fa الگوی جامع برندسازی کارفرما در آزمایشگاه‌های تشخیص طبی استان البرز با رویکرد آمیخته عمومى General پژوهشی کاربردی Original <h1 dir="RTL" style="text-align:justify"><span style="font-size:11pt"><span style="direction:rtl"><span style="unicode-bidi:embed"><span style="line-height:107%"><span style="font-family:Calibri,sans-serif"><span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span b="" style="font-family:" titr="">مقدمه:</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span b="" nazanin="" style="font-family:">با توجه به نقش روزافزون برند کارفرما در جذب و نگهداشت منابع انسانی به‌ویژه در بخش خدمات بهداشتی، این پژوهش باهدف ارائه الگوی جامع برندسازی کارفرما در آزمایشگاه‌های تشخیص طبی استان البرز انجام شد.</span></span></span><span lang="AR-SA" style="font-family:"Arial",sans-serif"></span></span></span></span></span></span><br> <span style="font-size:11pt"><span style="direction:rtl"><span style="unicode-bidi:embed"><span style="line-height:107%"><span style="font-family:Calibri,sans-serif"><span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span b="" style="font-family:" titr="">روش کار:</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span b="" nazanin="" style="font-family:">این پژوهش، تحقیقی کاربردی است که با روش آمیخته (کیفی - کمی) انجام شد. در بخش کیفی با</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span b="" nazanin="" style="font-family:">مطالعه مقالات و مستندات پیشین و سپس مصاحبه با 10 نفر از خبرگان موضوع با استفاده از روش تحلیل مضمون شاخص&shy;ها شناسایی و پس از کدگذاری</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span b="" nazanin="" style="font-family:">باز، محوری و انتخابی و با استفاده از نرم&shy;افزار </span></span></span><span dir="LTR" lang="EN-US" style="font-size:13.0pt"><span style="line-height:107%"><span new="" roman="" style="font-family:" times="">MAXQDA</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span b="" nazanin="" style="font-family:">مدل کیفی استخراج گردید. در بخش کمی از مدلسازی معادلات ساختاری و تحلیل عاملی تأییدی و نرم‌افزارهای </span></span></span><span dir="LTR" lang="EN-US" style="font-size:13.0pt"><span style="line-height:107%"><span new="" roman="" style="font-family:" times="">SPSS 22 </span></span></span>&nbsp;<span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span b="" nazanin="" style="font-family:">و </span></span></span><span dir="LTR" lang="EN-US" style="font-size:13.0pt"><span style="line-height:107%"><span new="" roman="" style="font-family:" times="">Smart PLS</span></span></span><span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span b="" nazanin="" style="font-family:"> برای آزمون مدل استفاده شد. </span></span></span></span></span></span></span></span><br> <span style="font-size:11pt"><span style="direction:rtl"><span style="unicode-bidi:embed"><span style="line-height:107%"><span style="font-family:Calibri,sans-serif"><span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span b="" style="font-family:" titr="">یافته &shy;ها:</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span b="" nazanin="" style="font-family:">نتایج‌ نشان داد شش بعد در تبیین الگوی جامع برندسازی کارفرما در آزمایشگاه‌های تشخیص طبی استان البرز نقش</span></span></span> <span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span b="" nazanin="" style="font-family:">مؤثری دارند که عبارت‌اند از: ارزش&shy;های روان‌شناختی، انگیزشی و اجتماعی، فرهنگ و محیط کاری، </span></span></span><span lang="FA" style="font-size:13.0pt"><span style="line-height:107%"><span b="" nazanin="" style="font-family:">عامل</span></span></span><span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span b="" nazanin="" style="font-family:"> اقتصادی، قدرت برند آزمایشگاه، پیامدهای داخلی برندسازی کارفرما و پیامدهای خارجی برندسازی کارفرما</span></span></span></span></span></span></span></span><br> <span style="font-size:11pt"><span