知识敏捷性、关系能力、营销网络是成功营销业绩的前提

Q3 Business, Management and Accounting Contaduria y Administracion Pub Date : 2022-03-23 DOI:10.22201/fca.24488410e.2022.3199

Gita Sugiyarti, Aris Mardiyono

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引用次数: 1

摘要

本研究旨在检验知识能力、关系能力、网络营销和营销绩效的影响。研究样本为215名受访者。分析工具使用SEM（结构方程建模）。AMOS版本16用于数据处理。本研究发现，首先，知识能力对网络营销和营销绩效有显著的正向影响。第二，网络营销对营销绩效有显著的正向影响。第三，关系能力对网络营销有显著的正向影响，但对营销绩效没有显著影响

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Knowledge agility, relational capability, marketing networks antecedence for successful marketing performance

This study aims to examine the effect of knowledge capabilities, relational capabilities, network marketing and marketing performance. The research sample was 215 respondents. The analysis tool uses SEM (Structural Equation Modeling). AMOS version 16 is used for data processing. The findings of this study are, first, knowledge capability has a significant positive effect on network marketing and marketing performance. Second, network marketing has a significant positive effect on marketing performance. Third, relationship capability has a significant positive effect on network marketing but not significant on marketing performance

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来源期刊

Contaduria y Administracion Business, Management and Accounting-Business, Management and Accounting (all)

CiteScore

0.90

自引率

0.00%

发文量

审稿时长

14 weeks

期刊介绍： Contaduría y Administración (Accounting and Management)is a quarterly journal aimed to the academic community. Being peer-reviewed by double blind process,seeks to contribute to the advancement of scientific and technical knowledge in the financial and administrative disciplines. This journal publishes original theoretical or applied research (No case studies, descriptive and exploratory) in Spanish and English on the following subjects: • Organization Management • Production Management and Operations • Human Resources Management • Management of Information Technology • Accounting and Auditing • Management and Leadership • Business Economics • Entrepreneurship • Business Environment • Finance • Operations Research • Innovation and Technological Change in Organizations • Marketing • Micro, Small and Medium Enterprises • Planning and Business Strategies • Management Theory • Financial Theory • Business Decisions Contaduría y Administración (Accounting and Management) also receives research papers on related areas to the above mentioned.