تاثير بازاريابي دروني بر عملكرد سازماني در شركت‌هاي خدمات مسافرتي شهر تهران با استفاده از مدل‌سازي معادلات ساختاري

Designing Customer Agility Model Based on Organizational Dynamic Capabilities: Effect of IT Competence, Entrepreneurial Alertness and Market Acuity

بنا به ادبيات نظري بازاريابي، اجراي يك برنامه بازاريابي دروني به آموزش، انگيزش، هدايت و رهبري نيروي كار و ايجاد سطح بالاتري از رضايت در آنان منجر مي‌شود و آنان را قادر مي‌سازد تا سطح بالاتري از كيفيت خدمات را به مشتري ارايه نموده و در نهايت منجر به عملكرد بهتري در سازماني‌هاي خود شوند. با توجه به اهميت موضوع، در اين پژوهش تلاش گرديده تا عناصر مهم در بازاريابي دروني بررسي شده و تاثير آن‌ها بر عملكرد سازمان بررسي شوند. پس از مرور و بازبيني پژوهش‌هاي پيشين و ساخت مدل مفهومي، پرسش نامه‌اي تهيه و در اختيار مديران و كاركنان شركت‌هاي خدمات مسافرتي شهر تهران قرار گرفت و در نهايت داده‌هاي گردآوري شده از 72 پرسش نامه با كمك روش معادلات ساختاري و نرم افزار Amos مورد تجزيه و تحليل قرار گرفت. اين پژوهش از دسته پژوهش‌هاي ميداني و از نوع همبستگي است كه در آن بازاريابي دروني به عنوان متغير مستقل و عملكرد سازماني متغير وابسته است. نتايج حاصل از اين پژوهش، مدل مفهومي ارايه شده را تاييد نمود و نشان داد كه بازاريابي دروني اثر مستقيم، مثبت و معناداري بر عملكرد دارد.

Today organizations face great environmental turbulence. High levels of environmental turbulence can paralyze a firm’s operations. Actually outputs of organization process in such environments depend on the firm’s ability to change management and its flexibility. Since one of the important changes in the turbulent environments is changing of needs and preferences of customers and also based on new marketing approach, in order to consider customerʹs needs, customer agility has been identified as the vital competency for the survival of organizations. Given the critical role of customer agility in turbulent competitive environment, this concept has attracted many researchers of management science in recent years. Therefore, it is vital for organizations to find how to achieve this important capability and it is important to note that very few researches have been done in this regard. Since one of the important tools for achieving customer agility in the organization is dynamic capabilities, therefore in this research the model of formation of customer agility in organization based on dynamic capabilities has been proposed and examined in electronics industry of Iran. The model includes IT competencies, entrepreneurial and market acuity for improving the output of organizational process. This model has been developed based on three management areas of strategic management literature related to dynamic capabilities and the literature of entrepreneurship and information technology. Findings of the sample approve the research model. In addition, it is concluded that dynamic capabilities of the organization will help shaping customer agility and customer agility has a positive effect on quality and efficiency of the process output. Keywords: Customer agility, Market acuity, Entrepreneurship alertness, Organization process output