اولویت‌بندی شرکت‌های لبنی به کمک عناصر آمیخته بازاریابی براساس رضایت‌مندی مشتریان: مطالعه موردی شهرستان تبریز

نوع مقاله: مقاله پژوهشی

نویسندگان

1 دانشیار گروه اقتصاد کشاورزی، دانشگاه تبریز، تبریز، ایران

2 دانشجوی دکتری اقتصاد کشاورزی، دانشگاه تبریز، تبریز، ایران

3 استاد گروه اقتصاد کشاورزی، دانشگاه تبریز، تبریز، ایران.

چکیده

افزایش رقابت، تنوع محصول و افزایش سطح آگاهی عموم باعث تحول اساسی در خواسته‌های مصرف‌کنندگان شده است. بنابراین، حفظ بازار فعلی و گسترش آن مستلزم کشف خواسته‌ها و جلب رضایت نسبی مشتریان از طریق ایجاد تغییرات لازم در نظام تولید، کیفیت، بازاریابی و فروش محصولات است. از این‏رو، در پژوهش حاضر، هفت شرکت‌ لبنی به کمک عناصر آمیختة بازاریابی و بر اساس رضایت‏مندی مشتریان در شهرستان تبریز اولویت‌بندی شدند. بدین منظور، از روش تصمیم‌گیری چندمعیاره ترکیبی DEMATEL-ANP استفاده شد. نتایج نشان داد که از نظر مشتریان، «محصول» مهم‏ترین معیار در تأمین رضایت نسبی مشتریان بوده و معیارهای قیمت، مکان و ترویج در اولویت‌های بعدی جای دارند؛ همچنین، شرکت لبنی A1 رتبه اول را در تأمین رضایت نسبی مصرف‌کنندگان محصولات لبنی به خود اختصاص داد، شرکت‌های لبنی A2 وA3 نیز به‏ ترتیب رتبه‏ های دوم و سوم را به ‏دست آوردند و شرکت‌های A4 ، A6 ، A7  و A5 در رتبه‌ های بعدی از لحاظ تأمین رضایت نسبی مشتریان محصولات لبنی قرار گرفتند.

کلیدواژه‌ها


عنوان مقاله [English]

Prioritization of Dairy Companies Using Marketing Mix Elements Based on Customer Satisfaction: A Case Study of Tabriz County of Iran

نویسندگان [English]

  • E. Pishbshar 1
  • R. Ferdowsi 2
  • B Hayati 3
1 Associate Professor, Department of Agricultural Economics, University of Tabriz, Tabriz, Iran
2 PhD Student in Agricultural Economics, University of Tabriz, Tabriz, Iran
3 Professor, Department of Agricultural Economics, University of Tabriz, Tabriz, Iran
چکیده [English]

Increasing competition, product diversity, and raising public awareness have driven consumer demand into fundamental changes. Thus, maintaining and expanding the current market require the discovery of demands and the satisfaction of customers through the creation of necessary changes in the production system, quality, marketing and sales of products. Therefore, this study aimed at ranking seven dairy companies through the elements of marketing mix, based on customer satisfaction in Tabriz County of Iran. For this purpose, a combined method of DEMATEL-ANP multi-criteria decision-making was used to prioritize the concerned companies. The results showed that "product" was the most important criterion in providing customers with relative satisfaction; and price, place and promotion criteria were in the next priorities. It was also concluded that Pegah Dairy Company was ranked the first in providing dairy consumer satisfaction. Dairy companies of Kaleh and Mihan were ranked the second and third respectively, and Ramak, Kohsaran, Sutich and Pak companies were ranked next in terms of satisfying the customers' satisfaction with dairy products.

کلیدواژه‌ها [English]

  • Dairy Companies
  • Satisfaction
  • Marketing mix
  • DEMATEL-ANP
  • Multi-criteria Decision-making
  • Tabriz (County)
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