امکان سنجی ایجاد شبکه فروشگاهی خرده فروشی با رویکرد فرا امتیاز (مورد مطالعه: شهر شیراز)
محورهای موضوعی : مدیریت
مجید زارع
1
(گروه مدیریت، واحد شیراز، دانشگاه آزاد اسلامی، شیراز، ایران.)
امیر کاظمی
2
(گروه مدیریت، واحد شیراز، دانشگاه آزاد اسلامی، شیراز، ایران.)
کلید واژه: شیراز, تحلیل فازی, خرده فروشی, فرانچایزینگ, فرا امتیاز,
چکیده مقاله :
هدف از پژوهش حاضر امکان‌سنجی ایجاد شبکه فروشگاهی خرده فروشی با رویکرد فرا امتیاز (فرانچایزینگ) می‌باشد. در این پژوهش با استفاده از روش کتابخانه‌ای به شناسایی عوامل مؤثر در استراتژی قیمت‌گذاری پرداخته شده است. با انجام این پژوهش، 35 عامل شناسایی شد و با تکنیک دلفی فازی، مورد تأیید قرار گرفت. در نهایت 8 معیار و 35 زیرمعیار در تکنیک‌های تحلیل شبکه‌ای و دیمتل فازی مورد ارزیابی و اولویت بندی قرار گرفتند. در این پژوهش از ابزار پرسشنامه زوجی استفاده شد. جامعه آماری تحقیق حاضر شامل تمامی کارشناسان و مدیران هایپر مارکت‌های شیراز می‌باشد. در مرحله دلفی و ANP از یک جامعه استفاده می‌شود. با توجه به روش تحقیق از روش نمونه‌گیری گلوله برفی استفاده شده است. تعداد اعضای نمونه 10 نفر انتخاب شد. تجزیه و تحلیل داده‌ها در سه گام انجام شده است. در اولین گام، مجموعه‌ای از سؤال‌ها یا پرسشنامه درباره عوامل تهیه و آن را برای تمام اعضای مرتبط با موضوع در خرده فروشان مواد غذایی که متمایل به عقد قرارداد فرانچایز هستند ارسال شد و از آنان خواسته شد که درجه اهمیت آن‌ها را مشخص کنند. در گام دوم مطالعه و مرور ادبیات مرتبط با پژوهش و با بهره‌مندی از قضاوت خبرگان در استخراج عوامل همراه با تأثیر و تأثر متقابل روابط، به گونه‌ایی که شدت روابط را به صورت امتیاز عددی تعیین نماید انجام شده است. در گام سوم، اولویت‌بندی عوامل با کمک تکنیکANP انجام شده است. در مرحله اول در سه راند دلفی، 35 معیار مورد تأیید قرار گرفت که مهم‌ترین آن‌ها ویژگی‌های امتیاز‌دهنده، کیفیت خدمات، شرایط قرارداد، ویژگی‌های امتیازگیرنده، مدیریت ارتباطات، عوامل قانونی و مقررات، فن‌آوری و ارتباطات و ویژگی‌های محیطی هستند. براساس نتایج به دست آمده، عوامل قانونی و مقررات مهم ترین عامل است.
The purpose of this study is to evaluate the feasibility of creating a retail store network with a franchising approach. In this research, using the library method, the effective factors in the pricing strategy have been identified. 35 factors were identified and confirmed in fuzzy Delphi technique. Finally, 8 criteria and 35 sub-criteria were evaluated and prioritized in network analysis and fuzzy dimethyl techniques. In this study, a pair of questionnaires were used. The statistical population of the present study includes all experts and managers. A community is used in the Delphi and ANP stages. According to the research method, snowball sampling method has been used. The number of sample members was 10. In the first stage, in three Delphi rounds, 35 criteria were approved. Identified factors include: scoring characteristics, service quality, contract terms, scoring characteristics, communications management, legal and regulatory factors, technology and communications, and environmental characteristics. Based on the results, legal factors and regulations were among the highest criteria among the main criteria.
Alsan, M., Driss, H., & Najafizadeh. (2016). Co-selling in the franchise agreement in terms of competition law Comparative study in Iranian and US law. Quarterly Journal of Economic Law, 23, 21-38.
Barringer, B. R., Jones, F. F., & Neubaum, D. O. (2005). A Quantitative Content Analysis of the Characteristics of Rapid-Growth Firms and Their Founders. Journal of Business Venturing, 20(5), 663-687. https://doi.org/10.1016/j.jbusvent.2004.03.004
Chang, B., Chang, C.-W., & Wu, C.-H. (2011). Fuzzy DEMATEL method for developing supplier selection criteria. Expert Systems with Applications, 38(3), 1850-1858.
Curran, J., & Stanworth, J. (1983). Franchising in the Modern Economy-towards a Theoretical Understanding International Small Business Journal, 2(1), 8-26. https://doi.org/10.1177/026465608300200101
Elango, B., & Fried , V., H. (1997). Franchising Research : A literature Review and Synthesis. academic journal article from journal of small business management, 35(3).
Faryabi, M., Rahimi Aghdam, S., Kooshashi, M. R., & Pour-Aghababaei, A. (2019). The Impact of International Market Orientation and Experience on Export Performance with the Mediating Role of International Marketing Strategy. Journal of International Business Management, 1, 23-44.
Faryadras, R., Rezaei, A., & Goodarzi, S. (2020). Review of the situation of retail industry (chain stores) and strategies of this industry in Iran 4th International Conference on New Research in Management, Economics and Development, Tbilisi - Georgia.
Grace, D., Ross, M., & King, C. (2020). Brand fidelity: Scale development and validation. Journal of Retailing and Consumer Services, 52, 101-122.
