Identifying the pattern of non-financial perceived values among production channels and manufacturing companies

Distribution, as one of the components of the marketing mix, in the simplest case, carries the task of transferring the product from the place of production to the place of purchase of the customer in the distribution channel. In other words, the most important task of distribution management is to make the goods available to potential customers at the right time and place. The purpose of this study is to identify the pattern of non-financial perceived values among distribution channels and manufacturing companies. For this purpose, a mixed method was used. At first, relying on the research literature, factors related to values were identified, and then closed and open polls were conducted among experts about the factors, and new factors were also proposed. Data analysis was done using fuzzy Delphi methods and hierarchical analysis. The findings of the research showed that the components of continuity commitment, customer expectations, pricing policy, product specifications, competitive features, brand awareness, perceived quality, customer expectations, product innovation, comprehensive quality management and participation in decision-making from the functional dimension, components of emotional commitment, Customer satisfaction, customer trust, customer loyalty, brand personality, brand value and value communication from the emotional dimension and normative commitment components, word-of-mouth communication, communication management, social media marketing activity, brand image and customer-seller relationship from the social dimension were placed at the first level and the market characteristics component from the social dimension at the second level. Finally, it was found that except for the component of market characteristics from the social dimension, which played the role of an independent variable, all the components of the functional, emotional and social dimensions played the role of a linked variable.

کلیدواژه ها:

Functional ، emotional and social dimensions ، Non-financial perceived values ، Distribution channels