تحقیقات کاربردی علوم جغرافیایی

تحقیقات کاربردی علوم جغرافیایی

توسعه بازاریابی داخلی با رویکرد سیستم‌های پویا در شرکتهای خدمات شهری (مورد مطالعه: شرکت ووهان فایبرهوم اینترنشنال تکنولوژی)

نویسندگان
علیرضا میرزائی قطورلار 1
حسن صابری 2
حمیدرضا سعیدنیا 3
1 دانشجوی دکتری، گروه مدیریت بازرگانی، واحد قزوین، دانشگاه آزاد اسلامی، قزوین، ایران
2 استادیار، گروه مدیریت بازرگانی، واحد تفرش، دانشگاه آزاد اسلامی، مرکزی، ایران.
3 دانشیار ، گروه مدیریت بازرگانی ،واحد تهران شمال ، دانشگاه آزاد اسلامی ،تهران ، ایران
10.52547/jgs.22.67.395
چکیده
تحقیقات قبلی، اهمیت منابع انسانی در شرکت­های خدماتی به واسطه تاثیرگذاری بر مشتری نهایی را تایید کرده و نشان دادند در صورت موفقیت بازاریابی داخلی، بازاریابی خارجی نیز توسعه خواهد یافت، ولی توصیف این توسعه از توان مطالعات صرف کمی و یا کیفی خارج است. در همین راستا شبیه سازی می تواند به کمک علوم انسانی آمده و عوامل مؤثر بر توسعه بازاریابی داخلی را نمایان نماید. در این پژوهش با استفاده از رویکرد پویایی سیستم ها، عوامل مؤثر بر موفقیت بازاریابی داخلی مورد بررسی قرار گرفت. جامعه آماری تمامی خبرگان بازاریابی در شرکت فایبرهوم می باشد. داده های اولیه از طریق مصاحبه با آنها و داده های ثانویه ازطریق بررسی اسناد شرکت بدست آمده است. ترسیم و مدلسازی دینامیکی و شناسایی حلقه های نهایی از طریق نرم افزار VENSIM PLE انجام شد چهار حلقه اصلی برای مدل دینامیکی بازاریابی داخلی شناسایی شد که شامل مشتری گرایی، دانش، رضایت و انگیزش نیروی انسانی می باشد. و نتایج نشان داد که در صورت پشتیبانی و توسعه چهار حلقه شناسایی شده، بازاریابی داخلی رشد بالایی را خواهد داشت. از بین این عوامل؛ مشتری گرایی اهمیت بالاتری پیدا کرد که باید با توسعه فرهنگ مشتری گرایی در سازمان ها محقق شود.
کلیدواژه‌ها
بازاریابی داخلی
خدمات شهری
سیستم‌های پویا
شرکت ووهان فایبرهوم اینترنشنال تکنولوژی

عنوان مقاله English

Development of Internal Marketing with Dynamic Systems Approach in Utilities (Case Study: Wuhan Fiberglass International Technology Company)

نویسندگان English

Alireza Mirzaei Qatarollar 1
Hassan Saberi 2
Hamid Reza Saidnia 3
1 PhD student, Department of Business Management, Qazvin Branch, Islamic Azad University, Qazvin, Iran.
2 Assistant Professor, Department of Business Management, Tafresh Branch, Islamic Azad University, Markazi, Iran.
3 Associate Professor, Department of Business Management, North Tehran Branch, Islamic Azad University, Tehran, Iran
چکیده English

Previous research has acknowledged the importance of human resources in service companies by influencing the end customer and has shown that if internal marketing succeeds, external marketing will also develop, but describing this development is beyond the reach of purely quantitative or qualitative studies. . In this regard, simulation can come with the help of the humanities and identify the factors influencing the development of internal marketing. In this study, using the systems dynamics approach, factors affecting the success of internal marketing were investigated. The statistical population is all marketing experts at Fiberglass. Primary data were obtained through interviews with them and secondary data from company documentation. Dynamic drawing and modeling and final loop identification through VENSIM PLE software Four key loops were identified for the dynamic internal marketing model that included customer orientation, knowledge, satisfaction and motivation. And the results showed that if the identified four loops were supported and developed, internal marketing would have a high growth. Among these factors, customer orientation became more important to be achieved by developing a culture of customer orientation in organizations.

