مقایسه پدیدارشناسانه رفتارهای برندساز منابع انسانی در فروشگاه های زنجیره ای ایران و افغانستان؛ یک تحقیق بین المللی

نوع مقاله : علمی - پژوهشی

نویسندگان

1 دانشجوی دکتری گروه مدیریت، دانشکده مدیریت، دانشگاه لرستان، خرم آباد، ایران

2 دانشیار ،گروه مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، دانشگاه لرستان

3 استادیار گروه مدیریت، دانشکده مدیریت، دانشگاه لرستان، خرم آباد، ایران

4 استاد گروه مدیریت، دانشکده مدیریت، دانشگاه لرستان، خرم آباد، ایران

چکیده

پژوهش حاضر از لحاظ هدف کاربردی و از لحاظ نحوه گردآوری اطلاعات، توصیفی-اکتشافی و از نوع تحقیقات کیفی است که با استفاده از روش پدیدار شناسی انجام شده است. از آنجا که پژوهش حاضر کیفی است روش جمع آوری اطلاعات در آن، مصاحبه‌های عمیق با مشارکت کنندگان است. براساس هدف پژوهش، که مقایسه پدیدارشناسانه رفتارهای برندساز منابع انسانی در فروشگاه‌های زنجیره‌ای ایران و افغانستان است، لذا جامعه در دو بخش تعریف شده است. به این صورت که جامعه آماری پژوهش در افغانستان، اساتید دانشگاه‌های کابل و هرات در رشته‌های مدیریت و بازاریابی و همچنین مدیران و کارکنان فروشگاه زنجیره‌ای الکوزی می‌باشند که 21 نفر از آنان باروش نمونه‌گیری هدفمند و براساس اصل اشباع نظری انتخاب شدند و در ایران، اساتید دانشگاه و مدیران و کارکنان فروشگاه‌های زنجیره‌ای می‌باشند که 25 نفر از آن‌ها نیز، به روش نمونه‌گیری هدفمند و براساس اصل اشباع نظری به عنوان اعضای نمونه انتخاب شدند. در این پژوهش به منظور بررسی و تحلیل داده‌های حاصل از مصاحبه، از از روش تحلیل مضمون و نرم افزار مکس‌کیو‌دا استفاده شده است. نتایج پژوهش علاوه بر شناخت و فهم پدیده مذکور ابعاد رفتارهای برندساز منابع انسانی را که شامل 10 مضمون فراگیر بود را شناسایی نمود که شامل: توجه به ارزش، ارتباطات، خلق خودانگاره مطلوب برند، توجه به امنیت، نوع مشارکت، نوع تبلیغات مورد تأکید، رفتارهای درون نقش برندساز، مهمترین مهارت مورد تأکید، نوع موضع‌سازی و راهبردهای آموزشی توسعه رفتارهای برندساز، می‌باشند که درنهایت به تفکیک برای ایران و افغانستان ارائه شده‌اند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Phenomenological comparison of branding behaviors of human resources in chain stores in Iran and Afghanistan; An international research

نویسندگان [English]

  • Abdul Ghaffar Koyeak 1
  • seyed Najmeddin mousavi 2
  • Ali Shariatnejad 3
  • Mohammad Hakkak 4
1 PhD. candidate of Management Department, Faculty of Management, Lorestan Universisty, Khorramabad, Iran
2 Associate Professor, Department of Business Management, Faculty of Economics and Management, Lorestan University
3 Assistant professor, Department of Management, Faculty of Management, Lorestan University, Khorramabad, Iran
4 Professor, Department of Management, Faculty of Management, Lorestan University, Khorramabad, Iran
چکیده [English]

The present research is descriptive-exploratory in terms of its practical purpose and in terms of the method of information gathering, and it is of the qualitative research type, which was carried out using the phenomenology method. Since the current research is qualitative, the method of collecting information in it is in-depth interviews with the participants. Based on the purpose of the research, which is a phenomenological comparison of branding behaviors of human resources in chain stores in Iran and Afghanistan, society is defined in two parts. In this way, the statistical population of the research in Afghanistan are the professors of Kabul and Herat universities in the fields of management and marketing, as well as the managers and employees of Alkozi chain store, 21 of them were selected through purposive sampling and based on the principle of theoretical saturation and in Iran, there are university professors and managers and employees of chain stores, 25 of them were selected as sample members by purposeful sampling and based on the principle of theoretical saturation. In this research, in order to review and analyze the data obtained from the interview, the theme analysis method and Maxqda software were used.The results of the research, in addition to recognizing and understanding the mentioned phenomenon,identified the dimensions of brand-building behaviors of human resources, which included 10 comprehensive themes, which include: attention to value, communication, creating a desirable brand image,attention to security, type of participation, type of advertising, which are finally presented separately for Iran and Afghanistan.

کلیدواژه‌ها [English]

  • Branding
  • branding behaviors of human resources
  • phenomenology
  • Iran
  • Afghanistan

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