طراحی مدل مشغولیت مشتری با برند با رویکرد نظریه داده‌بنیاد

نوع مقاله: مقاله پژوهشی

نویسندگان

1 دانشیار گروه مدیریت، دانشکده علوم اجتماعی و اقتصاد، دانشگاه الزهرا، تهران، ایران

2 گروه مدیریت و اقتصاد/ دانشکده علوم اجتماعی و اقتصاد/ دانشگاه الزهرا/ تهران/ ایران

3 دانشیار گروه مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران

10.22051/bmr.2020.28922.1885

چکیده

ایجاد مشغولیت مشتری با برند می­تواند موجب تقویت وفاداری و افزایش درآمدهای برند شود. ازاین‌رو شناسایی عوامل مؤثر بر مشغولیت مشتری با برند ضروری است. این پژوهش با بهره­گیری از رویکرد کیفی و استراتژی نظریه داده بنیاد با طرح پدیدار شونده به طراحی مدل مشغولیت مشتری با برند پرداخته است. برای تجزیه‌وتحلیل داده­ها از روش کدگذاری سه مرحله­ای باز، انتخابی و نظری استفاده شد.همچنین، یافته­های کیفی با نرم­افزار مکس کیودا تحلیل و نهایتاً مدل پارادایمی مشغولیت مشتری با برند تبیین شده است. یافته­های پژوهش حاکی از آن است که برای ایجاد و تقویت مشغولیت مشتری با برند باید 5 عامل را مدنظر قرار داد که عبارت‌اند از: «قابلیت­های رسانه اجتماعی»، «قابلیت‌های رسانه سنتی»، «قابلیت­های تلفیق رسانه­های اجتماعی و سنتی»، «درگیری مشتری با برند» و «مشارکت مشتری با برند». همچنین پیامدهای مشغولیت مشتری با برند شامل رضایت، اعتماد، تعهد، وفاداری و دل‌بستگی نسبت به برند است که برندها و مدیران شرکت­ها می­توانند با تکیه بر محرک­ها به تقویت مشغولیت و پیامدهای آن بپردازند و از منافع آن بهره­مند گردند.

کلیدواژه‌ها


عنوان مقاله [English]

Designing customer brand Engagement Model with grounded theory approach

نویسندگان [English]

  • mohamadali babaei zakliki 1
  • Zahra Baradaran Sorkhabi 2
  • kambiz Heidarzadeh 3
1 Associate Professor of Department of Business Management, Faculty of Social Science & Economics, Alzahra University, Tehran, Iran
2 Department of Business Management, Faculty of Social Science & Economics, Alzahra University, Tehran, Iran
3 Associate Professor of Department of Business Management, Science and Research Branch, Islamic Azad University, Tehran, Iran
چکیده [English]

Customer Brand Engagement can boost loyalty and increase brand revenues. Therefore, it is necessary to identify factors affecting customer brand engagement (CBE). The purpose of this research is to utilize a qualitative approach with Emerging design of the grounded theory strategy to design Customer Brand Engagement model. In order to analyze the data, three-step coding (open, selective and theoretical coding) used. Also, the qualitative findings analyzed by MAXQDA software and finally Customer Brand Engagement paradigm model explained. The findings of the research show that to engage customers, five dimensions should be taken into consideration: "social media capabilities", "traditional media capabilities", "integration of social and traditional media capabilities", "Customer involvement with Brand" and "Customer participation with Brand". Also, customer satisfaction, trust, commitment, loyalty and attachment to brand are Consequences of CBE and Brand managers can strengthen this important construct and take advantage by focusing on antecedents and dimensions of Customer Brand Engagement.

کلیدواژه‌ها [English]

  • Customer brand Engagement
  • Social Media
  • Traditional Media
  • Grounded Theory
  • MAXQDA software
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