نوع مقاله : مقالات
نویسندگان
1 استادیار گروه مدیریت دانشگاه فردوسی مشهد
2 کارشناسی ارشد مدیریت بازرگانی دانشگاه فردوسی مشهد
چکیده
آشفتگی روند تجاری، افزایش رقابت در میان شرکتهای تجاری، محیط پیرامون سازمانها را بسیار متفاوتتر از گذشته نموده است. شناخت مسیرهای آتی تجاری و حرکت در راستای آنها به نحوی که منافع سازمان را به همراه داشته باشد، ضرورت وجود تحقیقات بازاریابی را التزام میبخشد. به نظر میرسد بنابر باور برخی از صاحبنظران، بازارگرایی با تأثر از تحقیقات بازاریابی بتواند نتایج عملکردی سازمان را به نحو مطلوبی بهبود بخشد. از این رو به منظور بررسی فرضیههایی که مبتنی بر مدل این مطالعه میباشند، پرسشنامه ساخته شده پس از تأیید روایی و پایایی، بین آژانسهای مسافرتی شهر مشهد به عنوان جامعه آماری توزیع گردید. تحلیل دادههای احصایی از پرسشنامهها مبتنی بر روش تحلیل مسیر میباشد. نتایج حاصل از تحلیل داده ها، حاکی از آن بود که تحقیقات بازاریابی اثر بسزایی بر بازارگرایی و همچنین عملکرد دارد، از طرفی بازارگرایی نیز از اثر زیادی بر عملکرد دارد. با این وجود، اگرچه نتایج حاصل از تحقیق تمامی فرضیهها را مورد تأئید قرار میدهد؛ اما فرضیهی اصلی تحقیق که همانا نقش واسطه گری بازارگرایی در میان تحقیقات بازاریابی و عملکرد بود با تردید روبرو گردید.
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