تاثیر قابلیت‏های بازاریابی پوشایی بر عملکرد مالی و فرایندی

نوع مقاله: مقاله پژوهشی

نویسندگان

1 استادیار دانشگاه آزاد اسلامی، واحد تنکابن، ایران

2 کارشناس ارشد مدیریت بازرگانی گرایش مالی، دانشگاه سمنان

10.29252/bar.9.18.217

چکیده

قابلیت‏های بازاریابی سازمان را توانمند می‏سازد تا نیازهای مشتریان را شناسایی نماید و پاسخ خود را از طریق برنامه‌ریزی در فعالیت‏های بازاریابی، سرمایه گذاری و اجرا ارائه دهد. مدیران سازمان‏ها، حاصل تصمیم‏های خود را در قالب انتخاب استراتژی، در آیینه معیارهای عملکردی مشاهده خواهند نمود. هدف از این تحقیق، بررسی تاثیر قابلیت‏های بازاریابی پوشایی بر عملکرد مالی و فرایندی سازمان‌ها است. تحقیق حاضر از نظر نوع مطالعه توصیفی- پیمایشی و بر اساس هدف کاربردی است. تمام مدیران، معاونین و کارشناسان بانک ملی در کلان شهر تهران به عنوان جامعه آماری در نظر گرفته شد. برای نمونه‌گیری شهر تهران به پنج منطقه تقسیم گردید و به روش نمونه گیری خوشه‌ای تعداد 385 پرسشنامه بر اساس جدول کرجسی و مورگان توزیع گردید. برای سنجش قابلیت‏های بازاریابی پوشایی از پرسشنامه استاندارد ویجاند و همکاران (2012) و عملکرد مالی و عملکرد فرایندی از پرسشنامه استاندارد نیکلاس و سردان (2011) استفاده شد. روایی سازه با استفاده از تحلیل عاملی تاییدی مورد بررسی قرار گرفت و ضریب آلفای کرونباخ بزرگتر از 7/0 برای سازه‏های مختلف، پایایی آن ها را مورد تایید قرار داد. تجزیه و تحلیل داده‌ها نیز از روش مدل سازی معادلات ساختاری (SEM) و تحلیل عاملی تاییدی (CFA) با استفاده از نرم افزار لیزرل (LISREL) انجام شد. یافته ها نشان داد که شاخص برازندگی مدل‌های اندازه‌گیری متغیر های تحقیق مقادیر قابل قبولی داشته و نتایج حاصل از تحلیل مسیر بیان می‌کند که قابلیت‏های بازاریابی پوشایی بر عملکرد مالی و فرایندی تاثیر مثبت و مستقیم دارد.

کلیدواژه‌ها


عنوان مقاله [English]

The Impact of Spanning Marketing Capabilities on Financial and Process Performance

نویسندگان [English]

  • Mohammad Ali Nasimi 1
  • Somayeh Amiri 2
1 Assistant Professor, Islamic Azad University, Tonekabon Branch, Iran
2 Master of BusinessAdministration Financial Orientation, Semnan University
چکیده [English]

Marketing capabilities enable an organization to identify customer needs and respond to them through planning of marketing activities, investment and execution. Managers would see the results of their adopted strategies and decisions in terms of their performance criteria. The purpose of this study is to investigate the effectiveness of spanning marketing capabilities on organizations’ financial performance and process performance (i.e. quality and efficiency). The study rests on a descriptive-survey design while being an applied work concerning its goals. All the presidents, vice presidents, and specialists of Melli Banks in metropolitan Tehran were considered as the study population. After dividing the city into five regions and conducting a cluster sampling process, 385 questionnaires were handed out with reference to Krejcie and Morgan Table. To assess boundary-spanning marketing capabilities, the questionnaire proposed by Santos-Vijande et al. (2012) was implemented, but financial performance and process performance were evaluated using the questionnaire developed by Nicolas and Cerdan (2011). The construct validity of the study was calculated by confirmatory factor analysis. Further, Cronbach’s alpha coefficients for various constructs were higher than 0.7, which indicated their reliability. In order to analyze the obtained data, structural equations modeling and confirmatory factor analysis were performed by the LISREL software. The findings showed acceptable values after measuring the models’ variables. Further, the results of the path analysis procedure indicated that boundary-spanning marketing capabilities directly and positively affect financial performance and process performance.

کلیدواژه‌ها [English]

  • Spanning marketing capabilities
  • Resource-based view
  • Financial performance
  • Process Performance
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