Document Type : Original Article
Authors
1
Ph.D student, Department of Business Management, Kermanshah Branch, IsLamic Azad University, Kermanshah, Iran
2
Assistant Professor, Department of Business Management, Kermanshah Branch, Islamic Azad university, Kermanshah, Iran
3
Assistant Professor, Department of management and Entrepreneurship,Faculty of Economics and Enterpreneurship, Razi university, Kermanshah, Iran
10.48301/kssa.2023.357623.2254
Abstract
The main goal of the research was to design a zoning model and path division in the capillary distribution of food. To achieve the goal, an exploratory sequential mixed method was used, and data was collected in two stages. In the qualitative part, using Grounded Theory method, through semi-structured interviews with 27 experts who were selected by theoretical sampling. In the qualitative part, the combination of the four-stage framework and the six key questions model was used to check the validity, and the within-subject agreement method was used to check the reliability. Finally, the data was collected and the codes and components of the model were coded using the systematic design of Strauss and Corbin. The zoning and segmentation path in capillary distribution of food was obtained and compiled in the form of a conceptual data model of the grounded theory. Based on the findings of the qualitative phase, a questionnaire was designed and distributed through random sampling with the participation of 189 among managers, experts and human resources of food distribution companies in Kermanshah province. In the quantitative part of the research, using confirmatory factor analysis and the use of factor loading criteria, Cronbach's alpha coefficient, composite reliability, average variance explained and the significance level of Bartlett's test, the validity of each of the components of the obtained model was examined in the qualitative part. The results indicated the validity of all components of the paradigm model.
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