تأثیر عملکرد مشتری بر رابطه بین عملکرد مالی و بازاریابی کارآفرینانه در شرکت های نوپای نوآور

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکترای مدیریت بازرگانی، دانشکده مدیریت، واحد قشم، دانشگاه آزاد اسلامی، قشم، ایران

2 استادیار گروه مدیریت بازرگانی، دانشکده مدیریت، واحد قشم، دانشگاه آزاد اسلامی، قشم، ایران

چکیده

پژوهش حاضر با هدف بررسی تأثیر عملکرد مشتری بر رابطه بین عملکرد مالی و بازاریابی کارآفرینانه در شرکت‌های نوپای نوآور انجام گرفت. جامعه آماری این پژوهش را 1056 نفر از مدیران شرکت‌های نوپای نوآور و همچنین خبرگان فعال در مراکز رشد و شتاب‌دهنده‌های کسب وکار استان تهران می باشد که تعداد 249 نفر از آنان از طریق روش نمونه‌گیری طبقه-ای با انتساب مناسب انتخاب شد. برای گردآوری داده‌ها از پرسش‌نامه استاندارد در زمستان سال 1400 استفاده گردید.
داده‌های گردآوری شده با تکنیک چند متغیره مدل‌سازی معادلات ساختاری با استفاده از نرم افزار ایویوز10 مورد تجزیه و تحلیل قرار گرفته و به منظور آزمون اثر میانجی، از روش چندمنظوره خودگردان‌سازی استفاده شد. نتایج پژوهش نشان داد که بازاریابی کارآفرینانه در شرکت‌های نوپای نوآور اثر مثبت و معنی داری بر عملکرد مالی داشته و در حدود 46 درصد از واریانس آن را تبیین کرد. همچنین، نتایج پژوهش حاکی از آن بود که مجموع اثر غیرمستقیم بازاریابی کارآفرینانه در شرکت‌های نوپای نوآور بر عملکرد مالی از طریق عملکرد مشتری معنی‌دار بوده و متغیر عملکرد مشتری بر رابطه بین بازاریابی کارآفرینانه در شرکت‌های نوپای نوآور و عملکرد مالی اثر میانجی جزئی داشت.

کلیدواژه‌ها

عنوان مقاله [English]

The Impact of Customer Performance on the Relationship between Financial Performance and Entrepreneurial Marketing in Innovative Start-up companies

نویسندگان [English]

  • Mohammad Reza Gitinejad 1
  • Esmaeil Hasanpour Ghoroghchi 2
1 PhD student in Business Management, Faculty of Management, Qeshm Branch, Islamic Azad university, Qeshm, Iran
2 Assistant Professor Department of Business Management, Faculty of Management, Qeshm Branch, Islamic Azad university, Qeshm, Iran
چکیده [English]

The present study was conducted to investigate the effect of customer performance on the relationship between financial performance and entrepreneurial marketing in innovative start-up companies. The statistical population of this study is 1056 managers of innovative start-up companies as well as experts active in business growth and accelerators centers in Tehran province, of which 249 people were selected through stratified sampling method with appropriate assignment. A standard questionnaire was used to collect data in the winter of 2022.
The collected data were analyzed by multivariate structural equation modeling technique using Eviews 10 software and in order to test the mediating effect, the multi-purpose Bootstrapping method was used. The results showed that entrepreneurial marketing in innovative start-up companies had a positive and significant effect on financial performance and explained about 46% of the variance. Also, the results showed that the total indirect effect of entrepreneurial marketing in innovative start-up companies on financial performance through customer performance was significant and customer performance variable on the relationship. There was a slight mediating effect between entrepreneurial marketing in innovative start-ups and financial performance.

کلیدواژه‌ها [English]

  • Entrepreneurial Marketing
  • Financial Performance
  • Customer Performance
  • Innovative Start-up companies

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