style="direction:rtl"><span style="unicode-bidi:embed"><span style="line-height:107%"><span style="font-family:Calibri,sans-serif"><span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span b="" style="font-family:" titr="">نتیجه &shy;گیری:</span></span></span><span lang="AR-SA" style="font-size:13.0pt"><span style="line-height:107%"><span b="" nazanin="" style="font-family:"> باتوجه‌به این&shy;که بر اساس میزان بار عاملی، مهم&shy;ترین شاخص ساختار آزمایشگاه بوده است که زیر گروه مؤلفه فرهنگ و محیط کاری است، پیشنهاد می&shy;گردد جهت بهبود عملکرد آزمایشگاه&shy;ها، به طراحی ساختار واحد کاری آزمایشگاه&shy;ها، تقسیم کار منعطف در آزمایشگاه و تبیین اهداف مشخص آزمایشگاه توجه بیشتری گردد.</span></span></span></span></span></span></span></span></h1> <p><span style="font-size:11pt"><span style="background:white"><span style="line-height:normal"><span style="font-family:Calibri,sans-serif"><b><span lang="en-UG" style="font-size:12.0pt"><span new="" roman="" style="font-family:" times=""><span style="color:#131414">Background:</span></span></span></b> <span lang="en-UG" style="font-size:12.0pt"><span new="" roman="" style="font-family:" times=""><span style="color:#131414">The employer&rsquo;s</span></span></span><span lang="en-UG" style="font-size:12.0pt"><span new="" roman="" style="font-family:" times=""><span style="color:#131414"> brand </span></span></span><span lang="en-UG" style="font-size:12.0pt"><span new="" roman="" style="font-family:" times=""><span style="color:#131414">has become increasingly important </span></span></span><span lang="en-UG" style="font-size:12.0pt"><span new="" roman="" style="font-family:" times=""><span style="color:#131414">in attracting and </span></span></span><span lang="en-UG" style="font-size:12.0pt"><span new="" roman="" style="font-family:" times=""><span style="color:#131414">retaining</span></span></span><span lang="en-UG" style="font-size:12.0pt"><span new="" roman="" style="font-family:" times=""><span style="color:#131414"> human resources, </span></span></span><span lang="en-UG" style="font-size:12.0pt"><span new="" roman="" style="font-family:" times=""><span style="color:#131414">particularly</span></span></span><span lang="en-UG" style="font-size:12.0pt"><span new="" roman="" style="font-family:" times=""><span style="color:#131414"> in the health services sector</span></span></span><span lang="en-UG" style="font-size:12.0pt"><span new="" roman="" style="font-family:" times=""><span style="color:#131414">. This</span></span></span><span lang="en-UG" style="font-size:12.0pt"><span new="" roman="" style="font-family:" times=""><span style="color:#131414"> research </span></span></span><span lang="en-UG" style="font-size:12.0pt"><span new="" roman="" style="font-family:" times=""><span style="color:#131414">aims</span></span></span><span lang="en-UG" style="font-size:12.0pt"><span new="" roman="" style="font-family:" times=""><span style="color:#131414"> to </span></span></span><span lang="en-UG" style="font-size:12.0pt"><span new="" roman="" style="font-family:" times=""><span style="color:#131414">develop</span></span></span><span lang="en-UG" style="font-size:12.0pt"><span new="" roman="" style="font-family:" times=""><span style="color:#131414"> a comprehensive model of employer branding in medical diagnosis laboratories </span></span></span><span lang="en-UG" style="font-size:12.0pt"><span new="" roman="" style="font-family:" times=""><span style="color:#131414">in</span></span></span><span lang="en-UG" style="font-size:12.0pt"><span new="" roman="" style="font-family:" times=""><span style="color:#131414"> Alborz Province.