing. Cohen's kappa index was used to validate the coding and quality control process in the qualitative part, the dimensions, and components of the customer delight scale in textile and clothing.The main finding of the current research is the indicators of customer delight scale in textile and clothing with a qualitative and quantitative approach. Based on experts' opinions, customer delight indicators in textiles were classified into 4 dimensions and 9 components. Based on this, the main themes include 4 overarching themes and 9 sub-themes and 44 basic themes. According to the obtained results, the value of the Kappa index was calculated as 0.901, which is at the level of excellent agreement. According to the presented model, recognizing emotions and classifying customers towards emotions can be a suitable model for a correct understanding of customer delight. In order to increase customer delight, managers should create surprise and happiness in textile and clothing customers, and this can be done by strengthening distinct ideas to increase satisfaction and desire for customer delight.

کلیدواژه‌ها [English]

  • "؛ customer delight"؛ management capability"؛ organizational culture"؛ store characteristics"؛
  • "؛ typology of customer delight"
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