خلاصة:
Despite the vital role of information in relational-oriented firms, there are limited studies on the impact of information quality on relationship marketing. To address this gap, this study develops a conceptual model to examine the impact of information quality on the successful implementation of relationship marketing by assessing the mediating role of salespeople's relational competency. The proposed model is tested using structural equation modeling (SEM) technique with data collected from 140 employee-customer pair sample of Shatel Group (Tehran, Iran). Stratified sampling is our applied research methodology, we also employed questionnaire for data collection. The results indicate that while there is no meaningful relationship between information quality and salespeople's relational competency, there is a significant relationship between salespeople's relational competency and relationship marketing. Accordingly, it could be concluded that salespeople's relational competency cannot act as a mediating variable and thus information quality cannot affect relationship marketing indirectly.
ملخص الجهاز:
Investigating the Impact of Information Quality on Relationship Marketing with Mediating Role of Salespeople’ Relational Competency: Survey about Iranian ISP Elmira Salari Master of Information Technology Management, Department of Information Technology Management, Faculty of Management and Accounting, Farabi Campus, University of Tehran.
To address this gap, this study develops a conceptual model to examine the impact of information quality on the successful implementation of relationship marketing by assessing the mediating role of salespeople's relational competency.
Salespeople’s Relational Competency Today, companies consider salespeople as the most important part in establishing long-term relationships with customers and achieving sales targets (Price and Arnould, 1999; Punwatkar, and Verghese, 2014; Weitz, and Bradford, 1999).
Hypotheses The conceptual model presented in Figure1 includes the key sub-constructs of information quality, salespeople’s relational competency, and relationship marketing.
Moreover, the research model suggests that salespeople’s relational competency will mediate the relationship between information quality and relationship marketing, and three hypotheses concerning the relationship between these variables are discussed.
Therefore, we hypothesize that H3: Salespeople’s relational competency has a mediating role between information quality and relationship marketing.
Measurement Before testing the hypotheses, we need to ensure the precision and compatibility of information quality, salespeople’s relational competency, and relationship marketing measurement models.
(View the image of this page) Discussion, conclusion, acknowledgment, and suggestions for future research Discussion and conclusion The primary goal of our research study was to propose and empirically test a model linking information quality and relationship marketing with the mediating role of salespeople’s relational competency.