تحلیل تاثیر شبکه‌سازی با مصرف‌کنندگان بر عملکرد صنعت خرده‌فروشی: نقش تعدیلگر گرایش کارآفرینانه و دانش بازار

نوع مقاله : برگرفته از پایان نامه و رساله

نویسندگان

1 استاد، گروه مدیریت، دانشکدهء علوم اداری و اقتصاد، دانشگاه اصفهان، اصفهان، ایران

2 گروه مدیریت بازرگانی، واحد قشم، دانشگاه آزاد اسلامی، قشم، ایران.

3 استاد تمام دانشگاه شهید بهشتی

10.34785/J018.2022.980

چکیده

امروزه صنعت خرده‌فروشی نقش مهمی در توسعه اقتصادی کشورها دارد، به طوری‌که این صنعت تقریبا به اندازه مجموع بخش تولید، در تولید ناخالص‌ داخلی کشورهای پیشرفته نقش دارد. خرده‌فروشان مولفه‌های اصلی در زنجیره تامین هستند که تولیدکنندگان را به مصرف‌کنندگان متصل می‌سازد. مطالعات نشان‌ می‌دهد، از دلایل اصلی عدم موفقیت این صنایع، محدودیت‌های بازاریابی در شکل کمبود منایع مالی، فقدان زمان و دانش بازار و کمبود خبرگی بازاریابی می‌باشد. شبکه‌سازی از جمله راه‌کارهایی است که جهت رفع این محدودیت‌ها پیشنهاد شده است. بنابراین پژوهش حاضر با هدف تحلیل تاثیر شبکه‌سازی با مصرف‌کنندگان بر عملکرد صنعت خرده فروشی با در نظر گرفتن نقش گرایش کارآفرینانه و دانش‌بازار انجام شد. جامعه‌آماری این پژوهش، شامل تمامی مدیران شرکت‌های خرده فروشی زنجیره‌ای ‌شهر اصفهان بود که تعداد 124 نفر از مدیران به روش نمونه‌گیری تصادفی ساده به عنوان نمونه آماری انتخاب شدند. روش پژوهش، توصیفی از نوع پیمایشی بود. برای گردآوری داده‌ها از پرسشنامه 44 سوالی بر اساس مقیـاس ترتیبـی و طیـف پنج درجه‌ای لیکرت استفاده شد. نتایج از طریق مدلسازی معادلات ساختاری با رویکرد حداقل مربعات جزئی تحلیل شد. تجزیه و تحلیل داده‌ها نشان داد، شبکه‌سازی با مصرف‌کنندگان تاثیر مثبتی بر عملکرد بازاریابی دارد. هم‌چنین، شرکت‌ها با گرایش کارآفرینانه و بهره‌گیری از دانش‌بازار بهتر می‌توانند از توانمندی شبکه‌سازی خود برای اهداف بازاریابی و مزیت رقابتی استفاده کنند.

کلیدواژه‌ها


عنوان مقاله [English]

Analyzing the Impact of Networking with Consumers on Retail Industry Performance: The Modifying Role of Entrepreneurial Orientation and Market Knowledge

نویسندگان [English]

  • ali sanayei 1
  • farshid maghsoodi Ganjeh 2
  • Akbar Alamtabriz 3
1 Professor, Department of Management, Faculty of Administrative Sciences and Economics, University of Isfahan, Isfahan, Iran
2 Department of Business Management. Qeshm branch. Islamic Azad University. Qeshm. Iran
3 Professor in Shahid Beheshti University
چکیده [English]

Today, the retail industry plays an important role in the economic development of countries, so that this industry plays a role in the GDP of developed countries almost as much as the total production sector. Retailers are key components in the supply chain that connect producers to consumers. Studies show that the main reasons for the failure of these industries are marketing limitations in the form of lack of financial resources, lack of time and market knowledge and lack of marketing expertise. Networking is one of the solutions that has been proposed to overcome these limitations. Therefore, the present study aimed to analyze the impact of networking with consumers on the performance of the retail industry by considering the role of entrepreneurial orientation and knowledge market. The statistical population of this study included all managers of retail chain companies in Isfahan that 124 managers were selected as a statistical sample by simple random sampling. The research method was descriptive survey. A 44-item questionnaire based on the sequential scale and the five-point Likert scale was used to collect data. The results were analyzed by structural equation modeling with partial least squares approach. Data analysis showed that networking with consumers has a positive effect on marketing performance. Also, companies with entrepreneurial orientation and better use of market knowledge can use their networking capabilities for marketing purposes and competitive advantage.

کلیدواژه‌ها [English]

  • Networking capability
  • marketing performance
  • entrepreneurial orientation
  • market knowledge
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