شناسایی و رتبه بندی محرک های ارتباطات یکپارچه بازاریابی بر مبنای رویکرد تلفیقی SWARA و ARAS خاکستری
محورهای موضوعی : مدیریت صنعتی
Saman Sheikhesmaeili
1
,
Seyed Kamran Nourbakhsh
2
,
Seyed Abbas Heydari
3
1 - عضو هیات علمی، دانشگاه آزاد اسلامی، واحد سنندج
2 - Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran.
3 - Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran.
کلید واژه: گرایش محیطی, گرایش بازار, گرایش راهبردی, گرایش هویتی, ارتباطات یکپارچه بازاریابی,
چکیده مقاله :
ارتباطات یکپارچه بازاریابی از طریق ایجاد انسجام، هماهنگی، همگرایی و هم افزایی در پیام ها، رسانه ها و ابزارهای ارتباطی، به استحکام تعاملات آشکار و پنهان کسب وکار با ذی نفعان و توسعه ارتباطات ارزش آفرین با مشتریان کمک می نماید. هدف اصلی این مطالعه، تعیین و اولویت بندی محرک های ارتباطات یکپارچه بازاریابی در صنعت بانکداری است، که ماهیت خدمات آن مبتنی بر ارتباطات و تعاملات مستمر تعریف می گردد. نمونه آماری این پژوهش، شامل 14 نفر از خبرگان و متخصصان حوزه بازاریابی خدمات مالی بوده و روند انتخاب آن ها به صورت قضاوتی انجام گرفته است. به لحاظ روش شناسی، مبتنی بر تحلیل محتوای نظری و روش دلفی فازی، محرک های موثر بر ارتباطات یکپارچه بازاریابی شناسایی و غربال سازی شدند. سپس با استفاده از نظر خبرگان و روش سوآرا (SWARA)، معیارهای به دست آمده ارزیابی مجدد و وزن دهی شدند. نهایتاً برای رتبه بندی گزینه ها از روش آراس خاکستری (Gray ARAS) استفاده گردید. بر اساس نتایج پژوهش، چهار معیار اصلی 1. گرایش های راهبردی (استراتژی محوری، تکنولوژی محوری، یادگیری محوری و کارآفرینی محوری)، 2. گرایش های بازار (رقیب محوری، هماهنگی بین بخشی، هوشمندی بازار و قابلیت بازاریابی)، 3. گرایش های هویتی (هویت یکپارچه برند، جایگاه مشترک برند، قابلیت های برند) و 4. گرایش های محیطی (شرایط اقتصادی، گرایش های اجتماعی، توسعه تکنولوژیک، عوامل زیست محیطی و وضعیت قوانین و مقررات) شناسایی گردید، که در این بین گرایش های راهبردی وزن و اولویت بالاتری را به خود اختصاص داده است.
چکیده انگلیسی:
Integrated marketing communications contribute to the strengthening of overt and covert interactions in business with stakeholders and the development of value-added in relationships with customers by creating coherence, coordination, convergence and synergy in messages, media and communication tools. the main purpose of this study is to identify and rank the drivers of integrated marketing communication in the banking industry, which defines the nature of its services based on communication and interaction. The statistical sample of this research includes 14 experts and specialists in the field of financial services marketing and their selection process has been done judiciously. Methodologically, based on theoretical content analysis and fuzzy Delphi method, the stimuli affecting integrated marketing communications were identified and screened. Then, using the opinion of experts and SWARA method, the obtained criteria were re-evaluated and weighed. Finally, the Gray ARAS method was used to rank the options. Based on the research results, four main criteria include 1. Strategic Orientation (Strategy Orientation, Technology Orientation, Learning Orientation, Entrepreneurial Orientation), 2. Market Orientation (Customer Orientation, Competitor Orientation, Inter-functional Coordination, Market Intelligence, Marketing Capability), 3. Brand Orientation (Common vision of brand, Integrated Brand Identity, Common brand Positioning, Common Capability of brand) and 4. Environment Orientation (Politics, Economics, Sociological, Technology, Environment, Law) were identified. In the meantime, strategic Orientation have a higher weight and priority.
