Develop a Comprehensive Model for Evaluating the Factors of Electronic Marketing that Affect the Agile Supply Chain with the Approach of QFD in Iran Hamrah Aval operator

Subject Areas : Futurology

mohammad reza motadel ¹ , maryam shariati ² , vahidreza mirabi ³

1 - Department of Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
2 - Department of Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
3 - Department of Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran

Received: 2021-06-22 Accepted : 2021-08-11 Published : 2023-05-22

Keywords: " Agile Supply Chain", " Electronic Marketing Methodology", " Quality Function Deployment", "Electronic Marketing",

Abstract :

Background:Today, agility is recognized as a characteristic of competition, so its use in the supply chain of many companies has expanded, but these companies need a way to adapt to the dynamic needs in the least Time consolidates a large amount of information and delivers it to different parts of the supply chain. E-marketing can be effective in solving this problem.Purpose:The purpose of this research is to"develop a comprehensive model for evaluating the factors of electronic marketing that affect the agile supply chain". Method:This research is applicational and descriptive-surveying with the modeling approach. The statistical population of this research consists of experts with common expertise in the field of IT and marketing in Hamrah Aval operator. The number of these people is 133, which was randomly selected.The questionnaire is used to collect the information, and the structural equation modeling approach, the one-sample t test, (AHP) approach and Quality Function Deployment approach,were used to analyse the data.Finding: The research results show e-marketing has an effect on supply chain agility and 7 factors, as the most effective e-marketing agents to respond to agility enablers and 7 tools the most effective e-marketing tools for budget allocation were identified and prioritized in order of weight.Conclusion: According to studies conducted in this field, no study has been conducted in relation to the present study. As a result, the proposed structure is presented as the first model that has the ability to be formulated and implemented according to the current variable situation.