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فراتحلیل تحقیقات رفتارهای انحرافی در بازاریابی: گذشته، حال و آینده | ||
مدیریت بازرگانی | ||
دوره 15، شماره 4، 1402، صفحه 689-721 اصل مقاله (642.93 K) | ||
نوع مقاله: مقاله علمی پژوهشی | ||
شناسه دیجیتال (DOI): 10.22059/jibm.2023.344962.4397 | ||
نویسندگان | ||
زهرا احمدی الوار1؛ داود فیض* 2؛ میثم مدرسی3 | ||
1دکتری، گروه مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران. | ||
2استاد، گروه مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران. | ||
3استادیار، گروه مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران. | ||
چکیده | ||
هدف: کی از موضوعات جدیدی که در سالهای اخیر توجه محققان را به خود جلب کرده، رفتارهای انحرافی بازاریابی است. این رفتارها روزبهروز در حال گسترش است و میتواند تمامی ابعاد کسبوکار را تحت تأثیر قرار دهد. اهمیت مطالعه رفتارهای انحرافی بازاریابی، در سالهای اخیر رو به افزایش است و پیشبینی میشود که در سالهای آینده، تحقیقات درباره رفتارهای انحرافی بازاریابی افزایش یابد و روند صعودی خود را ادامه دهد. هدف مقاله حاضر، دستیابی به بینشی در خصوص پیشرفت مطالعات رفتارهای انحرافی بازاریابی در این زمینه، از طریق مرور مقالههای علمی با روش متنکاوی است. روش: پژوهش حاضر از لحاظ هدف، جزء پژوهشهای کاربردی قرار میگیرد. از لحاظ روش، فراتحلیل مطالعات پیشین است. در این پژوهش از روش متنکاوی، تکنیک خوشهبندی و تکنیک تصمیمگیری چندشاخصه برای تجزیهوتحلیل دادهها استفاده شده است. با توجه به جهتگیری توصیفی این پژوهش، دادههای لازم از منابع کتابخانهای و اسناد و مدارک در دسترس، بر اساس روش «مرور نظامیافته» گردآوری و تحلیل شده است. در مجموع ۱۰۳ مقاله بین ۱۹۹۷ تا ۲۰۲۱ با استفاده از جستوجوی کلیدواژههای «رفتارهای انحرافی بازاریابی» و «انحراف بازاریابی» در پایگاههای داده معتبر مانند تیلور و فرانسیس، پروکوئست، ساینس دایرکت، اسپرینگر، امرالد، سیج و اسکالر انتخاب شدند. با بررسی عنوان، چکیده و کلمات کلیدی در مراحل مختلف غربالگری، محققان ۷۲ مقاله مرتبط با رفتارهای انحرافی موضوع بازاریابی را برای انجام فرایند متنکاوی انتخاب کردند. سپس، پیشپردازش دادهها انجام شد و با استفاده از تجزیه خوشهای، ۶ خوشه بهینه بر اساس شاخص دیویس بولدین بهدست آمد. با استفاده از تکنیک تصمیمگیری چندشاخصه، اصلیترین و مهمترین ریشهها در هر خوشه رتبهبندی شدند. یافتهها: نتایج نشان داد که علاقه به تحقیق در خصوص رفتارهای انحرافی بازاریابی در سالهای اخیر افزایش یافته است و خوشههای شناسایی شده، پیرامون موضوعاتی مانند «هویت شغلی و شرکتی»، «مشتریمداری و خدماتمحوری»، «رفتار مصرفکننده»، «وضعیتها و رفتارهای فروش»، «تعاملات بازاریابی» و «تکنیکهای خنثیسازی»، ایجاد شده است. روند مشاهدهشده گستردگی رفتارهای انحرافی در زمینه بازاریابی را نشان میدهد که مسیر آنها از معرفی رفتار مصرفکننده در بازاریابی، بهسمت مشتریمداری و خدماتدهی است؛ همچنین نتایج بیشترین سهم در وضعیتها و رفتارهای فروش را نشان میدهد. با توجه به این روند، میتوان مسیر آینده رفتارهای انحرافی بازاریابی را در جهت بررسی وضعیتها و رفتارهای فروش پیشبینی کرد. بهطور کلی، مقاله حاضر شواهد بسیاری را در جهت دانش رو به رشد در زمینه رفتارهای انحرافی بازاریابی ارائه کرده است. نتیجهگیری: این مطالعه جهتگیریهای رفتارهای انحرافی بازاریابی را برجسته کرده و نقشه راهی را برای تحقیقات آینده در خصوص رفتارهای انحرافی بازاریابی ارائه میدهد. رفتارهای انحرافی بازاریابی باید توسط شرکتها و مدیران بهدرستی مدیریت شود. این مطالعه بینشی را در خصوص تحقیقات رفتار انحرافی بازاریابی به مدیران ارائه میدهد. مدیران با شناخت زمینهها و جنبههای اصلی رفتارهای انحرافی در بازاریابی، میتوانند گامهای بهتر و مؤثرتری را برای کنترل و مدیریت این رفتارها بردارند. | ||
کلیدواژهها | ||
رفتارهای انحرافی؛ متاآنالیز؛ متنکاوی؛ خوشهبندی؛ رفتارهای انحرافی بازاریابی | ||
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