Journal of Intelligent Strategic Management

Journal of Intelligent Strategic Management

Designing a Service Marketing Mix Model in the Elderly Field Using a Data-Based Approach

Document Type : Original Article

Authors
Nader Gholami 1
Ali Ghorbani 2
Mohammad Reza Mashayekh 2
1 Marketing Student, Payam Noor University Graduate Center, Tehran, Iran.
2 Assistant Professor, Department of Business Administration, Payam Noor University, Tehran, Iran.
bumara.3.2.15564.35887873.63082184
Abstract
This study deals with designing a service marketing mix model in the elderly field using a data-based approach. The present research method is applied in terms of purpose, qualitative in terms of method, and based on a data-based approach, and is exploratory in nature. The study population was experts and specialists in the field of rural entrepreneurship, which was conducted with 15 people using purposive sampling and theoretical judgment. Therefore, the method of collecting field information. Then, to analyze the data obtained from the qualitative data-based method based on a systematic or systematic approach and the theory of Strauss and Corbin (1997) was used. For this purpose, the analysis of the interviews was carried out in three categories: open, axial, and selective coding, and the codes were categorized using the theory of Strauss and Corbin. This conceptual framework presents five main components: (1) causal (demographic changes and aging of society, changes in life and family patterns, increasing prevalence of diseases and disabilities of the elderly, emergence of new technologies in the field of the elderly (2) interventional (new technologies in providing services to the elderly, purchasing power of the elderly, awareness and education of the elderly) 3) contexts (attitudes and cultural preferences of the elderly, demographic characteristics of the elderly, social and psychological conditions of the elderly, government policies and programs) 4) strategies (product/service strategy, pricing strategy, distribution and access strategy, promotion and awareness strategy, process and service strategy), and (5) consequences increasing access and coverage of services, loyalty of elderly customers, effectiveness in providing services, brand promotion and competitive position).
Keywords
services marketing
marketing mix
elderly
data-based

Subjects

پروایی، شیوا. (1399). سیاست­گذاری اجتماعی سالمندی؛ مرور سیاست­های مراقبت از سالمندان در کشورهای توسعه یافته، فصلنامه تامین اجتماعی، 16(1): 32-48.
دهقانی سلطانی، مهدی.؛ آذر، عادل. (1401). تاثیر مدیریت کیفیت جامع با نوآوری محصول و نوآوری فرآیندی بر رقابت پذیری شرکت، کاوش­های مدیریت بازرگانی، 14(28): 30-1.
ریاحی، محمد حسین.؛ نایب زاده، شهناز.؛ داوودی رکن­آبادی، ابوالفضل. (1402). رابطه بین تبلیغ و قصد خرید: مرور نظام مند و فراتحلیل مطالعه­ها، رسانه، 34(2): 71-49.
طباطبایی نسب، محمد.؛ محمدیان یزد، رقیه. (1398). چابکی بازاریابی خدمات، مفهوم پردازی و توسعه مقیاس، کاوش های مدیریت بازرگانی، 11(21): 371-347.
عباسی، عباس.؛ یداللهی، شهربانو.؛ بیگی، جمال. (1397). بررسی قصد مصرف کننده برای خرید محصولات سبز با استفاده از نظریۀ رفتار برنامه ریزی شده، نگرانی­های زیست محیطی و دانش زیست محیطی، تحقیقات بازاریابی نوین، 8(4): 130-111.
عسگری، رضا.؛ هوشیار، وجیهه. (1401). اثر جهت­گیری کارآفرینانه بر نوآوری محصول در شرکت کاشی فیروزه مشهد، زیست بوم نوآوری، 2(2): 57-41.
کریمی، هاجر.؛ صابری، علی.؛ باقری راغب، قدرت الله. (1399). راهبردهای توسعه فعالیت بدنی در سالمندان شهر قم: رویکرد اجتماعی، پژوهش در ورزش تربیتی، 8(18): 204-179.
محمدی، زهرا.؛ کشکر، سارا.؛ شهلائی باقری، جواد. (1399). نقش هدف گذاری اجتماعی، بخش بندی مشتریان و موقعیت یابی فعالیت بدنی در ترویج ورزش سالمندان ایران، رفاه اجتماعی، 20(77).
محمدی­فر، یوسف.؛ امیری، صبا. (1399). رویکردی میان رشته ای به رفتار خرید مصرف­کنندگان در شرایط بحران: با تاکید بر بحران کووید 19، مطالعات میان رشته ای در علوم انسانی، 12(3): 144-133.
Akhavan Tafti, M., & Mofradnezhad, N. (2018). The relationship of emotional intelligence and social skills with psychological well-being in the elderly. Iranian Journal of Ageing, 13(3), 334-345.
Askary, M., Asgary, P., & Sangani, A. (2019). Relationship of spiritual intelligence, perceived stress and flexibility of action with psychological well-being in the elderly. Iranian Journal of Psychiatric Nursing, 7(3), 15-21.
Bitner, M. J. (1990). Evaluating Service Encounters: The Effects of Physical Surroundings and Employee Responses. Journal of Marketing, 54(2), 69-82.
De Bruin, L., Roberts-Lombard, M., & De Meyer-Heydenrych, C. (2020). Internal marketing, service quality and perceived customer satisfaction: An Islamic banking perspective. Journal of Islamic Marketing.
de Jong, A., De Ruyter, K., Keeling, D. I., Polyakova, A., & Ringberg, T. (2021). Key trends in business-to-business services marketing strategies: Developing a practice-based research agenda. Industrial Marketing Management, 93, 1-9.
Hole, Y., Pawar, S., & Bhaskar, M. P. (2018). Service marketing and quality strategies. Periodicals of Engineering and Natural Sciences (PEN), 6(1), 182-196.
Kang, J., Liu, C., & Kim, S. H. (2013). Environmentally sustainable textile and apparel consumption: the role of consumer knowledge, perceived consumer effectiveness and perceived personal relevance. International Journal of Consumer Studies, 37(4), 442-452.
Kojima, G., Liljas, A. E., & Iliffe, S. (2019). Frailty syndrome: implications and challenges for health care policy. Risk management and healthcare policy, 12, 23.
Lemon, K. N., & Verhoef, P. C. (2016). Understanding Customer Experience Throughout the Customer Journey. Journal of Marketing, 80(6), 69-96.
Lippi, G., Sanchis-Gomar, F., & Cervellin, G. (2021). Global epidemiology of atrial fibrillation: an increasing epidemic and public health challenge. International Journal of Stroke, 16(2), 217-221.
Loxton, M., Truskett, R., Scarf, B., Sindone, L., Baldry, G., & Zhao, Y. (2020). Consumer behaviour during crises: Preliminary research on how coronavirus has manifested consumer panic buying, herd mentality, changing discretionary spending and the role of the media in influencing behaviour. Journal of risk and financial management, 13(8), 166-174.
Van Pinxteren, M. M., Wetzels, R. W., Rüger, J., Pluymaekers, M., & Wetzels, M. (2019). Trust in humanoid robots: implications for services marketing. Journal of Services Marketing.
Wang, T. C., Tseng, M. L., Pan, H. W., Hsiau, C. C., Tang, T. W., & Tsai, C. L. (2021). The development of a sustainable wellness service marketing strategy in Taiwan based on consumer eye movements and preferences. Journal of Cleaner Production, 282, 124382.
Zeithaml, V. A., Parasuraman, A., & Berry, L. L. (1990). Delivering Quality Service: Balancing Customer Perceptions and Expectations. 
 
Journal of Intelligent Strategic Management
Volume 4, Issue 2 - Serial Number 10
Summer 2025
Pages 569-596