شناسایی محرک های آنلاین و آفلاین ارزش ویژه برند مشتری محور در شرکت های مخابراتی کشور عراق (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
ارزش ویژه برند مشتری محور یکی از کلیدی ترین مفاهیم در بازاریابی است که در آن شرکت ها و سازمان های مختلف همواره به دنبال ارتقای ارزش ویژه برند خود هستند. پژوهش حاضر با هدف تشریح ارزش ویژه برند مشتری محور در شرکت های مخابراتی کشور عراق و شناسایی محرک های آفلاین و آنلاین مؤثر بر آن انجام شده است. این پژوهش با روش کیفی تکنیک تحلیل تم انجام شد که در آن 25 نفر از خبرگان دانشگاهی و اجرایی شرکت های مخابراتی مختلف در کشور عراق به شکل هدفمند مصاحبه شدند. در این مطالعه از الگوی پنج مرحله ای Castleberry & Nolen (2018) که شامل کامپایل کردن، جداسازی، گردآوری مجدد، تفسیر و نتیجه گیری برای تجزیه وتحلیل داده هاست، استفاده شد. مطابق نتایج 55 کد باز نهایی، 13 تم فرعی و 6 تم اصلی تولید شد که در دو طبقه ارزش ویژه برند مشتری محور و محرک های آن دسته بندی شدند. ارزش ویژه برند مشتری محور شامل مؤلفه های کیفیت ادراک شده، تداعی برند، آگاهی از برند و وفاداری به برند است که در آن مؤلفه کیفیت ادراک شده مفهوم کلیدی تری دارد. محرک های ارزش ویژه برند در دو بخش محرک های آفلاین و محرک های آنلاین دسته بندی شد. محرک های آفلاین شامل ارزش قیمتی، حفظ حریم خصوصی، ادراک امنیت، خدمات جانبی، خدمات سفارشی شده و ایجاد حس مشارکت مشتریان در امور شرکت بود. محرک های آنلاین نیز دو تم فرعی پشتیبانی اینترنتی و قابلیت های اینترنت پیشرفته را داشت. مجموع محرک های آفلاین و آنلاین می تواند موجبات ارتقای ارزش ویژه برند را در شرکت های مخابراتی عراق فراهم کند.Identification of Online and Offline Drivers of Customer-Based Brand Equity (CBBE) in Telecommunications Companies
Customer-Based Brand Equity (CBBE) is a fundamental concept in marketing and numerous companies continually seek to enhance their brand equity. This study aimed to elucidate CBBE within Iraqi telecommunication companies and identify its offline and online drivers. The research employed a qualitative approach, utilizing thematic analysis. In-depth interviews were conducted with 25 academic experts and executives from various telecommunication firms in Iraq by using a targeted sampling method. Data analysis followed Castleberry and Nolen's (2018) 5-stage model, which included compiling, disassembling, reassembling, interpreting, and concluding. The findings revealed 55 open codes, which were organized into 13 sub-themes and 6 main themes and categorized into customer-based brand equity and its drivers. The components of CBBE encompassed perceived quality, brand association, brand awareness, and brand loyalty with perceived quality identified as a key element. Drivers of brand equity were divided into offline and online categories. Offline drivers included price equity, privacy, perceived security, ancillary services, customized services, and customer involvement in company affairs. Online drivers featured 2 sub-themes: internet support and advanced internet capabilities. The integration of both offline and online drivers could significantly enhance CBBE in Iraqi telecommunication companies.IntroductionIn today’s technology-driven landscape, telecommunication companies play a pivotal role in the global communication industry. As competition intensifies, Customer-Based Brand Equity (CBBE) has become increasingly vital for these companies. Brands that prioritize customer needs are better positioned in the market and can enhance customer satisfaction by focusing on user experience and offering specialized services. CBBE is a crucial concept in marketing, prompting organizations to continually seek ways to enhance their brand value. By understanding both offline and online drivers of CBBE, telecommunication companies can uniquely attract customers and improve service offerings, ultimately fostering growth and elevating customer satisfaction. In a competitive telecommunication landscape, effectively identifying and leveraging these drivers is essential for success.Materials & MethodsThis research aimed to elucidate the unique value of CBBE in Iraqi telecommunication companies and identify the offline and online drivers influencing it. A qualitative thematic analysis was employed for this study. In-depth interviews were conducted with 25 academic experts and executives from various telecommunication companies in Iraq, utilizing a targeted sampling approach. Data analysis was guided by Castleberry and Nolen's (2018) 5-stage model, which included compiling, disassembling, reassembling, interpreting, and concluding. Coding procedures were carried out using Atlas TI software, version 9. The purposive sampling method was used, specifically targeting university professors in electronic marketing, social marketing, and telecommunication experts with significant marketing experience in telecommunications. The adequacy of the sample was achieved after reaching theoretical saturation through the completion of 25 interviews.Research FindingsThe analysis of the final 55 open codes resulted in the identification of 13 sub-themes and 6 main themes, which were categorized into 2 groups: CBBE and its drivers. CBBE comprised key components, such as perceived quality, brand association, brand awareness, and brand loyalty, with perceived quality emerging as the most significant concept. The drivers of brand equity were divided into offline and online categories. Offline drivers included value for money, privacy, perceived security, ancillary services, customized services, and a sense of customer involvement in the company's operations. Online drivers featured 2 sub-themes: internet support and advanced internet capabilities. Overall, the findings indicated that the unique value of a brand in telecommunications was influenced by both offline and online drivers. While the number of offline drivers was considerably greater, online drivers, particularly those related to advanced capabilities, could offer a competitive advantage. In today’s market, most companies provide basic services, which do not significantly enhance brand value on their own. However, through strategic efforts, such as offering customized services and encouraging customer participation, companies can effectively elevate their brand equity. The offline drivers and advanced internet capabilities within the online drivers collectively enhance CBBE.Discussion of Results & ConclusionBoth offline and online factors significantly enhanced brand value for Iraqi telecommunication companies. In the offline context, elements, such as perceived value, privacy protection, security perception, ancillary services, customized offerings, and a sense of customer involvement contributed to positive customer experiences and strengthened brand equity. Conversely, in the online realm, factors like user-friendly online platforms, the speed and efficiency of services, optimal user experiences, and provision of engaging and valuable content were crucial. By integrating these two sets of stimuli and crafting meaningful experiences, brands could forge stronger relationships with customers and enhance their overall value. Given the importance of perceived quality in CBBE, it is vital for companies to focus on improving the functional quality of their services and internet offerings. Additionally, cultivating customer perceptions of security and privacy serves as an essential offline driver for brand equity.Telecommunication companies should prioritize efforts to provide customized services and enhance ancillary offerings. Creating an environment where customers feel valued and engaged in company affairs fosters positive perceptions of the brand.While basic internet services and support remain fundamental needs, telecommunication companies must also strive to develop advanced capabilities, such as a strong presence on social media and establishment of online brand communities. These initiatives will facilitate active communication with customers and strengthen the role of brands in the online community.
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