عنوان مقاله [English]
The complexities of multiple channel marketing, contrary to traditional approaches (lack of monitoring and inadequate evaluation in traditional approaches) led to the formation of effectiveness metrics movement in the form of channel alignment, resource input, goal achievement and value creation by each channel at the end of the operational period. Companies operating in a single-channel environment, to some extent, it is possible to define and determine the effectiveness criteria, so with the expansion of the variety of channels used by the company, it is no longer easy to ensure transparency in determining and evaluating the effectiveness of operations, even businesses that seem The distribution channel structure is smooth and hassle-free, customers are moving from one channel to another, and measuring channel performance based on a cost-effective sales model is not a comprehensive measure in this situation. The situation with multiple distribution channels is quite different from measuring the effectiveness of traditional channels. The buying process is based and there is no clear boundary between the performance and effort of the sales team and the benefits of sales on the website, so traditional benchmarks for Catal effectiveness are not appropriate in this situation. Therefore, accurate and useful measurement criteria are necessary and essential.
If more systematic and rational decisions are made about the channel, the effectiveness evaluation model will play a vital role. Most companies today base their evaluations on individual and independent channel-based effectiveness metrics. Therefore, with the emergence and expansion of multiple distribution catalysts, it is necessary to review these single-channel evaluation criteria. Therefore, according to the old English proverb, instead of using the ship's light to guide it at night, the starlight should be used to guide the organization's ship.
1. Identify the factors and preconditions for shaping the effectiveness of multiple distribution channels.
2. Investigate the position of each of these factors in the effectiveness of multiple distribution channels.
3. Investigate and identify how the relationship between the components in the pattern of effectiveness of distribution channels.
The main purpose of the current research is to design a model of the effectiveness of distribution channels from the perspective of experts. In order to answer this goal, the following questions were asked:
1. What are the factors and preconditions for shaping the effectiveness of multiple distribution channels?
2. What is the position of each of these factors in the effectiveness of multiple distribution channels?
3. What is the relationship between the components in the expressed pattern?
This research has been done qualitatively using data-theory theory approach. Data theory Foundation enables researchers in a variety of subject areas to formulate their own theory and proposition instead of relying on existing theories. These theories and propositions are dealt with systematically and based on real data. Every theory and proposition that is formulated based on this method is based on a documented context of real data. In fact, data theory is a way to gain insight into the subject matter, and the subject matter or subjects that have not been thoroughly researched before and our knowledge in that field is limited.
Step 1: Research Problem: Conceptualization Shaping the distribution channel composition and identifying the components of this concept and the relationships between these components.
Second stage: Review of the theoretical literature of the research: Review of the theoretical foundations of the research showed that in the subject of this research, there is no model that explains this concept.
Step 3: Data collection: The statistical population of this study is the executive managers involved in the issue of distribution and sales channels in the field of construction equipment, home appliances, sanitary ware and equipment. In this study, 18 experts were interviewed. Then the data were repeated and reached theoretical adequacy. In this study, purposive theoretical sampling method was used. The interview began with questions about the reasons, factors and signs influencing the formation of the distribution channel composition, and according to the answers of the interviewees, other questions were also designed and raised.
Step 4: Data Analysis and Template Design:
Data analysis is at the heart of the foundation data theory approach and requires the creativity, patience, acumen and punctuation of the researcher. Data Analysis In the data theory method, the foundation has three main steps: open coding, axial coding, and selective coding. The first step in data analysis and coding is open coding. Open coding, the researcher names categories with an open mind and does not limit the number of codes and categories. During this coding process, 174 open source code, 36 concepts and 13 categories were extracted. In axial coding, the primary codes and categories created in open coding are compared and the same codes are merged. At this stage, the coding paradigm is formed and falls into six categories: causal conditions, central categories, intervening conditions, contextual factors, strategy and consequences. Was determined. The following figure shows the axial coding paradigm model.
Step 5: Research Audit: Corbin and Strauss (2008) proposed an acceptance criterion for evaluating research using data-based methods. Acceptability means how credible and credible the findings are in reflecting the experiences of participants, researchers, and readers about the phenomenon. Audit strategies also included researcher sensitivity, methodological coherence, sample appropriateness, reproducibility, and the use of informed feedback. In this study, to increase the validity and capability of the member review strategy in the sense of ensuring compliance with the model with the opinions of interviewed experts and pluralism strategy means interviewing managers in the field of distribution and sales in different areas was used.
This study was able to identify these factors as well as other facilitators and moderators, to help managers make better decisions. In other words, managers can make timely diagnoses and make accurate and systematic decisions to combine distribution channels and align them with the dynamics of the environment, market, needs and wants of customers. The output of this research is a vaccine that can cure any Prevent problems and shortcomings due to the possible disproportionate combination of distribution channels in companies and help managers in the heat of competition storms, technological developments, environmental changes and the dynamics of customer wants and needs by presenting the findings.