چشم انداز مدیریت بازرگانی

چشم انداز مدیریت بازرگانی

بررسی تاثیر بازاریابی پدرخوانده بر اعتبار سازمان به واسطه‌ی وفاداری تزلزل‌ناپذیر اعضا

نوع مقاله : علمی - پژوهشی

نویسندگان
محمدرضا خدیوی
فریبرز رحیم نیا
گروه مدیریت، دانشکده علوم اداری و اقتصادی، دانشگاه فردوسی مشهد، مشهد، ایران
10.48308/jbmp.2025.239246.1667
چکیده
چکیده گسترده :
اهداف: در دنیای کسب‌وکار پرشتاب و همواره در حال تغییر امروز، تنوع نیازها و انتظارات مشتریان، بسیاری از رویکردهای سنتی بازاریابی کارایی خود را از دست داده‌اند و و رویکردهای نوینی در این حوزه شکل گرفته‌اند. در میان این رویکردها، بازاریابی پدرخوانده به عنوان یک رویکرد نوآورانه در حوزه بازاریابی داخلی معرفی شده است که بر اساس اصول اعتماد، وفاداری و روابط اخلاقی متقابل بنا شده است. سازمان‌های مترقی به طور فزاینده‌ای تشخیص می‌دهند که حفظ اعضا و افزایش اعتبار سازمانی از جمله ارزشمندترین دارایی‌های استراتژیک برای دستیابی به پایداری بلندمدت هستند. با به‌کارگیری اصول بازاریابی پدرخوانده - از جمله مراقبت شخصی، حمایت همه‌جانبه و پرورش حس مشترک سرنوشت - سازمان‌ها می‌توانند نوعی وفاداری عاطفی را پرورش دهند که فراتر از روابط صرفاً معاملاتی است. هدف پژوهش حاضر، بررسی تأثیر بازاریابی پدرخوانده بر اعتبار سازمانی با تأکید بر نقش میانجی وفاداری تزلزل‌ناپذیر اعضاست - مفهومی که نشان دهنده پیوند عاطفی و تعهد اخلاقی اعضا – است.
روش پژوهش: 
جامعه آماری این پژوهش شامل ۱۲۰ از اعضای آکادمی فرهنگی–ورزشی هندبال «سپهر آیسک» در استان خراسان جنوبی، ایران بود. بر اساس جدول نمونه‌گیری مورگان،۹۷ نفر به‌عنوان نمونه با روش تصادفی ساده انتخاب شدند. این پژوهش از نظر هدف کاربردی، از نظر ماهیت توصیفی و از نظر گردآوری داده‌ها پیمایشی_تحلیلی است. داده‌ها از طریق پرسشنامه ساختاریافته گرد‌آوری و با استفاده از نرم‌افزار SmartPLS و با استفاده از اندازه‌گیری و مدل‌سازی معادلات ساختاری برای آزمون روابط فرضی بین متغیرها تجزیه و تحلیل شدند.
یافته‌ها: 
نتایج تحلیل داده‌ها نشان داد که بازاریابی پدرخوانده تأثیر معناداری بر افزایش وفاداری تزلزل‌ناپذیر اعضا دارد. همچنین رابطه‌ی مثبت و معناداری میان وفاداری تزلزل‌ناپذیر و اعتبار سازمانی تأیید شد.  با این حال، تأثیر مستقیم بازاریابی پدرخوانده بر اعتبار سازمانی چندان قوی نبود، که نشان می‌دهد تأثیر اصلی آن در درجه اول از طریق وفاداری اعضا عمل می‌کند. این یافته را می‌توان با توجه به نوع سازمان مورد مطالعه- آکادمی‌های فرهنگی_ورزشی- تفسیر کرد که در آن اهداف مالی و برندسازی اغلب اهمیت ثانویه دارند، در حالی که نقش‌های غیرمادی مانند آموزش، مسئولیت اجتماعی و توسعه اخلاقی برجسته‌تر هستند. این نتیجه نقش میانجی وفاداری تزلزل‌ناپذیر را برجسته می‌کند، که بُعد عاطفی روابط داخلی را به شهرت و اعتبار خارجی سازمان پیوند می‌دهد. به عبارت دیگر، وقتی اعضا حمایت اخلاقی، انصاف و حس تعلق را درک می‌کنند، ارزش‌های سازمان را درونی می‌کنند و در نتیجه اعتبار و یکپارچگی کلی آن را تقویت می‌کنند.
نتیجه‌گیری:
این پژوهش، بازاریابی پدرخوانده را به عنوان یک رویکرد نوآورانه در بازاریابی داخلی معرفی می‌کند که با تقویت وفاداری تزلزل‌ناپذیر مشخص می‌شود - وفاداری‌ای که از تعلق عاطفی و تعهد اخلاقی ناشی می‌شود تا مکانیسم‌های معامله‌ای یا پاداش‌محور. یافته‌ها نشان می‌دهد که مدیران و سرمایه‌گذاران می‌توانند با اتخاذ اصول بازاریابی پدرخوانده، همزمان هزینه‌های سازمانی را کنترل کرده و تعهد بلندمدت مبتنی بر احساسات را در بین اعضا پرورش دهند. از این رو، بازاریابی پدرخوانده یک چارچوب نظری و عملی جدید ارائه می‌دهد که وفاداری عاطفی را با اعتبار سازمانی مرتبط می‌کند.
کلیدواژه‌ها
اعتبار سازمان
بازاریابی پدرخوانده
وفاداری تزلزل ناپذیر اعضا

