طراحی الگوی پذیرش خدمات نوآورانه؛راهبردی نوین در حوزه بازاریابی سلامت
الموضوعات :
هانیه محمدزاده طاهری
1
(دانشجوی دکتری تخصصی، گروه مدیریت ، واحد امارات، دانشگاه آزاد اسلامی، دبی، امارات متحده عربی)
علی حاجیها
2
(استادیار، گروه مدیریت، واحد امارات، دانشگاه آزاد اسلامی، دبی، امارات متحده عربی)
احمد روستا
3
(استادیار، گروه مدیریت، دانشگاه شهید بهشتی، تهران، ایران.)
عباس خورشیدی
4
(استاد ،گروه مدیریت ، واحد اسلامشهر، دانشگاه آزاد اسلامی، تهران، ایران.)
الکلمات المفتاحية: الگو, داده بنیاد, پذیرش خدمات نوآورانه, بانک خون بند ناف,
ملخص المقالة :
هدف این پژوهش طراحی الگوی پذیرش خدمات نوآورانه بانک خون بند ناف، به عنوان راهبردی نوین در حوزه بازاریابی سلامت می باشد. این پژوهش از نوع پژوهش های کیفی و مبتنی بر نظریه داده بنیاد بوده که با هدف اکتشافی انجام شده است. داده ها و اطلاعات مورد نیاز از طریق مصاحبه با 18 نفر از استادان بازاریابی و 20 نفر از مشتریان بانک خون بند ناف مؤسسه رویان به دست آمده و ملاک اندازه نمونه، کفایت تئوریک بوده است. برای تحلیل داده ها از کدگذاری باز، محوری و انتخابی استفاده شده است. به منظور بررسی روایی پژوهش، فرآیند کدگذاری داده ها با نظارت 3 نفر از صاحب نظران حوزه بازاریابی خدمات انجام و پیشنهادهای اصلاحی ایشان اعمال شد. همچنین به منظور بررسی پایایی، فرآیند کدگذاری و استخراج مفاهیم توسط یکی دیگر از صاحب نظران حوزه بازاریابی انجام شد و نتایج تقریبا مشابهی به دست آمد. سپس با استفاده از گروه استادان و به کمک تکنیک دلفی به تعیین میزان اهمیت ابعاد، مؤلفه ها و شاخص های الگو در هر گروه پرداخته شد. این کار ضمن مشخص کردن اولویت عوامل منجر به طراحی نهایی مدل پذیرش خدمات نوآورانه با 7 بعد (شامل کیفیت خدمات، ویژگی های خدمت، ادراک پذیرندگان، عوامل فردی، ویژگی های نوآوری، گروه های مرجع و منابع اطلاعاتی)، 22 مؤلفه و 93 شاخص گردید.
Ajzen, I. (2008). The Theory of Planned Behavior: Frequently Asked Questions. University of Massachusetts.
Al-Majali, M. (2011). The Use of Theory Reasoned of Action to Study Information Technology in Jordan. Journal of Internet Banking and Commerce, 16(2), 2-10.
Amen, U. (2010). Consumer Attitude towards Mobile Advertising, Interdisciplinary. Journal of Contemporary Research in Business, 2(3).
Andrea, N. (2013). Approaching Service Innovation Patterns. Faculty of Economics & Business Administration, 5, 39-45.
Berry, L. L., & Parasuraman, A. (1993). Building a New Academic Field-The Case of Services Marketing. Journal of Retailing, 69(1), 13-60.
Fain, D., & Roberts, M. L. (1997). Technology Consumer Behavior: The Battle for the Financial Services Customer. Journal of Direct Marketing, 11(1), 44-54.
Flikkema, M., Jansen, P., & Van der Sluis, L. (2007). Identifying Neo-Schumpeterian Innovation in Service Firms: A Conceptual Essay with a Novel Classification. Economics of Innovation and NewTechnology , 16(7), 541-558.
