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بررسی تأثیر متغیر تعدیلگر بازاریابی الکترونیک بر رابطۀ بین قابلیتهای بازاریابی و عملکرد شرکتها | ||
مدیریت بازرگانی | ||
مقاله 7، دوره 8، شماره 2، 1395، صفحه 355-374 اصل مقاله (465.6 K) | ||
نوع مقاله: مقاله علمی پژوهشی | ||
شناسه دیجیتال (DOI): 10.22059/jibm.2016.58696 | ||
نویسندگان | ||
محمد طالقانی* 1؛ مهران مهدی زاده2 | ||
1دانشیار گروه مدیریت صنعتی، دانشکدۀ مدیریت و حسابداری، دانشگاه آزاد اسلامی (واحد رشت)، رشت، ایران | ||
2کارشناسارشد 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 | ||
بازاریابی الکترونیک؛ قابلیت بازاریابی؛ عملکرد؛ شرکتهای صادرکننده پسته | ||
عنوان مقاله [English] | ||
Investigate the effect of moderating role of E-marketing on relationship between marketing capabilities and performance of companies | ||
نویسندگان [English] | ||
Mohammad Taleghani1؛ Mehran Mahdi Zadeh2 | ||
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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