تأثير قيادة التسويق للأجيال في الترابط الشبكي للقيمة المدركة دراسة ميدانية في عينة من شركات الاتصالات العراقية )زين العراق وآسيا سيل(
محتوى المقالة الرئيسي
الملخص
يهدف البحث الحالي الى التعرف على دور تسويق قيادة الجيل في تعزيز ترابط شبكة
القيمة، في شركات الاتصالات المتنقلة في العراق )زين العراق، واسيا سيل(، لكونها من الشركات
الخدمية التي تلعب دور اساسي ضمن قطاع الاتصالات بالعراق، والتي تشهد منافسة قوية فيما بينها
من حيث تقديم خدمات ذات قيمة متميزة لمختلف الفئات العمرية من الزبائن، لذا فان تبني مفاهيم
تسويقية حديثة كتسويق قيادة الجيل، ومعرفه دورها في تحقيق التمييز، يمكن ان يساعد في تعزيز
ترابط شبكة توافر القيمة، اذ قسم البحث الى اربعة مباحث: تمثل المبحث الاول بالجانب المنهجي،
في حين تضمن المبحث الثاني الجانب النظري لمتغيرات البحث وإبعاده، إما المبحث الثالث فقد
عرض الجانب العملي لاختبار فرضيات البحث، في حين تناول المبحث الرابع استنتاجات
وتوصيات البحث.
واعتمد الباحث المنهج الوصفي والتحليلي بالبحث، وتمثلت عينة البحث من مجموعة من
العاملين في الشركات المبحوثة، والبالغ عددهم ) 193 ( فرد لغرض اختبار علاقات الارتباط
والتأثير بين متغيرات البحث، باعتماد استمارة الاستبانة كأداة للقياس، وتم معالجة البيانات من
لأثبات صحة فرضياته، واستخدام معامل )AMOS( و )SPSS( خلال البرنامج الاحصائي
الانحدار المتعدد ومعامل الارتباط كأساليب احصائية. وقد توصل البحث الى مجموعة من
الاستنتاجات كان أبرزها ان تسويق قيادة الجيل يمثل تغييراً جذريا في طريقة العمل التي تبني بها
المنتجات، حيث يركز على دراسة الاجيال المتعاقبة من الزبائن بالاعتماد على البحوث ودراسات
السوق وتبني الاسس العلمية لجذب واكتساب الزبائن وبالتالي تنشيط الترابط بين أطراف شبكة
القيمة.
التنزيلات
تفاصيل المقالة
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