Razi Journal of Medical Sciences

fa نقش تعهد و اعتمادسازی روانی جهت افزایش بازاریابی رابطه‌مند در سازمان‌های مردم‌نهاد The Role of Psychological Commitment and Confidence Building to Increase Relational Marketing in Non-Governmental Organizations روانشناسی بالینی Clinical Psychiatry پژوهشي Research <div style="text-align: justify;">زمینه و هدف: با وجود اهمیت و نقش مهم سمنها در جوامع مترقی امروز بشر، از آنجا که استمرار و قوت آنها در مشارکت مخاطبانی است که علاوه بر آنکه به اهداف سمنها باور دارند، به نحوی از انحا، در آن مشارکت می‌کنند. در حقیقت در پاره‌ایی از اوقات میزان مشارکت این دسته از مردم بنا به دلایلی نظیر رکود اقتصادی، بیماریهای همهگیر (پاندمی)، اوضاع نامناسب سیاسی، تهدیدهای امنیتی و عدم شور و شعف و پویایی در جامعه یا غیره کاهش می‌یابد و یا پس از مدتی مشارکت، رشتههای ارتباطی مشارکتکنندگان با سمنها گسسته می‌شود، در چنین وضعیتی این نیاز مهم، در سمنها ادراک می‌شود که چگونه میتوان مشارکتها را افزایش داد. تحقیق حاضر، پژوهشی آمیخته، با استفاده از روش تحلیل تم بوده که جامعه آماری آن در بخش کیفی، خبرگان حوزه بازاریابی و مدیران ارشد NGOها میباشند. روش کار: روش نمونه‌گیری به‌صورت گلوله برفی بوده که پس از 10 نفر به اشباع نظری رسیدند. مصاحبهها نیمه ساختاریافته انجام و از روش نظام‌مند اشتراوس و کوربین <a name="_Hlk110510754">برای کدگذاری مصاحبه‌ها استفاده </a>و برای اعتبار بخشی نتایج بخش کیفی، از معیار اعتمادپذیری با قابلیت اعتماد استفاده شد. جامعه آماری بخش کمی نیز، از روش نمونه‌گیری هدفمند از 260 نفر از کارکنان در دسترس NGOها بود. <a name="_Hlk110510707">ابزار گردآوری داده</a>ها، پرسشنامه مستخرج از بخش کیفی بود و برای روایی پرسشنامه از روایی همگرا و واگرا و برای سنجش پایایی، از ضریب آلفای کرونباخ و پایایی ترکیبی استفاده شد. دادههای گرد‌آوری ‌شده بوسیله نرم‌افزار PLS3 مورد آزمون قرار گرفتند. مدل نهایی از مجموع شرایط علی، محوری، بسترها و زمینه‌های لازم، راهبردها، مداخلهگرها، و پیامدها به عنوان ابعاد بازاریابی رابطه مند جهت افزایش مشارکت در NGOها تشکیل شد. یافتهها: بعد از تحلیل بخش کمی، تمامی ضریب مسیرها در مدل معنادار بودند و مورد تایید قرار گرفتند. نتیجه‌گیری: نتایج نشان داد این الگوی بازاریابی رابطه مند، می‌تواند به بهبود مشارکت و ارتقای NGOها کمک نماید. </div> <div style="text-align: justify;">Background & Aims: The current era is a period of rapid and unpredictable changes. We have experienced that today is not the same as yesterday and inevitably tomorrow will be different from today. Therefore, it is dangerous to adopt past procedures and stick to previous strategies. In order to stabilize their development process, developing countries and societies should be more careful in applying their commercial and business strategies and procedures, because otherwise, they will lose the possibility of fitting and adapting to the current environment and lose their competitive position. They will lose on the international stage. Likewise, companies are constantly looking for ways to stay in touch with their valuable customers, one of which is known as relationship marketing. Relationship marketing is a concept that emerged as a result of a paradigm shift in transactional marketing, and despite the strong role it can play in the success of companies, it has not been given much attention. In recent years, relationship marketing has forced company managers to look for more creative ways to create mutually beneficial relationships with customers. In fact, relational marketing allows companies to enjoy competitive advantages such as reducing marketing costs, increasing cross-selling rates, positive effects of word-of-mouth marketing, and reducing marketing failure costs. Despite the importance and important role of fertilizers in today's progressive human societies, their continuity and strength lie in the participation of audiences who, in addition to believing in the goals of fertilizers, participate in it in some way. Sometimes the participation rate of this group of people decreases due to economic recession, epidemics (pandemics), inappropriate political situations, security threats, and lack of enthusiasm and dynamism in society, etc., or after some time. Participation, the communication lines of the participants with the semans are disconnected, in such a situation, this important need is realized in the semans, how to increase the contributions. The current research is mixed, using the theme analysis method, whose statistical population in the qualitative section is experts in the field of marketing and senior managers of NGOs. Methods: The sampling method was a snowball, which reached theoretical saturation after 10 people. The interviews were semi-structured and the systematic method of Strauss and Corbin was used to code the interviews and to validate the results of the qualitative part, the criterion of reliability with reliability was used. The statistical population was a quantitative part of the targeted sampling method of 260 employees available to NGOs. The data collection tool was a questionnaire extracted from the qualitative section. For the validity of the