مدیریت تبلیغات و فروش

مدیریت تبلیغات و فروش

طراحی مدل جامع فروش رابطه‌مند و پیامدهای آن در صنعت مد

نویسندگان
1 گروه مدیریت بازرگانی،واحدشهرقدس،دانشگاه آزاداسلامی،تهران،ایران.
2 گروه مدیریت بازرگانی،دانشگاه شهیدبهشتی،تهران،ایران.
3 گروه مدیریت بازرگانی،واحدشهرقدس، دانشگاه آزاد اسلامی،تهران،ایران.
4 گروه مدیریت بازرگانی، واحد شهرقدس، دانشگاه آزاد اسلامی، تهران، ایران.
10.22034/asm.2026.715031
چکیده
هدف : هدف اصلی در این تحقیق طراحی ارزیابی عوامل موثر بر رفتار فروش رابطه مند و نتایج حاصل از آن بوده است.
روش تحقیق: پژوهش حاضر از نظر هدف بنیادین ـ کاربردی بوده و از لحاظ ماهیت از دستۀ پژوهش‎های کیفی و کمی است. جامعۀ آماری در بخش کیفی، خبره‌های بازاریابی است. خبرگان با روش نمونه‌گیری هدفمند و گلولۀ برفی شناسایی شدند که با توجه به کفایت داده‎ها، در مجموع با 20 خبره مصاحبه شد. روش تجزیه ‌و ‌تحلیل، تئوری داده‎بنیاد بود. در بخش کمی نیز محقق از 384 نفر از مشتریان برند ماکسیم که با استفاده از دو رویکرد خوشه‌ی و دردسترس انتخاب شده بودند، مورد استفاده قرار داد. همچنین ابزار گردآوری داده‌ها در بخش کمی پرسشنامه 43 گویه‌ی بوده است. برای تجزیه و تحلیل داده‌های کیفی از رویکرد داده بنیاد و همچنین برای تجزیه و تحلیل بخش کمی، از نرم افزار smart PLS استفاده شده بود.
نتیجه‌گیری: نتایج به دست آمده موید این بوده است که شرایط علی رفتار فروش رابطه‌ی شامل محیط پیچیده رقابتی بوده است. پدیده اصلی قابلیت تخصصی فروشنده، بستر عوامل موقعیتی شرکت، عوامل مداخله‌گر ویژگی‌های شخصیتی فروشنده‌ها و همچنین عوامل اجتماعی و فرهنگی بوده است. راهبرد رفتار فروش رابطه‌ای و پیامد نیز عملکرد فروش، عملکرد رفتاری فروش شناسایی شده بودند. نتایج به دست آمده از بخش کمی موید تایید مدل طراحی شده بود.
کلیدواژه‌ها
موضوعات

عنوان مقاله English

Designing a comprehensive relational sales model and its consequences in the fashion

نویسندگان English

marjan abbasi 1
ahmad roosta 2
Elham Faridchehr 3
Nader Gharibnavaz 4
1 Department of Business Management, Shahr-e-Qods Branch,Islamic Azad University,Tehran,Iran.
2 Department of Business Management,Shahid Beheshti University(SBU),Tehran,Iran.
3 Department of Business Management, Shahr-e-Qods Branch, Islamic Azad University, Tehran, Iran.
4 Department of Business Management, Shahr-e-Qods Branch, Islamic Azad University, Tehran, Iran
چکیده English

Objective: The main purpose of this study was to design an evaluation of the factors affecting the relationship sales behavior and its results.
Research Method: The present study is fundamental-applied in terms of purpose and qualitative and quantitative in terms of nature. The statistical community in the qualitative section is marketing experts. Experts were identified by purposive sampling and snowball sampling, which according to the adequacy of the data, a total of 20 experts were interviewed. The method of analysis was foundation data theory. In a small part, the researcher used 384 Maxim brand internal customers who were selected using both cluster and available approaches. Also, the data collection tool in the quantitative part of the questionnaire was 43 items. Smart PLS software was used to analyze the qualitative data from the foundation data approach and also for quantitative part analysis.
Conclusion: The results showed that the causal conditions of relationship sales behavior included a complex competitive environment. The main phenomenon of the seller's professional ability has been the context of the company's situational factors, interfering factors of the sellers' personality traits as well as social and cultural factors. Relationship sales behavior strategy and outcome were also identified as sales performance, sales behavioral performance. The results obtained from the quantitative section confirmed the design of the model.

کلیدواژه‌ها English

Relationship Sales Behavior
Psychological Factors
Situational Factors
Social Factors
Foundation Data Theory
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