اثر كيفيت خدمات و بازاريابي بر عملكرد شركت هاي كارآفرين دانش بنيان

The Effect of E-Service Quality on the Marketing and Performance of Knowledge-Based Companies

پژوهش حاضر بر مبناي هدف كاربردي و از نظر گردآوري داده ها پيمايشي از نوع مقطعي بوده است، جامعه آماري تحقيق حاضر كليه ي مشتريان شركت هاي دانش بنيان در نظر گرفته شده اند. ابزار تحقيق پرسشنامه اي بوده كه در بين 384 نفر از مشتريان شركت هاي دانش بنيان به عنوان نمونه آماري به شيوه تصادفي ساده توريع شد. با گردآوري پرسشنامه هاي توزيع شده اقدام به تحليل داده ها با استفاده از روش مدل معادلات ساختاري و با نرم افزار آموس انجام شد. با توجه به نتايج به دست آمده كليه فرضيات در راستاي تاثير كيفيت خدمات در مولفه هاي عوامل محسوس، ميزان پاسخگويي، قابليت اعتبار، ميزان اطمينان و همدلي بر عملكرد و بازاريابي با نقش ميانجي شهرت سازماني مورد تاييد قرار گرفتند. همچنين نتايج به دست آمده نشانگر اين موضوع بود كه شهرت سازماني بر عملكرد در شركت هاي دانش بنيان با 0.60 و ابعاد كيفيت خدمات بر شهرت سازماني در شركت هاي دانش بنيان با 0.52 به ترتيب بيشترين و كمترين تاثير را دارند.

Abstract Introduction: As one of the main components of the supply sector of the production system, knowledge-based companies play a crucial role in attracting and accepting capital. One of the main prerequisites for success in this industry is customer satisfaction. This study was conducted to investigate the effect of e-service quality on the marketing and performance of knowledge-based companies. Methodology: The study model was designed in independent, dependent, and mediating sections taken from the study by Siakalli et al. (2021) by reviewing the literature. Questionnaires were then developed according to the model and were distributed among the statistical sample of 384 customers of knowledge-based companies using a simple random method. After collecting the questionnaires, the data were analysed using structural equation modelling (SEM) and AMOS software to test hypotheses. Conclusion: According to the results, all hypotheses concerning the effect of e-service quality dimensions, including tangibility, accountability, assurance, reliability, and empathy, on performance and marketing with the mediating role of organisational reputation were confirmed. The results also suggested that corporate reputation with a score of 0.60 had the most significant effect on the performance of knowledge-based companies, and e-service quality dimensions with a score of 0.52 had a minor impact on the organisational reputation of knowledge-based companies.