عنوان مقاله English

Investigating the Effect of Godfather Marketing on Organizational Credibility Via Unwavering Member Loyalty

نویسندگان English

mohammadreza khadivi
Fariborz Rahimnia
Department of Management, Faculty of Economic and Administrative Sciences, Ferdowsi University of Mashhad, Mashhad, Iran
چکیده English

Extended Abstract
Objectives: In today’s fast-paced and ever-changing business world, the diversity of customer needs and expectations has rendered many traditional marketing approaches less effective and has led to the emergence of new paradigms. Among these, Godfather marketing has been introduced as an innovative approach within the realm of internal marketing, built upon the principles of trust, loyalty, and reciprocal moral relationships. Progressive organizations increasingly recognize that member retention and the enhancement of organizational credibility are among the most valuable strategic assets for achieving long-term sustainability. By applying the principles of Godfather marketing_ including personal care, comprehensive support, and the cultivation of a shared sense of destiny_ organizations can foster an emotional form of loyalty that transcends purely transactional relationships. The purpose of this study is to examine the effect of Godfather marketing on organizational credibility, with a particular focus on the mediating role of unwavering loyalty_a concept that reflects the emotional bond and moral commitment of members.
Methods: The statistical population of this research consisted of 120 members of the Sepehr Ayask Cultural–Sports Handball Academy in South Khorasan Province, Iran. Based on Morgan’s sampling table, 97 participants were selected through simple random sampling. The study is applied in purpose, descriptive in nature, and survey–analytical in data collection. Data were gathered through a structured questionnaire and analyzed using SmartPLS software, applying measurement and structural equation modeling to test the hypothesized relationships among the variables.
Findings: Data analysis revealed that Godfather marketing significantly increases members’ unwavering loyalty. Moreover, the study confirmed a positive and significant relationship between unwavering loyalty and organizational credibility. However, the direct effect of Godfather marketing on organizational credibility was not particularly strong, indicating that its main impact operates primarily through member loyalty.
This finding can be interpreted in light of the type of organization studied — cultural–sports academies — where financial and branding objectives often hold secondary importance, while non-material roles such as education, social responsibility, and moral development are more prominent. This outcome highlights the mediating role of unwavering loyalty, which links the emotional dimension of internal relationships to the organization’s external reputation and credibility. In other words, when members perceive moral support, fairness, and a sense of belonging, they internalize the organization’s values, thereby strengthening its overall credibility and integrity.
Conclusion: This study introduces Godfather marketing as an innovative approach within internal marketing, characterized by fostering unwavering loyalty — a loyalty derived from goodwill and moral obligation rather than transactional or reward-based mechanisms. The findings suggest that managers and investors can, by adopting Godfather marketing principles, simultaneously control organizational costs and cultivate emotionally driven, long-term commitment among members. Hence, Godfather marketing offers a fresh theoretical and practical framework connecting emotional loyalty with organizational credibility.

کلیدواژه‌ها English

Godfather marketing
Organization credibility
Unwavering member loyalty
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