بررسی و شناسایی عوامل موثر بر قیمت گذاری حمل بار در بازار حمل و نقل چندوجهی در منطقه منا: یک پژوهش کیفی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانش آموخته کارشناسی ارشد، گروه مدیریت، واحد کرج، دانشگاه آزاد اسلامی، کرج، ایران

2 استادیار، گروه مدیریت صنعتی، واحد کرج، دانشگاه آزاد اسلامی، کرج، ایران

3 دانشیار، گروه مدیریت صنعتی، واحد کرج، دانشگاه آزاد اسلامی، کرج، ایران

چکیده

قیمت‌گذاری صحیح برای محصولات و خدمات یکی از مهم ترین اقدامات هر کسب و کاری است که این امر در شرکت های حمل و نقل چند وجهی به دلیل ماهیت خاص آنها ، پیچیدگی بیشتری دارد در مواجهه با پیچیدگی‌های موضوع قیمت‌گذاری، تصمیمات مدیران، اغلب تحت تاثیر احساسات درونی قرار دارند، زیرا برای تصمیم گیری اطلاعات دقیقی وجود نداشته یا این اطلاعات در اختیار مدیران ارشد نیستند. بنابراین هدف اصلی این پژوهش شناسایی دقیق مولفه های موثر قیمت‌گذاری خدمات حمل‌ کالا به عنوان مهمترین مولفه بازار حمل و نقل چندوجهی است ، درنتیجه پژوهشی کیفی و کاربردی تعریف شد تا این مولفه ها و شاخصها شناسایی شوند. با مطالعه پژوهشهای پیشین ، پرسشنامه‌ متشکل از 8 عامل و 64 شاخص تهیه شده و برای 15 نفر از مدیران ارشد شرکت های حمل و نقل چندوجهی منطقه خاورمیانه و شمال آفریقا ارسال شد و پاسخها در 3 دور روش دلفی جهت دستیابی به اجماع بین خبرگان گردآوری شد. تحلیل یافته ها و نتایج با استفاده از پاسخهای گردآوری شده و با اتخاذ چارچوب نظری نشان داد که ، در سطح شرکت و سطح کلان تمامی مولفه های شناسایی شده برقیمت موثر بوده اما تعداد 10 عدد از شاخصهای شناسایی شده حذف شده و 5 شاخص جدید توسط پانل خبرگان به شاخصها اضافه شد. در نتیجه اجماع نظر خبرگان ، مدل مفهومی برای قیمت گذاری خدمات حمل بار چندوجهی در منطقه خاورمیانه و شمال آفریقا ارائه شد.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Investigating and Identifying the Factors Affecting Freight Pricing in The Multimodal Transportation Market in Mena Region: A Qualitative Research

نویسندگان [English]

  • Amir Asri 1
  • Mehrdad Hosseini Shakib 2
  • Abbas Khamseh 3
1 Grad., Department of Management, Karaj Branch, Islamic Azad University, Karaj, Iran
2 Assistant Professor, Department of Industrial Management, Karaj Branch, Islamic Azad University, Karaj, Iran
3 Associate Professor, Department of Industrial Management, Karaj Branch, Islamic Azad University, Karaj, Iran.
چکیده [English]

 
Proper pricing of products and services is one of the most important initiatives of any business, which is more complicated in multimodal transport companies due to their special nature. Faced with the complexities of pricing issues, most of the time managers' decisions are influenced by emotions because there is no accurate information to make a decision or this information is not available to senior managers. Therefore, the main purpose of this study is to identify the effective components of pricing of freight transportation services, as the most important part of the multidimensional transportation marketing mix. As a result, qualitative and applied research was defined to identify these components and indexes. By studying previous research, a qualitative Delphi questionnaire consisting of 8 factors and 64 indexes was prepared and sent to 15 senior managers of multimodal transport companies in the Middle East and North Africa region. After 3 rounds of the Delphi questionnaire consensus between expert panel members has been achieved. Adopting a theoretical framework according to result analysis showed that, at the both firm levels and at the macro level, all identified components were effective, but 10 of the identified indexes were removed and 5 new indexes were added by the panel members. As a result of the expert panel consensus, a conceptual model for the pricing of multimodal freight services in the Middle East and North Africa region was proposed.

کلیدواژه‌ها [English]

  • Transportation Pricing
  • Market Segmentation
  • Marketing Management
  • Middle East and North Africa
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