تأثیر ارتباطات یکپارچه بازاریابی بر عملکرد بازار و مالی، بررسی نقش میانجی عملکرد مشتری

فصلنامه مطالعات مدیریت و توسعه پایدار

مقاله 6، دوره 2، شماره 4 - شماره پیاپی 8، اسفند 1401، صفحه 115-136   

نوع مقاله: مقاله پژوهشی

شناسه دیجیتال (DOI): 10.30495/msds.2023.1980057.1119

نویسندگان

جواد صفری ملک آباد¹؛ امید بهبودی^{* 2}؛ علی صفری ملک آباد³

¹کارشناس ارشد مدیریت، گروه مدیریت، مؤسسه آموزش عالی عطار، مشهد، ایران.

²استادیار گروه مدیریت، مؤسسه آموزش عالی عطار، مشهد، ایران.

³کارشناس ارشد مدیریت، گروه مدیریت، دانشگاه شهید بهشتی، تهران، ایران.

چکیده

هدف این تحقیق بررسی تأثیر ارتباطات یکپارچه بازاریابی بر عملکرد مالی و عملکرد بازار از طریق نقش میانجی عملکرد مشتری بوده ‌است. این پژوهش از حیث هدف، کاربردی و از حیث روش، پیمایشی است. جامعه آماری تحقیق، مدیران شرکت‌های صنایع غذایی واقع در شهرک‌های صنعتی مشهد می‌باشد که تعداد آن‌ها 340 نفرمدیر فعال بوده است. بر اساس جدول مورگان 181 نمونه به روش نمونه‌گیری در دسترس در نظر گرفته شده‌ است. ابزار جمع‌آوری داده‌ها، پرسشنامه‌ باتوکایا، لیونچ و آرسلون (2021) بوده ‌است. جهت سنجش روایی صوری از نظر خبرگان و روایی همگرا و واگرا و تحلیل عاملی استفاده شده ‌است. جهت سنجش پایایی، از آلفای کرونباخ و پایایی مرکب استفاده شد. مقدار آلفای کرونباخ کل 931/0 برآورد گردید که در محدوده قابل پذیرش قرار دارد. تحلیل داده‌ها با روش مدل‌یابی معادلات ساختاری و با نرم‌افزار اسمارت پی‌ال‌اس 3 انجام شده‌ است. نتایج نشان داد ارتباطات یکپارچه بازاریابی بر عملکرد بازار، عملکرد مشتری و عملکرد مالی شرکت تأثیر مثبت و معناداری دارد. به علاوه، تأثیر ارتباطات یکپارچه بازاریابی از طریق نقش میانجی عملکرد مشتری بر عملکرد مالی و عملکرد بازار نیز مثبت و معنادار گزارش شده است. همچنین، عملکرد مشتری بر عملکرد بازار و عملکرد مالی تأثیر مثبت و معنادار بوده است.

کلیدواژه‌ها

ارتباطات یکپارچه بازاریابی؛ عملکرد بازار؛ عملکرد مالی؛ عملکرد مشتری

مراجع

Abashi, A., & Kurdestani, G. (2013). Examining the effect of customer focus on the company's financial performance. Asset Management and Financing, 3(2), 81-92. (In Persian)

Bashukoh, M., & Sakasteband, M. (2011). Investigating the effect of elements of integrated marketing communications on brand strength in the banking industry (case study of National Bank of Ardabil Province). Business Management, 3(4), 21-42. (In Persian)

Belch, G. E. (2001). Advertising and Promotion. An Integrated Marketing Communication Perspective (6 ed.). McGraw Hill, New York.

Butkouskaya, V., Lionch-Andreu, J., & Alarcon-del-Amo, M. (2021). The impact of customer performance on IMC outcomes: firm size moderation in the inter-country context. Journal of Economics, Finance and Administrative Science, 26(52), 358-375.

Dehghani Soltani, M., Mohammadi, E., Hemti, A., & Reofi, M. (2018). Investigating the effect of customer relationship management on marketing performance by explaining the mediating role of innovation and marketing memory. Bargani Strategies, 13(26), 59-78. (In Persian)

Doros, D., Kyriakopoulos, G., & Armenaka, V. (2020). An Examination of the Relationships between Customers’ Satisfaction and Business Performance: The Case of Greek Mobile Industry XIV Balkan Conference on Operational Research (Hybrid BALCOR 2020), University of Macedonia, Thessaloniki, Greece.

Duncan, T., & Mulhern, F. (2004). A white paper on the status, scope and future of IMC. IMC Symposium Sponsored by the IMC Programs at Northwestern University and the University of Denver, USA.

Fatihudin, D., & Mochklas, M. (2018). How measuring financial performance. International journal of civil engineering and technology, 9(6).

