بررسی تأثیر جابک سازی زنجیره تأمین بر ارزش برند (مورد مطالعه: شرکت ایران خودرو دیزل)

محورهای موضوعی : مدیریت صنعتی

Zahra Bahrami shah bekandi ¹ (Management/Office of Legal Advisers)
Taher Kalantari ² (Faculty member/Imam Khomeini Maritime University)
Niloofar ImanKhan ³ (Business Management Manager / Islamic Azad University of Firoozkooh)

تاریخ دریافت : 1396/11/29 تاریخ پذیرش : 1397/04/27 تاریخ انتشار : 1397/04/27

کلید واژه: چابک‌سازی, ارزش برند, زنجیره تأمین,

چکیده مقاله :

هدف از پژوهش حاضر، بررسی تأثیر چابکسازی زنجیره تأمین بر ارزش برند در شرکت ایران خودرو دیزل بوده است. پژوهش از لحاظ هدف، کاربردی و از لحاظ روش به صورت توصیفی – همبستگی بود. و از لحاظ زمانی در زمره پژوهش‌های مقطعی می‌باشد. جامعه آماری پژوهش، کلیه کارشناسان شرکت ایران خودرو دیزل مشتمل بر 800 نفر بود. با استناد به جدول مورگان، نمونه‌ای به حجم 260 نفر به شیوه نمونه‌گیری تصادفی انتخاب و مورد مطالعه قرار گرفت. ابزار گردآوری داده‌ها پرسشنامه چابک‌سازی زنجیره تأمین و پرسشنامه ارزش برند بود. روایی محتوایی پرسشنامه‌ها با استناد به نظر متخصصان و اساتید دانشگاهی بررسی و تأیید شد. همچنین جهت بررسی پایایی پرسشنامه‌ها به ضریب آلفای کرونباخ استناد شد که مقدار آلفا برای پرسشنامه چابک‌سازی زنجیره تأمین، 911/0 و برای پرسشنامه ارزش برند، 855/0 محاسبه شد. جهت تجزیه و تحلیل داده‌ها نیز از آزمون مدل معادلات ساختاری استفاده شد. یافته‌ها نشان داد که چابک‌سازی زنجیره تامین و ابعاد آن، قابلیت پیش‌بینی ارزش برند شرکت ایران خودرو دیزل را دارند. و همچنین اینکه چابک‌سازی زنجیره تأمین بر وفاداری به برند، آگاهی از برند، تداعی برند، تمایل به گسترش برند و کیفیت برند تأثیرگذار می‌باشند

چکیده انگلیسی:

The purpose of this study was to investigate the effect of supply chain chains on brand value in Iran Khodro Diesel Company. The purpose of the research is applied and in terms of the method is descriptive - correlation. In terms of time, it is part of cross-sectional research. The statistical population of this study was all experts of Iran Khodro Diesel Company, including 800 people. Based on the Morgan table, a sample of 260 individuals was selected and randomly selected. The data gathering tool was Supply Chain Aid Questionnaire and Brand Value Questionnaire. Content validity of the questionnaires was reviewed and confirmed by experts and professors of the university. The reliability of the questionnaires was also counted by Cronbach's alpha coefficient. The alpha value for the supply chain agility questionnaire was 0.911 and for the brand value questionnaire was 0.885. The structural equation model was used to analyze the data. The findings showed that supply chain agility and its dimensions have the potential to predict brand value of Iran Khodro Diesel. Also, supply chain resilience is based on brand loyalty, brand awareness, brand association, brand awareness and brand quality.

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