مدیریت تبلیغات و فروش

مدیریت تبلیغات و فروش

طراحی مدل جامع فروش رابطه ای و پیامدهای آن در صنعت مد و پوشاک

نویسندگان
1 گروه مدیریت بازرگانی، واحد شهرقدس ،دانشگاه آزاد اسلامی، تهران،ایران .
2 گروه مدیریت بازرگانی،دانشگاه شهید بهشتی ،تهران، ایران.
3 گروه مدیریت بازرگانی،واحد شهرقدس،دانشگاه آزاد اسلامی،تهران،ایران
4 گروه مدیریت بازرگانی،واحد شهرقدس،دانشگاه آزاد اسلامی،تهران،ایران.
چکیده
هدف اصلی در این تحقیق طراحی ارزیابی عوامل موثر بر رفتار فروش رابطه مند و نتایج حاصل از آن بوده است.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 داخلی برند ماکسیم(فروشندگان شعب) 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. 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 and clothing industry

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

The main purpose of this design research was to evaluate the factors affecting the related sales behavior and the resulting results. The present research is fundamental-applied in terms of its purpose, and in terms of its nature, it belongs to the category of qualitative and quantitative research. The statistical community in the qualitative sector is marketing experts. The experts were identified by purposeful sampling and snowball method, and according to the sufficiency of the data, a total of 20 experts were interviewed. The method of analysis was database theory. In the quantitative part, the researcher used 384 internal customers of the Maxim brand (branch sellers) who were selected using two 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 to analyze the quantitative part. The obtained results have confirmed that the causal conditions of relational sales behavior included a complex competitive environment. The main phenomenon of the seller's specialized ability is the background of the company's situational factors, the interfering factors of the sellers' personality characteristics, as well as social and cultural factors. Relational sales behavior strategy and the result of sales performance, sales behavior performance were also identified. The results obtained from the quantitative part confirmed the approval of the designed model.

کلیدواژه‌ها English

Relational selling behavior
psychological factors
situational factors
social factors
foundation data theory

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