طراحی الگوی پذیرش خدمات نوآورانه؛راهبردی نوین در حوزه بازاریابی سلامت
محورهای موضوعی : مدیریت بازرگانی
هانیه محمدزاده طاهری
1
(دانشجوی دکتری تخصصی، گروه مدیریت ، واحد امارات، دانشگاه آزاد اسلامی، دبی، امارات متحده عربی)
علی حاجیها
2
(استادیار، گروه مدیریت، واحد امارات، دانشگاه آزاد اسلامی، دبی، امارات متحده عربی)
احمد روستا
3
(استادیار، گروه مدیریت، دانشگاه شهید بهشتی، تهران، ایران.)
عباس خورشیدی
4
(استاد ،گروه مدیریت ، واحد اسلامشهر، دانشگاه آزاد اسلامی، تهران، ایران.)
کلید واژه: الگو, داده بنیاد, پذیرش خدمات نوآورانه, بانک خون بند ناف,
چکیده مقاله :
هدف این پژوهش طراحی الگوی پذیرش خدمات نوآورانه بانک خون بند ناف، به عنوان راهبردی نوین در حوزه بازاریابی سلامت می باشد. این پژوهش از نوع پژوهش های کیفی و مبتنی بر نظریه داده بنیاد بوده که با هدف اکتشافی انجام شده است. داده ها و اطلاعات مورد نیاز از طریق مصاحبه با 18 نفر از استادان بازاریابی و 20 نفر از مشتریان بانک خون بند ناف مؤسسه رویان به دست آمده و ملاک اندازه نمونه، کفایت تئوریک بوده است. برای تحلیل داده ها از کدگذاری باز، محوری و انتخابی استفاده شده است. به منظور بررسی روایی پژوهش، فرآیند کدگذاری داده ها با نظارت 3 نفر از صاحب نظران حوزه بازاریابی خدمات انجام و پیشنهادهای اصلاحی ایشان اعمال شد. همچنین به منظور بررسی پایایی، فرآیند کدگذاری و استخراج مفاهیم توسط یکی دیگر از صاحب نظران حوزه بازاریابی انجام شد و نتایج تقریبا مشابهی به دست آمد. سپس با استفاده از گروه استادان و به کمک تکنیک دلفی به تعیین میزان اهمیت ابعاد، مؤلفه ها و شاخص های الگو در هر گروه پرداخته شد. این کار ضمن مشخص کردن اولویت عوامل منجر به طراحی نهایی مدل پذیرش خدمات نوآورانه با 7 بعد (شامل کیفیت خدمات، ویژگی های خدمت، ادراک پذیرندگان، عوامل فردی، ویژگی های نوآوری، گروه های مرجع و منابع اطلاعاتی)، 22 مؤلفه و 93 شاخص گردید.
This research aimed at designing a model for the acceptance of innovation-based services of umbilical cord blood banks as a new approach in health marketing. It is an exploratory qualitative research based on the grounded theory and heuristic analysis. The research data were obtained through interview with a sample of 18 marketing professors and 20 customers of the Royan Institute Umbilical Cord Blood Bank who were selected based on theoretical saturation. The gleaned data were analyzed through open, axial and selective coding. To enhance research validity, the process of data coding was carried out under the supervision of 3 service marketing experts whose suggestions were applied. Moreover, the inter-rater reliability of the coding process and concept-mining was checked by asking another marketing expert to code the data whose findings revealed acceptable levels of reliability. Further, the importance of dimensions, entities and indexes of the model in each group was determined via Delphi method under the supervision of professors. The findings revealed a hierarchical conceptual model for acceptance of innovative services with 7 dimensions, including the quality of services, the characteristics of services, perception of acceptors, individual factors, innovation features, reference groups and sources of information, 22 entities and 93 indexes.
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Al-Majali, M. (2011). The Use of Theory Reasoned of Action to Study Information Technology in Jordan. Journal of Internet Banking and Commerce, 16(2), 2-10.
