Service-Oriented Organizations

The marketing paradigm in service organizations has gradually shifted from traditional mass marketing approaches, which are based on standardized production and broad distribution, toward capillary marketing, emphasizing personalization, individual interactions, and deep penetration into customers' micro-networks. Owing to the intangible, heterogeneous, and interactive nature of services, this transition is accompanied by unique challenges and complexities. The present study aims to develop a strategic model that facilitates this transformation. Using the Fuzzy Delphi Method in three successive rounds and drawing upon the opinions of ۲۱ academic and executive experts in the field of service marketing, the principal dimensions, components, and strategic priorities of this transformation were identified and prioritized. The findings resulted in the development of a comprehensive strategic model consisting of five main dimensions― organizational readiness, market intelligence, micro-segmentation strategies, network value creation, and distribution structure reengineering and ۱۸ subsidiary components. The proposed model provides a systematic roadmap for service organizations to adapt to the requirements of modern markets and achieve sustainable competitive advantage through capillary marketing. The results indicate that the development of analytical Customer Relationship Management (CRM) systems, micro-segmentation, and the redesign of salesforce roles and incentive systems represent the highest-priority elements within the proposed framework.

کلیدواژه ها:

Capillary Marketing ، Mass Marketing ، Service Organizations ، Strategic Model ، Fuzzy Delphi Method