ارائه مدل استقرار بازی وار سازی در بازاریابی بنگاه به بنگاه در صنعت تجهیزات پزشکی ایران (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
بازی وار سازی در سال های اخیر توجه بسیاری از محققان را به خود جلب کرده است. بازی وار سازی ظرفیت درخور توجهی در افزایش ترغیب مشتریان صنعتی به مشارکت، تعامل و وفاداری آن ها، به عنوان یکی از اهداف اصلی بازاریابی بنگاه به بنگاه دارد؛ اما باوجود توافق محققان بر مزایای بازی وار سازی، همچنان بینش کاملی از عوامل مؤثر بر استقرار آن در بازاریابی بنگاه به بنگاه وجود ندارد؛ در این راستا پژوهش حاضر با هدف ارائه مدل استقرار بازی وار سازی در بازاریابی بنگاه به بنگاه در صنعت تجهیزات پزشکی در ایران صورت گرفت. پژوهش ازنظر هدف کاربردی و ازنظر روش شناسی از نوع کیفی است. مشارکت کنندگان شامل 15 نفر از خبرگان و متخصصین در حوزه بازاریابی و فروش تجهیزات پزشکی بودند که با بهره گیری از روش نمونه گیری هدفمند و تا رسیدن به اشباع نظری انتخاب شدند. ابزار گردآوری داده های پژوهش مصاحبه های نیمه ساختاریافته بود که پایایی و روایی آن تأیید شد. برای تجزیه وتحلیل از روش نظریه داده بنیاد با رویکرد (Strauss & Corbin, 1998) و نرم افزار مکس کیودا استفاده شد. یافته ها، در قالب الگوی پارادایمی ارائه شد که شامل شرایط علّی (ویژگی های جمعیتی کاربران، ویژگی های روان شناختی کاربران، ویژگی های شناختی و ویژگی های مدیریتی)، شرایط زمینه ای (زیرساخت های فنی و فناوری، منابع و قابلیت ها و عوامل درون سازمانی)، شرایط مداخله گر (سیاست های کلان و محدودیت های فرهنگی قانونی)، پدیده محوری (عناصر بازی وارسازی و پایش بازی وارسازی)، راهبردها (راهبردهای بازاریابی مشتری محور و راهبردهای آموزشی و اطلاع رسانی) و پیامدها (پیامدهای رفتاری و بازاریابی، پیامدهای مشتری محور، پیامدهای سلامت محور، پیامدهای اطلاعاتی و امنیتی) است. الگوی ارائه شده می تواند به عنوان چارچوبی راهبردی برای مدیران شرکت های فعال در صنعت تجهیزات پزشکی به منظور پیاده سازی برنامه های بازی وار سازی در بازاریابی بنگاه به بنگاه استفاده شود و زمینه ساز افزایش تعامل، وفاداری و مشارکت مشتریان در بازارهای صنعتی شود.Presenting a Model of Gamification Deployment in Business-to-Business (B2B) Marketing in the Medical Equipment Industry in Iran
In recent years, gamification has garnered significant attention from researchers due to its potential to enhance participation, interaction, and loyalty among industrial customers—key objectives in Business-to-Business (B2B) marketing. Despite a consensus on the benefits of gamification, a comprehensive understanding of the factors influencing its implementation in B2B marketing remains lacking. This study aimed to develop a model for establishing gamification in B2B marketing within Iran's medical equipment industry. The research was applied in purpose and qualitative in methodology. Participants included 15 experts and specialists in medical equipment marketing and sales, who were selected through purposive sampling until theoretical saturation was achieved. Data were collected through semi-structured interviews with the reliability and validity of the tool confirmed. Analysis was conducted using the Grounded Theory method following the Strauss and Corbin (1990) approach, which was facilitated by MaxQda software. The findings were presented in a paradigmatic model encompassing: Causal Conditions: User demographic characteristics, psychological traits, cognitive attributes, and managerial characteristics Contextual Conditions: Technical and technological infrastructure, resources and capabilities, and intra-organizational factors Intervening Conditions: Macro policies and cultural-legal restrictions Central Phenomenon: Gamification elements and monitoring Strategies: Customer-oriented marketing strategies and educational/informational strategies Consequences: Behavioral and marketing impacts, customer-oriented outcomes, health-related effects, and information/security considerations This model served as a strategic framework for managers in the medical device industry to implement gamification programs in B2B marketing, facilitating increased customer interaction, loyalty, and participation in industrial markets. Introduction As competition intensifies in industrial markets, Business-to-Business (B2B) marketing and the cultivation of long-term customer relationships have become increasingly vital. Gamification, an emerging strategy, has the potential to enhance loyalty and engagement in B2B interactions by offering motivational and interactive experiences. Despite the rapid expansion of the global gamification market, its practical implementation still faces challenges, including poor design, user unpreparedness, and negative effects on participation. While gamification has been effectively applied in sectors, such as education, healthcare, and banking, its use in B2B marketing—especially within the medical equipment industry—remains largely unexplored. Iran's medical equipment sector characterized by a multi-billion-dollar market and a complex purchasing structure offers a promising context for gamification. However, a robust framework for implementing gamification in this sector is still lacking. To address this gap, the present study aimed to identify the key dimensions and drivers of gamification implementation in B2B medical marketing and proposed a comprehensive