ارائه الگوی بازاریابی اجتماعی خدمات سلامت اجتماعی
محورهای موضوعی : -مدارک پزشکی
علیرضا پیرحیاتی
1
(دانشجوی دکتری، گروه مدیریت بازرگانی، واحد علوم تحقیقات، دانشگاه آزاد اسلامی،تهران، ایران)
حسین وظیفه دوست
2
(دانشیار،گروه مدیریت بازرگانی، واحد علوم تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران)
پژمان جعفری
3
(استادیار، گروه مدیریت بازرگانی، واحد علوم تحقیقات، دانشگاه آزاد اسلامی،تهران، ایران)
اصغر سیف
4
(استادیار، گروه آمار، دانشگاه بوعلی سینا، همدان، ایران)
کلید واژه: شهرداری همدان, بازاریابی اجتماعی, خدمات سلامت,
چکیده مقاله :
مقدمه: در دنیای امروز کسب‌وکارها نیازمند کسب اعتماد در بین مخاطبین خود هستند. بازاریابی اجتماعی به‌عنوان آخرین فلسفه‌ی بازاریابی از چنین ظرفیتی برخوردار است و می‌تواند همراه با در نظر گرفتن منافع جامعه به منافع کسب‌وکار و مشتریان بی اندیشد. هدف اصلی پژوهش حاضر، ارائه مدل بازاریابی اجتماعی مبتنی بر است. روش پژوهش: به‌منظور رسیدن به این هدف، در مرحله کیفی ضمن بررسی ادبیات موضوع و مصاحبه با خبرگان بازاریابی و شهرداری، با روش نظریه داده بنیاد، معیارهای مؤثر با استفاده از نرم‌افزار مکس کیودا شناسایی شد. در مرحله بعدی، معیارهای شناسایی شده با استفاده از رویکرد مدل‌سازی ساختاری تفسیری در ابعاد جدیدی دسته بندی و سطوح مؤلفه‌ها و روابط بین آن‌ها مشخص شدند یافتهها: نتایج سؤال اول منجر به شناسایی نه عامل اصلی مسئولیت گرایی، راهبرد گرایی، زیرساخت بازاریابی، گرایش به قابلیت‌های بازاریابی اجتماعی، درک پویایی محیطی، درک شهروندان، درک ویژگی‌های ملّی، آمیخته بازاریابی اجتماعی و توسعه باور و نگرش شهروندان شد. نتایج مدل‌سازی ساختاری تفسیری نشان از تأثیرگذاری مسئولیت گرایی، زیرساخت بازاریابی و راهبرد گرایی به‌عنوان متغیر مستقل بر گرایش به قابلیت‌های بازاریابی اجتماعی داشت. نتیجه‌گیری:درنهایت با استناد بر نتایج پژوهش می‌توان اذعان نمود با بهره‌مندی از استراتژی‌های بازاریابی اجتماعی و تأثیرگذاری بر نگرش و ذهنیت شهروندان، می‌توان توسعه باور و نگرش شهروندان را موجب شد. ازاین‌رو لزوم توجه روزافزون مدیران ارشد سازمان‌ها به نقش حیاتی و بی‌بدیل بازاریابی اجتماعی ضرورت دارد.
Introduction:In today's world, Businesses need to gain trust among their audience. Social marketing as the latest marketing philosophy, It has such a capacity. And it can reflect on the interests of business and customers along with the interests of the community. The main purpose of the present study, Provide a social based marketing model. Methods: To achieve this goal, in the qualitative phase, while reviewing the subject literature and interviewing marketing and municipal experts, with the Grounded Theory approach, effective criteria were identified using MAXQDA software. In the next step, the identified criteria were identified using the interpretive structural modeling approach in new dimensions of classification and levels of components and their relationships. Results: The results of the first question led to the identification of nine main factors including: Responsibility, Strategicism, Marketing Infrastructure, Tendency to Social Marketing Capabilities, Understanding Environmental Dynamics, Citizens Understanding, National Characteristics, Social Marketing Mix and Developing Citizen Beliefs and Attitudes. The results of interpretive structural modeling showed the influence of responsibility, marketing infrastructure and strategy as independent variables on the tendency to social marketing capabilities. Conclusion: Finally, based on the results of the research, it can be concluded that by utilizing social marketing strategies and influencing the attitude and mentality of citizens, it can be possible to develop citizens' beliefs and attitudes. Therefore, the increasing attention of senior executives of organizations is essential to the vital role of social marketing.