کلیدواژه‌ها English

Internal Marketing
Utilities
Dynamic Systems
Wuhan Fiberglass Technology International
- Guo, S., Li, Y., Hu, Y., Xue, F., Chen, B., & Chen, Z. M. (2019). Embodied energy in service industry in global cities: A study of six Asian cities. Land Use Policy, 104264
- Allen, B., Tamindael, L. E., Bickerton, S. H., & Cho, W. (2019). Does citizen coproduction lead to better urban services in smart cities projects? An empirical study on e-participation in a mobile big data platform. Government Information Quarterly, 101412.
- Al Bassam, T., and Al Shawi, S., 2011, Analysing the Use of the SERVQUAL Model to Measure Service Quality in Specific-Industry Contexts, in Proceedings of 14th International Business Research Conference.
- Ahmari nezhad, M., Ahmari nezhad, M., Razaghian, H., and Ghenati, M. (2016), "Evaluating Effect of Internal Marketing on Organizational Commitment at Ghods Hospital in Arak", Journal of Arak University of Medical Sciences, 20(3), 1-11.
- Ahmed, I.G. and Nahla, H.E. (2014), “Effect of internal marketing adoption on the performance of the commercial banks in Egypt”. 9th international business research conference, 6-7 January, Dubai, UAE
- Ahmed P.K., Rafiq M., Saad N. M.( 2003) “Internal marketing and the mediating role of organizational competencies”; European Journal of Marketing; Vol.37, No.9, pp. 1221-1241.
- Arthur, J. B. (1992). The link between business strategy and industrial relations systems in American steel minimills. Industrial and Labor Relations Review, Vol.29, pp.143–174.
- Atefat Dost, A., Khaef Elahi, A. A., Fani, A A., and Danai Fard, H. (2013), "Evaluating Effect of Internal Marketing on Organization Performance Considering Mediator Variables of Organizational Commitment and Entrepreneurship (Case Study: Mobarakeh Steel Company ", Journal of Business Management, 5(4), 21-42.
- Azizi S., Ghytasivand F., Fakharmanesh S. (2012) "Impact of brand orientation, internal marketing and job satisfaction on the internal brand equity: The case of Iranian’s food and pharmaceutical companies, International Review of Management and Marketing,Vol. 2, No.2, pp. 122-129.
- Bagheri, Gh., Tofigh, A., Zarifi, M., and Deldar, E. (2016), "Relation between Internal Marketing and Organizational Silence in the Directorate General of Sport and Youth in Qom", Applied Research in Sport Management, 5(4), 61-70.
- Bansal, H. S., & Sharma, B. (2000). Investigating the relevance of human resource management in marketing of services: a rudimentary model of internal marketing (Working Paper). Faculty of Administration, University of New Brunswick.
- Bonyadi Naeini, A., Kamfirozi, M. H., Dehghan Moshtaghi, M. (2013), "Evaluation of Internal Marketing and Internal Branding on Service Quality (Case Study: A Service Corporate)", Journal of Marketing Management, 9(25), 83-99.
- Choon, Tan Liat (2017) A Review of the Relationship Between Internal Marketing and Customer Orientation, Advanced Science Letters, Vol.23, No. 1, pp. 9076-9080.
- Delvi, R., and Sefid Dashti, F. (2015), "Effect of Internal Marketing on Organizational Silence (Case Study: Esfahan Tax office", Management and Development Process, 26(1), 1-60.
- Foreman, S. K. & A. H. Money (1995), Internal Marketing: Concepts, Measurement, and Application, Journal of Marketing Management.Vol.11, No. 1,pp. 757-768.
- Gol Parvar, M., and Nadi, M. (2009), "Analyzing the Relationship between Loyalty and Justice with Staff Attitude Health", Iran Occupational Health, 2(7), 25-33.