</span></span></span></span></span></span></span><br> <span style="font-size:11pt"><span style="background:white"><span style="line-height:normal"><span style="font-family:Calibri,sans-serif"><b><span lang="en-UG" style="font-size:12.0pt"><span new="" roman="" style="font-family:" times=""><span style="color:#131414">Methods:</span></span></span></b><b> </b><span lang="en-UG" style="font-size:12.0pt"><span new="" roman="" style="font-family:" times=""><span style="color:#131414">This </span></span></span><span lang="en-UG" style="font-size:12.0pt"><span new="" roman="" style="font-family:" times=""><span style="color:#131414">study used </span></span></span><span lang="en-UG" style="font-size:12.0pt"><span new="" roman="" style="font-family:" times=""><span style="color:#131414">a mixed method </span></span></span><span lang="en-UG" style="font-size:12.0pt"><span new="" roman="" style="font-family:" times=""><span style="color:#131414">approach, combining </span></span></span><span lang="en-UG" style="font-size:12.0pt"><span new="" roman="" style="font-family:" times=""><span style="color:#131414">qualitative</span></span></span><span lang="en-UG" style="font-size:12.0pt"><span new="" roman="" style="font-family:" times=""><span style="color:#131414"> and </span></span></span><span lang="en-UG" style="font-size:12.0pt"><span new="" roman="" style="font-family:" times=""><span style="color:#131414">quantitative</span></span></span><span lang="en-UG" style="font-size:12.0pt"><span new="" roman="" style="font-family:" times=""><span style="color:#131414"> techniques.</span></span></span><span lang="en-UG" style="font-size:12.0pt"><span new="" roman="" style="font-family:" times=""><span style="color:#131414"> In the qualitative </span></span></span><span lang="en-UG" style="font-size:12.0pt"><span new="" roman="" style="font-family:" times=""><span style="color:#131414">phase, indicators were identified through thematic analysis of </span></span></span><span lang="en-UG" style="font-size:12.0pt"><span new="" roman="" style="font-family:" times=""><span style="color:#131414">previous articles and </span></span></span><span lang="en-UG" style="font-size:12.0pt"><span new="" roman="" style="font-family:" times=""><span style="color:#131414">interviews with </span></span></span><span lang="en-UG" style="font-size:12.0pt"><span new="" roman="" style="font-family:" times=""><span style="color:#131414">10 subject </span></span></span><span lang="en-UG" style="font-size:12.0pt"><span new="" roman="" style="font-family:" times=""><span style="color:#131414">matter </span></span></span><span lang="en-UG" style="font-size:12.0pt"><span new="" roman="" style="font-family:" times=""><span style="color:#131414">experts</span></span></span><span lang="en-UG" style="font-size:12.0pt"><span new="" roman="" style="font-family:" times=""><span style="color:#131414">. The data was coded</span></span></span><span lang="en-UG" style="font-size:12.0pt"><span new="" roman="" style="font-family:" times=""><span style="color:#131414"> using MAXQDA software</span></span></span><span lang="en-UG" style="font-size:12.0pt"><span new="" roman="" style="font-family:" times=""><span style="color:#131414"> to extract</span></span></span><span lang="en-UG" style="font-size:12.0pt"><span new="" roman="" style="font-family:" times=""><span style="color:#131414"> a qualitative model</span></span></span><span lang="en-UG" style="font-size:12.0pt"><span new="" roman="" style="font-family:" times=""><span style="color:#131414">.</span></span></span><span lang="en-UG" style="font-size:12.0pt"><span new="" roman="" style="font-family:" times=""><span style="color:#131414"> In the quantitative </span></span></span><span lang="en-UG" style="font-size:12.0pt"><span new="" roman="" style="font-family:" times=""><span style="color:#131414">phase, structural</span></span></span><span lang="en-UG" style="font-size:12.0pt"><span new="" roman="" style="font-family:" times=""><span style="color:#131414"> equations and confirmatory factor analysis</span></span></span><span lang="en-UG" style="font-size:12.0pt"><span new="" roman="" style="font-family:" times=""><span style="color:#131414"> were performed using </span></span></span><span lang="en-UG" style="font-size:12.0pt"><span new="" roman="" style="font-family:" times=""><span style="color:#131414">SPSS 22 and Smart PLS software to test the model.