بررسی اثر قابلیت‌های بازاریابی بر بهره‌وری سازمانی با نقش میانجی ارزش ویژه برند

مدیریت بهره‌وری

دوره 16، 3(62)پاییز، مهر 1401، صفحه 75-98   

نوع مقاله: علمی پژوهشی

شناسه دیجیتال (DOI): 10.30495/qjopm.2022.1937558.3209

نویسنده

ناصر سیف اللهی^*

دانشیار گروه مدیریت دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی،اردبیل،ایران

چکیده

امروزه رقابت موجود در کسب‌وکار، توجه به بهره­وری، رضایتمندی مشتری و برند را بیش از پیش با اهمیت ساخته است. دستیابی به عملکرد بالاتر هدفی است که سازمان‌ها برای رسیدن به آن به اقدامات مختلفی روی می‌آورند. قابلیت­های بازاریابی منعکس‌کننده فعالیت­های بازاریابی مثل ارتباط با مشتری، اثربخشی فعالیت­های پیشبرد و تمایز محصول هستند. هدف از این پژوهش بررسی اثر قابلیت‌های بازاریابی بر بهره­وری سازمانی با نقش میانجی ارزش ویژه برند بود. نوع پژوهش از نظر هدف کاربردی و به لحاظ ماهیت روش کار توصیفی - همبستگی و جامعه آماری پژوهش شامل مدیران، کارشناسان و کارکنان شرکت نساجی و به تعداد  320 نفر بود. حجم نمونه بر اساس جدول مورگان 175 بود که به روش نمونه­گیری طبقه­بندی شده­ و از بین سه‌طبقه مدیران، کارشناسان و کارمندان انتخاب شدند. برای جمع­آوری داده­ها از سه پرسشنامة قابلیت­های بازاریابی داخلی، بهره­وری سازمانی و ارزش ویژه برند استفاده شد. روایی با استفاده از روش تحلیل عاملی تأییدی و پایایی به وسیلة آلفای کرونباخ بررسی و تأیید شد. جهت تجزیه‌وتحلیل فرضیه­ها از روش مدل­سازی معادلات ساختاری استفاده شد. داده­ها با استفاده از نرم­افزار SPSS وPLS تجزیه‌وتحلیل شد. بر اساس یافته­های پژوهش، قابلیت­های بازاریابی بر بهره­وری سازمانی تأثیر مثبت و معنادار دارد و در بین ابعاد قابلیت بازاریابی بعد تحقیقات بازاریابی بیشترین تأثیر را بر قابلیت­های بازاریابی دارد. قابلیت بازاریابی داخلی بر ارزش ویژه برند و همچنین ارزش ویژه برند بر بهره­وری سازمانی تأثیر مثبت دارد.یافتـه­هـای پـژوهش مـی­توانـد در حرکت شرکت­های نساجی به سمت توجه بیشتر به قابلیت­های بازاریابی و ارزش ویژه برند برای ارتقاء و بهبود بهره­وری مؤثر واقع شود.

کلیدواژه‌ها

قابلیت بازاریابی؛ بهره‌وری سازمانی؛ ارزش ویژه برند؛ شرکت نساجی اردبیل

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