الگو هزینه تعویض در مدیریت زنجیره تأمین

نوع مقاله : پژوهشی

نویسنده

دانشیار گروه مدیریت بازرگانی دانشگاه علامه طباطبائی، تهران، ایران

چکیده

هزینه تعویض، هزینه از دست دادن طرف تجاری بوده و با هدف جذب و حفظ طرف مقابل در تمام زنجیره تأمین از جذب و حفظ تأمین‌کننده گرفته تا بازاریابی و فروش و جذب و حفظ مشتری، کاربرد دارد. هزینه‌تعویض در هر دو بازاریابی صنعتی که در برگیرنده بازاریابی تجاری(B2B= Business to Business) است و بازاریابی مصرفی(B2C= Business to Consumer) نیز کاربرد داشته ولی در این مقاله به جهت ویژگیهای میدان تحقیق و مورد مطالعه به بازاریابی صنعتی پرداخته شده است. اهمیت هزینه‌تعویض در حفظ ذینفعان شامل تأمین کنندگان، خریداران و واسطه‌ها بوده و از جهت دیگر کسب منافع و سود را به همراه دارد. عوامل مختلفی در تعیین هزینه‌تعویض نقش داشته که در این مقاله به آن پرداخته شده است. همچنین، مطالعات مشابهی در تحقیقات قبلی انجام شده ولی الگو جامعی تاکنون ارائه نشده است. هدف این تحقیق استخراج الگوی هزینه‌تعویض بوده و از روش کیفی – کیفی استفاده شده است. در روش کیفی اول بر اساس روش فراترکیب از ادبیات و پیشینه تحقیق تعداد 113 کدباز، 29 کد محوری و 6 کد انتخابی استخراج گردید. سپس در روش کیفی دوم بر اساس روش تحلیل مضمون به کمک مصاحبه های انجام شده تعداد کدهای باز به 87 کد تقلیل یافته و بازنگری کدهای استخراجی در جهت بومی‌سازی و استفاده کاربردی، انجام شده است. به منظور اعتبار سنجی و بررسی پایایی هر دو روش از پایایی بین دو کدگذار استفاده شده و در الگوی نهایی بصورت شبکه مضامین الگوی هزینه‌تعویض در بازاریابی صنعتی و زنجیره تأمین شامل ابعاد (1) متغیرهای محیطی(2) متغیرهای راهبردی (3) متغیرهای تجاری (4) هزینه‌تعویض فایده‌ای (5) هزینه‌تعویض فنی و (6) هزینه‌تعویض رفتاری، استخراج شده است.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Switching Cost Model in Supply Chain Management

نویسنده [English]

  • vahid nasehifar
Faculty Member, Business Administration, Allameh Tabatabaei University, Tehran, Iran
چکیده [English]

Switching cost refers to the cost of losing a business partner and is applied with the aim of attracting and retaining the other party across the entire supply chain, from attracting and retaining suppliers to marketing, sales, and customer retention. Switching cost is applicable in both industrial marketing (B2B) and consumer marketing (B2C); however, this article focuses on industrial marketing due to the characteristics of the research field. The significance of switching cost lies in maintaining stakeholders, including suppliers, buyers, and intermediaries, while also bringing benefits and profitability. Various factors influence the determination of switching costs, which are addressed in this article. Although similar studies have been conducted in previous research, no comprehensive framework has yet been provided. The purpose of this research is to design a switching cost model using a qualitative-qualitative method. In the first qualitative phase, 113 open codes, 29 axial codes, and 6 selective codes were extracted from the literature and research background using the meta-synthesis method. Then, in the second qualitative phase, thematic analysis of interviews reduced the open codes to 87, and revisions were made to localize and practically adapt the extracted codes. To validate and ensure the reliability of both methods, inter-coder reliability was employed. The final framework includes six dimensions of switching cost in industrial marketing and supply chain management: (1) environmental variables, (2) strategic variables, (3) commercial variables, (4) beneficial switching cost, (5) technical switching cost, and (6) behavioral switching cost.

کلیدواژه‌ها [English]

