ارائه الگوی مدیریت دانش اقناعی مشتریان با روش TISM فازی

نوع مقاله : مقاله پژوهشی با اصالت

نویسندگان

استادیار گروه مدیریت بازرگانی، واحد خرم آباد، دانشگاه آزاد اسلامی، خرم آباد، ایران

چکیده

یکی از دغدغه‌های اصلی بازاریابان، تردید یا عدم اطمینان مصرف‌کنندگان از اطلاعـاتی اسـت کـه در تبلیغـات ارائه می‌شود. این شک و تردید و عدم اطمینان از دانش اقناعی مشتریان سرچشمه می‌گیرد که به معنای دانش و آگاهی مصرف‌کنندگان نسبت به تلاش‌ها و اهداف بازاریابی و فرآیند اقناع‌سازی بازاریابان است. بنابراین مدیریت دانش اقناعی مشتریان با ایجاد ذهنیت و نگرش مثبت مصرف-کنندگان، باعث برطرف شدن شک و تردید مشتریان شده و نگرانی آن‌ها در ارتباط با عدم اطمینان و ابهامات تبلیغات محصول را برطرف می‌سازد. لذا پژوهش حاضر با هدف طراحی الگوی مدیریت دانش اقناعی مشتریان با روش TISM فازی انجام پذیرفت. این پژوهش از نظر هدف، کاربردی و از حیث ماهیت و روش، توصیفی پیمایشی است. جامعه آماری پژوهش حاضر خبرگان هستند که متشکل از مدیران بازاریابی شرکت‌های تولیدکننده محصولات سبز و اساتید دانشگاه می‌باشند که با استفاده از روش نمونه‌گیری هدفمند و براساس اصل کفایت نظری 30نفر از آن‌ها به عنوان نمونه پژوهش درنظر گرفته شد. ابزار گردآوری اطلاعات در بخش کیفی مصاحبه و در بخش کمی پرسشنامه است که روایی و پایایی آن‌ها با استفاده از روش محتوایی و روایی نظری و پایایی درون‌کدگذار و میان‌کدگذار تایید شد. در این پژوهش برای تحلیل داده‌ها در بخش کیفی از روش تحلیل محتوا و کدگذاری با نرم افزار اتلس-تی استفاده شد. همچنین برای تحلیل کمی از روش TISM فازی بهره گرفته شده است. نتایج پژوهش مشتمل بر ارائه الگوی مدیریت دانش اقناعی مشتریان در چهار محور زمینه‌سازهای مدیریت دانش اقناعی مشتریان، ابعاد مدیریت دانش اقناعی مشتریان، روش‌های مدیریت دانش اقناعی مشتریان و پیامدهای آن می‌باشد. براین اساس نتایج پژوهش بیانگر آن است که مدیریت دانش اقناعی مشتریان موجب ایجاد پاسخ‌های رفتاری مثبت و تبدیل مشتریان به مبلغان برند، مقابله با پدیده دگرگزینی و ایجاد وفاداری مشتریان، ایجاد ارزیابی مثبت از برند و محصولات آن و کاهش شک و تردید و پارانویای مشتریان می‌شود.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Presenting the model of customer persuasive knowledge management with the fuzzy TISM method

نویسندگان [English]

  • Saeed Mir
  • Arash Nezami
Department of Management, Faculty of Management and Economics, Islamic Azad University, Khorramabad, Iran.
چکیده [English]

One of the main concerns of marketers is consumers' doubt or lack of confidence in the information provided in advertisements. This doubt and uncertainty originates from customers' persuasive knowledge, which means consumers' knowledge and awareness of marketing efforts and goals and marketers' persuasion process. Therefore, the management of persuasive knowledge of customers by creating a positive mentality and attitude of consumers, has caused the doubts of customers to be resolved and their concerns related to the uncertainty and ambiguities of product advertisements are resolved. Therefore, the management of persuasive knowledge of customers by creating a positive mindset and attitude of consumers, removes the doubts of customers and solves their concerns related to the uncertainty and ambiguities of product advertisements. Therefore, the current research was conducted with the aim of designing a persuasive knowledge management model of customers using the fuzzy TISM method. This research is applied in terms of purpose and descriptive survey in terms of nature and method. The statistical population of this research is the experts who consist of marketing managers of companies producing green products and university professors, 30 of them were considered as the research sample using the purposeful sampling method and based on the principle of theoretical adequacy. The data collection tool is an interview in the qualitative part and a questionnaire in the quantitative part, the validity and reliability of which were confirmed using the content method and theoretical validity and inter-coder and inter-coder reliability. In this research, content analysis and coding with Atlas-T software were used to analyze the data in the qualitative part. Also, the fuzzy TISM method has been used for quantitative analysis. The results of the research include presenting the model of customer persuasive knowledge management in the four axes of the foundations of customer persuasive knowledge management, the dimensions of customer persuasive knowledge management, the methods of managing customer persuasive knowledge and its consequences. Therefore, the results of the research indicate that the management of persuasive knowledge of customers creates positive behavioral responses and turns customers into brand ambassadors, confronts the phenomenon of substitution and creates customer loyalty and creating a positive evaluation of the brand and its products and reducing the doubts and paranoia of customers.

کلیدواژه‌ها [English]

  • Persuasive knowledge
  • customer persuasive knowledge management
  • green products
  • fuzzy TISM
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