نوع مقاله : مقاله پژوهشی
نویسندگان
1 1. دانشجوی دکتری مدیریت بازرگانی، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران.
2 دانشیار، گروه مدیریت ، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران.
3 استادیار، گروه مدیریت ، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران
4 دانشیار، گروه مدیریت ، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران
چکیده
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Value creation is more important in distribution channels, because thanks to this element of the marketing mix, products are made available in the form, place and time preferred by consumers. Therefore, one of the key roles of distribution channels is to convert potential customers into profitable customers through value creation. However, there are many ambiguities regarding the motives of distributors' engagement in value creation process. Based on this, the aim of this research was to model the motives of distributors' engagement in value creation of Tabriz shoes. The statistical sample of this research in two sections includes Pej. Vahsh experts with the characteristics of shoe sellers and exporters in the city of Tabriz with at least ten years of sales experience in the field of shoes and 384 people from wholesale and retail shoe sellers in Tabriz. Three questionnaires were used to collect data. Fuzzy screening methods, exploratory factor analysis and structural-interpretive modeling have been used to analyze the data. The results of fuzzy screening show that out of a total of 32 motivations for engagement, 8 factors were eliminated and 24 factors were approved by experts. Also, the results of exploratory factor analysis show that the remaining 24 factors can be classified into seven main components. Finally, the findings of the structural-interpretive modeling section show that the product motives have the most influence and the expected benefits have the most influence in the model of the motivations of distributors' engagement in value creation of Tabriz shoes.
کلیدواژه‌ها [English]
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