</span></span></span></span></span></span></span><br> <span style="font-size:11pt"><span style="background:white"><span style="line-height:normal"><span style="font-family:Calibri,sans-serif"><b><span lang="en-UG" style="font-size:12.0pt"><span new="" roman="" style="font-family:" times=""><span style="color:#131414">Results:</span></span></span></b><b> </b><span lang="en-UG" style="font-size:12.0pt"><span new="" roman="" style="font-family:" times=""><span style="color:#131414">The results </span></span></span><span lang="en-UG" style="font-size:12.0pt"><span new="" roman="" style="font-family:" times=""><span style="color:#131414">revealed</span></span></span><span lang="en-UG" style="font-size:12.0pt"><span new="" roman="" style="font-family:" times=""><span style="color:#131414"> that six dimensions </span></span></span><span lang="en-UG" style="font-size:12.0pt"><span new="" roman="" style="font-family:" times=""><span style="color:#131414">significantly contribute to</span></span></span><span lang="en-UG" style="font-size:12.0pt"><span new="" roman="" style="font-family:" times=""><span style="color:#131414"> the comprehensive employer branding pattern in medical diagnostic laboratories in Alborz </span></span></span><span lang="en-UG" style="font-size:12.0pt"><span new="" roman="" style="font-family:" times=""><span style="color:#131414">Province</span></span></span><span lang="en-UG" style="font-size:12.0pt"><span new="" roman="" style="font-family:" times=""><span style="color:#131414">: psychological, motivational, and social values</span></span></span><span lang="en-UG" style="font-size:12.0pt"><span new="" roman="" style="font-family:" times=""><span style="color:#131414">;</span></span></span><span lang="en-UG" style="font-size:12.0pt"><span new="" roman="" style="font-family:" times=""><span style="color:#131414"> culture and work environment</span></span></span><span lang="en-UG" style="font-size:12.0pt"><span new="" roman="" style="font-family:" times=""><span style="color:#131414">;</span></span></span><span lang="en-UG" style="font-size:12.0pt"><span new="" roman="" style="font-family:" times=""><span style="color:#131414"> economic factor</span></span></span><span lang="en-UG" style="font-size:12.0pt"><span new="" roman="" style="font-family:" times=""><span style="color:#131414">;</span></span></span><span lang="en-UG" style="font-size:12.0pt"><span new="" roman="" style="font-family:" times=""><span style="color:#131414"> laboratory brand strength</span></span></span><span lang="en-UG" style="font-size:12.0pt"><span new="" roman="" style="font-family:" times=""><span style="color:#131414">;</span></span></span><span lang="en-UG" style="font-size:12.0pt"><span new="" roman="" style="font-family:" times=""><span style="color:#131414"> internal consequences of employer branding</span></span></span><span lang="en-UG" style="font-size:12.0pt"><span new="" roman="" style="font-family:" times=""><span style="color:#131414">;</span></span></span><span lang="en-UG" style="font-size:12.0pt"><span new="" roman="" style="font-family:" times=""><span style="color:#131414"> and external consequences of employer branding.