هوشیاری محیطی و کیفیت ارتباط در کسب و کار اسلامی و تأثیر آنها بر عملکرد شرکت

نوع مقاله: علمی پژوهشی

نویسندگان

1 عضو هیأت علمی، گروه مدیریت بازرگانی، واحد بناب، دانشگاه ازاد اسلامی، بناب، ایران

2 استاد دانشگاه آزاد اسلامی، گروه مدیریت بازرگانی، واحد علوم و تحقیقات تهران، تهران، ایران

3 استاد گروه مدیریت بازرگانی، واحدعلوم وتحقیقات تهران،دانشگاه آزاداسلامی،تهران،ایران

چکیده

پژوهش حاضر از نظر روش ترکیبی بوده و در سه مرحله انجام شده است. دو مرحله اول از نظر روش کیفی بوده و در آنها، با استراتژی تئوری داده بنیاد، مؤلفه­ها و مفاهیم دو سازه ”هوشیاری محیطی اسلامی“ و ”کیفیت ارتباط اسلامی“استخراج شده­اند. در مرحله سوم، با استفاده از طرح شبه آزمایشی، تأثیراین دو مفهوم روی نگرش مشتریان مورد بررسی قرار گرفته است. طبق نتایج حاصل، برای سازه کیفیت ارتباط اسلامی سه مؤلفه ارتباط فروش، ارتباط عمومی، و ارتباط شخصی و برای سازه هوشیاری محیطی اسلامی دو مؤلفه هوشیاری محیطی طبیعی، و هوشیاری محیطی عمومی تعیین شدند. همچنین در ادامه، با تکنیک تحلیل توأمان سه سناریو از بین نه سناریوی محتمل انتخاب و بعنوان ابزار مداخله در طرح شبه تجربی و آزمون فرضیات تفاوتی مورد استفاده قرارگرفتند. نتایج آزمون فرضیات در مرحله آخر نشان می­دهد که اولاً، نگرش مشتری در شرکت های با هوشیاری محیطی اسلامی بالا، مثبت­تر از نگرش مشتری در شرکت های بدون هوشیاری محیطی اسلامی است، ثانیا، نگرش مشتری در شرکت های با کیفیت ارتباط اسلامی بالا، مثبت­تر از نگرش مشتری در شرکت های بدون کیفیت ارتباط اسلامی است، و ثالثاً، مخاطبان بین این دو ابزار روابط عمومی تفاوتی قائل نشدند. شایان ذکر است که، مفهوم سازی هوشیاری محیطی و کیفیت ارتباط در سبک زندگی اسلامی،نوآوری این پژوهش محسوب می شود.

کلیدواژه‌ها


عنوان مقاله [English]

Environmental Consciousness and Relation Quality in Islamic Business: Impact on Firm Performance

نویسندگان [English]

  • Hossein Emari 1
  • Hossein Vazifehdoust 2
  • Hashem Nikoomaram 3
1 Department of Commerce Management, Bonab Branch, Islamic Azad University, Bonab, Iran
2 Department of Commerce Management, Tehran Research and Science Branch, Islamic Azad University, Tehran, Iran
3 5. Department of Commerce Management, Tehran Research and Science Branch, Islamic Azad University, Tehran, Iran
چکیده [English]

This mixed method study aims to compare the effect of EC and RQ on customer attitude in Islamic context in three stages. In first and second stages, The Islamic environment consciousness (IEC) and Islamic Relationship Quality (IRQ) were operantionalized based on the grounded theory. In third stage, the impact of IEC and IRQ on consumer attitude were examined using a quasi-experimental design. The findings from the first two stages indicated that IRQ comprised three components and twelve constituent subcomponents and that IEC included two components with seven constituent subcomponents. In the third phase of the study, the conjoint analysis technique was initially employed to select three scenarios from nine possible scenarios. Further, statistical analyses of the research data revealed significant effects of IEC and IRQ on consumer attitude: significantly more positive consumer attitudes were found in firms with higher IEC and higher IRQ compared to firms with lower or no IEC and IRQ. It was also found that the two public relation tools were not significantly different from the consumer perspective. The study is significant because it operationalized IEC and IRQ and offers implications for academicians and managers who intend to investigate their business relationship performance in terms of such Islamic context-specific constructs. Moreover, the innovative use of scenarios in measuring the consumers’ attitudes offers upstream research as an alternative to downstream studies of EC which render redundant information about environmental behavior of companies.

کلیدواژه‌ها [English]

  • Consumer Attitude
  • Environmental Consciousness
  • Public Relations
  • relationship quality
  • social responsibility

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