شناسایی و تحلیل عوامل موثر بر توسعه خدمات با رویکرد بازاریابی پایدار (مورد مطالعه: خرده فروشان صنایع غذایی)
محورهای موضوعی : مدیریت بازاریابی
امیر دانش شهرکی
1
,
شهناز نایب زاده
2
,
سیدحسن حاتمی نسب
3
1 - دانشجوی دکتری مدیریت بازرگانی، گروه مدیریت بازرگانی، واحد یزد، دانشگاه آزاد اسلامی، یزد، ایران
2 - استاد بازاريابي، گروه مدیریت بازرگانی، واحد یزد، دانشگاه آزاد اسلامی، یزد، ایران
3 - استادیار بازاریابی، گروه مدیریت بازرگانی، واحد یزد، دانشگاه آزاد اسلامی، یزد، ایران
کلید واژه: توسعه خدمات, بازاریابی پایدار, خرده فروشی, صنعت مواد غذایی, نگاشت شناختی. ,
چکیده مقاله :
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.
