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دوره 10 شماره 4 صفحات 61-44 برگشت به فهرست نسخه ها
ارائه مدل شبکه‌ای جذب مشتریان بالفعل از طریق بازاریابی عصبی (مطالعه‌ی مقایسه‌ای: صنعت بیمه و صنعت قارچ)
پروین افشار، محمد جلیلی*، علیرضا عقیقی
گروه مدیریت، واحد ابهر، دانشگاه آزاد اسلامی، ابهر، ایران ، mohammadjalilee@yahoo.com
چکیده:   (279 مشاهده)
مقدمه: هدف اصلی این پژوهش ارائه مدل شبکه‌ای جذب مشتریان بالفعل از طریق بازاریابی عصبی و مقایسه آن در صنعت بیمه و قارچ است. مواد و روش‌ها: روش این پژوهش توصیفی- پیمایشی است. نمونه آماری 9 نفر از خبرگان علوم اعصاب، بازاریابی، صنعت بیمه و قارچ بود که به روش نمونه‌گیری هدفمند انتخاب شدند. روش تحلیل تصمیم‌گیری چند شاخصه است. داده‌ها به روش کتابخانه‌ای- پرسشنامه‌ای جمع‌آوری شد. برای غربالگری از روش دلفی فازی استفاده شد. برای تعیین شدت اثر عوامل از دیمتل فازی، برای اولویت‌بندی ابعاد از روش تحلیل شبکه فازی در اکسل و سوپردسیژن استفاده شد. یافته‌ها: ابعاد بازاریابی عصبی در سه بعد (فیزیولوژیک، شخصیتی و اجتماعی محصول) و در هشت زیر معیار شناسایی شد. در صنعت بیمه بعد اجتماعی محصول (وزن: 0/319) با اجرای تعهدات (وزن: 0/0744) و در صنعت قارچ بعد فیزیولوژیک محصول (وزن: 0/346) با محرک‌های بینایی- شنوایی (وزن: 0/0658) مؤثرترین بعد بازاریابی عصبی در جذب مشتریان بالفعل است. نتیجه‌گیری: در صنعت بیمه توجه به ابعاد غیرملموس چون اعتماد نقش بیشتری در جذب مشتریان بالفعل دارد. در صنعت قارچ بعد فیزیولوژیک و زیر معیار حواس بینایی- شنوایی که ماهیت ملموس دارد، نقش مهم‌تری در جذب مشتریان بالفعل دارد. دلیل این امر شاید پردازش‌های مغز در برخورد با محرک‌های ملموس و غیرملموس نشاءت گرفته از حواس باشد که نیازمند مشاهده عملکرد مناطق خاصی از مغز با دستگاه MRI و fMRI است.
واژه‌های کلیدی: علوم اعصاب، مغز، تصمیم گیری
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نوع مطالعه: پژوهشي | موضوع مقاله: تحقیقات پایه در علوم اعصاب
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afshar P, Jalili M, aghighi A. Identifying a Network Model to Attract Actual Customers through Neuromarketing: A Comparative Study of Insurance and Mushroom Industries. Shefaye Khatam 2022; 10 (4) :44-61
URL: http://shefayekhatam.ir/article-1-2285-fa.html

افشار پروین، جلیلی محمد، عقیقی علیرضا. ارائه مدل شبکه‌ای جذب مشتریان بالفعل از طریق بازاریابی عصبی (مطالعه‌ی مقایسه‌ای: صنعت بیمه و صنعت قارچ). مجله علوم اعصاب شفای خاتم 1401; 10 (4) :61-44

URL: http://shefayekhatam.ir/article-1-2285-fa.html



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دوره 10، شماره 4 - ( پاييز 1401 ) برگشت به فهرست نسخه ها
مجله علوم اعصاب شفای خاتم The Neuroscience Journal of Shefaye Khatam
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