نوع مقاله : مقاله پژوهشی
نویسندگان
1 استادیار دانشگاه بین‌المللی امام رضا (ع)
2 کارشناس ارشد دانشگاه بین‌المللی امام رضا (ع)
چکیده
امروزه سازمان‌ها جهت درک و برآوردن نیازهای مشتریان و جلوگیری از گرایش آنان به رقبا، باید آمادگی واکنش به محیط روبه‌رشد رقابتی داشته باشند؛ به‌طوری‌که بتوانند نسبت به برآوردن نیازهای مشتریان و حفظ آنان هوشیاری نشان دهند. ازاین‌رو بسیاری از سازمان‌ها استراتژی‌های خود را در راستای بهبود قابلیت‌های بازاریابی قرار داده‌اند. هدف از این پژوهش بررسی تأثیر تعارض کارکردی و اشتراک دانش بر قابلیت‌های بازاریابی با تحلیل نقش تعدیلگری کیفیت ارتباطات و شدت تعارض در هتل پنج ستاره درویشی مشهد است. این پژوهش به لحاظ هدف، کاربردی و به لحاظ نحوه گردآوری داده‌ها، توصیفی- پیمایشی است. جامعه آماری این پژوهش، کارکنان هتل درویشی مشهد با تعداد 335 نفر است که با استفاده از جدول کرجسی مورگان 179 نفر به‌عنوان نمونه موردبررسی انتخاب شدند. به‌منظور جمع‌آوری اطلاعات، پرسشنامه توزیع شد و پایایی پرسشنامه با استفاده از روش آلفای کرونباخ و پایایی مرکب و روایی پرسشنامه از طریق روایی محتوا، همگرا و واگرا و نیز تحلیل عاملی تأییدی، تأیید شد. تجزیه‌وتحلیل داده‌ها با استفاده از تکنیک مدل یابی معادلات ساختاری و نرم‌افزار اسمارت پی‌ال‌اس انجام شد. یافته‌ها حاکی از آن است که تعارض کارکردی بر اشتراک دانش و نیز اشتراک دانش بر قابلیت‌های نوآوری و پاسخگویی تأثیرگذار است؛ همچنین کیفیت ارتباطات تأثیر اشتراک دانش بر قابلیت نوآوری و قابلیت پاسخگویی را تعدیل می‌کند.
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