علوم و فناوری نساجی و پوشاک

علوم و فناوری نساجی و پوشاک

مفهوم پردازی رفتارهای برندساز کارکنان در صنعت پوشاک

نوع مقاله : مقاله پژوهشی

نویسندگان
1 استاد، عضو هیئت علمی گروه آموزشی مدیریت، دانشکده اقتصاد، مدیریت و علوم اداری دانشگاه سمنان، سمنان، ایران.
2 دانشیار، عضو هیات علمی گروه مدیریت صنعتی - کارآفرینی، دانشکده علوم اقتصادی و اداری، دانشگاه مازندران، بابلسر، ایران.
3 دانشجوی کارشناسی ارشد مدیریت کسب و کار- رفتارسازمانی و منابع انسانی، دانشکده اقتصاد، مدیریت و علوم اداری دانشگاه سمنان،سمنان، ایران
4 دانشجوی دکتری رفتار سازمانی، دانشکده اقتصاد، مدیریت و علوم اداری دانشگاه سمنان، سمنان، ایران
چکیده
هدف این تحقیق مفهوم‌پردازی رفتارهای برندساز کارکنان در صنعت پوشاک می‌باشد. روش پژوهش حاضر روش آمیخته است. جامعه آماری پژوهش شرکت تولید پوشاک تعطیلات می‎باشد. جامعه آماری پژوهش در بخش کیفی را مدیران با سابقه کاری بیش از 15 سال تشکیل داده‌اند و برای تعیین حجم نمونه از روش نمونه‌گیری قضاوتی استفاده شده است.در این پژوهش برای تجزیه و تحلیل داده‌های کیفی از روش تحلیل محتوا استفاده شده است. پس از انجام مصاحبه، از 103 کد نهایی مستخرج، 2 مقوله و 12 مؤلفه مدل پارادایمی رفتارهای برندساز طراحی گردید. با توجه به کدهای به‌دست‌آمده، پرسش‌نامه‌ای طراحی شد و برای تعیین حجم نمونه از جدول مورگان استفاده گردید. با توجه به اینکه جامعه مورد مطالعه شامل 260 نفر از کارکنان شرکت پوشاک تعطیلات بود، حجم نمونه آماری مورد نیاز برای تحقیق 100 نفر برآورد گردید. برای تجزیه‌وتحلیل داده‌های کمی، از روش‌های آمار توصیفی و آمار استنباطی برای آزمون سؤالات استفاده شد. نتایج به دست آمده در بخش کیفی بیانگر آن است که دو عامل درون سازمانی و برون سازمانی در شکل‌گیری رفتارهای برند ساز نقش به سزایی دارند. از بین عوامل درون سازمانی مولفه‌های کیفیت محصول، ویژگی منابع انسانی، استراتژی‌های سازمانی و رویکرد مدیریت سازمانی و در بین مولفه‌های مقوله برون سازمانی الحاقات برند، سرمایه اجتماعی و سیاست‌های بالادستی بیشترین تاثیر را دارند. نتایج در بخش کمی نیز حاکی از آن است که عوامل درون سازمانی بر عوامل برون سازمانی تاثیر مثبت و معناداری دارد.
کلیدواژه‌ها

موضوعات


عنوان مقاله English

Conceptualization of the Employees Brand –building Behavior in the Clothing Industry

نویسندگان English

Abbasali Rastgar 1
Morteza Maleki Minbash Razgah 2
Parna Zahmatkesh 3
Fatemehzahra Tabrizian 4
1 Professor, member of the academic faculty of the Department of Management, Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran.
2 Associate Professor, Faculty of Industrial Management - Entrepreneurship, Department of Economics and Administrative Sciences, University of Mazandaran, Babolsar, Iran.
3 Master's student in Business Administration- Organizational Behavior and Human Resources, Semnan University, Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran
4 Ph.D. students, Faculty of Economics, Management and Administrative Sciences, Semnan University,Iran
چکیده English

Customers' perceptions of a brand are often influenced by how employees behave and perform their duties. Effective employee communication with customers plays a vital role in creating a deep brand connection in the clothing industry. Therefore, the aim of this research is to conceptualize brand-building behaviors of employees in the clothing industry. The research method used is a mixed method (qualitative-quantitative). The statistical population of the research is the holiday clothing production company. The statistical population of the qualitative section consists of managers and supervisors with over 15 years of work experience, and judgmental sampling was used to determine the sample size. In this research, content analysis was used to analyze the qualitative data. After conducting interviews, from 103 extracted final codes, a paradigmatic model of brand-building behaviors was designed, consisting of 2 categories and 12 components. Then, based on the obtained codes, a questionnaire was designed, and Morgan's table was used to determine the sample size. Considering that the study population included 260 employees of the holiday clothing company, the required statistical sample size for the research was estimated to be 100 people. Descriptive and inferential statistics methods were used to analyze quantitative data. Structural equation modeling showed that the relationships between the constructs were reliable and the variables were correctly identified. In the qualitative section of this study, a paradigmatic model was designed using content analysis to illustrate the relationships between factors affecting employees' brand-building behaviors in the clothing industry. This model identifies two main categories: factors related to the internal organization and factors related to the external organization. Internal organizational factors include creativity, product quality, human resource characteristics, organizational strategies, and organizational management approach. External organizational factors include building consumer trust and loyalty, brand extensions, social capital, upstream policies, advertising, financial issues and final product price, and brand development. In the quantitative section, the results also indicate that internal organizational factors have a positive and significant effect on external organizational factors.

کلیدواژه‌ها English

Branding
Internal Branding
Employees Brand –Building Behavior
Customer Service
Clothing Industry
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دوره 14، شماره 2 - شماره پیاپی 54
تابستان 1404
صفحه 109-133

  • تاریخ دریافت 22 دی 1403
  • تاریخ بازنگری 12 فروردین 1404
  • تاریخ پذیرش 20 فروردین 1404