Gali, N., Niemand, T., Shaw, E., Hughes, M., Kraus, S., & Brem, A. (2020). Social entrepreneurship orientation and company success: the mediating role of social performance. Technological forecasting & social change, 160, 1-10.

Ghahramanpour, P., Zanouzi, S. J., & Abolfazli, S. A. (2019). Investigating the effect of flexibility capacity and organizational learning on marketing performance: examining the mediating effects of product innovation and environmental turbulence modifier. Business Management, 1(12), 183-197. (In Persian)

Ghanavati, M. (2014). The effect of corporate culture and market orientation on Iranian industrial SMEs’ performance. Iranian Journal of Management Studies (IJMS), 2(7), 413-436.

Gordon, J., Narvaiza, L., & Gibaja, J. J. (2022). An exploratory approach of the association between integrated marketing communication and business performance in higher education institutions. Journal of Marketing for Higher Education, 2(3), 1-15.

Katsikeas, C. S., Morgan, N. A., Leonidou, L. C., & Hult, G. T. M. (2016). Assessing performance outcomes in marketing. Journal of Marketing, 80(2), 1-20.

Mansour Hosseini, B., & Azar, A. (2015). Accomplishing side purchase with approach of customer relationship management effectiveness and IMC performance (case of Parsian Bank) 2th international conference on management, accounting & economics, Tehran. (In Persian)

Mengli, N., Rezaei, R., & Safa, L. (2016). The effect of customer performance on the relationship between financial performance and entrepreneurial marketing. Business Management Studies, 17(9), 99-123. (In Persian)

Mirshahi, M. A., Yazdani, H., & Khanmohammadi, M. (2012). Examining the status of integrated marketing communications and the effective and affected factors (case study: Bank Mellat). Business Management Perspectives, 13(11), 55-72. (In Persian)

Mohsenin, S., & Esfidani, M. R. (2016). Structural equations based on partial least squares approach using Smart-PLS software. Ketab Mehraban Publishing, Tehran. (In Persian)

Najaf Beigi, R., & Ardeshiri Cham, A. (2010). Evaluation of brand capabilities in the country's food industry. Iranian Management Sciences, 20(5), 111-130. (In Persian)

Parsafard, M. (2010). Investigating the relationship between the implementation of integrated marketing communications and market performance, a case study of Bank Mellat [Master's thesis, University of Tehran]. (In Persian)

Perwito, A. R., & Heny, H. (2020). Integrated Marketing Communication Analysis and Its Effect Towards Brand Equity Proceedings of the 5th Global Conference on Business, Management and Entrepreneurship, Advances in Economics, Business and Management Research, 

Roosta, A., Fakhari, M., & Chekau, R. (2015). The role of integrated marketing communication performance on market performance with an emphasis on sales performance indicators, customer satisfaction and brand benefits The second international conference on new paradigms of management, innovation and entrepreneurship, Tehran. (In Persian)

Safari, A., Abbasi, F., & Golshahi, B. (2014). Identifying factors affecting the marketing performance of pharmaceutical companies: the mediating role of ethical marketing. Management researches in Iran, 4(19), 95-115. (In Persian)

Seyed Abaszadeh, M. M., Amani-Sari-Beglou, J., & Khazari, H. (2013). An introduction to SEM by PLS method and its application in behavioral sciences with the introduction of SmartPLS, VisualPLS, PLS-Graph software. Urmia University Publications, Urmia. (In Persian)

Shabani Vernami, Z. (2018). Investigating the impact of social entrepreneurship on organizational performance with the mediating role of distinctive marketing competencies Payam Noor Neka Center]. Dissertation of Payam Noor University. (In Persian)

Tarigan, J., & Hantane, S. E. (2019). The Influence of Customer Satisfaction on Financial Performance Through Customer Loyalty and Customer Advocacy: A Case Study of Indonesia’s Local Brand International Conference on Economics, Education, Business and Accounting, 

Tariq, D. (2022). The Impact of COVID-19 on the Financial Performance of the Listed Firms in Palestine. Gazi journal economics and business, 8(3), 398-407.

Tawaf, A., Salari, A., & Faridchehar, E. (2016). Investigating the effect of integrated marketing communication performance on combined purchasing with the mediating role of market performance and the effectiveness of customer relationship management studied by Ansar Bank The first international conference and third national conference on management and humanities research, Tehran. (In Persian)

Xuan, V. N., Thu, N. T. P., & Anh, N. T. (2020). Factors affecting the business performance of enterprises: Evidence at Vietnam small and medium-sized enterprises. Management Science Letters, 10, 865–870.

Zhang, C., Xue, L., & Dhaliwal, J. (2015). Alignments between depth and breadth of inter-organizational systems deployment and their impact on firm performance. Information and Management, 1(53), 79-90.