Amen, U. (2010). Consumer Attitude towards Mobile Advertising, Interdisciplinary. Journal of Contemporary Research in Business, 2(3).
Andrea, N. (2013). Approaching Service Innovation Patterns. Faculty of Economics & Business Administration, 5, 39-45.
Berry, L. L., & Parasuraman, A. (1993). Building a New Academic Field-The Case of Services Marketing. Journal of Retailing, 69(1), 13-60.
Fain, D., & Roberts, M. L. (1997). Technology Consumer Behavior: The Battle for the Financial Services Customer. Journal of Direct Marketing, 11(1), 44-54.
Flikkema, M., Jansen, P., & Van der Sluis, L. (2007). Identifying Neo-Schumpeterian Innovation in Service Firms: A Conceptual Essay with a Novel Classification. Economics of Innovation and NewTechnology , 16(7), 541-558.
Gao, T. (1998). Effects of Relationship Quality on Customer Perceived Value in Organizational Purchasing. Virginia Polytechnic Institute and State University, Blacksburg.
Glaser, B. G., Strauss, A. L., & Strutzel, E. (1968). The Discovery of Grounded Theory; Strategies for Qualitative Research. Nursing Research, 17(4), 364.
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Gremler, D. D., Gwinner, K. P. & Brown, S. W. (2001). Generating Positive Word-of-Mouth Communication through Customer-Employee Relationships. International Journal of Service Industry Management, 12(1), 44-59.
Hajiha, A., Ghaffari, F., & Tehrani, N. G. (2010). A Study of the Role of Perceived Risk and User Characteristics in Internet Purchase Intention. World Academy of Science, Engineering and Technology, 66, 1207-1211.
Kai-ming Au, A., & Enderwick, P. (2000). A Cognitive Model on Attitude Towards Technology Adoption. Journal of Managerial Psychology, 15(4), 266-282.
Kalish, S., & Lilien, G. L. (1986). A Market Entry Timing Model for New Technologies. Management Science, 32(2), 194-205.
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Lee, J., & Allaway, A. (2002). Effects of Personal Control on Adoption of Self-Service Technology Innovations. The Journal of Service Marketing, 16(6), 553-572.
Lin, W. B., Wang, M. K., & Hwang, K. P. (2010). The Combined Model of Influencing on-Line Consumer Behavior. Expert Systems with Applications, 37(4), 3236-3247.
Lu, I. Y., & Tseng, C. J. (2010). A Study of the Service Innovation Activities of Tourist Hotels in Taiwan. International Journal of Organizational Innovation, 3(1).
Nikou, S., & Mezei, J. (2013). Evaluation of Mobile Services and Substantial Adoption Factors with Analytic Hierarchy Process (AHP). Telecommunications Policy, 37(10), 915-929.
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Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, 41-50.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). Servqual: A Multiple-Item Scale for Measuring Consumer Perception of Service Quality. Journal of Retailing, 64(1), 12.
Podoshen, J. S. (2008). The African-American Consumer Revisited: Brand Loyalty, Word of Mouth and the Effects of the Black Experience. Journal of Consumer Marketing, 245(4), 211-222.
Poomalar G. K., & Jayasree M. (2016). Awareness of Cord Blood Banking among Pregnant Women in Semi Urban Area. International Journal of Reproduction, Contraception, Obstetrics and Gynecology, 5(8), 2601-2606.
Rogers, M. (2003). Diffusion of Innovation. New York: Free Press.
Royan Steem Cell Technology Co & Cord Blook Bank. (2017). Available in:http://www.rsct.ir/, (In Persian).
Rubinstein, P. (2006). Why cord blood?. Hum Immunol, 67, 398-404.
Samuel, G. N., Kerridge, I. H., & Obrien, T. A. (2008). Umbilical Cord Blood Banking: Public Good or Private Benefit?. MJA,188,533-535.
Schiffman, L. G., & Kanuk, L. L. (2007). Consumer Behavior. Pearson Prentice Hall.
Solomon, M. R. (1999). Consumer Behavior, Prentice Hall. International Editions.
