ارائه مدل الماس قابلیت های بازاریابی دیجیتال در فروشگاه های زنجیره ای (رویکردی جهت ارتقای بهره وری)

مدیریت بهره‌وری

دوره 17، 4(67)زمستان، دی 1402، صفحه 59-100   

نوع مقاله: علمی پژوهشی

شناسه دیجیتال (DOI): 10.30495/qjopm.2023.1961564.3394

نویسندگان

طهمورث حسنقلی پوریاسوری^{* 1}؛ مریم اوسطی²؛ محمد آقایی³؛ مسعود کیماسی⁴

¹استاد گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه تهران، تهران، ایران

²دانشجوی دکتری گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه تهران، تهران، ایران

³استادیار گروه مدیریت بازرگانی،دانشکده مدیریت، دانشگاه تربیت مدرس، تهران، ایران

⁴استادیار گروه مدیریت بازرگانی،دانشکده مدیریت، دانشگاه تهران، تهران، ایران

چکیده

هدف این پژوهش ارائۀ مدل قابلیت­های بازاریابی دیجیتال در فروشگاه­های زنجیره­ای است؛ زیرا در سال­های اخیرگرایش مشتریان به خریدهای آنلاین برای اخذ خدمات سریع و آسان­تر و همچنین کسب تجربه­های جدید، افزایش پیدا کرده و بازاریابی دیجیتال با مفاهیم و واژه­های جدیدی نظیر مارتک، فیجیتال و فناوری­های بعدی گره خورده است. ولیکن چالش­ها و ریسک­هایی که در خریدهای غیرحضوریِ دیجیتال وجود دارد ممکن است سبب عدم اعتماد و یا به طور کلی عدم تجربه لذت­بخش برای مشتریان باشد و باعث انصراف آن­ها از خرید گردد. علیرغم اهمیت این موضوع، مدلی برای قابلیت­های بازاریابی دیجیتال در فروشگاه­های زنجیره­ای وجود ندارد تا مدیران این فروشگاه­ها بتوانند ضمن شناسایی این چالش­ها و حساسیت­ها برای رفع و یا کاهش آن­ها برنامه­­ریزی و یا مزیت رقابتی­شان را در این حوزه شناسایی کرده و با ارتقای بهره­وری، سبب ایجاد تجربه­ای لذت­بخش برای مشتریان شوند. روش اجرای این پژوهش، کیفی است. به این ترتیب که با روش کیفی داده­بنیاد-ره­یافت ظاهر شونده با دوازده نفر از خبرگان بازاریابی، فناوری ­اطلاعات و فروشگاه­های زنجیره­ای کشور، مصاحبه­های نیمه ساختار یافته صورت پذیرفت، سپس کدگذاری­ها ­با استفاده از نرم­افزارMaxqda انجام گرفت.همچنین با مرور نظام­مند پژوهش­های گذشته براساس فرآیند سه مرحله­ای ترنفیلد و همکاران(2003) برای غنای ابعاد استخراج شده از مصاحبه­ها، پرداخته شد و براین اساس، مدل الماس قابلیت­های بازاریابی دیجیتال در فروشگاه­های زنجیره­ای ارائه گردید که شامل پنج بعد قابلیت مارتک-فناوری­های نگهدارنده، قابلیت مارتک-فناوری­های تحول آفرین، قابلیت شبکه­ای، قابلیت روابط دیجیتالی و قابلیت بازاریابی بهترین اقدام بعدی می­باشد که همگی منتج به تجربه دیجیتال مشتری خواهند شد. از میان ابعاد فوق، بعد قابلیت مارتک-فناوری­های تحول­آفرین به دلیل وجود مؤلفه­های مهمی نظیر بلاک‌چین و هوش مصنوعی و بعد قابلیت بازاریابی بهترین اقدام بعدی به عنوان فراقابلیت در نظرگرفته شدند.

کلیدواژه‌ها

تجربۀ دیجیتال مشتری؛ اعتماد مشتری؛ فروشگاه‌های زنجیره‌ای؛ قابلیت‌های بازاریابی دیجیتال؛ بازاریابی دیجیتال

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