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Ahmad, A., & Perumal, S. (2018). Information Technology, Marketing Database and the Process of Integrated Marketing Communications (IMC): A Resource-Capability Nexus. Information Technology, Marketing Database and the Process of Integrated Marketing Communications (IMC): A Resource-Capability Nexus (October 5, 2018). Pakistan Journal of Humanities and Social Sciences, 6(4), 544-560.
Alnaseri, M., Örs, M., & Shakir, M.(2019). COMMUNICATION VALUE OF ONLINE SHOPPING WHO TO BUILD THE TRUST BETWEEN CUSTOMERS AND SUPPLIERS. Nternational Journal of Recent Research in Commerce Economics and Management (IJRRCEM), 6(2), 204-211.
Amirshahi , M.A., Yazdani, H., Khanmohamadi, M. (2013). Investigating Integrated Marketing Communications and the Factors Affecting it and Affected by it (Case Study: Mellat Bank), Journal of Business Management, 11 (4), 55-72, (in Persian).
Anabila, P. (2020). Integrated marketing communications, brand equity, and business performance in micro-finance institutions: An emerging market perspective. Journal of Marketing Communications, 26(3), 229-242.
Aragón-Sánchez, A.; Sánchez-Marín, G. (2015). Strategic orientation, management characteristics, and performance: A study of Spanish SMEs. Small Bus. Manag, 43, 287–308.
Baran, R. J., Galka, R. J., & Strunk, D. P. (2008). Principles of customer relationship management. Cengage Learning. ISBN: 9780324322385, 1-511.
Bhattacharyya, S.S. (2020). International business strategy: development of an integrated framework and typology. Review of International Business and Strategy, 30 )3), 345-373
Bilgili Sülük, S. and Aydin, K. (2019).Marketing Communications and Experiential Marketing in the Context of Augmented Reality. Grima, S., Özen, E., Boz, H., Spiteri, J. and Thalassinos, E. (Ed.) Contemporary Issues in Behavioral Finance (Contemporary Studies in Economic and Financial Analysis.Emerald Publishing Limited, 101, 153-162.
Butkouskaya, V., Llonch-Andreu, J., & Alarcón-Del-Amo, M. D. C. (2019). Strategic antecedents and organisational consequences of IMC in different economy types. Journal of Marketing Communications, 1-22.
Butkouskaya, V., Llonch-Andreu, J., & Alarcón-Del-Amo, M. D. C. (2021). Strategic antecedents and organisational consequences of IMC in different economy types. Journal of Marketing Communications, 27(2), 115-136.
Butkouskaya, V., Llonch-Andreu, J., & Alarcón-Del-Amo, M. D. C. (2021). Strategic antecedents and organisational consequences of IMC in different economy types. Journal of Marketing Communications, 27(2), 115-136.
Duncan, T., & Moriarty, S. (2006). How integrated marketing communication’s ‘touchpoints’ can operationalize the service-dominant logic. The service-dominant logic of marketing: Dialog, debate, and directions, 21(1), 236-249.
Evans, J., Bridson, K. and Rentschler, R. (2012).Drivers, impediments and manifestations of brand orientation: An international museum study. European Journal of Marketing, 46 (11/12), 1457-1475.
Fleenor, J. W., Taylor, S., & Chappelow, C. (2020). Leveraging the impact of 360-degree feedback. Berrett-Koehler Publishers, Incorporated, 1-240.
Gabrielli, V. and Balboni, B. (2010). SME practice towards integrated marketing communications. Marketing Intelligence & Planning, 28 (3), 275-290. https://doi.org/10.1108/02634501011041426.
Georges, A. O. U. N., Del Olmo, J. L., & Bourliataux-Lajoinie, S. (2019). Congruence in advertising, how can communication deal with cultural diversity? The case of HSBC campaign. Proche-Orient Études en management, 31(2), 5-19.
Ghodselahi, A., Tondnevis, F. (2018). Evaluation of Competitive E-Banking Criteria in Banking Industry of Iran. Quarterly Journal of Islamic Finance and Banking Studies, 4(9), 1-31, (in Persian).
Gordon-Isasi, J., Narvaiza, L., & Gibaja, J. J. (2020). Revisiting integrated marketing communication (IMC): a scale to assess IMC in higher education (HE). Journal of Marketing for Higher Education, 1-33.