1- Şerban, C. “Social marketing and privately held companies: the impact of corporate social responsibility activities on Romanian consumers.” Journal of food products marketing, 2013; 19(2): 81-92.
2- Armstrong, GM et al. Marketing: an introduction. Pearson UK; 2018.
3- Andreasen, AR. “Marketing social marketing in the social change marketplace.” Journal of Public Policy & Marketing, 2002; 21(1): 3-13.
4- Afroozeh M, Mozaffari SAA; Aghaee N; Saffari M. “Codification of Model of Consequences of Social Responsibility Development of Iran Professional Football Clubs”. Journal of Sport Management, 2017; 8(6): 977-997.
5- Olson SJ. “Social marketing and social change: Strategies and tools for health, well-being, and the environment, 2014: 309-312.
6- Hataminejad H, Purahmad A, Ghalibaf M, Rahnamaei M, Hosseini S A. Development of Urbanization Dimensions with Social Marketing School Approach. IUESA, 2014; 2 (8): 79-96.
7- Rezaei-Pandari H, Keshavarz-Mohammadi N. Social Marketing Approach in Health Care: A Review Study. Iran J Health Educ Health Promot, 2014; 2 (2):109-130
8- Rezaei-Pandari H, Keshavarz-Mohammadi N. Social Marketing Approach in Health Care: A Review Study. Iran J Health Educ Health Promot, 2014; 2 (2): 109-130. [In Persian]
9- Gordon R. “Re-thinking and re-tooling the social marketing mix.” Australasian Marketing Journal (AMJ), 2012; 20(2): 122-126.
10- Zarei A, Feyz D, Rezaei Rad M. Designing a Model of Factors Affecting the Implementation of Integrated Social Marketing Mix in Health Care. Jha, 2017; 19(66): 20-30. [In Persian]
11- Sarebandi Z, Arta P, Mehdipoor S, Poorsamaei shalmani R, Seyedin S. Optimal Marketing Mix Pattern in Selected Hospitals of Iran University of Medical Sciences: Model of Booms and Bitner 2016-2017. Jha, 2018; 21(71): 50-65. [In Persian]
12- Khodadad H; Mosayebi A. “An Investigation of the Effect of Sport Clubs Reputation on Fans’ Behavior Changing with a Social Marketing Approach”. Journal of Sport Management, 2015; 6(4): 627-642.
13- Ghafourian Shagerdi, A. Daneshmand, Behnaz; Behboodi, Omid. “The Impact of Social Networks Marketing toward Purchase Intention and Brand Loyalty”. New Marketing Research Journal, 2017; 7(3): 175-190.
14- Lefebvre, R. Craig. An integrative model for social marketing.” Journal of Social Marketing, 2011; 1(1): 54-72.
15- Bayat, Akbar. “Identifying the Underlying Components of Organizational Ideology”. Journal of Public Administration, 2019; 11(3): 481-508.
16- Creswell, John W. “Qualitative Inquiry and Research Design: Choosing from Five Approaches London; 2007.
17- Lee, Jinyoul. “A grounded theory: Integration and Internalization in ERP adoption and use; 2001.
18- Danaeifard H, Emami SM. “Strategies of Qualitative Research: A Reflection on Grounded Theory”. Strategic Management Thought. 2007; 1(2): 69-97.
19- McAuley, Andrew. "Reflections on a decade in social marketing." Journal of Social Marketing; 2014.
20- Armstrong, Gary, et al. Principles of marketing. Pearson Australia, 2014.
21- Kamin T & Anker T. Cultural capital and strategic social marketing orientations." Journal of Social Marketing, 2014; 4(2): 94 – 110.
