مدیریت دفاع هوایی

مدیریت دفاع هوایی

تاثیر گرایش کارآفرینانه و بازارگرایی از طریق متغیر استراتژی تمایز کیفیت گرا بر عملکرد بازاریابی

نوع مقاله : پژوهشی

نویسندگان
1 دانشیار اقتصاد، عضو هیئت علمی وزارت علوم، تحقیقات و فناوری، تهران، ایران
2 کارشناسی ارشد مدیریت کسب و کار، واحد تهران مرکز، دانشگاه آزاد اسلامی، تهران، ایران.
چکیده
زمینه و هدف: در محیط رقابتی و پویای بازارهای امروزی، سازمان‌ها برای بهبود عملکرد بازاریابی ناگزیر به بهره‌گیری از رویکردهای راهبردی و قابلیت‌های سازمانی مؤثر هستند. در این میان، گرایش کارآفرینانه و بازارگرایی به‌عنوان دو عامل کلیدی در شناسایی فرصت‌های بازار، پاسخگویی به نیازهای مشتریان و ایجاد مزیت رقابتی پایدار شناخته می‌شوند. با این حال، نحوه تبدیل این قابلیت‌ها به نتایج ملموس در عملکرد بازاریابی، به‌ویژه از طریق اتخاذ استراتژی‌های رقابتی مناسب، نیازمند بررسی بیشتر است. بر این اساس، پژوهش حاضر به به بررسی تأثیر گرایش کارآفرینانه و بازارگرایی بر عملکرد بازاریابی با در نظر گرفتن نقش میانجی استراتژی تمایز کیفیت‌گرا پرداخته شده است.
روش‌شناسی: این پژوهش از نوع کاربردی و توصیفی تحلیلی است. جامعه آماری شامل ۴۸۸ نفر از مدیران و کارشناسان بانک سپه بود که ۲۱۶ نفر از آنها به روش نمونه‌گیری تصادفی طبقه‌ای انتخاب شدند. اطلاعات با استفاده از پرسشنامه استانداردی با ۲۹ گویه جمع‌آوری شد که از نظر روایی محتوایی و پایایی (شاخص آلفای کرونباخ) تأیید شده بود. داده‌ها با استفاده از مدل‌سازی معادلات ساختاری تحلیل گردیدند.                                   .
یافته‌ها: نتایج پژوهش نشان می‌دهد که گرایش کارآفرینانه و بازارگرایی به عنوان دو عامل اصلی از طریق تقویت استراتژی تمایز کیفیت‌گرا به بهبود عملکرد بازاریابی بانک سپه منجر می‌شود. در این رابطه، تأثیر مستقیم بازارگرایی بر عملکرد بازاریابی قوی است، اما بخش بزرگی از تأثیر گرایش کارآفرینانه از طریق این استراتژی میانجی منتقل می‌شود. همچنین، تأثیر مستقیم بازارگرایی بر عملکرد بازاریابی نیز قوی است و این نشان می‌دهد که بازارگرایی به عنوان یک فرهنگ سازمانی، می‌تواند به طور مستقیم عملکرد بازاریابی را بهبود بخشد. این یافته همچنین نشان می‌دهد که ارائه خدمات با کیفیت برتر و منحصربه‌فرد، به بهبود عملکرد بازاریابی در بانک سپه منجر می‌شود.
نتیجه‌گیری: یافته‌های این پژوهش بر نقش محوری سازوکارهای راهبردی در پیوندهای میان جهت‌گیری‌های استراتژیک تأکید می‌کند. نتایج نشان می‌دهد سرمایه‌گذاری در نوآوری و مشتری‌مداری زمانی به بیشترین اثربخشی می‌رسد که به طراحی و ارائه خدماتی متمایز با کیفیت برتر بینجامد؛ خدماتی که مشتری آن را به‌درستی درک کند و برای او ارزش‌آفرین باشد. ازاین‌رو، مدیران بانک سپه و دیگر بانک‌ها باید به سازوکار انتقال این اثرات، یعنی استراتژی تمایزِ کیفیت‌گرا، توجهی ویژه مبذول دارند.
کلیدواژه‌ها

موضوعات


عنوان مقاله English

The Impact of Entrepreneurial Orientation and Market Orientation on Marketing Performance through the Mediating Variable of a Quality-Focused Differentiation Strategy

نویسندگان English

.Mohammad Javad Mahmoudi 1
Negar Ghods Kani 2
1 Associate Professor of Economics, Faculty Member, Ministry of Science, Research and Technology, Tehran, Iran
2 Master of Business Administration (MBA), Tehran Central Branch, Islamic Azad University, Tehran, Iran
چکیده English

Background & Purpose: In today’s dynamic and competitive markets, organizations must leverage strategic approaches and effective organizational capabilities to enhance marketing performance. Among these, entrepreneurial orientation and market orientation are recognized as two key drivers for identifying market opportunities, responding to customer needs, and building sustainable competitive advantage. However, how these capabilities translate into tangible marketing performance—particularly through the adoption of appropriate competitive strategies—requires further examination. Accordingly, this study investigates the effect of entrepreneurial orientation and market orientation on marketing performance, considering the mediating role of a quality-oriented differentiation strategy.
Methodology: This applied, descriptive-analytical study surveyed a statistical population of 488 managers and specialists at Bank Sepah, from which 216 respondents were selected using stratified random sampling. Data were collected via a standardized 29-item questionnaire whose content validity and reliability (Cronbach’s alpha) had been confirmed. The data were analyzed using structural equation modeling.
Findings: The results indicate that entrepreneurial orientation and market orientation, as two primary drivers, improve Bank Sepah’s marketing performance by strengthening a quality-oriented differentiation strategy. In this relationship, the direct effect of market orientation on marketing performance is strong, while a substantial portion of the effect of entrepreneurial orientation is transmitted through the mediating strategy. Moreover, the strong direct impact of market orientation on marketing performance shows that, as an organizational culture, market orientation can directly enhance marketing performance. The findings also show that delivering superior and distinctive service quality leads to improved marketing performance at Bank Sepah.
Conclusion: The findings underscore the pivotal role of strategic mechanisms in linking strategic orientations. The results suggest that investments in innovation and customer orientation achieve maximum effectiveness when they lead to the design and delivery of differentiated, superior-quality services—services that customers clearly perceive and find value-adding. Therefore, managers at Bank Sepah and other banks should pay special attention to the mechanism that transmits these effects, namely a quality-oriented differentiation strategy.




 

کلیدواژه‌ها English

: Entrepreneurial orientation
market orientation
quality-based differentiation strategy
marketing performance
Sepah Bank
banking industry
competitive advantage
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