نگاشت توسعه خدمات مهندسی جدید در شرکت های مشاوره پروژه با دیدگاه سیستمی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار، گروه مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران

2 دانشجوی دکتری مدیریت صنعتی گرایش مدیریت سیستم ها، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران

چکیده

بخش خدمات به صورت مستقیم و غیر مستقیم سهم قابل توجهی از تولید ناخالص ملی را به خود اختصاص می دهد. در این بین خدمات مهندسی مشاور یکی از مهم ترین بخش های ارائه دهنده خدمات در صنایع گوناگون است که به دلیل پویایی، عدم اطمینان و رقابت روزافزون جهانی، توسعه مستمر آن برای پاسخگویی به نیازهای مشتریان ضرورتی اجتناب ناپذیر دارد. شناسایی چالش ها و چگونگی توسعه خدمات مهندسی مشاور به کمک نگاشت شناختی مبتنی بر روش سودا با تاکید بر یافتن مراحل فرایند خلق خدمت مهندسی جدید، تعیین عوامل مؤثر بر این فرایند و نحوه بازاریابی خدمت خلق شده هدف اصلی پژوهش حاضر است. جامعه آماری پژوهش را متخصصین صاحب نظر در زمینه شرکت های مهندسین مشاور پروژه تشکیل می دهند که با استفاده از روش نمونه گیری هدفمند انتخاب گردیدند و از طریق مصاحبه های عمیق نیمه ساختاریافته داده های تحقیق جمع آوری شد. یافته های بدست آمده یازده گام برای ایجاد خدمت مهندسی جدید و پنج عامل اصلی تأثیرگذار بر این فرایند را مشخص کرد. رویکرد بازاریابی خدمت مهندسی جدید نیز مبتنی بر راهبرد STP تبیین شد. اعتبارسنجی یافته ها مبتنی بر معیارهای منتخب مربوط به پژوهش های کیفی انجام گرفت که نتایج دلالت بر سطح قابل قبول روایی و پایایی دارد.

کلیدواژه‌ها


عنوان مقاله [English]

Mapping the New Engineering Service Development services in project consulting firms with systemic perspective

نویسندگان [English]

  • Azim Zarei 1
  • Reza Behboud 2
  • Taha Jafari 2
1 Associate Professor, Faculty of Economic, Management and Administrative Sciences, Semnan University
2 Ph.D Candidate, Systems Management, Faculty of Economic, Management and Administrative Sciences, Semnan University
چکیده [English]

The service segment, directly and indirectly, has a significant share of GDP. Among these, consulting engineering services is one of the most important service providers in various industries, which due to dynamism, uncertainty, and increasing global competition, Its continuous development is an inevitable necessity to meet the needs of customers.Identifying the challenges and how to develop consulting engineering services with the use of soda cognitive map with an emphasis on finding the steps of the process of creating a new engineering service, determining the factors affecting the process, and the marketing of this service is the main purpose of this research. The statistical population of the research is experts in the field of project consulting engineers who were selected using a purposive sampling method and research data were collected through in-depth and semi-structured interviews. The findings identified eleven steps to create a new engineering service and five key factors influencing the process. The marketing approach of the new engineering service based on the STP strategy was also explained. Validation of the findings was performed based on selected criteria related to qualitative research, which results indicate an acceptable level of validity and reliability.

کلیدواژه‌ها [English]

  • "New engineering service development"
  • "Engineering service marketing"
  • "Project engineering consultant"
  • "SODA approach"
  • "Cognitive mapping"
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