Gao, T. (1998). Effects of Relationship Quality on Customer Perceived Value in Organizational Purchasing. Virginia Polytechnic Institute and State University, Blacksburg.
Glaser, B. G., Strauss, A. L., & Strutzel, E. (1968). The Discovery of Grounded Theory; Strategies for Qualitative Research. Nursing Research, 17(4), 364.
Green, L. R. (2002). Technoculture: From Alphabet to Cybersex.
Gremler, D. D., Gwinner, K. P. & Brown, S. W. (2001). Generating Positive Word-of-Mouth Communication through Customer-Employee Relationships. International Journal of Service Industry Management, 12(1), 44-59.
Hajiha, A., Ghaffari, F., & Tehrani, N. G. (2010). A Study of the Role of Perceived Risk and User Characteristics in Internet Purchase Intention. World Academy of Science, Engineering and Technology, 66, 1207-1211.
Kai-ming Au, A., & Enderwick, P. (2000). A Cognitive Model on Attitude Towards Technology Adoption. Journal of Managerial Psychology, 15(4), 266-282.
Kalish, S., & Lilien, G. L. (1986). A Market Entry Timing Model for New Technologies. Management Science, 32(2), 194-205.
Kotler, P., & Armstrong, G. (2013). Principles of Marketing.
Kumar, R. (2011). Research Methodology: A Step-by-Step Guide for Beginners. New Delhi: Sage Publication.
Lee, J., & Allaway, A. (2002). Effects of Personal Control on Adoption of Self-Service Technology Innovations. The Journal of Service Marketing, 16(6), 553-572.
Lin, W. B., Wang, M. K., & Hwang, K. P. (2010). The Combined Model of Influencing on-Line Consumer Behavior. Expert Systems with Applications, 37(4), 3236-3247.
Lu, I. Y., & Tseng, C. J. (2010). A Study of the Service Innovation Activities of Tourist Hotels in Taiwan. International Journal of Organizational Innovation, 3(1).
Nikou, S., & Mezei, J. (2013). Evaluation of Mobile Services and Substantial Adoption Factors with Analytic Hierarchy Process (AHP). Telecommunications Policy, 37(10), 915-929.
Nor, K. M., Shanab, E. A. A., & Pearson, J. M. (2008). Internet Banking Acceptance in Malaysia based on the Theory of Reasoned Action. JISTEM-Journal of Information Systems and Technology Management, 5(1), 3-14.
Ostrom, A. L., Bitner, M. J., Brown, S. W., Burkhard, K. A., Goul, M., Smith-Daniels, V., & Rabinovich, E. (2010). Moving Forward and Making a Difference: Research Priorities for the Science of Service. Journal of Service Research, 13(1), 4-36.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, 41-50.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). Servqual: A Multiple-Item Scale for Measuring Consumer Perception of Service Quality. Journal of Retailing, 64(1), 12.
Podoshen, J. S. (2008). The African-American Consumer Revisited: Brand Loyalty, Word of Mouth and the Effects of the Black Experience. Journal of Consumer Marketing, 245(4), 211-222.
Poomalar G. K., & Jayasree M. (2016). Awareness of Cord Blood Banking among Pregnant Women in Semi Urban Area. International Journal of Reproduction, Contraception, Obstetrics and Gynecology, 5(8), 2601-2606.
Rogers, M. (2003). Diffusion of Innovation. New York: Free Press.
Royan Steem Cell Technology Co & Cord Blook Bank. (2017). Available in:http://www.rsct.ir/, (In Persian).
Rubinstein, P. (2006). Why cord blood?. Hum Immunol, 67, 398-404.
Samuel, G. N., Kerridge, I. H., & Obrien, T. A. (2008). Umbilical Cord Blood Banking: Public Good or Private Benefit?. MJA,188,533-535.
Schiffman, L. G., & Kanuk, L. L. (2007). Consumer Behavior. Pearson Prentice Hall.
Solomon, M. R. (1999). Consumer Behavior, Prentice Hall. International Editions.