  • Switching Cost
  • Industrial Marketing
  • Supply Chain Management

Smiley face

[1]  A. Samudro, U.  Sumarwan, E. Z. Yusuf, and M. Simanjuntak, “Perceived Value, Social Bond, and Switching Cost as Antecedents and Predictors of Customer Loyalty in the B2B Chemical Industry Context: A Literature Review”, International Journal of Marketing Studies, 10(4), pp. 124-138, 2018, DOI:10.5539/ijms.v10n4p124.
 [2]  Z. Rasdien, D. Pooe, W. Munyany, “Supplier Relationship Management for Enterprise Development in the Cement Industry”, The Southern African Journal of Entrepreneurship and Small Business Management, , 16(1), 1-9. pp. 2024, DOI:10.4102/sajesbm.v16i1.771.
 [3]   M. Ahmadpour, M.M. Movahhedi, Y. Gholipour Kanaani, “Developing a Strategic Model for Evaluating the Performance of a Sustainable Supply Chain in the Service Sector (Case Study: Social Security Organization of the Country)”, Iranian Journal of Supply Chain Management, 25(78), 1-8 pp. 2023, DOI : 20.1001.1.20089198.1402.25.78.1.3. (In Persian).
[4]  S.H. Chin, K.L.  Soh, W.P.  Wong, “Impact of Switching Costs on the Tripartite Model – Third Party Logistics”, Journal of Management, 3(2), 79-88 pp.  2013, DOI: 10.5923/j.mm.20130302.03.
[5]  F. Al-Madi, T. Alfalah, A. Al Shraah, A. Abu-Rumman, “Supply Chain Practices and Organizational Performance: Evidence from Jordanian Medical Devices Firms” , Uncertain Supply Chain Management, 1-10 pp. 2021, DOI:10.5267/j.uscm.2021.8.006.
[6]  K. Haji, “E-Commerce Development in Rural and Remote Areas of BRICS Countries”, Journal of Integrative Agriculture, 20(4), 979–997 pp. 2021, DOI:10.1016/S2095-3119(20)63451-7.
 [7]   B. Ahmad, J. Yuan, N. Akhtar, M. Ashfaq,  “Identifying the Determinants and Consequences of Post-Recovery Satisfaction in B2B Customers: A Multidimensional Justice Theory Perspective”, Journal of Business and Industrial Marketing, 39(1), 1-15pp. 2023, DOI:10.1108/JBIM-08-2022-0366.
[8]  J.N. Sheth, “The Future of Relationship Marketing”, Journal of Services Marketing, 16(7), 590-592 pp. 2002, DOI:10.1108/08876040210447324.
[9]  M.A. Jones, D.L. Mothersbaugh, S.E. Beatty, “Why Customers Stay: Measuring the Underlying Dimensions of Services Switching Costs and Managing Their Differential Strategic Outcomes”, Journal of Business Research, 55(6), 441-450 pp. 2002, https://doi.org/10.1016/S0148-2963(00)00168-5.
[10]  M. Magnani, F.M. Manenti, P. Valbonesi, “Measuring Switching Costs in the Italian Residential Electricity Market”, Marco Fanno Conference Paper, 1-24 pp. 2022.
[11]  C. Pateiro-Rodríguez, A.J. Prado-Domínguez, C. Pateiro-López, F. Martín-Bermúdez, “Public Policies to Reduce Switching Costs Linked to Mandatory Access to Certain Elements of the Postal Network in The Eu and the Effects of the Retention Costs”, International Journal of Professional Business Review, 9(3), 1-24 pp.2024, https://doi.org/10.26668/businessreview/2024.v9i3.4394.
[12]  O. Shy, “A Quick-and-Easy Method for Estimating Switching Costs”, International Journal of Industrial Organization, 20(1), 71-87 pp. 2002, https://doi.org/10.1016/S0167-7187(00)00076-X.
[13]  A. Panchuk, N. Kononova, “Theoretical Basis of Relationship Marketing of Ukrainian Higher Education Institutions”, Economics & Education, 8(4), 67-73 pp. 2023, DOI:10.30525/2500-946X/2023-4-11.
[14]  B. Lim, J. Sotes-Paladino, G.J. Wang, Y. Yao, “The Value of Growth: Changes in Profitability and Future Stock Returns”, Journal of Banking and Finance, 158(5), 1-16 pp. 2024, https://doi.org/10.1016/j.jbankfin.2023.107036.
[15]  Y. Li, N.O.  Ndubisi, G. Li, J, Xu, “Evaluating the Moderated-Mediation Effects of Switching Costs in the Link Between Social Capital and NPD Performance”, Journal of Management Science and Engineering, 9(2),   161-176 pp. 2024, https://doi.org/10.1016/j.jmse.2023.12.001.
[16]  Y. Li, N.O.  Ndubisi, J.  Xu, G. Li, “Do Switching Costs Hurt New Product Development Performance? The Role of Relationship Quality and Customer Involvement”, Management Decision, 60(1), 2552-2571 pp. 2022, DOI:10.1108/MD-10-2021-1321.