Habibi, A., Izdiar, S., & Sarafrazi, A. (2004). Fuzzy multi-criteria decision making. Gate inscription, Rasht.
Justis, R., & Judd, R. (2004). Franchising (3 ed.). Dame Publiations, Houston.
Kaufmann, P. J., & Stanworth, J. (1995). The decision to purchase a franchise: A study of prospective franchisees. Journal of Small Business.
Monroy, M. F., & Alzola, L. M. (2005). An analysis of quality management in franchiseSystems. European Journal of Marketing, 39(5/6), 585-605.
Roh, E. Y., & Yoon, J.-H. (2009). Franchisor's ongoing support and franchisee's satisfaction: A case of ice cream franchising in Korea. International Journal of Contemporary Hospitality Management, 21(1), 85-99. https://doi.org/10.1108/09596110910930205
Safari, M., & Mashhadian, S. (2010). A Study of the Nature of the Franchise Agreement in Iranian Law. Law Quarterly, Journal of the Faculty of Law and Political Science, 40(101).
Stanworth, J., & Curran, J. (1999). Towards a sociological model of franchising in the market economy. Journal of Business Venturing, 14(4), 323-344. https://doi.org/10.1016/S0883-9026(98)00019-6
Tzeng, G.-H., & Teng, J.-Y. (1993). Transportation investment project selection with fuzzy multiobjectives. Transportation Planning and Technology, 17(2), 91–112. https://doi.org/10.1080/03081069308717504
White, D. W. (2010). The impact of marketing strategy creation style on the formation of aclimate of trust in a retail franchise setting. European Journal of Marketing, 44, 162-179.
Wu, F., Yeniyurt, S., Kim, D., & Tamer Cavusgil, S. (2011). The impact of information technology on supply chain capabilities and firm performance: A resource-based view. Industrial Marketing Management, 35(4), 493-504. https://doi.org/10.1016/j.indmarman.2005.05.003
_||_Alsan, M., Driss, H., & Najafizadeh. (2016). Co-selling in the franchise agreement in terms of competition law Comparative study in Iranian and US law. Quarterly Journal of Economic Law, 23, 21-38.
Barringer, B. R., Jones, F. F., & Neubaum, D. O. (2005). A Quantitative Content Analysis of the Characteristics of Rapid-Growth Firms and Their Founders. Journal of Business Venturing, 20(5), 663-687. https://doi.org/10.1016/j.jbusvent.2004.03.004
Chang, B., Chang, C.-W., & Wu, C.-H. (2011). Fuzzy DEMATEL method for developing supplier selection criteria. Expert Systems with Applications, 38(3), 1850-1858.
Curran, J., & Stanworth, J. (1983). Franchising in the Modern Economy-towards a Theoretical Understanding International Small Business Journal, 2(1), 8-26. https://doi.org/10.1177/026465608300200101
Elango, B., & Fried , V., H. (1997). Franchising Research : A literature Review and Synthesis. academic journal article from journal of small business management, 35(3).
Faryabi, M., Rahimi Aghdam, S., Kooshashi, M. R., & Pour-Aghababaei, A. (2019). The Impact of International Market Orientation and Experience on Export Performance with the Mediating Role of International Marketing Strategy. Journal of International Business Management, 1, 23-44.
Faryadras, R., Rezaei, A., & Goodarzi, S. (2020). Review of the situation of retail industry (chain stores) and strategies of this industry in Iran 4th International Conference on New Research in Management, Economics and Development, Tbilisi - Georgia.
Grace, D., Ross, M., & King, C. (2020). Brand fidelity: Scale development and validation. Journal of Retailing and Consumer Services, 52, 101-122.
Habibi, A., Izdiar, S., & Sarafrazi, A. (2004). Fuzzy multi-criteria decision making. Gate inscription, Rasht.
Justis, R., & Judd, R. (2004). Franchising (3 ed.). Dame Publiations, Houston.
Kaufmann, P. J., & Stanworth, J. (1995). The decision to purchase a franchise: A study of prospective franchisees. Journal of Small Business.
Monroy, M. F., & Alzola, L. M. (2005). An analysis of quality management in franchiseSystems. European Journal of Marketing, 39(5/6), 585-605.
Roh, E. Y., & Yoon, J.-H. (2009). Franchisor's ongoing support and franchisee's satisfaction: A case of ice cream franchising in Korea. International Journal of Contemporary Hospitality Management, 21(1), 85-99. https://doi.org/10.1108/09596110910930205
Safari, M., & Mashhadian, S. (2010). A Study of the Nature of the Franchise Agreement in Iranian Law. Law Quarterly, Journal of the Faculty of Law and Political Science, 40(101).
Stanworth, J., & Curran, J. (1999). Towards a sociological model of franchising in the market economy. Journal of Business Venturing, 14(4), 323-344. https://doi.org/10.1016/S0883-9026(98)00019-6
Tzeng, G.-H., & Teng, J.-Y. (1993). Transportation investment project selection with fuzzy multiobjectives. Transportation Planning and Technology, 17(2), 91–112. https://doi.org/10.1080/03081069308717504
White, D. W. (2010). The impact of marketing strategy creation style on the formation of aclimate of trust in a retail franchise setting. European Journal of Marketing, 44, 162-179.
Wu, F., Yeniyurt, S., Kim, D., & Tamer Cavusgil, S. (2011). The impact of information technology on supply chain capabilities and firm performance: A resource-based view. Industrial Marketing Management, 35(4), 493-504. https://doi.org/10.1016/j.indmarman.2005.05.003