Stojanoski, Z., B., & Georgievski, E. (2008). Stem Cell Transplantation-New Treatment Approaches. Prilozi, 29(2), 71-84.
Stremersch, S. (2008). Health and Marketing: The Emergence of a New Field of Research. International Journal of Research in Marketing, 25(4), 229-233.
Suh, J. (2001). Effect of Relationship Quality on the Likelihood of New Product Adoption and Existing Product Retention. Phd Thesis.
Wadlow, R. C., & Porter, D. L. (2002). Umbilical Cord Blood Transplantation: Where Do We Stand?. Biology of Blood and Marrow Transplantations. 8(12), 637- 647.
Wejnert, B. (2002). Integrating Models of Diffusion of Innovations: A Conceptual Framework. Department of Human Development.
Yang, M., Tsai-Chi, R. K., & Jones, R. M. (2003). The Marketing Strategies Analysis for the Umbilical Cord Blood Banking Service. International Journal of Health Care Quality Assurance, 16(6/7).
Yi, Y., & Gong, T. (2013). Customer Value Cocreation Behavior: Scale Development and Validation. Journal of Business Research, 66, 1279-1284.
Zhang, C., & Chen, M. (2015). Identifying the Value Cocreation Behavior of Virtual Customer Environments Using a Hybrid Expert-Based DANP Model in the Bicycle Industry. Human Centric and Information Science, 21(3), 321-332.
_||_Ajzen, I. (2008). The Theory of Planned Behavior: Frequently Asked Questions. University of Massachusetts.
Al-Majali, M. (2011). The Use of Theory Reasoned of Action to Study Information Technology in Jordan. Journal of Internet Banking and Commerce, 16(2), 2-10.
Amen, U. (2010). Consumer Attitude towards Mobile Advertising, Interdisciplinary. Journal of Contemporary Research in Business, 2(3).
Andrea, N. (2013). Approaching Service Innovation Patterns. Faculty of Economics & Business Administration, 5, 39-45.
Berry, L. L., & Parasuraman, A. (1993). Building a New Academic Field-The Case of Services Marketing. Journal of Retailing, 69(1), 13-60.
Fain, D., & Roberts, M. L. (1997). Technology Consumer Behavior: The Battle for the Financial Services Customer. Journal of Direct Marketing, 11(1), 44-54.
Flikkema, M., Jansen, P., & Van der Sluis, L. (2007). Identifying Neo-Schumpeterian Innovation in Service Firms: A Conceptual Essay with a Novel Classification. Economics of Innovation and NewTechnology , 16(7), 541-558.
Gao, T. (1998). Effects of Relationship Quality on Customer Perceived Value in Organizational Purchasing. Virginia Polytechnic Institute and State University, Blacksburg.
Glaser, B. G., Strauss, A. L., & Strutzel, E. (1968). The Discovery of Grounded Theory; Strategies for Qualitative Research. Nursing Research, 17(4), 364.
Green, L. R. (2002). Technoculture: From Alphabet to Cybersex.
Gremler, D. D., Gwinner, K. P. & Brown, S. W. (2001). Generating Positive Word-of-Mouth Communication through Customer-Employee Relationships. International Journal of Service Industry Management, 12(1), 44-59.
Hajiha, A., Ghaffari, F., & Tehrani, N. G. (2010). A Study of the Role of Perceived Risk and User Characteristics in Internet Purchase Intention. World Academy of Science, Engineering and Technology, 66, 1207-1211.
Kai-ming Au, A., & Enderwick, P. (2000). A Cognitive Model on Attitude Towards Technology Adoption. Journal of Managerial Psychology, 15(4), 266-282.
Kalish, S., & Lilien, G. L. (1986). A Market Entry Timing Model for New Technologies. Management Science, 32(2), 194-205.
Kotler, P., & Armstrong, G. (2013). Principles of Marketing.
Kumar, R. (2011). Research Methodology: A Step-by-Step Guide for Beginners. New Delhi: Sage Publication.