Heidary Dahooie, , Beheshti Jazan Abadi, E., Vanaki, A. S., & Firoozfar, H. R. (2017). Competency-based IT personnel selection using a hybrid SWARA and ARAS-G methodology. Human Factors and Ergonomics in Manufacturing & Service Industries, 28(1), 5–16. doi:10.1002/hfm.20713
Hein, A., Schreieck, M., Wiesche, M., Böhm, M., & Krcmar, H. (2019). The emergence of native multi-sided platforms and their influence on incumbents. Electronic Markets, 29(4), 631-647.
Hirvonen, S., & Laukkanen, T. (2014). Brand orientation in small firms: an empirical test of the impact on brand performance. Journal of Strategic Marketing, 22(1), 41-58.
Hossain, M., Kabir, S., & Rezvi, R. I. (2017). Influence of the integrated marketing communication on brand orientation and market orientation: a literature review. Australian Journal of Business Science Design & Literature, 10(1), 1-12.
Hossain, M., Kabir, S., & Rezvi, R. I. (2017). Influence of the integrated marketing communication on brand orientation and market orientation: a literature review. Australian Journal of Business Science Design & Literature, 10 (1). 1-12.
Hosseini Dehshiri, S. J. & Heydari Dehooei.Zohrabi, J. (2019). Using Gray Numbers Theory in Multi-Attribute Decision Making Methods for the Evaluation the Risk of Outsourcing of Information Technology Projects, BI Management Studies, 7 (28), 167-198.
Ju-Long, D. (1982). Control problems of grey systems. Systems & Control Letters, 1(5), 288–294.
Keikha, A., nouridelavar, M., keikha, H. (2020). The Effect of Integrated Marketing Communication (IMC) on Customer Relationship Management in Private Banks in Zahedan City. Management Researches, 12(46), 279-304. Doi: 10.22111/jmr.2020.29703.4535, (in Persian).
Keller, K. L. (2016). Unlocking the power of integrated marketing communications: How integrated is your IMC program? Journal of Advertising, 45(3), 286-301.
Keršuliene, V., & Turskis, Z. (2011). Integrated fuzzy multiple criteria decision-making model for architect selection. Technological and Economic Development of Economy, 17(4), 645–666.
Key, T. M., & Czaplewski, A. J. (2017). Upstream social marketing strategy: An integrated marketing communications approach. Business Horizons, 60(3), 325-333.
Kim, S.-H. And Lee, S.A. (2020). The role of marketing communication mix on Korean customers' coffee shop brand evaluations. Journal of Hospitality and Tourism Insights, 3 (3), 291-309. https://doi.org/10.1108/JHTI-07-2019-0097.
Kitchen, P. J., Kim, I., & Schultz, D. E. (2008). Integrated marketing communications: Practice leads theory. Journal of advertising research, 48(4), 531-546.
Kitchen, P.J. and Burgmann, I. (2015). Integrated marketing communication: making it work at a strategic level. Journal of Business Strategy, 36 (4), 34-39.
Kliatchko, J. G., & Schultz, D. E. (2014). Twenty years of IMC: A study of CEO and CMO perspectives in the Asia-Pacific region. International Journal of Advertising, 33(2), 373-390.
Kotler, P., & Keller, K. (2015). Marketing management, 15th global edition. Harlow, ISBN-13: 978-0133856460, 1-833.
Laurie, S., & Mortimer, K. (2019). How to achieve true integration: the impact of integrated marketing communication on the client/agency relationship. Journal of Marketing Management, 35(3-4), 231-252.
Li, G.-D., Yamaguchi, D., & Nagai, M. (2007). A grey-based decision-making approach to the supplier selection problem. Mathematical and Computer Modelling, 46, 573–581.
Lin, Y.-H., Lee, P.-C., Chang, T.-P., & Ting, H.-I. (2008). Multi-attribute group decision making model under the condition of uncertain information. Automation in Construction, 17(6), 792–797.
Luxton, S., Reid, M. and Mavondo, F. (2017). IMC capability: antecedents and implications for brand performance. European Journal of Marketing, 51 (3), 421-444.
Luxton, S., Reid, M., & Mavondo, F. (2015). Integrated marketing communication capability and brand performance. Journal of Advertising, 44(1), 37-46.
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