بررسی تأثیر متغیر تعدیلگر بازاریابی الکترونیک بر رابطۀ بین قابلیت‏های بازاریابی و عملکرد شرکت‎ها

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 دانشیار گروه مدیریت صنعتی، دانشکدۀ مدیریت و حسابداری، دانشگاه آزاد اسلامی (واحد رشت)، رشت، ایران

2 کارشناس‎ارشد مدیریت صنعتی، دانشکدۀ ادبیات و علوم انسانی، دانشگاه گیلان، رشت، ایران

چکیده

براساس تئوری مبتنی بر قابلیت، شرکت‏ها می‏توانند از طریق قابلیت‏هایی نظیر قابلیت بازاریابی که به برتری در شناسایی نیازهای مشتریان و درک عوامل تأثیرگذار بر رفتار آنها منجر می‌شود، به مزیت رقابتی دست یابند. در این‏ رابطه مهم است که بدانیم بازاریابی الکترونیک به‏عنوان فعالیت فناوری‏محور نوآورانه، چقدر می‏تواند تأثیر قابلیت‏های بازاریابی بر عملکرد را تعدیل کند. بنابراین، هدف پژوهش حاضر بررسی تأثیر قابلیت‏های بازاریابی بر عملکرد با احتساب متغیر تعدیلگر بازاریابی الکترونیکی است. برای دستیابی به هدف پژوهش، علاوه‎بر مطالعات کتابخانه‏ای، مطالعات میدانی صورت گرفت. برای مطالعات میدانی پرسشنامه‏ای تدوین شد و پس از تأیید روایی محتوا، در اختیار مدیران بازاریابی/ فروش شرکت‏های صادرکنندۀ پسته قرار گرفت. بعد از گردآوری داده‎ها، پایایی پرسشنامه نیز با آلفای کرونباخ بیشتر از 7/0، به لحاظ علمی پذیرفته شد. تجزیه و تحلیل داده‏ها با استفاده از روش مدل‏سازی معادلات ساختاری صورت گرفت. یافته‏ها نشان داد مقادیر شاخص‏های برازش مدل مناسب‌اند و نتایج حاصل از تحلیل مسیر، مؤید آن است که قابلیت‏های بازاریابی تأثیر مثبت معناداری بر عملکرد شرکت‏ها دارد و بازاریابی الکترونیکی، تأثیر قابلیت‏های بازاریابی بر عملکرد را تعدیل می‏کند.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Investigate the effect of moderating role of E-marketing on relationship between marketing capabilities and performance of companies

نویسندگان [English]

  • Mohammad Taleghani 1
  • Mehran Mahdi Zadeh 2
چکیده [English]

According to Capabilities-based theory, Companies can achieve competitive advantage through capabilities such as marketing capability which resulted in the lead in identifying customer needs and understanding the factors influencing their behavior. In this regard, it is important knowing that electronic marketing as innovative technology-based activity how much can moderate the impact of marketing capabilities on performance. So the aim of this study considered to investigate the effect of marketing capabilities on performance with e-marketing as a moderator variable. To achieve the purpose, in addition to library studies, field studies conducted; so to test the conceptual model and these study hypotheses, a questionnaire developed and after approving the content validity, distributed among the marketing/ sales managers of pistachio exporting companies and after collection, its reliability accepted by Cornbrash's alpha 94.8 percent. Data tested by using structural equation modeling. Results show that the indices values of model was appropriate and the results of the path analysis confirms that marketing capabilities have significant impact on the company's performance and e-marketing moderates the effect of marketing capabilities on performance.

کلیدواژه‌ها [English]

  • E-marketing
  • Marketing capability
  • performance
  • Pistachio exporters
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