Stojanoski, Z., B., & Georgievski, E. (2008). Stem Cell Transplantation-New Treatment Approaches. Prilozi, 29(2), 71-84.
Stremersch, S. (2008). Health and Marketing: The Emergence of a New Field of Research. International Journal of Research in Marketing, 25(4), 229-233.
Suh, J. (2001). Effect of Relationship Quality on the Likelihood of New Product Adoption and Existing Product Retention. Phd Thesis.
Wadlow, R. C., & Porter, D. L. (2002). Umbilical Cord Blood Transplantation: Where Do We Stand?. Biology of Blood and Marrow Transplantations. 8(12), 637- 647.
Wejnert, B. (2002). Integrating Models of Diffusion of Innovations: A Conceptual Framework. Department of Human Development.
Yang, M., Tsai-Chi, R. K., & Jones, R. M. (2003). The Marketing Strategies Analysis for the Umbilical Cord Blood Banking Service. International Journal of Health Care Quality Assurance, 16(6/7).
Yi, Y., & Gong, T. (2013). Customer Value Cocreation Behavior: Scale Development and Validation. Journal of Business Research, 66, 1279-1284.
Zhang, C., & Chen, M. (2015). Identifying the Value Cocreation Behavior of Virtual Customer Environments Using a Hybrid Expert-Based DANP Model in the Bicycle Industry. Human Centric and Information Science, 21(3), 321-332.
_||_Ajzen, I. (2008). The Theory of Planned Behavior: Frequently Asked Questions. University of Massachusetts.
Al-Majali, M. (2011). The Use of Theory Reasoned of Action to Study Information Technology in Jordan. Journal of Internet Banking and Commerce, 16(2), 2-10.
Amen, U. (2010). Consumer Attitude towards Mobile Advertising, Interdisciplinary. Journal of Contemporary Research in Business, 2(3).
Andrea, N. (2013). Approaching Service Innovation Patterns. Faculty of Economics & Business Administration, 5, 39-45.
Berry, L. L., & Parasuraman, A. (1993). Building a New Academic Field-The Case of Services Marketing. Journal of Retailing, 69(1), 13-60.
Fain, D., & Roberts, M. L. (1997). Technology Consumer Behavior: The Battle for the Financial Services Customer. Journal of Direct Marketing, 11(1), 44-54.
Flikkema, M., Jansen, P., & Van der Sluis, L. (2007). Identifying Neo-Schumpeterian Innovation in Service Firms: A Conceptual Essay with a Novel Classification. Economics of Innovation and NewTechnology , 16(7), 541-558.
Gao, T. (1998). Effects of Relationship Quality on Customer Perceived Value in Organizational Purchasing. Virginia Polytechnic Institute and State University, Blacksburg.
Glaser, B. G., Strauss, A. L., & Strutzel, E. (1968). The Discovery of Grounded Theory; Strategies for Qualitative Research. Nursing Research, 17(4), 364.
Green, L. R. (2002). Technoculture: From Alphabet to Cybersex.
Gremler, D. D., Gwinner, K. P. & Brown, S. W. (2001). Generating Positive Word-of-Mouth Communication through Customer-Employee Relationships. International Journal of Service Industry Management, 12(1), 44-59.
Hajiha, A., Ghaffari, F., & Tehrani, N. G. (2010). A Study of the Role of Perceived Risk and User Characteristics in Internet Purchase Intention. World Academy of Science, Engineering and Technology, 66, 1207-1211.
Kai-ming Au, A., & Enderwick, P. (2000). A Cognitive Model on Attitude Towards Technology Adoption. Journal of Managerial Psychology, 15(4), 266-282.
Kalish, S., & Lilien, G. L. (1986). A Market Entry Timing Model for New Technologies. Management Science, 32(2), 194-205.
Kotler, P., & Armstrong, G. (2013). Principles of Marketing.
Kumar, R. (2011). Research Methodology: A Step-by-Step Guide for Beginners. New Delhi: Sage Publication.