</span></span></span></span></span></span></span><br> <span style="font-size:11pt"><span style="background:white"><span style="line-height:normal"><span style="font-family:Calibri,sans-serif"><b><span lang="en-UG" style="font-size:12.0pt"><span new="" roman="" style="font-family:" times=""><span style="color:#131414">Conclusion:</span></span></span></b><b> </b><span lang="en-UG" style="font-size:12.0pt"><span new="" roman="" style="font-family:" times=""><span style="color:#131414">Based</span></span></span><span lang="en-UG" style="font-size:12.0pt"><span new="" roman="" style="font-family:" times=""><span style="color:#131414"> on the factor loading, the most important indicator was laboratory structure, which is a </span></span></span><span lang="en-UG" style="font-size:12.0pt"><span new="" roman="" style="font-family:" times=""><span style="color:#131414">component</span></span></span><span lang="en-UG" style="font-size:12.0pt"><span new="" roman="" style="font-family:" times=""><span style="color:#131414"> of the culture and work environment. To </span></span></span><span lang="en-UG" style="font-size:12.0pt"><span new="" roman="" style="font-family:" times=""><span style="color:#131414">enhance</span></span></span><span lang="en-UG" style="font-size:12.0pt"><span new="" roman="" style="font-family:" times=""><span style="color:#131414"> the performance of the laboratories, it is </span></span></span><span lang="en-UG" style="font-size:12.0pt"><span new="" roman="" style="font-family:" times=""><span style="color:#131414">recommended to focus on</span></span></span><span lang="en-UG" style="font-size:12.0pt"><span new="" roman="" style="font-family:" times=""><span style="color:#131414"> the design of the work unit structure</span></span></span><span lang="en-UG" style="font-size:12.0pt"><span new="" roman="" style="font-family:" times=""><span style="color:#131414">,</span></span></span><span lang="en-UG" style="font-size:12.0pt"><span new="" roman="" style="font-family:" times=""><span style="color:#131414"> flexible </span></span></span><span lang="en-UG" style="font-size:12.0pt"><span new="" roman="" style="font-family:" times=""><span style="color:#131414">work </span></span></span><span lang="en-UG" style="font-size:12.0pt"><span new="" roman="" style="font-family:" times=""><span style="color:#131414">division, and </span></span></span><span lang="en-UG" style="font-size:12.0pt"><span new="" roman="" style="font-family:" times=""><span style="color:#131414">clear</span></span></span><span lang="en-UG" style="font-size:12.0pt"><span new="" roman="" style="font-family:" times=""><span style="color:#131414"> explanation of the </span></span></span><span lang="en-UG" style="font-size:12.0pt"><span new="" roman="" style="font-family:" times=""><span style="color:#131414">laboratory&rsquo;s </span></span></span><span lang="en-UG" style="font-size:12.0pt"><span new="" roman="" style="font-family:" times=""><span style="color:#131414">specific objectives.</span></span></span></span></span></span></span><br> &nbsp;</p> برندسازی کارفرما, آزمایشگاه‌های تشخیص پزشکی, منابع انسانی, خدمات سلامت, فرهنگ سازمانی Employer branding, Medical diagnosis laboratories, Human resources, Health services sector, Organizational culture 217 232 http://aums.abzums.ac.ir/browse.php?a_code=A-10-1463-1&slc_lang=fa&sid=1 maryam pishbahar مریم پیش بهار pishbahar.maryam64@gmail.com 100319475328460013676 0009-0004-2397-5393 No Department of Industrial Management, Karaj Branch, Islamic Azad University, Karaj, Iran. گروه مدیریت صنعتی، واحد کرج، دانشگاه آزاد اسلامی، کرج، ایران mehrdad Hosseini-Shakib مهرداد حسینی شکیب mehrdad.shakib@kiau.ac.ir 100319475328460013677 100319475328460013677 Yes Department of Industrial Management, Karaj Branch, Islamic Azad University, Karaj, Iran گروه مدیریت صنعتی، واحد کرج، دانشگاه آزاد اسلامی، کرج، ایران mitra montazerlotf میترا منتظرلطف mitra.montazer@yahoo.com 100319475328460013678 100319475328460013678 No Department of Information Technology Management, Faculty of Management and Economics, Science and Research Branch, Islamic Azad University, Tehran, Iran. گروه مدیریت فناوری اطلاعات، دانشکده مدیریت و اقتصاد، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران