هوشیاری محیطی و کیفیت ارتباط در کسب و کار اسلامی و تأثیر آنها بر عملکرد شرکت
الموضوعات :حسین عماری 1 , حسین وظیفه دوست 2 , هاشم نیکو مرام 3
1 - عضو هیأت علمی، گروه مدیریت بازرگانی، واحد بناب، دانشگاه ازاد اسلامی، بناب، ایران
2 - استاد دانشگاه آزاد اسلامی، گروه مدیریت بازرگانی، واحد علوم و تحقیقات تهران، تهران، ایران
3 - استاد گروه مدیریت بازرگانی، واحدعلوم وتحقیقات تهران،دانشگاه آزاداسلامی،تهران،ایران
الکلمات المفتاحية: کیفیت ارتباط, مسؤولیت اجتماعی, روابط عمومی, هوشیاری محیطی, نگرش مشتری,
ملخص المقالة :
پژوهش حاضر از نظر روش ترکیبی بوده و در سه مرحله انجام شده است. دو مرحله اول از نظر روش کیفی بوده و در آنها، با استراتژی تئوری داده بنیاد، مؤلفه ها و مفاهیم دو سازه ”هوشیاری محیطی اسلامی“ و ”کیفیت ارتباط اسلامی“استخراج شده اند. در مرحله سوم، با استفاده از طرح شبه آزمایشی، تأثیراین دو مفهوم روی نگرش مشتریان مورد بررسی قرار گرفته است. طبق نتایج حاصل، برای سازه کیفیت ارتباط اسلامی سه مؤلفه ارتباط فروش، ارتباط عمومی، و ارتباط شخصی و برای سازه هوشیاری محیطی اسلامی دو مؤلفه هوشیاری محیطی طبیعی، و هوشیاری محیطی عمومی تعیین شدند. همچنین در ادامه، با تکنیک تحلیل توأمان سه سناریو از بین نه سناریوی محتمل انتخاب و بعنوان ابزار مداخله در طرح شبه تجربی و آزمون فرضیات تفاوتی مورد استفاده قرارگرفتند. نتایج آزمون فرضیات در مرحله آخر نشان می دهد که اولاً، نگرش مشتری در شرکت های با هوشیاری محیطی اسلامی بالا، مثبت تر از نگرش مشتری در شرکت های بدون هوشیاری محیطی اسلامی است، ثانیا، نگرش مشتری در شرکت های با کیفیت ارتباط اسلامی بالا، مثبت تر از نگرش مشتری در شرکت های بدون کیفیت ارتباط اسلامی است، و ثالثاً، مخاطبان بین این دو ابزار روابط عمومی تفاوتی قائل نشدند. شایان ذکر است که، مفهوم سازی هوشیاری محیطی و کیفیت ارتباط در سبک زندگی اسلامی،نوآوری این پژوهش محسوب می شود.
Ahmed, N., Montagno, R., & Firenze, R. (1998), Organizational Performance and Environmental Consciousness: An Empirical Study. Management Decision, 36(2), 57-62.
Ann, G., Zailani, S., & Wahid, N. (2006), A Study on the Impact of Environmental ManagementSystem (EMS) Certification Towards Firm’s Performance in Malaysia. Management ofEnvironmental Quality, 17(1), 73-93.
Aragon-Correa, J., & Rubio-Lopez, E. (2007), Proactive Corporate Environmental Strategies:Myths and Misunderstandings. Long Range Planning, 40(3), 357-381.
Athanasopoulou, P. (2009), Relationship Quality: A Critical Literature Review and ResearchAgenda. European Journal of Marketing, 43(5/6), 583-610.
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Carter, C., & Rogers, D. (2008), A Framework of Sustainable Supply Chain Management: Moving Toward New Theory. International Journal of Physical Distribution and Logistics Management, 38(5), 360-387.
Chan, H. K., He, H., & Wang, W. (2012), Green Marketing and Its Impact on Supply Chain Management in Industrial Markets. Industrial Marketing Management, 41, 557-562.
Cohen, M., Fenn, S., & Naimon, J. (1995), Environmental and Financial Performance: Are TheyRelated?. Nashville: Vanderbilt University.
Crosby, L. A., Evans, K. R., & Cowles, D. (1990), Relationship Quality in Services Selling:An Interpersonal Influence Perspective. Journal of Marketing, 54(3), 68-81.
Dwyer, F. R., & Oh, S. (1987),Output Sector Munificence Effects on the Internal PoliticalEconomy of Marketing Channels. Journal of Marketing Research, 24(4), 347-58.
Gummesson, E. (1987), The New Marketing: Developing Long Term Interactive. Long Range Planning, 20(4), 10-21.
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Hart, S., & Ahuja, G. (1996), Does it Pay to be Green? An Empirical Examination of theRelationship between Emission Reduction and Firm Performance. Business Strategy and theEnvironment, 5(1), 30-7.
Hashemi, S., & Mozaffari, S. (2010), A Comparison of Communication Skills and Life Quality between Physically Active and Physically Inactive Academic Staff Members of Islamic Azad University in East Azerbaijani Province. A Journal of Scientific Studies on Management, 3(12), 7-32.
Hennig-Thurau, T., Gwinner, K. P., & Gremler, D. D. (2002), Understanding RelationshipMarketing Outcomes: an Integration of Relational Benefits and Relationship Quality. Journal of Service Research, 4(3), 230-47.
Hewett, K., Money, R. B., & Sharma, S. (2002), An Exploration of the Moderating Role of BuyerCorporate Culture in Industrial Buyer-Seller Relationships. Journal of the Academy ofMarketing Science, 30(3), 229-39.
Klein, J., & Dawar, N. (2004), Corporate Social Responsibility and Consumers’ Attributions and Brand Evaluations in a Product-Harm Crisis. International Journal of Research in Marketing, 21(3), 203-17.
Lee, S., & Kim, S., & Choi, D. (2012), Green Supply Chain Management and Organizational Performance. Industrial Management and Data Systems, 112(8), 1148-1180.
Liu, S., & Kasturiratne, D., & Moizer, J. (2012), A Hub-And-Spoke Model for Multi-Dimensional Integration of Green Marketing and Sustainable Supply Chain Management. Industrial Marketing Management, 41, 581-588.
Rabipor, M., & Samadiwand, M. (2010), Management Ethics from the Perspective of Verses and Traditions. A beyond management, 4(15), 211-228.(In Persian)
Raminmehr, H., & Charsetad, P. (2016), Quantitative Research Method with Structural Equation Modeling. Tehran, Termeh Publishers.(In Persian)
Sana, R. S., & Rian, B. Z. (2011), Corporate Social Responsibility or Cause-Related Marketing? The Role of Cause Specificity of CSR. Journal of Consumer Marketing, 28(1), 27-39.
Selden, L. (2005), On Grounded Theory - With Some Malice. Journal of Documentation, 61(1), 114-129.
Wahba, H. (2008), Does the Market Value Corporate Environmental Responsibility? An Empirical Examination. Corporate Social Responsibility and Environmental Management, 15(2), 89-99.
Weyandt, A. J., & Da Costa, S. R. R., Nunes, M. L., & Gaspar, A. (2012), Social Responsibility of Fish Processing Companies Located in Portugal and Spain. Social Responsibility Journal, 8(1), 100-113.
Woo, G. K., & Cha, Y. (2002), Antecedents and Consequences of Relationship Quality in HotelIndustry. International Journal of Hospitality Management, 21(4), 321-38.
Zee, R. B., & Sheikh, S. R. (2011), Corporate Social Responsibility or Cause-Related Marketing? The Role of Cause Specificity of CSR. Journal of Consumer Marketing, 28(1), 76-88.
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Ahmed, N., Montagno, R., & Firenze, R. (1998), Organizational Performance and Environmental Consciousness: An Empirical Study. Management Decision, 36(2), 57-62.
Ann, G., Zailani, S., & Wahid, N. (2006), A Study on the Impact of Environmental ManagementSystem (EMS) Certification Towards Firm’s Performance in Malaysia. Management ofEnvironmental Quality, 17(1), 73-93.
Aragon-Correa, J., & Rubio-Lopez, E. (2007), Proactive Corporate Environmental Strategies:Myths and Misunderstandings. Long Range Planning, 40(3), 357-381.
Athanasopoulou, P. (2009), Relationship Quality: A Critical Literature Review and ResearchAgenda. European Journal of Marketing, 43(5/6), 583-610.
Azorin, J., & Cortes, E., Gamero, M., & Tari, J. (2009), Green Management and Financial Performance: A Literature Review. Management Decision, 47(7), 1080-1100.
Boles, J. S., Johnson, J. T., & Barksdale, H. C. J. R. (2000), How Salespeople Build QualityRelationships: A Replication and Extension. Journal of Business Research, 48(1), 75-81.