Lee, J., & Allaway, A. (2002). Effects of Personal Control on Adoption of Self-Service Technology Innovations. The Journal of Service Marketing, 16(6), 553-572.
Lin, W. B., Wang, M. K., & Hwang, K. P. (2010). The Combined Model of Influencing on-Line Consumer Behavior. Expert Systems with Applications, 37(4), 3236-3247.
Lu, I. Y., & Tseng, C. J. (2010). A Study of the Service Innovation Activities of Tourist Hotels in Taiwan. International Journal of Organizational Innovation, 3(1).
Nikou, S., & Mezei, J. (2013). Evaluation of Mobile Services and Substantial Adoption Factors with Analytic Hierarchy Process (AHP). Telecommunications Policy, 37(10), 915-929.
Nor, K. M., Shanab, E. A. A., & Pearson, J. M. (2008). Internet Banking Acceptance in Malaysia based on the Theory of Reasoned Action. JISTEM-Journal of Information Systems and Technology Management, 5(1), 3-14.
Ostrom, A. L., Bitner, M. J., Brown, S. W., Burkhard, K. A., Goul, M., Smith-Daniels, V., & Rabinovich, E. (2010). Moving Forward and Making a Difference: Research Priorities for the Science of Service. Journal of Service Research, 13(1), 4-36.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, 41-50.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). Servqual: A Multiple-Item Scale for Measuring Consumer Perception of Service Quality. Journal of Retailing, 64(1), 12.
Podoshen, J. S. (2008). The African-American Consumer Revisited: Brand Loyalty, Word of Mouth and the Effects of the Black Experience. Journal of Consumer Marketing, 245(4), 211-222.
Poomalar G. K., & Jayasree M. (2016). Awareness of Cord Blood Banking among Pregnant Women in Semi Urban Area. International Journal of Reproduction, Contraception, Obstetrics and Gynecology, 5(8), 2601-2606.
Rogers, M. (2003). Diffusion of Innovation. New York: Free Press.
Royan Steem Cell Technology Co & Cord Blook Bank. (2017). Available in:http://www.rsct.ir/, (In Persian).
Rubinstein, P. (2006). Why cord blood?. Hum Immunol, 67, 398-404.
Samuel, G. N., Kerridge, I. H., & Obrien, T. A. (2008). Umbilical Cord Blood Banking: Public Good or Private Benefit?. MJA,188,533-535.
Schiffman, L. G., & Kanuk, L. L. (2007). Consumer Behavior. Pearson Prentice Hall.
Solomon, M. R. (1999). Consumer Behavior, Prentice Hall. International Editions.
Stojanoski, Z., B., & Georgievski, E. (2008). Stem Cell Transplantation-New Treatment Approaches. Prilozi, 29(2), 71-84.
Stremersch, S. (2008). Health and Marketing: The Emergence of a New Field of Research. International Journal of Research in Marketing, 25(4), 229-233.
Suh, J. (2001). Effect of Relationship Quality on the Likelihood of New Product Adoption and Existing Product Retention. Phd Thesis.
Wadlow, R. C., & Porter, D. L. (2002). Umbilical Cord Blood Transplantation: Where Do We Stand?. Biology of Blood and Marrow Transplantations. 8(12), 637- 647.
Wejnert, B. (2002). Integrating Models of Diffusion of Innovations: A Conceptual Framework. Department of Human Development.
Yang, M., Tsai-Chi, R. K., & Jones, R. M. (2003). The Marketing Strategies Analysis for the Umbilical Cord Blood Banking Service. International Journal of Health Care Quality Assurance, 16(6/7).
Yi, Y., & Gong, T. (2013). Customer Value Cocreation Behavior: Scale Development and Validation. Journal of Business Research, 66, 1279-1284.
Zhang, C., & Chen, M. (2015). Identifying the Value Cocreation Behavior of Virtual Customer Environments Using a Hybrid Expert-Based DANP Model in the Bicycle Industry. Human Centric and Information Science, 21(3), 321-332.
