رابطه میان فرهنگ بازارگرایی و بهره‌وری منابع انسانی؛ تبیینی از رویکرد بازار در یک سازمان تجاری

مدیریت بهره‌وری

مقاله 6، دوره 12، 1(44)بهار، خرداد 1397، صفحه 157-179   

نوع مقاله: علمی پژوهشی

نویسندگان

غلام رضا امینی خیابانی^{* 1}؛ کریم حمدی²

¹دانشجوی دکتری مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، ایران

²دانشیار گروه مدیریت بازرگانی، واحدعلوم تحقیقات تهران، دانشگاه آزاد اسلامی،تهران،ایران

چکیده

فرهنگ بازارگرایی شکلی از انعطاف پذیری خلاقانه است که با هدف ارزش آفرینی برای عوامل بازار به وجود می آید و در رأس آن مشتری، کانون توجه فعالیت‌ها قرار می گیرد. بهره وری هم با در برداشتن مفهوم کارایی به مثابه یک شاخص اقتصادی، از اهداف اصلی سازمان های تجاری محسوب می گردد. اینکه فرهنگ بازارگرایی و بهره وری منابع انسانی چه تأثیراتی بر یکدیگر القا می نمایند، محور اصلی این پژوهش است. به ویژه آن که در مطالعات مختلف، جهت علیّت میان این دو متغیر و نحوه ارتباط بین آنها با نتایج متفاوتی همراه بوده است. در این پژوهش با استفاده از تکنیک علیّت گرنجری و آزمون هاسمن در تخمین سیستم معادلات همزمان،رابطة علی بهره‌وری منابع انسانی و فرهنگ بازارگرایی آزموده شد. الگوی فرهنگ بازارگرایی، برگرفته از مدل دنیسون و الگوی بهره وری منابع انسانی مبتنی بر مدل هرسی و بلانچارد می‌باشد و گردآوری داده ها بر اساس مشاهده مستقیم رفتار پرسنل فروشگاه زنجیره ای یاس در شهر تهران تا رسیدن به مرحله اشباع ادامه یافت. نتایج رابطة علی دو طرفه میان متغیرهای پژوهش را تأیید نمود به نحوی که از یک طرف بهره‌وری منابع انسانی عامل بهبود فرهنگ بازارگرایی و از سوی دیگر فرهنگ بازارگرایی به عنوان عامل ارتقای بهره­وری منابع انسانی شناسایی گردیدند.

کلیدواژه‌ها

آزمون هاسمن؛ بهره وری منابع انسانی؛ سیستم معادلات همزمان علیّت گرنجری؛ فرهنگ بازارگرایی

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