22- Lynes, Jennifer, Stephanie Whitney, and Dan Murray. "Developing benchmark criteria for assessing community-based social marketing programs: A look into Jack Johnson's." Journal of Social Marketing, 2014; 4(2): 111-132.
_||_1- Şerban, C. “Social marketing and privately held companies: the impact of corporate social responsibility activities on Romanian consumers.” Journal of food products marketing, 2013; 19(2): 81-92.
2- Armstrong, GM et al. Marketing: an introduction. Pearson UK; 2018.
3- Andreasen, AR. “Marketing social marketing in the social change marketplace.” Journal of Public Policy & Marketing, 2002; 21(1): 3-13.
4- Afroozeh M, Mozaffari SAA; Aghaee N; Saffari M. “Codification of Model of Consequences of Social Responsibility Development of Iran Professional Football Clubs”. Journal of Sport Management, 2017; 8(6): 977-997.
5- Olson SJ. “Social marketing and social change: Strategies and tools for health, well-being, and the environment, 2014: 309-312.
6- Hataminejad H, Purahmad A, Ghalibaf M, Rahnamaei M, Hosseini S A. Development of Urbanization Dimensions with Social Marketing School Approach. IUESA, 2014; 2 (8): 79-96.
7- Rezaei-Pandari H, Keshavarz-Mohammadi N. Social Marketing Approach in Health Care: A Review Study. Iran J Health Educ Health Promot, 2014; 2 (2):109-130
8- Rezaei-Pandari H, Keshavarz-Mohammadi N. Social Marketing Approach in Health Care: A Review Study. Iran J Health Educ Health Promot, 2014; 2 (2): 109-130. [In Persian]
9- Gordon R. “Re-thinking and re-tooling the social marketing mix.” Australasian Marketing Journal (AMJ), 2012; 20(2): 122-126.
10- Zarei A, Feyz D, Rezaei Rad M. Designing a Model of Factors Affecting the Implementation of Integrated Social Marketing Mix in Health Care. Jha, 2017; 19(66): 20-30. [In Persian]
11- Sarebandi Z, Arta P, Mehdipoor S, Poorsamaei shalmani R, Seyedin S. Optimal Marketing Mix Pattern in Selected Hospitals of Iran University of Medical Sciences: Model of Booms and Bitner 2016-2017. Jha, 2018; 21(71): 50-65. [In Persian]
12- Khodadad H; Mosayebi A. “An Investigation of the Effect of Sport Clubs Reputation on Fans’ Behavior Changing with a Social Marketing Approach”. Journal of Sport Management, 2015; 6(4): 627-642.
13- Ghafourian Shagerdi, A. Daneshmand, Behnaz; Behboodi, Omid. “The Impact of Social Networks Marketing toward Purchase Intention and Brand Loyalty”. New Marketing Research Journal, 2017; 7(3): 175-190.
14- Lefebvre, R. Craig. An integrative model for social marketing.” Journal of Social Marketing, 2011; 1(1): 54-72.
15- Bayat, Akbar. “Identifying the Underlying Components of Organizational Ideology”. Journal of Public Administration, 2019; 11(3): 481-508.
16- Creswell, John W. “Qualitative Inquiry and Research Design: Choosing from Five Approaches London; 2007.
17- Lee, Jinyoul. “A grounded theory: Integration and Internalization in ERP adoption and use; 2001.
18- Danaeifard H, Emami SM. “Strategies of Qualitative Research: A Reflection on Grounded Theory”. Strategic Management Thought. 2007; 1(2): 69-97.
19- McAuley, Andrew. "Reflections on a decade in social marketing." Journal of Social Marketing; 2014.
20- Armstrong, Gary, et al. Principles of marketing. Pearson Australia, 2014.
21- Kamin T & Anker T. Cultural capital and strategic social marketing orientations." Journal of Social Marketing, 2014; 4(2): 94 – 110.
22- Lynes, Jennifer, Stephanie Whitney, and Dan Murray. "Developing benchmark criteria for assessing community-based social marketing programs: A look into Jack Johnson's." Journal of Social Marketing, 2014; 4(2): 111-132.