طراحی الگوی پذیرش خدمات نوآورانه؛راهبردی نوین در حوزه بازاریابی سلامت

نوع مقاله: علمی پژوهشی

نویسندگان

1 دانشجوی دکتری تخصصی، گروه مدیریت ، واحد امارات، دانشگاه آزاد اسلامی، دبی، امارات متحده عربی

2 استادیار، گروه مدیریت، واحد امارات، دانشگاه آزاد اسلامی، دبی، امارات متحده عربی

3 استادیار، گروه مدیریت، دانشگاه شهید بهشتی، تهران، ایران.

4 استاد ،گروه مدیریت ، واحد اسلامشهر، دانشگاه آزاد اسلامی، تهران، ایران.

چکیده

هدف این پژوهش طراحی الگوی پذیرش خدمات نوآورانه بانک خون بند ناف، به عنوان راهبردی نوین در حوزه بازاریابی سلامت می‏باشد. این پژوهش از نوع پژوهش‏های کیفی و مبتنی بر نظریه داده بنیاد بوده که با هدف اکتشافی انجام شده است. داده‏ها و اطلاعات مورد نیاز از طریق مصاحبه با 18 نفر از استادان بازاریابی و 20 نفر از مشتریان بانک خون بند ناف مؤسسه رویان به دست آمده و ملاک اندازه نمونه، کفایت تئوریک بوده است. برای تحلیل داده‏ها از کدگذاری باز، محوری و انتخابی استفاده شده است. به منظور بررسی روایی پژوهش، فرآیند کدگذاری داده‏ها با نظارت 3 نفر از صاحب نظران حوزه بازاریابی خدمات انجام و پیشنهادهای اصلاحی ایشان اعمال شد. همچنین به منظور بررسی پایایی، فرآیند کدگذاری و استخراج مفاهیم توسط یکی دیگر از صاحب نظران حوزه بازاریابی انجام شد و نتایج  تقریبا مشابهی به دست آمد. سپس با استفاده از گروه استادان و به کمک تکنیک دلفی به تعیین میزان اهمیت ابعاد، مؤلفه‏ها و شاخص‏های الگو در هر گروه پرداخته شد. این کار ضمن مشخص کردن اولویت عوامل منجر به طراحی نهایی مدل پذیرش خدمات نوآورانه با 7 بعد (شامل کیفیت خدمات، ویژگی‏های خدمت، ادراک پذیرندگان، عوامل فردی، ویژگی‏های نوآوری، گروه‏های مرجع و منابع اطلاعاتی)، 22 مؤلفه و 93 شاخص گردید.

کلیدواژه‌ها


عنوان مقاله [English]

Designing an Innovative Services Acceptance Model: A New Approach in Health Marketing

نویسندگان [English]

  • Hanieh Mohammadzadeh Taheri 1
  • Ali Hajiha 2
  • Ahmad Roosta 3
  • Abbas Khorshidi 4
1 Ph.D. student, Business Managment, Islamic Azad University, UAE
2 Assistant Professor, Department of Management, UAE Branch, Islamic Azad University, Dubai, UA,
3 Assistant Professor, Department of Management, Shahid Beheshti University, Tehran, Iran.
4 Professor, Department of Management, Islamshahr Branch, Islamic Azad University, Tehran, Iran.
چکیده [English]

This research aimed at designing a model for the acceptance of innovation-based services of umbilical cord blood banks as a new approach in health marketing. It is an exploratory qualitative research based on the grounded theory and heuristic analysis. The research data were obtained through interview with a sample of 18 marketing professors and 20 customers of the Royan Institute Umbilical Cord Blood Bank who were selected based on theoretical saturation. The gleaned data were analyzed through open, axial and selective coding. To enhance research validity, the process of data coding was carried out under the supervision of 3 service marketing experts whose suggestions were applied. Moreover, the inter-rater reliability of the coding process and concept-mining was checked by asking another marketing expert to code the data whose findings revealed acceptable levels of reliability. Further, the importance of dimensions, entities and indexes of the model in each group was determined via Delphi method under the supervision of professors. The findings revealed a hierarchical conceptual model for acceptance of innovative services with 7 dimensions, including the quality of services, the characteristics of services, perception of acceptors, individual factors, innovation features, reference groups and sources of information, 22 entities and 93 indexes.

کلیدواژه‌ها [English]

  • Acceptance of Innovative Services
  • Grounded Theory
  • model
  • Umbilical Cord Blood Bank
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