The Impact of Spanning Marketing Capabilities on Financial and Process Performance
Article Type:
Research/Original Article (دارای رتبه معتبر)
Abstract:
Marketing capabilities enable an organization to identify customer needs and respond to them through planning of marketing activities, investment and execution. Managers would see the results of their adopted strategies and decisions in terms of their performance criteria. The purpose of this study is to investigate the effectiveness of spanning marketing capabilities on organizations’ financial performance and process performance (i.e. quality and efficiency). The study rests on a descriptive-survey design while being an applied work concerning its goals. All the presidents, vice presidents, and specialists of Melli Banks in metropolitan Tehran were considered as the study population. After dividing the city into five regions and conducting a cluster sampling process, 385 questionnaires were handed out with reference to Krejcie and Morgan Table. To assess boundary-spanning marketing capabilities, the questionnaire proposed by Santos-Vijande et al. (2012) was implemented, but financial performance and process performance were evaluated using the questionnaire developed by Nicolas and Cerdan (2011). The construct validity of the study was calculated by confirmatory factor analysis. Further, Cronbach’s alpha coefficients for various constructs were higher than 0.7, which indicated their reliability. In order to analyze the obtained data, structural equations modeling and confirmatory factor analysis were performed by the LISREL software. The findings showed acceptable values after measuring the models’ variables. Further, the results of the path analysis procedure indicated that boundary-spanning marketing capabilities directly and positively affect financial performance and process performance.
Language:
Persian
Published:
Journal of Busines Administration Researches, Volume:9 Issue: 18, 2018
Pages:
217 to 241
magiran.com/p1834404  
دانلود و مطالعه متن این مقاله با یکی از روشهای زیر امکان پذیر است:
اشتراک شخصی
با عضویت و پرداخت آنلاین حق اشتراک یک‌ساله به مبلغ 990,000ريال می‌توانید 70 عنوان مطلب دانلود کنید!
اشتراک سازمانی
به کتابخانه دانشگاه یا محل کار خود پیشنهاد کنید تا اشتراک سازمانی این پایگاه را برای دسترسی نامحدود همه کاربران به متن مطالب تهیه نمایند!
توجه!
  • حق عضویت دریافتی صرف حمایت از نشریات عضو و نگهداری، تکمیل و توسعه مگیران می‌شود.
  • پرداخت حق اشتراک و دانلود مقالات اجازه بازنشر آن در سایر رسانه‌های چاپی و دیجیتال را به کاربر نمی‌دهد.
دسترسی سراسری کاربران دانشگاه پیام نور!
اعضای هیئت علمی و دانشجویان دانشگاه پیام نور در سراسر کشور، در صورت ثبت نام با ایمیل دانشگاهی، تا پایان فروردین ماه 1403 به مقالات سایت دسترسی خواهند داشت!
In order to view content subscription is required

Personal subscription
Subscribe magiran.com for 50 € euros via PayPal and download 70 articles during a year.
Organization subscription
Please contact us to subscribe your university or library for unlimited access!