ﻃﺮاﺣﯽ ﻣﺪل ﻋﻠّﯽ وﻓﺎداري ﺑﻪ ﺑﺮﻧﺪ در ﺻﻨﻌﺖ داروﯾﯽ اﯾﺮان ﺑﺎ روﯾﮑﺮد دﯾﻤﺘﻞ

Designing a Causal Model of Brand Loyalty in the Iranian Pharmaceutical Industry with the DEMATEL Approach

داروﺳﺎزي ﯾﮑﯽ از ﺑﺰرﮔﺘﺮﯾﻦ ﺻﻨﺎﯾﻊ ﺟﻬﺎن اﺳﺖ ﮐﻪ در دو دﻫﻪ ﮔﺬﺷﺘﻪ رﺷﺪ ﻗﺎﺑﻞ ﺗﻮﺟﻬﯽ داﺷﺘﻪ اﺳﺖ. ﺗﻨﻬﺎ در ﺳﺎل 2019 اﯾﻦ ﺻﻨﻌﺖ ﮐﺴﺐ و ﮐﺎر 1/25 ﺗﺮﯾﻠﯿﻮن دﻻر آﻣﺮﯾﮑﺎ را در ﺳﺮاﺳﺮ ﺟﻬﺎن اﻧﺠﺎم داد. ﺑﺮ اﺳﺎس ﯾﮏ ﭘﯿﺶﺑﯿﻨﯽ، اﻧﺘﻈﺎر ﻣﯽرود ﺗﻌﺪاد ﻗﺒﻠﯽ در ﺳﺎل 2024 ﺑﻪ 1/59 ﻣﯿﻠﯿﺎرد دﻻر آﻣﺮﯾﮑﺎ اﻓﺰاﯾﺶ ﯾﺎﺑﺪ. وﻓﺎداري ﻧﻮﻋﯽ ﻧﮕﺮش ﻣﺜﺒﺖ ﺑﻪ ﯾﮏ ﻣﺤﺼﻮل اﺳﺖ ﮐﻪ ﺑﺮ اﺛﺮ اﺳﺘﻔﺎده ﻣﮑﺮر از آن ﺑﻪ وﺟﻮد ﻣﯽآﯾﺪ ﮐﻪ دﻟﯿﻞ آن را ﻓﺮآﯾﻨﺪﻫﺎي رواﻧﯽ ﻣﯽداﻧﻨﺪ. ﺑﻪ ﻋﺒﺎرﺗﯽ، ﺗﮑﺮار ﺧﺮﯾﺪ ﺻﺮﻓﺎً ﯾﮏ واﮐﻨﺶ اﺧﺘﯿﺎري ﻧﯿﺴﺖ. ﺑﻠﮑﻪ ﻧﺘﯿﺠﻪ ﻋﻮاﻣﻞ رواﻧﯽ، اﺣﺴﺎﺳﯽ و ﻫﻨﺠﺎري اﺳﺖ. ﻫﺪف از اﻧﺠﺎم ﭘﮋوﻫﺶ ﺣﺎﺿﺮ ﺷﻨﺎﺳﺎﯾﯽ اﺑﻌﺎد وﻓﺎداري ﺑﻪ ﺑﺮﻧﺪ در رﻓﺘﺎر ﻣﺼﺮفﮐﻨﻨﺪﮔﺎن ﺻﻨﻌﺖ داروﯾﯽ ﮐﺸﻮر اﯾﺮان ﺑﺎ روﯾﮑﺮد دﯾﻤﺘﻞ ﻣﯽﺑﺎﺷﺪ. اﺑﻌﺎد وﻓﺎداري ﺑﻪ ﺑﺮﻧﺪ از ﭘﮋوﻫﺶ ﻋﻠﯽ اﮐﺒﺮي و ﻣﻮﺳﯽ )1398( و ﺗﮑﻨﯿﮏ ﻏﺮﺑﺎﻟﮕﺮي ﻓﺎزي، اﺳﺘﺨﺮاج ﺷﺪه اﺳﺖ. ﺟﺎﻣﻌﻪ و ﻧﻤﻮﻧﻪ آﻣﺎري 30 ﻧﻔﺮ از اﺳﺎﺗﯿﺪ داﻧﺸﮕﺎﻫﯽ ﻣﺴﻠﻂ ﺑﻪ ﻣﻔﺎﻫﯿﻢ وﻓﺎداري ﺑﻪ ﺑﺮﻧﺪ و رﻓﺘﺎر ﻣﺼﺮفﮐﻨﻨﺪﮔﺎن ﺻﻨﺎﯾﻊ داروﯾﯽ اﺳﺖ. ﭘﺲ از ﻣﺮور دﻗﯿﻖ ﻣﺒﺎﻧﯽ ﻧﻈﺮي و ﭘﯿﺸﯿﻨﻪ ﭘﮋوﻫﺶ اﺑﻌﺎد ﺗﺤﻘﯿﻖ در ﺧﺼﻮص ﻣﺘﻐﯿﺮﻫﺎ ﺷﻨﺎﺳﺎﯾﯽ ﺳﭙﺲ ﺑﺎ اﺳﺘﻔﺎده از ﺗﮑﻨﯿﮏ آزﻣﺎﯾﺸﮕﺎه ارزﯾﺎﺑﯽ و ﺗﺤﻠﯿﻞ ﺗﺼﻤﯿﻢﮔﯿﺮي )دﯾﻤﺘﻞ(، ﺑﻪ ﺑﺮرﺳﯽ ﻣﯿﺰان ﺷﺪت ارﺗﺒﺎﻃﺎت ﻣﯿﺎن اﺑﻌﺎد وﻓﺎداري ﺑﻪ ﺑﺮﻧﺪ ﭘﺮداﺧﺘﻪ ﺷﺪ. ﻧﺘﺎﯾﺞ ﻧﺸﺎن ﻣﯽدﻫﺪﮐﻪ ﺑﻌﺪ ﺗﻤﺎﯾﻼت ﺧﺮﯾﺪ ﺑﯿﺸﺘﺮﯾﻦ ﺗﺄﺛﯿﺮﮔﺬاري و ﺑﻌﺪ اﻧﺘﺨﺎب اول ﺑﺮﻧﺪ ﻧﺴﺒﺖ ﺑﻪ ﺑﺮﻧﺪﻫﺎي ﻣﺸﺎﺑﻪ ﺑﯿﺸﺘﺮﯾﻦ ﺗﺄﺛﯿﺮﭘﺬﯾﺮي در رﻓﺘﺎر ﻣﺼﺮفﮐﻨﻨﺪﮔﺎن ﺻﻨﺎﯾﻊ داروﯾﯽ را دارد.

Pharmacy is one of the largest industries in the world that has grown significantly in the last two decades. In 2019 alone, the industry generated 1.25 trillion $ in business worldwide. According to one forecast, the previous number is expected to increase to US 59.59 billion $ in 2024. Loyalty is a positive attitude towards a product that results from its repeated use, which is due to psychological processes. In other words, repeat purchases are not just an optional reaction. It is the result of psychological, emotional and normative factors. The purpose of this study is to identify the dimensions of brand loyalty in the behavior of consumers in the pharmaceutical industry in Iran with the DEMATEL approach. Dimensions of brand loyalty have been extracted from the research of Ali Akbari and Musa (1398) and fuzzy screening techniques. The population and statistical sample of 30 university professors are familiar with the concepts of brand loyalty and consumer behavior in the pharmaceutical industry. After a thorough review of the theoretical foundations and research background, the dimensions of research on variables were identified and then the intensity of the relationship between the dimensions of brand loyalty was investigated using DEMATEL.The results show that the dimension of purchase tendencies is the most influential and the dimension of brand first choice. Compared to similar brands, it has the most impact on the behavior of consumers in the pharmaceutical industry.