پديد آورندگان :
گلكاري حق، سينا دانشگاه يزد - دانشكده اقتصاد، مديريت و حسابداري - گروه مديريت بازرگاني , طباطبايي نسب، محمد دانشگاه يزد - دانشكده اقتصاد، مديريت و حسابداري - گروه مديريت بازرگاني , رجبي پور، عليرضا دانشگاه يزد - دانشكده اقتصاد، مديريت و حسابداري - گروه مديريت بازرگاني
چكيده فارسي :
هدف: براي بهبود فرايند تعامل با خريداران، مالكيت روان‌شناختي بخش جدايي‌ناپذير مشاركت و ارتباط خريداران محصولات و خدمات با سازمان تلقي مي‌شود. هدف از نگارش مقاله حاضر، تبيين مفهوم مالكيت روان‌شناختي از ديدگاه خريداران و شناسايي روابط متقابل و تعاملات دروني موجود ميان عناصر نام برده است. پژوهش حاضر با هدف فهم ذات و جوهره پديده مالكيت روان‌شناختي خريداران اجرا شده است.
روش: روش پژوهش حاضر، نوع خاصي از سنت پژوهش كيفي به نام نظريه داده‌بنياد است كه مطابق با الگوي نظام‌مند اين نظريه با مشاركت 10 نفر از خبرگان خوش‌نام و باسابقه از ميان مديران حوزه بازاريابي و بازرگاني صنايع اجرا شده است. ضمن انجام مصاحبه نيمه‌ساختاريافته و بررسي نظرهاي آنان، مجموعه‌اي از مضامين اوليه طي فرايند كدگذاري باز گردآوري و از بطن آنها مقوله‌هايي استخراج شدند. سپس، با استفاده از روش تحليل تم به شناسايي، تحليل و گزارش الگوهاي موجود در داده‌ها با استفاده از نرم‌افزار MAXQDA اقدام شد.
يافته‌ها: 10 مؤلفه اصلى و 27 زيرمؤلفه استخراج و در قالب الگوي نظرى بر مبناى نظريه داده‌بنياد به دست آمد. يافته‌هاي پژوهش ضمن اشاره به مفاهيم پيش‌بيني‌كننده مالكيت روان‌شناختي خريداران، به شناخت و مفهوم‌پردازي متغيرهاي مختلف مؤثر بر اين پديده تأكيد مي‌كند.
نتيجه‌گيري: نتايج اين پژوهش، ضمن وارد كردن مفهوم رويكرد خريداران به ادبيات مالكيت روان‌شناختي، زمينه را براي تبيين مفهوم آن، تفكيك اين پديده از موارد مشابه و تنظيم استراتژي‌هاي تعامل با خريداران در سطح عالي سازمان فراهم كرده است.
چكيده لاتين :
Objective
Given the relative impact and effectiveness of psychological ownership among the buyers on customer satisfaction, loyalty, word-of-mouth advertising, and willingness to pay more, there are very only a few studies that are generally based on customer control over goods or services. Hence, it is difficult to respond to the reason and conditions for the creation of a sense of psychological ownership. This study, based on a qualitative approach, aims to determine the factors and conditions which develop a sense of mental ownership towards a company among the buyers. The researchers attempt to address the following questions: What concepts should organizations develop in order to form a sense of mental or psychological ownership among the buyers? What conditions are necessary for the formation of a sense of psychological ownership among the buyers?
Methodology
The present qualitative study is exploratory in terms of certainty of information and is applied in terms of purpose. Various aspects of the concept of psychological ownership will be described and explained from the buyers’s perspective using grounded data theory. The statistical population of the study consists of Iranian industrial companies and the interviewees and industry and university experts were selected for the interview using the non-probabilistic sampling method. According to grounded theory approach, three coding steps were used in the present study: open coding, axial coding and selective coding for data analysis. The analytical tool of paradigm was used in all the stages of the research, from the beginning to the formation of the theory which includes the conditions, interaction and consequences. In addition, MAXQDA software was used to organize the findings.
Findings
10 main components and 27 sub-components were extracted and presented in the form of a theoretical model based on the grounded theory approach. The findings of the present study highlighted the determining concepts of buyers’ psychological ownership. Besides, the identification and conceptualization of various effective variables were emphasized.
Conclusion
According to the results of the identification of the conditions for the formation of psychological ownership from the buyers’ perspective in the present study, the final model shows that, in a holistic view, various aspects in manufacturing companies, especially the choice of structure of the product characteristics and company policies, the characteristics of the goods and services, social identities, participation in value creation and other factors are among the causal concepts in achieving a clear definition of psychological ownership from the buyers’ perspective. Based on the research results, creating a sense of satisfaction and the possibility of creating value with the participation of the organization and buyers, as well as creating a social identity for the buyers are the most important things to address. Yet, other factors such as market conditions and the nature of the goods and services are also important in establishing strategies.
