شناسایی ابعاد و مؤلفههای الگوی بازينمايي در فرايندهای بازاريابي کسبوکارهای اقتصاد اشتراکي (کسب وکارهای فعال در صنعت حمل ونقل)
الموضوعات : Business Management
1 - دانشجوی دکتری گروه مدیریت بازرگانی، دانشکدگان فارابی، دانشگاه تهران، تهران، ایران
2 - دانشیار گروه مدیریت بازرگانی، دانشکدگان فارابی، دانشگاه تهران، تهران،ایران.
الکلمات المفتاحية: اقتصاد اشتراکی, بازینمایی, , فرایندهای بازاریابی, حمل و نقل,
ملخص المقالة :
امروزه، بازینمایی در کسبوکارها به عنوان یک راهبرد مؤثر، جهت جذب و نگهداشت مشتریان، افزایش مشارکت کاربران و ایجاد تعاملات مثبت با مشتریان استفاده میشود. بازینمایی به عنوان یک ابزار بازاریابی، علاوه بر افزایش فروش و افزایش سود، میتواند تعامل مشتری را نیز بهبود بخشد. به همین جهت، هدف از این پژوهش، شناسایی ابعاد و مؤلفههای الگوی بازینمایی در فرايندهای بازاريابي کسبوکارهای اقتصاد اشتراکي با روش کیفی است. دادهها از طریق مطالعۀ اسناد و مصاحبه نیمهساختاریافته با تعداد 30 نفر از پژوهشگران، متخصصان و مدیران صنعت، انجام شد. مشارکتکنندگان در این پژوهش، با کاربست روش نمونهگیری هدفمند و رویکرد گلولهبرفی انتخاب شدند و اطلاعات مورد نیاز از طریق مصاحبه با آنها تا اشباع نظری دادهها به دست آمد. دادهها با استفاده از نرمافزار MAXQDA20 کدگذاری و با استفاده از تکنیک تحلیل مضامین تحلیل شد. برای روایی، از روش روایی محتوایی و برای پایایی، از روش بازبینی اعضا استفاده شد. نتایج حاصل از این تحقیق نشان داد الگوی بازینمایی دارای 3 بعد اصلی، شامل پلتفرم، مالکان و جستجوگران و مبتنی بر 15 مؤلفه و70 شاخص میباشد. نتايجِ این پژوهش نشان داد صنایع اقتصاد اشتراکی میتوانند از بازینمایی در کسبوکارها به عنوان یک راهبرد مؤثر جهت جذب و نگهداشت مشتریان، افزایش مشارکت کاربران و ایجاد تعاملات مثبت با مشتریان استفاده نمایند.
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