Lee, J., & Allaway, A. (2002). Effects of Personal Control on Adoption of Self-Service Technology Innovations. The Journal of Service Marketing, 16(6), 553-572.
Lin, W. B., Wang, M. K., & Hwang, K. P. (2010). The Combined Model of Influencing on-Line Consumer Behavior. Expert Systems with Applications, 37(4), 3236-3247.
Lu, I. Y., & Tseng, C. J. (2010). A Study of the Service Innovation Activities of Tourist Hotels in Taiwan. International Journal of Organizational Innovation, 3(1).
Nikou, S., & Mezei, J. (2013). Evaluation of Mobile Services and Substantial Adoption Factors with Analytic Hierarchy Process (AHP). Telecommunications Policy, 37(10), 915-929.
Nor, K. M., Shanab, E. A. A., & Pearson, J. M. (2008). Internet Banking Acceptance in Malaysia based on the Theory of Reasoned Action. JISTEM-Journal of Information Systems and Technology Management, 5(1), 3-14.
Ostrom, A. L., Bitner, M. J., Brown, S. W., Burkhard, K. A., Goul, M., Smith-Daniels, V., & Rabinovich, E. (2010). Moving Forward and Making a Difference: Research Priorities for the Science of Service. Journal of Service Research, 13(1), 4-36.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, 41-50.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). Servqual: A Multiple-Item Scale for Measuring Consumer Perception of Service Quality. Journal of Retailing, 64(1), 12.
Podoshen, J. S. (2008). The African-American Consumer Revisited: Brand Loyalty, Word of Mouth and the Effects of the Black Experience. Journal of Consumer Marketing, 245(4), 211-222.
Poomalar G. K., & Jayasree M. (2016). Awareness of Cord Blood Banking among Pregnant Women in Semi Urban Area. International Journal of Reproduction, Contraception, Obstetrics and Gynecology, 5(8), 2601-2606.
Rogers, M. (2003). Diffusion of Innovation. New York: Free Press.
Royan Steem Cell Technology Co & Cord Blook Bank. (2017). Available in:http://www.rsct.ir/, (In Persian).
Rubinstein, P. (2006). Why cord blood?. Hum Immunol, 67, 398-404.
Samuel, G. N., Kerridge, I. H., & Obrien, T. A. (2008). Umbilical Cord Blood Banking: Public Good or Private Benefit?. MJA,188,533-535.
Schiffman, L. G., & Kanuk, L. L. (2007). Consumer Behavior. Pearson Prentice Hall.
Solomon, M. R. (1999). Consumer Behavior, Prentice Hall. International Editions.
Stojanoski, Z., B., & Georgievski, E. (2008). Stem Cell Transplantation-New Treatment Approaches. Prilozi, 29(2), 71-84.
Stremersch, S. (2008). Health and Marketing: The Emergence of a New Field of Research. International Journal of Research in Marketing, 25(4), 229-233.
Suh, J. (2001). Effect of Relationship Quality on the Likelihood of New Product Adoption and Existing Product Retention. Phd Thesis.
Wadlow, R. C., & Porter, D. L. (2002). Umbilical Cord Blood Transplantation: Where Do We Stand?. Biology of Blood and Marrow Transplantations. 8(12), 637- 647.
Wejnert, B. (2002). Integrating Models of Diffusion of Innovations: A Conceptual Framework. Department of Human Development.
Yang, M., Tsai-Chi, R. K., & Jones, R. M. (2003). The Marketing Strategies Analysis for the Umbilical Cord Blood Banking Service. International Journal of Health Care Quality Assurance, 16(6/7).
Yi, Y., & Gong, T. (2013). Customer Value Cocreation Behavior: Scale Development and Validation. Journal of Business Research, 66, 1279-1284.
Zhang, C., & Chen, M. (2015). Identifying the Value Cocreation Behavior of Virtual Customer Environments Using a Hybrid Expert-Based DANP Model in the Bicycle Industry. Human Centric and Information Science, 21(3), 321-332.
