Identifying and Prioritizing Influential and Receptive Factors on Sales Success through Multi-channel Marketing Approach: A Qualitative Study(مقاله علمی وزارت علوم)
منبع:
مدیریت تبلیغات و فروش دوره ۶ پاییز ۱۴۰۴ شماره ۳ (پیاپی ۲۳)
153 - 174
حوزههای تخصصی:
Multi-channel marketing is an evolving strategy that encompasses various channels, aiming to facilitate customer access to products and streamline sales. Given that successful product sales are crucial for the development of multi-channel marketing and business; it is essential to identify the key factors that influence sales success within this framework. The method of this study is of a qualitative type and the nature of the applied method is that the statistical population includes 10 graduate students and professors of management and marketing. In this study, using a systematic review of literature in scientific databases ResearchGate, Google Scholar, ScienceDirect, Springer, articles and research were screened between 2016 and 2024, and according to the findings of the research, 7 factors (channel integrity and integration, customer experience, customer channel selection, organization of sales channels, marketing and sales alignment, logistics coordination, and digital capability) were identified as effective. Finally, using MICMAC qualitative software, the factors were analyzed and ranked based on the degree of effectiveness. According to data analysis in the effectiveness section, factors such as sales channel organization, customer channel selection, marketing and sales alignment, logistics coordination, digital capability, channel integration and integration, and customer experience were ranked 1 to 7, respectively, in the direct influence section, and the factors of sales channel organization, logistics coordination, customer channel selection, marketing and sales alignment, digital capability, channel integration, and customer experience were ranked 1 to 7, respectively, in the dependence or direct influence