نشریه علمی راهبردهای بازرگانی

ارایه طراحی مدل بازاریابی انسان به انسان مبتنی بر مفهوم اعتماد در روابط بین سازمانی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استاد، گروه مدیریت بازرگانی، دانشگاه پیام نور، تهران، ایران

2 دانشجوی دکتری رشته مدیریت بازرگانی، گرایش بازاریابی، دانشگاه پیام نور، تهران، ایران.

چکیده

بازاریابی انسان به انسان به عنوان ابزاری برای توسعه همه جانبه جوامع بشری و برای ایجاد یک کسب و کار پایدار ارائه شد. این نوع بازاریابی که انسانیت را محور کار قرار می­دهد مفهوم تازه­ای برای پیشبرد بازاریابی مشاغل با هم  می­باشد. از طرفی اعتمادسازی بالاترین انتظار مردم نسبت به مدیران عامل است و مدیریت اعتماد در بازاریابی انسان به انسان می­تواند راه­حل­هایی برای مشکلات فعلی بازاریابی ارائه دهد. از این رو محقق به دنبال طراحی مدلی جامع، این پژوهش را در چارچوب رویکردی کیفی و با استفاده از روش تحقیق داده بنیاد انجام داده است. گردآوری اطلاعات از طریق مصاحبه باز و نیمه ساختاریافته با 15 نفر از خبرگان سازمانی و دانشگاهی صورت پذیرفته است. تجزیه و تحلیل داده­ها در مراحل سه­گانه کدگذاری به روش استراوس و کوربین، با استفاده از نرم­افزار مکس کیو دی ای  انجام شد. نتایج پژوهش حاضر منجر به شناسایی 23 مقوله اصلی شد که در قالب مدل پارادایمی شامل پدیده محوری (بازاریابی انسان به انسان مبتنی بر مفهوم اعتماد)، شرایط علی (عوامل اثرگذار بر ایجاد اعتماد)، شرایط زمینه­ای (تمایل به اعتماد)، شرایط مداخله­گر (اعتماد به نفس)، راهبردها (ایجاد اعتماد احساسی) و پیامدها (پاداش­های اعتماد) ارائه گردید. این نتایج نشان می­دهد چگونه مدیریت اعتماد در روابط بین سازمانی از طریق بازاریابی انسان به انسان امکان­پذیر است و چه آثار مثبتی بر سازمان می­گذارد.

کلیدواژه‌ها

عنوان مقاله [English]

Designing a Human-to-Human Marketing Model Based on the Concept of Trust in Inter-Organizational Relationships

نویسندگان [English]

  • Mirza Hassan Hosseini 1
  • Azin yazdi 2

1 Department of Management, Payame Noor University, PO Box 3697-19395, Tehran, Iran.

2 Ph.D. Candidate, Business Management, Payame Noor University, Tehran, Iran

چکیده [English]

Human-to-human marketing was presented as a tool for the comprehensive development of human societies and for the creation of a sustainable business. This type of marketing, which focuses on humanity, is a new concept for advancing b2b marketing. Building trust is the highest expectation of people towards CEOs, and managing trust in human-to-human marketing can provide solutions to current marketing problems. Therefore, following the design of a comprehensive model, the researcher has conducted this research in the framework of a qualitative approach and using the grounded theory method. Data collection was done through open and semi-structured interviews with 15 organizational and academic experts. Data analysis was performed in three stages of coding by Strauss-Corbin method using MAXQDA software. The results of the present study led to the identification of 23 main categories that in the form of a paradigm model including the central phenomenon (h-to-h marketing based on the concept of trust), causal conditions (factors affecting trust), underlying conditions (tendency to trust), conditions Intervener (confidence), strategies (emotional confidence building) and consequences (confidence rewards) were presented. These results show how trust management in inter-organizational relationships is possible through human-to-human marketing and what positive effects it has on the organization.

کلیدواژه‌ها [English]

  • Human-to-Human Marketing
  • Inter-Organizational Trust
  • Grounded Theory
  • Model Design
  • Data Foundation. 
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نشریه علمی راهبردهای بازرگانی
دوره 18، شماره 18
اسفند 1400
صفحه 129-144