model to enhance both theoretical understanding and practical application. Materials & Methods This study employed an applied objective within an interpretivist paradigm and adopted a qualitative research approach. Participants included senior managers and marketing/sales experts from the medical equipment industry. Using purposive sampling, 15 individuals were selected based on the principle of theoretical saturation. Inclusion criteria were: (1) possession of a master’s or doctoral degree in marketing, (2) over 5 years of experience in medical equipment marketing and sales, and (3) familiarity with and practical experience in applying gamification within the medical field. Data were collected through semi-structured interviews guided by a protocol developed from a literature review and expert consultations. Interviews were conducted from October 2023 to January 2024 with an average duration of 65 minutes. Data analysis followed the grounded theory approach outlined by Strauss and Corbin (1990) by utilizing MAXQDA software. The coding process consisted of open, axial, and selective coding. During open coding, 61 initial concepts were identified and organized into 17 subcategories, which were subsequently developed into major categories. In the axial coding phase, these categories were interconnected using a paradigm model that included causal conditions, central phenomena, strategies, contextual and intervening conditions, and consequences. Selective coding involved identifying a core category and systematically relating other categories to it, resulting in the development of a conceptual framework for implementing gamification in B2B medical marketing. To ensure the trustworthiness of the research, 3 validation techniques were employed: (1) Member Checking—participants reviewed portions of the findings to confirm their accuracy; (2) Peer Review—3 interviews were independently coded by a knowledgeable colleague to verify coding reliability; and (3) External Auditing—a supervisor reviewed and refined the emerging model. Research Findings The findings of this research derived from the grounded theory approach (Strauss & Corbin, 1990) were presented in 3 stages: open coding, axial coding, and selective coding. In the open coding phase, the data were carefully analyzed to extract initial codes, which were subsequently grouped into concepts and organized into broader categories. A total of 61 initial concepts were identified and classified into 17 main categories, including increased sales, effective advertising, customer engagement, promotion of new products, branding, infrastructural weaknesses, and the influence of government policies in the medical equipment sector. During the axial coding phase, the categories were systematically reconnected using a paradigm model. This process involved identifying the following components: causal conditions (users’ demographic characteristics, psychological traits, cognitive features, and managerial attributes); contextual conditions (technical and technological infrastructures, internal resources and capabilities, and organizational factors); intervening conditions (macro-level policies and cultural-legal constraints); central phenomenon (gamification elements and monitoring mechanisms); strategies (customer-oriented marketing strategies and educational/informational approaches); and consequences (behavioral and marketing outcomes, customer-related outcomes, health-related impacts, and informational and security implications). Discussion of Results & Conclusion This study illuminated the underexplored mechanisms behind the implementation of gamification in B2B marketing, particularly within the medical equipment industry. By identifying key causal, contextual, and intervening factors, the research developed a comprehensive paradigm that clarified how gamification could be effectively integrated into organizational strategies. The findings underscored that successful gamification extended beyond merely incorporating game elements; it necessitated an understanding of user characteristics, technical readiness, internal resources, and the broader institutional environment. Furthermore, the study confirmed that gamification could yield significant outcomes, such as enhanced customer engagement, improved marketing performance, strengthened health communication, and better information security—provided it was deployed thoughtfully and in context. However, challenges, such as regulatory barriers and cultural resistance, had to be managed carefully. This research contributes to the theoretical framework by offering a comprehensive model for gamification implementation grounded in qualitative insights from industry experts. Practically, it provides marketing managers and decision-makers in the medical equipment sector with actionable strategies to enhance buyer interaction and foster long-term loyalty. Future research can build on this model to test its applicability across other industrial sectors and assess its effectiveness in various digital maturity contexts.
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