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Developing a Model Based on the Value Exchange of Relationship Marketing in Commercial Markets Using a Mixed Approach (Case Study: Parsian E-Commerce Company)
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Mehrnoosh Najafi1   , Hossein Vazifedoost 2, Hashem Nikoumaram3 , Zohreh Dehdashti Shahrokh4 |
1- Doctoral student of Business Administration - Marketing Management, Department of Business Administration, Faculty of Management and Economics, Science and Research Unit, Islamic Azad University, Tehran, Iran
2- Professor, Business Management Department, Faculty of Management and Economics, Science and Research Unit, Islamic Azad University, Tehran. , H-vazifehdoust@srbiau.ac.ir
3- Professor, Business Management Department, Faculty of Management and Economics, Science and Research Unit, Islamic Azad University, Tehran.
4- Professor, Department of Business Management, Faculty of Management and Accounting, Allameh Tabatabai University, Tehran, Iran |
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Abstract: (445 Views) |
This study was aimed at developing a model based on the value exchange of relationship marketing in commercial markets using a mixed approach, combining qualitative and quantitative research methods. In the qualitative part of the research, interview questions were developed for the data collection purpose. Then, the DEMATEL Questionnaire, the ISM Questionnaire and a researcher-made questionnaire with a 5-point Likert scale were used. The statistical population in the qualitative part, DEMATEL and ISM consisted of 10 qualified experts selected using a purposive and non-probability sampling method and questioned through in-depth and semi-structured interviews. The statistical population of the quantitative part who were used to validate the final model consisted of 384 customers of commercial markets.
In the first step of the current study, the main categories and sub-categories of the research were identified using the qualitative analysis of the theme (editing and summarizing the interviews and interpreting the concepts and words) and MAXQDA software was used for qualitative analysis. Then, in the second and quantitative part of the research, the DEMATEL technique, the Interpretive Structural Modeling (ISM) method and MICMAC software were used to identify the causal relationships between the main categories of the research. Finally, the model was validated using the Partial Least Squares (PLS) technique and SMART PLS software.
The final model was presented by extracting the main categories and sub-categories of the research using the results of qualitative analysis of the theme and an integrated ISM-DEMATEL method. In total, the resulting model consisted of 14 main categories. Based on the research model, we concluded that functional and social values affect emotional, epistemic and conditional values. Emotional, epistemic and conditional values affect value co-creation with customers as well as value creation and lead to the value exchange of relationship marketing. The value exchange of relationship marketing can affect customer orientation and relationship, thereby leading to customer satisfaction, loyalty and trust, and ultimately customer retention.
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Article number: 8 |
| Keywords: value exchange, relationship marketing value, commercial markets, mixed approach |
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Full-Text [PDF 1103 kb]
(150 Downloads)
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Article type: Research |
Subject:
Special
Received: 2023/08/26 | Accepted: 2023/10/10 | Published: 2023/10/2
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