طراحی مدل برندکارفرما در صنایع کوچک و متوسط ایران به روش فراترکیب (در راستای بهره‌وری منابع انسانی)

مدیریت بهره‌وری

دوره 16، 4(63)زمستان، دی 1401، صفحه 305-342   

نوع مقاله: علمی پژوهشی

شناسه دیجیتال (DOI): 10.30495/qjopm.2022.1935221.3230

نویسندگان

امیر لالهء¹؛ حسین قره بیگلو^{* 2}؛ مجتبی رمضانی³؛ سلیمان ایرانزاده⁴

¹دانشجوی دکتری گروه مدیریت بازرگانی، واحد عجب‌شیر، دانشگاه آزاد اسلامی، عجب‌شیر، ایران

²استادیار گروه مدیریت بازرگانی، واحد عجب‌شیر، دانشگاه آزاد اسلامی، عجب‌شیر، ایران

³استادیار گروه مدیریت بازرگانی، واحد بناب، دانشگاه آزاد اسلامی، بناب، ایران

⁴استاد گروه مدیریت صنعتی،واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران

چکیده

پژوهش حاضر با هدف طراحی مدل برند کارفرما در صنایع کوچک و متوسط ایران انجام شد. بدین منظور برای استخراج مقولات، مفاهیم و کدها از روش فراترکیب هفت مرحله‌ای سندلوسکی و باروسو (2007)، استفاده شد. جامعه آماری پژوهش حاضر، مجموعه‌ای از مقالات و مطالعات مرتبط در حوزه برندسازی کارفرما و مفاهیم مربوط است. در این تحقیق، پارامترهای مختلفی مانند عنوان، چکیده، محتوا، کیفیت متدولوژی تحقیق در نظر گرفته شد و در نتیجة غربال‌گری، بازبینی و انتخاب از بین 218 مقاله، 60 نمونه مقاله معتبر به‌ دست ‌آمد. برای تعیین روایی روش فراترکیب از ابزار ارزیابی حیاتی گلین و برای تعیین پایایی روش فراترکیب از روش پایایی ارزیاب‌ها استفاده شد و ضریب پایایی ارزیاب‌ها 0/83 به دست آمد. نتایج تحقیق نشان می‌دهد که هر سه بعد؛ 1. ارزش‌های توسعه^ء فردی، 2. ارزش‌های سازمانی و 3.ارزش‌های اجتماعی-اقتصادی، در برند کارفرما در صنایع کوچک و متوسط ایران نقش به سزایی دارند و مدل طراحی‌شده به‌عنوان مناسب‌ترین مدل برند کارفرما از لحاظ شرایط فرهنگی، سازمانی و ساختاری موجود در صنایع کوچک و متوسط ایران است.

کلیدواژه‌ها

برندکارفرما؛ صنایع کوچک و متوسط ایران؛ فراترکیب

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