نوع مقاله : مقاله پژوهشی - کاربردی

نویسندگان

گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه خوارزمی، تهران، ایران.

چکیده

هدف: با توجه به تغییراتی که در سال‌های اخیر در روند کسب‌و‌کارها اتفاق افتاده، توجه به مقوله هوش تجاری موضوع مهمی شده­ است. لذا پژوهش حاضر به بررسی تاثیر ابعاد شایستگی هوش تجاری بر عملکرد بازاریابی با در‌نظر گرفتن نقش میانجی مدیریت ارتباط با مشتری در کسب‌و‌کار‌های گردشگری می‌پردازد.
روش‌شناسی پژوهش: پژوهش حاضر ازلحاظ هدف کاربردی و ماهیتی توصیفی-پیمایشی دارد. جامعه آماری پژوهش، کارشناسان و مدیران بازاریابی شرکت‌های گردشگری در شهر تهران بودند. به‌منظور گردآوری داده‌ها 300 پرسشنامه به روش نمونه‌گیری غیر احتمالی در دسترس به‌صورت آنلاین و حضوری توزیع و با حذف پرسشنامه‌های مخدوش و بی‌تفاوت، 253 پرسشنامه تحلیل گردید. تجزیه‌و‌تحلیل داده­ها از روش مدل یابی معادلات ساختاری و نرم‌افزار SPSS 26 و Smart PLS 3 استفاده گردید.
یافتهها: یافته­ها نشان داد شایستگی هوش تجاری بر عملکرد بازاریابی تاثیر مثبت و معناداری دارد و مدیریت ارتباط با مشتری نقش میانجی را در این رابطه ایفا می­کند. این موضوع نشان می­دهد یکی از راه­های بهبود عملکرد بازاریابی و ایجاد مزیت رقابتی پایدار برای مدیران استفاده از هوش تجاری می­باشد.
اصالت/ارزشافزوده علمی: در دنیای بسیار رقابتی امروز، کیفیت و به هنگام بودن اطلاعات تجاری در سازمان‌ها تفاوت بین بقا و ورشکستگی را مشخص ­می‌کند. همچنین به اهمیت بسیار زیاد هوش تجاری و نقش مهمی که این مفهوم می­تواند در بهبود عملکرد بازاریابی سازمان‌های تجاری داشته باشد، کمتر پرداخته شده است. لذا نتایج پژوهش حاضر می­تواند به بهبود عملکرد بازاریابی شرکت‌های گردشگری با به‌کارگیری هوش تجاری منجر شود.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Investigating the effect of business intelligence competency dimensions on marketing performance considering the mediating role of customer relationship management

نویسندگان [English]

  • hossein norouzi
  • Mobina Rahmani gohar
  • Hossein Imanipour

Department of Business Management, Faculty of Management, Khwarazmi University, Tehran, Iran.

چکیده [English]

Purpose: Considering the changes that have happened in recent years in the business process, attention to the category of business intelligence has become an important issue. Therefore, the present study examines the effect of the competence dimensions of business intelligence on marketing performance, considering the mediating role of customer relationship management in tourism businesses.
Methodology: The current research is a descriptive survey regarding the applied purpose. The study's statistical population comprised experts and marketing managers of tourism companies in Tehran. In order to collect data, 300 questionnaires were distributed online and face-to-face using the non-probability sampling method, and 253 questionnaires were analyzed by removing distorted and indifferent questionnaires. The structural equation modeling method and SPSS 26 and Smart PLS 3 software were used for data analysis.
Findings: The findings showed that the competency of business intelligence has a positive and significant effect on marketing performance, and customer relationship management plays a mediating role in this relationship. This shows that one of the ways to improve marketing performance and create a sustainable competitive advantage for managers is to use business intelligence.
Originality/Value: In today's highly competitive world, the quality and timeliness of business information in organizations determine the difference between survival and bankruptcy. Also, the great importance of business intelligence and the critical role that this concept can have in improving the marketing performance of business organizations have been less discussed. Therefore, the results of the current research can improve tourism companies' marketing performance by applying business intelligence.

کلیدواژه‌ها [English]

  • Competence of business intelligence
  • Marketing performance
  • Customer relationship management
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