طراحی و اعتبارسنجی مدل ارتباطات بلندمدت خریدار-فروشنده در منطقه‌های آزاد تجاری

پژوهش حاضر با هدف طراحی و اعتبارسنجی مدل ارتباطات بلندمدت خریدار-فروشنده در منطقه‌های آزاد تجاری انجام شده است. این مطالعه از‌منظر هدف یک پژوهش کاربردی-توسعه‌ای و از‌منظر روش گردآوری داده‌ها یک پژوهش پیمایش مقطعی است. برای دستیابی به هدف از طرح پژوهش آمیختۀ اکتشافی استفاده شده است. جامعۀ مشارکت‌کنندگان بخش کیفی شامل 17 نفر از خبرگان و مدیران عالی منطقه‌های آزاد تجاری و استادان بازاریابی است. نمونه‌گیری در بخش کیفی با روش هدفمند انجام شده و تا دستیابی به اشباع نظری ادامه یافته است. در بخش کمّی نیز از‌دیدگاه 288 نفر از کارشناسان منطقه‌های آزاد تجاری استفاده شده است. حجم نمونه با روش اندازۀ اثر و توان آزمون تعیین و برای نمونه‌گیری از روش خوشه‌ای-تصادفی بهره گرفته شده است. ابزار گردآوری داده‌ها مصاحبۀ نیمه‌‌ساختاریافته و پرسشنامۀ محقق ساخته است. برای تحلیل داده‌ها از روش تحلیل مضمون با نرم‌افزار maxqda، مدل‌سازی ساختاری-تفسیری با نرم‌افزار micmac و حداقل مربعات جزئی با نرم‌افزار smart pls استفاده شده است. نتایج نشان داده است که عوامل دولتی، مدیریتی، محیطی و ساختاری بر بازاریابی رابطه‌ای و راهبرد بازاریابی در منطقه‌های آزاد تجاری تاثیر می‌گذارند. بازاریابی رابطه‌ای و راهبرد بازاریابی نیز بر مشتری‌گرایی، شخصی‌سازی روابط و هم‌آفرینی ارزش تاثیر می‌گذارد و در‌نهایت، به ارتباطات بلندمدت خریدار-فروشنده در منطقه‌های آزاد تجاری منجر می‌شوند.‌

designing and validating a long-term buyer-seller communication model in free trade zones

this research aimed to design and validate a model of long-term buyer-seller relationships in free trade zones. from an applied and developmental perspective, this was a cross-sectional survey study. to achieve the objective, an exploratory mixed method was utilized.  the qualitative phase involved interviews with 17 experts and senior managers from free trade zones, as well as marketing professors. sampling continued until theoretical saturation. in the quantitative phase, the survey data were collected from 288 free-trade-zone experts with the sample size determined by effect size and statistical power considerations. a cluster random sampling approach was employed as well. data collection tools included semi-structured interviews and a researcher-developed questionnaire. the data were analyzed using thematic analysis, interpretive structural modeling (ism), and partial least squares (pls) techniques. the results indicated that governmental, managerial, environmental, and structural factors influenced relationship marketing (rm) and marketing strategy (ms) in free trade zones. in turn, rm and ms affected customer orientation (co), relationship personalization (rp), and co-creation value (ccv), ultimately leading to long-term buyer-seller relationships. introductionfree trade zones play a crucial role in a country’s regional and national economic prosperity and growth. while there is significant potential for developing thriving commercial hubs, actual achievements often fall short. despite numerous studies on free trade zones, the marketing perspective has been largely overlooked.  establishing long-term buyer-seller relationships within these zones could help optimize their potential. by developing strong relationships with buyers and market participants, the revenues generated throughout the customer lifecycle can be maximized. however, to achieve this, a deeper understanding of the underlying factors that drive long-term relationships between buyers and sellers in these areas is needed. from a strategic standpoint, insufficient attention to cultivating long-term relationships with customers in free trade zones may jeopardize the country’s long-term interests and allow competitors to attract current customers. the costs, time, and marketing efforts required to acquire new customers and business partners are typically much greater than retaining the existing ones. the present study aimed to address this gap by employing an exploratory design to develop a comprehensive and inclusive model of long-term buyer-seller relationships in free trade zones. this research sought to answer the following key question: what does the long-term buyer-seller relationship model in free trade zones look like?  methodologythe aim of this research was to design and validate a model of long-term buyer-seller relationships in free trade zones. this study adopted a pragmatist philosophical approach and employed an applied, developmental, and cross-sectional survey research. to achieve the research objective, an exploratory strategy of mixed (qualitative-quantitative) methods was employed.the qualitative phase involved interviews with theoretical experts (marketing management professors) and practical experts (free-trade-zone managers). purposive sampling was applied and theoretical