 [17]  E.T. Anderson, D. Simester, D.   “Advertising in a Competitive Market: The Role of Product Standards, Customer Learning, and Switching Costs”, Journal of Marketing Research, 50(4), 489–504 pp. 2014, https://doi.org/10.1509/jmr.11.0538.
[18] J. P. Dubé, G.J. Hitsch, P.E. Rossi, “Do Switching Costs Make Markets Less Competitive? ”, Journal of Marketing Research, 46(4), 1-11 pp. 2009, https://doi.org/10.1509/jmkr.46.4.435.
[19]  F. Ruiz-Aliseda, “When Do Switching Costs Make Markets More or Less Competitive? ”, International Journal of Industrial Organization, 47, 121-151 pp. 2016, https://doi.org/10.1016/j.ijindorg.2016.04.002.
[20]  S. Suharto, Y.  Yuliansyah, “The Influence of Customer Relationship Management and Customer Experience on Customer Satisfaction”, Integrated Journal of Business and Economics, 7(1), 403-417 pp. 2023, DOI:10.33019/ijbe.v7i1.641.
[21] T. Mogotloane, V. Louw, “Customer Complaints Management in South Africa: a Quest for Service Excellence”, Africa’s Public Service Delivery and Performance Review, 12(1), 1-10 pp. 2024, DOI:10.4102/apsdpr.v12i1.752.
[22]  D. Tadic, M. Stefanovic, M. Aleksic, “The Evaluation and Ranking of Medical Device Suppliers by Using Fuzzy Topsis Methodology. Journal of Intelligent & Fuzzy Systems, 27(4), 2091–2101 pp. 2014, DOI:10.3233/IFS-141174.
[23]  P. Li, S. Ren, “Expert-Calibrated Learning for Online Optimization with Switching Costs”, Anal. Comput. Syst Conference Paper 6(2), 1-35 pp. 2022, https://doi.org/10.1145/3530894.
[24]  W. He, M. Li, J. Zheng, “Switching Cost, Network Externality and Platform Competition”, International Review of Economics & Finance, 84, 428-443 pp. 2023, https://doi.org/10.1016/j.iref.2022.11.037.
[25]  G. Barone, R. Felici, M. Pagnini, “Switching Costs in Local Credit Markets”, International Journal of Industrial Organization, 29(6), 694-704 pp. 2011, https://doi.org/10.1016/j.ijindorg.2011.03.004.
[26]  A. Anell, J. Dietrichson, L.M. Ellegard, G. Kjellsson, “Information, Switching Costs, and Consumer Choice: Evidence from Two Randomised Field Experiments in Swedish Primary Health Care”, Journal of Public Economics, 196(4), 1-40 pp. 2021, DOI:10.1016/j.jpubeco.2021.104390.
[27]  R.L. Goettler, K. Clay, “Tariff  Choice with Consumer Learning and Switching Costs”, Journal of Marketing Research, 48(4), 633-652 pp. 2011, DOI:10.1509/jmkr.48.4.633.
 [28]  V. Braun and V. Clarke, “Using Thematic Analysis in Psychology” , Qualitative Research in Psychology, 3(2),  77-101pp. 2006, DOI:10.1191/1478088706qp063oa.
[29] H. Nasirnateri, A. Mehrara, M. Matani, “Interpretive Structural Modeling of Factors Affecting on the Implementation of Job Rotation Based on the Organization, Methods and Value Chain of National Gas Company of Iran”, Iranian Journal of Supply Chain Management, 25(78), 37-46 pp. 2023, DOI : 20.1001.1.20089198.1402.25.78.4.6. (In Persian).
[30]  A.R. Hosseinzadeh, M. Ebrahim, M. Pourzarandi, M.A. Afsharkazemi, “Prioritizing Strategies Based on the Identification and Ranking of Supply Chain Risks (Case Study: Oil and Gas Operating Company)”, Iranian Journal of Supply Chain Management, 25(79), 1-15 pp. 2023, DOI : 20.1001.1.20089198.1402.25.79.1.5. (In Persian).
[31] H. Torabi, M. Nosrati, “Evaluation of Supply Chain Performance Based on SCOR Criteria (Case Study: Zanjan Zinc Refinery Company)”, Iranian Journal of Supply Chain Management, 25(79), 39-48 pp. 2023, DOI : 20.1001.1.20089198.1402.25.79.3.7. (In Persian).
[32] F. Alibakhshi, M. Modiri, C. Valmohammadi, G. Hashemzadeh, “Presenting a Model for Supply Chain Resilience Assessment in the Country’s Medical Centers (Qualitative and Quantitative Approach)”, Iranian Journal of Supply Chain Management, 25(80), 65-68 pp. 2023, DOI : 20.1001.1.20089198.1402.25.80.5.1. (In Persian).
دوره 26، شماره 84 - شماره پیاپی 84
شماره پیا پی 84 پاییز 1403
آذر 1403
صفحه 1-13
  • تاریخ دریافت: 17 فروردین 1403
  • تاریخ بازنگری: 22 اردیبهشت 1403
  • تاریخ پذیرش: 08 مهر 1403
  • تاریخ انتشار: 20 آذر 1403