رابطه میان فرهنگ بازارگرایی و بهره‌وری منابع انسانی؛ تبیینی از رویکرد بازار در یک سازمان تجاری

نوع مقاله: علمی پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، ایران

2 دانشیار گروه مدیریت بازرگانی، واحدعلوم تحقیقات تهران، دانشگاه آزاد اسلامی،تهران،ایران

چکیده

فرهنگ بازارگرایی شکلی از انعطاف پذیری خلاقانه است که با هدف ارزش آفرینی برای عوامل بازار به وجود می آید و در رأس آن مشتری، کانون توجه فعالیت‌ها قرار می گیرد. بهره وری هم با در برداشتن مفهوم کارایی به مثابه یک شاخص اقتصادی، از اهداف اصلی سازمان های تجاری محسوب می گردد. اینکه فرهنگ بازارگرایی و بهره وری منابع انسانی چه تأثیراتی بر یکدیگر القا می نمایند، محور اصلی این پژوهش است. به ویژه آن که در مطالعات مختلف، جهت علیّت میان این دو متغیر و نحوه ارتباط بین آنها با نتایج متفاوتی همراه بوده است. در این پژوهش با استفاده از تکنیک علیّت گرنجری و آزمون هاسمن در تخمین سیستم معادلات همزمان،رابطة علی بهره‌وری منابع انسانی و فرهنگ بازارگرایی آزموده شد. الگوی فرهنگ بازارگرایی، برگرفته از مدل دنیسون و الگوی بهره وری منابع انسانی مبتنی بر مدل هرسی و بلانچارد می‌باشد و گردآوری داده ها بر اساس مشاهده مستقیم رفتار پرسنل فروشگاه زنجیره ای یاس در شهر تهران تا رسیدن به مرحله اشباع ادامه یافت. نتایج رابطة علی دو طرفه میان متغیرهای پژوهش را تأیید نمود به نحوی که از یک طرف بهره‌وری منابع انسانی عامل بهبود فرهنگ بازارگرایی و از سوی دیگر فرهنگ بازارگرایی به عنوان عامل ارتقای بهره­وری منابع انسانی شناسایی گردیدند.

کلیدواژه‌ها


عنوان مقاله [English]

The Relationship between Market-orientation Culture and Human Resource Productivity: Business Organizations in the Focus

نویسندگان [English]

  • Gholamreza Amini Khiabami 1
  • Karim Hamdi 2
1 Ph.D. Candidate, Department of Business Management, Faculty of Economics, Management and Administrative Sciences, Semnan University, Iran.
2 Associate Prof., Faculty of Economics and Management, Science and Research Branch, Islamic Azad University, Tehran, Iran
چکیده [English]

Market-orientation culture represents a form of creative flexibility the purpose of which is to boost values for market stake holders by prioritizing the role of costumer in all business activities. Productivity, along with efficiency as an inherent economic factor accompanying it, is the ultimate goal for numerous business organizations. The purpose of the present enquiry was to find out the extent to which market-orientation culture and productivity of human resources may influence each other. The study is based on the mixed findings regarding the nature of the relationship and the orientation of causality. To serve the purpose, the Granger Causality Test and the Hausman Test in simultaneous equation system were employed. Employing Market-orientation Culture Model of Denison and Human Resource Productivity Model of Hersi and Blanchard, the research data were obtained via direct observation of behavioral attitudes of the personnel working at Yaas Chain Stores in Tehran up to saturation point. The findings indicated significant positive relationship between the two research variables with enhanced human resource productivity boosting market-orientation culture and vice-versa.  
 

کلیدواژه‌ها [English]

  • Granger causality
  • Hausman Test
  • human resource productivity
  • Market-orientation culture
  • simultaneous equation system

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