The Role of Relationship Capability and Marketing Innovation on Competitiveness through the Mediating Role of Value Creation for the Customer (Case Study: Mammut Industrial Group)

The present study investigates the role of communication capabilities and marketing innovation on competitiveness through the mediating role of value creation for the customer in Mammoth Industrial Group. The research method used is descriptive, survey and survey. Also, the statistical population in the present study is the managers of the marketing department of Mammut Company with 145 people. The sample size was 105 people using Cochran's formula and the sampling method of the present study is simple random. The research data were collected by library and field methods and the instrument used was a questionnaire. The reliability of the questionnaires was confirmed by Cronbach's alpha method 0.886 and the validity of the instrument was confirmed by the content method. The research data were analyzed using SMARTPLS software using statistical, descriptive and inferential tests. The results of this study indicate that communication capabilities have a positive effect on competitiveness and value creation for the customer. The results also showed that marketing innovation has had a significant impact on competitiveness and value creation for the customer. In addition, the results showed that communication and marketing innovation capabilities through value creation for the customer affect competitiveness.