مقایسه پدیدارشناسانه رفتارهای برندساز منابع انسانی در فروشگاه های زنجیره ای ایران و افغانستان؛ یک تحقیق بین المللی

پژوهش حاضر از لحاظ هدف کاربردی و از لحاظ نحوه گردآوری اطلاعات، توصیفی-اکتشافی و از نوع تحقیقات کیفی است که با استفاده از روش پدیدار شناسی انجام شده است. از آنجا که پژوهش حاضر کیفی است روش جمع آوری اطلاعات در آن، مصاحبه‌های عمیق با مشارکت کنندگان است. براساس هدف پژوهش، که مقایسه پدیدارشناسانه رفتارهای برندساز منابع انسانی در فروشگاه‌های زنجیره‌ای ایران و افغانستان است، لذا جامعه در دو بخش تعریف شده است. به این صورت که جامعه آماری پژوهش در افغانستان، اساتید دانشگاه‌های کابل و هرات در رشته‌های مدیریت و بازاریابی و همچنین مدیران و کارکنان فروشگاه زنجیره‌ای الکوزی می‌باشند که 21 نفر از آنان باروش نمونه‌گیری هدفمند و براساس اصل اشباع نظری انتخاب شدند و در ایران، اساتید دانشگاه و مدیران و کارکنان فروشگاه‌های زنجیره‌ای می‌باشند که 25 نفر از آن‌ها نیز، به روش نمونه‌گیری هدفمند و براساس اصل اشباع نظری به عنوان اعضای نمونه انتخاب شدند. در این پژوهش به منظور بررسی و تحلیل داده‌های حاصل از مصاحبه، از از روش تحلیل مضمون و نرم افزار مکس‌کیو‌دا استفاده شده است. نتایج پژوهش علاوه بر شناخت و فهم پدیده مذکور ابعاد رفتارهای برندساز منابع انسانی را که شامل 10 مضمون فراگیر بود را شناسایی نمود که شامل: توجه به ارزش، ارتباطات، خلق خودانگاره مطلوب برند، توجه به امنیت، نوع مشارکت، نوع تبلیغات مورد تاکید، رفتارهای درون نقش برندساز، مهمترین مهارت مورد تاکید، نوع موضع‌سازی و راهبردهای آموزشی توسعه رفتارهای برندساز، می‌باشند که درنهایت به تفکیک برای ایران و افغانستان ارائه شده‌اند.

phenomenological comparison of branding behaviors of human resources in chain stores in iran and afghanistan; an international research

introduction: brand-building behaviors in human resources, as a key area in organizational management, have a significant impact on creating and maintaining organizational brand identity. these behaviors include a set of activities and interactions of people in the organization that help strengthen the brand image and its values. in particular, human resources as brand representatives play an essential role in conveying the brand story, creating customer experience and promoting brand loyalty. therefore, the present research was conducted with the aim of phenomenologically comparing the branding behaviors of human resources in chain stores in iran and afghanistan.methodology: the present research is descriptive-exploratory in terms of its practical purpose and in terms of the method of information gathering, and it is of the qualitative research type, which was carried out using the phenomenology method (that is, the lived experience of people involved in the phenomenon) and dickelman's approach. since the current research is qualitative, the method of collecting information in it is in-depth interviews with the participants. based on the purpose of the research, which is a phenomenological comparison of branding behaviors of human resources in chain stores in iran and afghanistan, society is defined in two parts. in this way, the statistical population of the research in afghanistan are the professors of kabul and herat universities in the fields of management and marketing, as well as the managers and employees of alkozi chain store, 21 of them were selected through purposive sampling and based on the principle of theoretical saturation and in iran, there are university professors and managers and employees of chain stores, 25 of them were selected as sample members by purposeful sampling and based on the principle of theoretical saturation. in this research, in order to review and analyze the data obtained from the interview, the theme analysis method and maxqda software were used.result: the findings of the research, in addition to recognizing and understanding the mentioned phenomenon, identified the dimensions of brand-building behaviors of human resources, which included 10 comprehensive themes, which include: attention to value, communication, creating a desirable brand image, attention to security, type of participation, type of advertising. the emphasis is on the behaviors within the role of the brand maker, the most important skill to be emphasized, the type of positioning, and the educational strategies for the development of brand maker behaviors, which are finally presented separately for iran and afghanistan.conclusion: the importance of hr branding behaviors as a key component in the success of organizations, especially in today's competitive world, is undeniable. these behaviors not only help to strengthen and improve the organization's brand image, but also increase the level of employee loyalty and motivation. in fact, employees who act as brand builders not only influence the internal processes of the organization, but also act as brand representatives in the market and contribute to the formation of positive recognition of customers and stakeholders. therefore, investing in the development and strengthening of brand-building behaviors of human resources, especially in the chain stores of iran and afghanistan, will not only lead to the improvement of internal performance, but will also have positive effects on attracting and retaining customers and realizing the strategic goals of the organization, because these stores, as the main contact points with customers, play a key role in shaping the shopping experience and brand image.funding: there is no funding supportauthors' contribution: q.a., m.s.n., sh.a. and h.m. contributed to the design and implementation of the research, to the analysis of the results and to the writing of the manuscript.