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ناصحی فر, وحید. (1403). الگو هزینه تعویض در مدیریت زنجیره تأمین. پدافند الکترونیکی و سایبری, 26(84), 1-13.
وحید ناصحی فر. "الگو هزینه تعویض در مدیریت زنجیره تأمین". پدافند الکترونیکی و سایبری, 26, 84, 1403, 1-13.
ناصحی فر, وحید. (1403). 'الگو هزینه تعویض در مدیریت زنجیره تأمین', پدافند الکترونیکی و سایبری, 26(84), pp. 1-13.
ناصحی فر, وحید. الگو هزینه تعویض در مدیریت زنجیره تأمین. پدافند الکترونیکی و سایبری, 1403; 26(84): 1-13.

الگو هزینه تعویض در مدیریت زنجیره تأمین

مدیریت زنجیره تأمین
دوره 26، شماره 84، آذر 1403، صفحه 1-13
نوع مقاله: پژوهشی
نویسنده
وحید ناصحی فر*
دانشیار گروه مدیریت بازرگانی دانشگاه علامه طباطبائی، تهران، ایران
تاریخ دریافت: 17 فروردین 1403،  تاریخ بازنگری: 22 اردیبهشت 1403،  تاریخ پذیرش: 08 مهر 1403 
چکیده
هزینه تعویض، هزینه از دست دادن طرف تجاری بوده و با هدف جذب و حفظ طرف مقابل در تمام زنجیره تأمین از جذب و حفظ تأمین‌کننده گرفته تا بازاریابی و فروش و جذب و حفظ مشتری، کاربرد دارد. هزینه‌تعویض در هر دو بازاریابی صنعتی که در برگیرنده بازاریابی تجاری(B2B= Business to Business) است و بازاریابی مصرفی(B2C= Business to Consumer) نیز کاربرد داشته ولی در این مقاله به جهت ویژگیهای میدان تحقیق و مورد مطالعه به بازاریابی صنعتی پرداخته شده است. اهمیت هزینه‌تعویض در حفظ ذینفعان شامل تأمین کنندگان، خریداران و واسطه‌ها بوده و از جهت دیگر کسب منافع و سود را به همراه دارد. عوامل مختلفی در تعیین هزینه‌تعویض نقش داشته که در این مقاله به آن پرداخته شده است. همچنین، مطالعات مشابهی در تحقیقات قبلی انجام شده ولی الگو جامعی تاکنون ارائه نشده است. هدف این تحقیق استخراج الگوی هزینه‌تعویض بوده و از روش کیفی – کیفی استفاده شده است. در روش کیفی اول بر اساس روش فراترکیب از ادبیات و پیشینه تحقیق تعداد 113 کدباز، 29 کد محوری و 6 کد انتخابی استخراج گردید. سپس در روش کیفی دوم بر اساس روش تحلیل مضمون به کمک مصاحبه های انجام شده تعداد کدهای باز به 87 کد تقلیل یافته و بازنگری کدهای استخراجی در جهت بومی‌سازی و استفاده کاربردی، انجام شده است. به منظور اعتبار سنجی و بررسی پایایی هر دو روش از پایایی بین دو کدگذار استفاده شده و در الگوی نهایی بصورت شبکه مضامین الگوی هزینه‌تعویض در بازاریابی صنعتی و زنجیره تأمین شامل ابعاد (1) متغیرهای محیطی(2) متغیرهای راهبردی (3) متغیرهای تجاری (4) هزینه‌تعویض فایده‌ای (5) هزینه‌تعویض فنی و (6) هزینه‌تعویض رفتاری، استخراج شده است.
کلیدواژه‌ها
هزینه تعویض؛ بازاریابی صنعتی؛ مدیریت زنجیره تأمین
عنوان مقاله [English]
Switching Cost Model in Supply Chain Management
نویسندگان [English]
vahid nasehifar
Faculty Member, Business Administration, Allameh Tabatabaei University, Tehran, Iran
چکیده [English]
Switching cost refers to the cost of losing a business partner and is applied with the aim of attracting and retaining the other party across the entire supply chain, from attracting and retaining suppliers to marketing, sales, and customer retention. Switching cost is applicable in both industrial marketing (B2B) and consumer marketing (B2C); however, this article focuses on industrial marketing due to the characteristics of the research field. The significance of switching cost lies in maintaining stakeholders, including suppliers, buyers, and intermediaries, while also bringing benefits and profitability. Various factors influence the determination of switching costs, which are addressed in this article. Although similar studies have been conducted in previous research, no comprehensive framework has yet been provided. The purpose of this research is to design a switching cost model using a qualitative-qualitative method. In the first qualitative phase, 113 open codes, 29 axial codes, and 6 selective codes were extracted from the literature and research background using the meta-synthesis method. Then, in the second qualitative phase, thematic analysis of interviews reduced the open codes to 87, and revisions were made to localize and practically adapt the extracted codes. To validate and ensure the reliability of both methods, inter-coder reliability was employed. The final framework includes six dimensions of switching cost in industrial marketing and supply chain management: (1) environmental variables, (2) strategic variables, (3) commercial variables, (4) beneficial switching cost, (5) technical switching cost, and (6) behavioral switching cost.
کلیدواژه‌ها [English]
Switching Cost, Industrial Marketing, Supply Chain Management
مراجع

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