questionnaire, convergent and divergent validity were used, and Cronbach's alpha coefficient and composite reliability were used to measure reliability. The collected data were tested by PLS3 software. The final model was formed from the sum of the causal, central conditions, necessary contexts and contexts, strategies, interveners, and consequences as dimensions of relational marketing to increase participation in NGOs. Results: After analyzing the quantitative part, all path coefficients in the model were significant and confirmed. Conclusion: The organization's cooperation with non-governmental organizations is not aimed at profit-seeking goals, and therefore their activity is not a commercial activity and obtaining profit. The non-profit nature of Seman's activities raises the question of how to secure their budget. The budget of these organizations is provided in several ways, including membership fees, sales of goods and services, publishing books and magazines, donations from international organizations, governments, charitable institutions, and personal donations. Large budgets are mainly provided by governments or economic activities that are carried out to provide the budget of NGO. Although making a profit is not the main goal of these organizations, such organizations need to identify their goals and organize and specify their strategies and plans to achieve these goals. Effective implementation of programs and performance evaluation is necessary in any organization. Therefore, non-commercial organizations need marketing just like commercial organizations. The main difference between commercial and non-commercial marketing is related to the type of groups that the organization deals with by creating general solidarity, human societies can pave the way for stability and security, and according to this dynamic, they can create systematic mechanisms. In today's modern world, the biggest and most important system that is in charge of macro-interactions and policies of every human society is the government and government system. The existence of regular and coherent organizations in establishing organizational communication and maintaining the continuity of activity brings about the way of securing their budget. The budget of these organizations is provided in several ways, including membership fees, sales of goods and services, publishing books and magazines, donations from international organizations, governments, charitable institutions, and personal donations. Large budgets are mainly provided by governments or economic activities that are carried out to provide the budget of NGO. Although making a profit is not the main goal of these organizations, such organizations need to identify their goals and organize and specify their strategies and plans to achieve these goals. Effective implementation of programs and performance evaluation is necessary in any organization. Therefore, non-commercial organizations need marketing just like commercial organizations. The main difference between commercial and non-commercial marketing is related to the type of groups that the organization deals with. The literature suggests that for relationships to be highly successful, they must consider the long term and partners must commit to co-creating capabilities that support the relationship. This is also consistent with the life cycle perspective of relationships, suggesting that knowledge creation is only possible in the later stages of relationship formation. However, in terms of creating these relationships, there are obstacles in business-NGO relationships that are not found in business relationships. In the second case, building trust requires a lot of energy. The results showed that this relational marketing model can help improve NGOs' participation and promotion. </div> بازاریابی رابطه‌مند, سازمانهای مردم نهاد, تعهد و اعتمادسازی, مدیریت تعارض Relational Marketing, Non-Governmental Organizations, Commitment and Trust Building, Conflict Management 1 17 http://rjms.iums.ac.ir/browse.php?a_code=A-10-7965-2&slc_lang=fa&sid=1 Pezhman Asadi پژمان اسدی 3900319475328460090339 3900319475328460090339 No PhD Sudent in Marketing of Business Management, Rudehen Branch, Department of Accounting & Management, Islamic Azad University, Tehran, Iran دانشجوی دکتری مدیریت بازرگانی، دانشکده حسابداری و مدیریت، واحد رودهن، دانشگاه آزاد اسلامی، تهران، ایران Seyed Mehdi Jalali سید مهدی جلالی drjalali1356@gmail.com 3900319475328460090340 3900319475328460090340 Yes Assistant Professor, Assistant Professor, Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran استادیار، گروه مدیریت بازرگانی، واحد تهران مرکزی، دانشگاه آزاد اسلامی، تهران، ایران Kiumars Ariya کیومرث آریا 3900319475328460090341 3900319475328460090341 No Assistant Professor, Department of Accounting & Management, Rudehen Branch, Islamic Azad University, Tehran, Iran استادیار، دانشکده حسابداری و مدیریت، واحد رودهن، دانشگاه آزاد اسلامی، تهران، ایران