نوع مقاله : استخراج از پایان نامه کارشناسی ارشد
موضوعات
عنوان مقاله English
نویسندگان English
The main purpose of this research is to determine the effect of employees' political skills on the deviation from customer-oriented behaviors and the Intelligent marketing activities and the sales performance of the company with the mediating role of customer trust of Bazar Gostar Pegah Nationwide Broadcast Company. From the point of view of the purpose of this research, it is an applied research, based on the nature of data collection, it is a field research, and in terms of type, it is a descriptive-survey research. In terms of time, this research was conducted in the form of cross-sectional research in 1401 and the level of analysis in this research is individual. The statistical population of the research is all the managers, employees and experts of the sales and marketing department of Bazar Gostar Pegah Nationwide Broadcast Company Pegah Bazaar, West Tehran and East Tehran, in the number of 180 people, and a sample of 123 people was selected and studied according to Cochran's formula using non-probability sampling method. they got. The data collection tool is a questionnaire whose validity and reliability have been confirmed using statistical tests. The results of the analysis of research hypotheses using the structural equation model with the help of Lisrel software showed that the political skills of employees have a positive effect on sales performance and a negative and significant effect on deviation from customer-oriented behaviors. Also, deviation from customer-oriented behaviors has a negative and significant effect on Intelligent marketing activities and sales performance. Finally, the results showed that the political skills of employees have a negative effect on the deviation from customer-oriented behaviors with the mediating role of customer trust, and a positive and significant effect on the Intelligent marketing activities and the sales performance of the company with the mediating role of customer trust of Bazar Gostar Pegah Nationwide Broadcast Company.
کلیدواژهها English