شناسایی عوامل موثر بر بازآفرینی شغلی کارکنان بازاریابی در بخش صادرات شرکت زر ماکارون

فرجام, سعید; راهدار, لیلا

doi:10.22034/bs.2022.1971321.2663

شناسایی عوامل موثر بر بازآفرینی شغلی کارکنان بازاریابی در بخش صادرات شرکت زر ماکارون

نوع مقاله : ترویجی

نویسندگان

سعید فرجام ¹

لیلا راهدار ²

¹ استادیار گروه مدیریت بازرگانی، دانشگاه پیام نور، تهران

² کارشناس ارشد مدیریت ، دانشگاه پیام نور، تهران، ایران

10.22034/bs.2022.1971321.2663

چکیده

هدف این پژوهش شناسایی عوامل موثر بر بازآفرینی شغلی کارکنان بازاریابی در بخش صادرات می‌باشد. تاثیر بازآفرینی شغلی می‎تواند بسیار زیاد باشد و تاثیراتی همچون پایداری، انعطاف‌پذیری، مشارکت و عملکرد در کسب و کار. در واقع کنترل بیشتر بر وظایف و بهره‌گیری از نقاط قوت و تجربیات منحصر به فرد کارکنان به آنها کمک خواهد کرد تا در کارهایشان پیشرفت کنند و احساس رضایت، اعتماد به نفس و شادی داشته باشند. پژوهش حاضر از نظر هدف کاربردی و از حیث جمع‌آوری داده‌ها پژوهشی توصیفی ‌‌است.
برای تجزیه‌وتحلیل از روش تکنیک مدل‌‌یابی معادلات ساختاری استفاده ‌شده است. جامعه آماری این پژوهش کارشناسان بازاریابی در بخش صادرات در شرکت زر ماکارون به تعداد 210 هستند. بنابراین، روش نمونه‌‌گیری در دسترس است که باتوجه ‌‌به معلوم ‌‌بودن جامعه آماری، حجم نمونه با سطح اطمینان 95/0، بر اساس فرمول کوکران تعداد 132 نفر مشخص شده است. با‌‌توجه‌‌ به پیمایشی ‌‌بودن پژوهش برای جمع‌آوری داده از ابزار پرسشنامه استفاده‌شده است. روایی پرسشنامه در مرحله اول از طریق روایی محتوی، سپس از طریق روایی همگرا و واگرا مورد تأیید قرار گرفت. پایایی پرسشنامه با ضریب آلفای کرونباخ مورد تأیید قرار گرفت.
ابتدا بر اساس مبانی نظری مدل مفهومی طراحی شد که طبق چارچوب نظری سه متغیر شخصیت فعال، ابتکار شخصی و معناداری کار بر بازآفرینی شغلی موثر قلمداد شدند. سپس نتایج بخش تحلیلی نشان داد شخصیت فعال بر بازآفرینی شغلی تأثیر معنادار دارد. ابتکار شخصی بر بازآفرینی شغلی تأثیر معنادار دارد. معناداری کاری بر بازآفرینی شغلی تأثیر معنادار دارد. بدون شک می‎توان گفت بازآفرینی شغلی کارکنان به یکی از مهم‌ترین و چالش‌برانگیزترین موضوعات در بین شرکت‌ها به‌خصوص در بخش صادرات تبدیل شده است. با این وجود بهتر است که بازآفرینی شغلی برای شرکت‌ها و سازمان‌ها به طور کامل بررسی شود.

کلیدواژه‌ها

بازآفرینی شغلی / کارکنان بازاریابی / صادرات

عنوان مقاله English

Identifying Factors Affecting the job Crafting of Marketing Employees in the Export Department of Zar Macaroon Company

نویسندگان English

Saeid Farjam ¹

leyla rahdar ²

¹ Assistant Professor of Business Management Department, Payame Noor University, Tehran, Iran

² Payam Noor Hormozgan Kish International Unit, Tehran, Iran

چکیده English

Introduction: The purpose of this study is to identify the factors affecting the job crafting of marketing staff in the export sector. The impact of job crafting can be very high and impacts such as stability, flexibility, participation and performance in business. In fact, having more control over tasks and taking advantage of the unique strengths and experiences of employees will help them to progress in their work and feel satisfied, confident and happy. The present study is a descriptive research in terms of applied purpose and in terms of data collection.
Method: Structural equation modeling technique has been used for analysis. The statistical population of this research is 210 marketing experts in the export sector in Zar Macaroni Company. Therefore, sampling method is available that due to the uncertainty of the statistical population, the sample size with a confidence level of 0.95, based on the Cochran’s formula of 132 people has been determined. Due to the survey and the lack of research, a questionnaire was used to collect data. The validity of the questionnaire was first confirmed through content validity, then through convergent and divergent validity. The reliability of the questionnaire was confirmed by Cronbach’s alpha coefficient.
Results: First, a conceptual model was designed based on the theoretical foundations, which according to the theoretical framework, the three variables of active personality, personal initiative and work significance were considered effective on job crafting. Then, the results of the analytical section showed that active personality has a significant effect on job crafting. Personal initiative has a significant effect on job creation. Meaningfulness of work has a significant effect on job crafting. Undoubtedly, it can be said that the job crafting of employees has become one of the most important and challenging issues among companies, especially in the export sector. However, it is better to thoroughly examine job crafting for companies and organizations.

کلیدواژه‌ها English

Job Crafting / Marketing Staff / Export

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