- Gounaris SP, Avlonitis GJ, Papastathopoulou P. (2004) Managing a firm’s behavior through market orientation development: some empirical finding” European Journal of Marketing, Vol. 38, No. 11, pp.1481– 508.
- Harvir S. Bansala, Morris B. Mendelsonb, Basu, Sharma (2001) The impact of internal marketing activities on external marketing outcomes, Journal of Quality Management, Vol6, pp.61-76.
- Hitt, M.A., Ireland, RD., Hoskisson, RE (2007), Strategic management: competitiveness and globalization, seventh edition, Thomson- southwestern publication.
- Kakapour, S. (2013), "Internal Marketing and Branding Why and How", International Management Conference, Tehran.
- Kohli, A. K., & Jaworski, B. J. (1990). Market orientation: the construct, research propositions, and managerial implications. Journal of Marketing, Vol.54, pp.1–18.
- Kosari, A., and Asadi, A. (2016), "Evaluating Effect of Internal Marketing on Increasing Insurance Sales Based on Bansal and Mendelson Model (Case Study: Asia Insurance, Khorasan Razavi Province)", Journal of Management and Accounting Studies, 3(1), 31-43.
- Levitt, T. (1960). Marketing myopia. Harvard Business Review, Vol.38, pp.45–56.
- Martensen A. and Graonholdt L (2006). A study of employee loyalty, its determinants and consequences. Innovative marketing, Vol 2, No4, pp. 92-117.
- Mingers, J. (2004). Real-izing information systems: critical realism as an underpinning philosophy for information systems. Information and Organization, 14(2), 87–103.
- Nadi, M., and Gol Parvar, M. (2010), "Simple and Combined Relationships of Spirituality Components with Workplace Loyalty", Ethics in Science and Technology, 2(6), 1-10.
- Nart, S., Sututemiz, N., Nart, S., & Karatepe, O. M. (2019). Internal marketing practices, genuine emotions and their effects on hotel employees’ customer-oriented behaviors. Journal of Human Resources in Hospitality & Tourism, 18(1), 47-70.
- O’Reilly, C. A, & Pfeffer, J. (2000). Hidden value: how great companies achieve extraordinary results with ordinary people. Boston, MA: Harvard Business School Press.
- Papasolomou-Doukakis, I. (2002) , The role of employee development in customer relations: The case of UK retail banks' ,Corporate Communications :An International Journal ,VoL V,No. , ,pp. 62-76.
- Parker, S. K., Wall, T. D., & Jackson, P. R. (1997). ‘‘That’s not my job’’: developing flexible employee work orientations. Academy of Management Journal, Vol.40, pp.899–929.
- Schneider, B., White, S. S., & Paul, M. C. (1998). Linking service climate and customer perceptions of service quality: test of a causal model. Journal of Applied Psychology, Vol.83, pp.150–163.
- Shaikh, S. A. (2018). Impact of Internal Marketing and Human Resource Management to Foster Customer Oriented Behavior among Employees: A Study on Mega Retail Stores in Karachi. NICE Research Journal, 183-199.
- Slater, S. F., & Narver, J. C. (1994). Market orientation, customer value, and superior performance. Business Horizons, 22–28.
- Sterman, J. (2000). Business Dynamics: systems thinking and modeling for a complex world, McGraw-Hill, Boston.
- Treľová, S., & Olšavský, F. (2017). Employee Satisfaction with Training Opportunities and its Relation to Internal Marketing. HOLISTICA–Journal of Business and Public Administration, 8(2), 7-16.
- Yu-chuan, chen. & shiny,lin (2013). Modeling internal marketing and employee loyalty;a quantitative approach ,asian Social Science . May2013, Vol. 9, No. 5, pp.99-109.
- Yusuf, G. O., Chin, T. A., Dawei, Z., Xiuli, H., & Choon, T. L. (2017). The Impact of Internal Marketing on Customer Orientation in the Banking Industry. Advanced Science Letters, 23(9), 9055-9059.
-