Identifying and analyzing factors affecting the development of services with a sustainable marketing approach (case study: food industry retailers)

Subject Areas : Jounal of Marketing Management

amir danesh shahraki ¹ , Shahnaz Nayebzadeh ² , Seyyed Hassan Hatami-nasab ³

1 - Doctoral student of Business Administration, Department of Business Administration, Yazd Branch, Islamic Azad University, Yazd, Iran
2 - Professor of Marketing, Business Management Department, Yazd Branch, Islamic Azad University, Yazd, Iran
3 - Assistant Professor of Marketing, Department of Business Management, Yazd Branch, Islamic Azad University, Yazd, Iran

Received: 2023-02-06 Accepted : 2024-01-27 Published : 2024-10-02

Keywords: Service development, sustainable marketing, retailing, food industry, cognitive mapping.,

Abstract :

Introduction: considering the necessity of developing new services in one of the important links of the food supply chain, i.e. retail, along with the undeniable importance of a sustainable marketing approach as a tool for creating social and environmental value for brands, their customers and the general public, this research The aim was to identify and analyze factors affecting the development of food retailer services with a sustainable marketing approach..

Research method: The current research method was descriptive-exploratory, which was conducted with a combined approach (sequential, qualitative-quantitative). In the first step of the research, factors were identified through content analysis and interviews with experts, and then in the second step, through a questionnaire related to fuzzy cognitive mapping, relationships between variables were examined and scenarios were compiled with the help of FC Mapper and Pazhek software.

Findings: Data analysis resulted in a set of influential variables in the development of new services for food industry retailers with a sustainable marketing approach, the effects of these variables and practical scenarios.

Conclusion: Adopting a sustainable marketing approach based on the three components of strategic coherence, social interaction and ethical capabilities can create organizational benefits for food retailers as well as tangible perceptible benefits for the customer through creating value for the customer, society and the environment. to establish and lay the groundwork for gaining a sustainable competitive advantage; According to the results of the graphic analysis of the cognitive maps based on the significant impact of innovation in customer relations, new business methods as well as software and network, the activists of this industry, by paying attention to the environment and social responsibility, create value for the society and Paying attention to the physical factors and the location along with the monitoring of the government's governance and support policies can pave the way in achieving the goals related to customer attraction and retention.