Carter, C., & Rogers, D. (2008), A Framework of Sustainable Supply Chain Management: Moving Toward New Theory. International Journal of Physical Distribution and Logistics Management, 38(5), 360-387.
Chan, H. K., He, H., & Wang, W. (2012), Green Marketing and Its Impact on Supply Chain Management in Industrial Markets. Industrial Marketing Management, 41, 557-562.
Cohen, M., Fenn, S., & Naimon, J. (1995), Environmental and Financial Performance: Are TheyRelated?. Nashville: Vanderbilt University.
Crosby, L. A., Evans, K. R., & Cowles, D. (1990), Relationship Quality in Services Selling:An Interpersonal Influence Perspective. Journal of Marketing, 54(3), 68-81.
Dwyer, F. R., & Oh, S. (1987),Output Sector Munificence Effects on the Internal PoliticalEconomy of Marketing Channels. Journal of Marketing Research, 24(4), 347-58.
Gummesson, E. (1987), The New Marketing: Developing Long Term Interactive. Long Range Planning, 20(4), 10-21.
Hair, J., Black, W., Babin, B., & Anderson, R. (2009), Multivariate Data Analysis: A Global Perspective. Hall: Pearson PrenticePublishers.
Hamilton, J. (1995), Pollution as News: Media and Stock Market Reactions to the Toxics Release Inventory Data. Journal of Environmental Economics and Management, 28(1), 98-113.
Hart, S., & Ahuja, G. (1996), Does it Pay to be Green? An Empirical Examination of theRelationship between Emission Reduction and Firm Performance. Business Strategy and theEnvironment, 5(1), 30-7.
Hashemi, S., & Mozaffari, S. (2010), A Comparison of Communication Skills and Life Quality between Physically Active and Physically Inactive Academic Staff Members of Islamic Azad University in East Azerbaijani Province. A Journal of Scientific Studies on Management, 3(12), 7-32.
Hennig-Thurau, T., Gwinner, K. P., & Gremler, D. D. (2002), Understanding RelationshipMarketing Outcomes: an Integration of Relational Benefits and Relationship Quality. Journal of Service Research, 4(3), 230-47.
Hewett, K., Money, R. B., & Sharma, S. (2002), An Exploration of the Moderating Role of BuyerCorporate Culture in Industrial Buyer-Seller Relationships. Journal of the Academy ofMarketing Science, 30(3), 229-39.
Klein, J., & Dawar, N. (2004), Corporate Social Responsibility and Consumers’ Attributions and Brand Evaluations in a Product-Harm Crisis. International Journal of Research in Marketing, 21(3), 203-17.
Lee, S., & Kim, S., & Choi, D. (2012), Green Supply Chain Management and Organizational Performance. Industrial Management and Data Systems, 112(8), 1148-1180.
Liu, S., & Kasturiratne, D., & Moizer, J. (2012), A Hub-And-Spoke Model for Multi-Dimensional Integration of Green Marketing and Sustainable Supply Chain Management. Industrial Marketing Management, 41, 581-588.
Rabipor, M., & Samadiwand, M. (2010), Management Ethics from the Perspective of Verses and Traditions. A beyond management, 4(15), 211-228.(In Persian)
Raminmehr, H., & Charsetad, P. (2016), Quantitative Research Method with Structural Equation Modeling. Tehran, Termeh Publishers.(In Persian)
Sana, R. S., & Rian, B. Z. (2011), Corporate Social Responsibility or Cause-Related Marketing? The Role of Cause Specificity of CSR. Journal of Consumer Marketing, 28(1), 27-39.
Selden, L. (2005), On Grounded Theory - With Some Malice. Journal of Documentation, 61(1), 114-129.
Wahba, H. (2008), Does the Market Value Corporate Environmental Responsibility? An Empirical Examination. Corporate Social Responsibility and Environmental Management, 15(2), 89-99.
Weyandt, A. J., & Da Costa, S. R. R., Nunes, M. L., & Gaspar, A. (2012), Social Responsibility of Fish Processing Companies Located in Portugal and Spain. Social Responsibility Journal, 8(1), 100-113.
Woo, G. K., & Cha, Y. (2002), Antecedents and Consequences of Relationship Quality in HotelIndustry. International Journal of Hospitality Management, 21(4), 321-38.
Zee, R. B., & Sheikh, S. R. (2011), Corporate Social Responsibility or Cause-Related Marketing? The Role of Cause Specificity of CSR. Journal of Consumer Marketing, 28(1), 76-88.
