Integrando la función de marketing interno y externo para un modelo de marketing de gestión de servicios en Irán

  • Sanaz Nafisa Higher Education Institute of Rabe-Rashid
  • Ramezanali Shayanrad European Regional Academy - Armenia
  • Mohammad Hosseinifard Furtwangen University - Germany
  • Mohammad Rezaie Narimisa Ministry of Petroleum - Iran
Palabras clave: Desempeño financiero, Desempeño no financiero, Orientación al mercado, Producción de información, Difusión de información

Resumen

El presente estudio busca investigar el efecto de la orientación del mercado interno y externo sobre el desempeño financiero y no financiero. Es aplicable desde el aspecto objetivo y el campo descriptivo desde el aspecto metodológico. Los datos fueron recolectados a través de estudios documentales y estudios de campo incluyendo cuestionarios. Todos los gerentes, diputados y expertos de empresas relacionadas con la provincia de Mashhad igual a 2505 fueron la población estadística del estudio durante el período 2018. El tamaño de la muestra se estimó igual a 135 mediante un método de muestreo aleatorio. Los resultados de la prueba de regresión indicaron el efecto positivo de la orientación del mercado interno y externo sobre el desempeño financiero y no financiero de las empresas relacionadas con la provincia de Mashhad. Según los resultados, la producción de información, la difusión de información y la forma de responder a la información interna tienen un efecto positivo y significativo en el desempeño financiero y no financiero. Del mismo modo, la producción de información, la difusión de información y cómo responder a la información externa tienen un efecto positivo y significativo en el desempeño financiero y no financiero.

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Publicado
2019-09-30
Cómo citar
Sanaz Nafisa, Ramezanali Shayanrad, Mohammad Hosseinifard, & Mohammad Rezaie Narimisa. (2019). Integrando la función de marketing interno y externo para un modelo de marketing de gestión de servicios en Irán. Religación. Revista De Ciencias Sociales Y Humanidades, 4(19), 380-385. Recuperado a partir de http://revista.religacion.com/index.php/about/article/view/590