نوع مقاله : علمی - پژوهشی
نویسندگان
1 دانشجوی دکتری، مدیریت بازرگانی مدیریت بازاریابی گروه مدیریت بازرگانی، دانشکده مدیریت، اقتصاد و حسابداری، واحد تبریز، دانشگاه
2 استادیار مدیریت بازاریابی، گروه مدیریت بازرگانی، واحد بناب، دانشگاه آزاد اسلامی، بناب، ایران
3 دانشیار مدیریت صنعتی، گروه مدیریت، دانشکده مدیریت، اقتصاد و حسابداری، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران.
چکیده
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
This study presents a paradigm model of customer value propositions based on increasing customer loyalty in the retail industry. The current research method is applied in terms of objective, utilizing a qualitative approach based on foundational data and exploratory nature. The community studied consisted of experts and specialists in the chain retail industry in Tabriz city, with data collected through 14 in-depth and semi-structured interviews using purposeful sampling and theoretical judgment, making the data collection method field-based. To analyze the obtained data, the foundation's qualitative data method based on a systematic approach (Strauss and Corbin's theory) was employed. For this purpose, the interviews were analyzed into three categories: open, central, and selective coding, with the codes identified by applying the theory of Strauss and Corbin. This conceptual framework presents five main components: 1) causal (strategic vs. operational and perceptual vs. offering), 2) interventionist (customer, company, co-creation, and context), 3) contexts (identifying value propositions, competitive customer, service development, and resource allocation), 4) strategies (facilitating value creation and setting goals, and measuring customer value propositions for competitive advantage), and 5) consequences (for activities aimed at gaining customer loyalty). Through this framework, academic research can be better integrated in a way that aligns with the needs of target customers in managing customer value propositions.
کلیدواژه‌ها [English]
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