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Designing a marketing model for port services based on the Foundation's data method in the special economic zone of Amirabad port
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Mostafa Moallemi    , Maryam Hafezian , Alireza Zamanian |
| Department of Management,Adib Mazandaran Institute of higher Education ,Sari, Iran , ma.hafez@yahoo.com |
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Abstract: (160 Views) |
Background and Theoretical Foundations: The purpose of this research is to design and test the marketing model of port services based on the Foundation's data method.
Methodology: The mixed exploratory research method and the statistical population of this research included two parts, in the qualitative part there were 20 experts and managers and experts in Amirabad port and in the quantitative part there were 110 people including the owners of goods and services and investors in the special economic zone of Amirabad port. The data collection tool was a researcher-made questionnaire, which was compiled with 88 items based on the theoretical foundations and conducted interviews.
Findings: From the results of the research in the field of port services, 22 components were obtained. In this model, the main and central category is creating value for the customer in providing services to customers in the port. Price, distribution, advertising and employees are causal factors and customer orientation, processes, information management, customers and electronicization of services, contextual factors and physical facilities, brand and branding and communication are intervening factors. Improvement of management structures, improvement of marketing strategies, market orientation, human resources management and improvement of service methods are model strategies and finally, more and more established presence in the market, improvement of structure and realization of internal marketing are the consequences of the model. The analysis of the performed paths showed with a confidence level of 95% that the causal factors to the main category of creating value for the customer at the rate of 0.66 and creating value for the customer to the strategies at the rate of 0.28 and interfering factors to the strategies at the rate of 0.44 and Background factors have an effect on strategies to the extent of 0.31, and finally, strategies have an effect on the results to the extent of 0.71. The greatest impact on the path of strategies related to outcomes was estimated at 0.71.
Conclusion: and this means that if the recommended and extracted strategies are well implemented in Amirabad port, they will improve performance in the field of port services.
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| Keywords: Service marketing, port services, Amirabad port, foundation data model |
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Full-Text [PDF 1604 kb]
(40 Downloads)
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Type of Study: Research/ Original/ Regular Article |
Subject:
Management (Environment, Coastal Zone,...)
Received: 2023/11/10 | Revised: 2024/03/18 | Accepted: 2024/03/5 | ePublished: 2024/03/18
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