ارزش آفرینی نام تجاری در روابط راهبردی تأمین‌کننده و واسطه

نوع مقاله: علمی - پژوهشی

نویسندگان

1 دانشیار دانشگاه پیام نور، دانشکده علوم اجتماعی و اقتصادی

2 دانشجوی دکتری مدیریت بازرگانی، دانشگاه پیام نور

چکیده

هدف از انجام این تحقیق بررسی نقش ارزش آفرینی نام­ تجاری در روابط راهبردی و بلندمدت تأمین­کننده و واسطه ها به عنوان عناصر کلیدی شبکه کسب و کار می باشد. در شرایط رقابتی فعلی حفظ روابط بلند مدت و راهبردی بین عناصر کانال توزیع و تأمین کننده به منبع مزیت رقابتی تبدیل شده است، از سوی دیگر، نام‌تجاری منبع ارزشمندی برای اعضای کانال توزیع از جمله واسطه‌ها می باشد؛ از اینرو ضروری است، تأمین‌کنندگان به ‌منظور حفظ و ارتقای روابط خود با واسطه ها و حفظ ارزش نام تجاری خود در بین مشتریان زمینه های رضایتمندی واسطه ها از نام تجاری را مهیا سازند. این مطالعه عوامل موثر بر رضایت­مندی واسطه (حمایت تأمین­کننده، ارزش ویژه نام تجاری و انتظار مشتریان) و پیامدهای رضایت­مندی واسطه (ادراک از عملکرد نام تجاری، اعتماد به تولیدکننده و تعهد به تولیدکننده) مورد بررسی قرار می دهد. جامعه آماری این تحقیق  کلیه فروشندگان فروشگاه­های خواروبار (سوپرمارکت) در سطح تهران می باشد که با استفاده از روش نمونه گیری خوشه ای دو مرحله ای، 98 فروشگاه به عنوان نمونه انتخاب شده است. با استفاده از پرسشنامه اطلاعات لازم گردآوری شده و برای تحلیل داده ها و آزمون فرضیه های تحقیق از روش حداقل مربعات جزئی (PLS) استفاده شده است. نتایج نشان می دهد حمایت تولیدکننده (مانند تبلیغات و تخفیفات) و انتظارات مشتریان رابطه معناداری با رضایت واسطه از نام تجاری دارند، که این رضایتمندی پیامدهای ادراک از عملکرد نام تجاری (مانند سوآوری و سطح فروش) و تعهد واسطه به نام تجاری ایجاد می‌کند.

کلیدواژه‌ها


عنوان مقاله [English]

The Role of Brand’s Value Creation in Supplier and Reseller Strategic Relationship

نویسندگان [English]

  • Mohammad Taqi Amini 1
  • Mustafa Ahmadinejad 2
  • Mahdi Rezaei 2
1 Associate Professor, Department of Business Management, Faculty of Social Sciences and Economics, Payame Noor University, Tehran, Iran
2 PhD Candidate in Business Management, Payame Noor University, Tehran, Iran
چکیده [English]

The purpose of this study is reviews the role of brand value creation in strategic and long-term relationships of supplier and reseller as key elements of network business.In the current competitive maintain and promote the long-term and strategic relationships between elements of distribution channels and supply has become a source of competitive advantage. On the other hand, brand is valuable resource for members of distribution channels. This study investigates the factors of affecting on reseller satisfaction (support provider, brand equity and expected customer) and outcomes of reseller satisfaction (perceived brand performance, trust and commitment to supplier). A total of 98 supermarket’s seller surveys were collected and these were analyzed using partial least squares (PLS). Findings show that supplier support and customers expectation have significant affect on reseller satisfaction. And perceived of brand performance and reseller commitment to brand its outcome of reseller satisfaction.

کلیدواژه‌ها [English]

  • Reseller
  • Strategic relationship
  • Value
  • Brand Performance
  • Trust and commitment to brand

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