The Mediating Role of the Quality of Marketing Information in the Relationship Between Market Orientation and Customer Trust: An Exploratory Study of a Sample of Individuals Working in a Group of Commercial Companies in the City of Dohuk
Article Sidebar
THIS IS AN OPEN ACCESS ARTICLE UNDER THE CC BY LICENSE
Main Article Content
Abstract
This research aims to demonstrate the role of quality of marketing information with its dimensions (Internal Reports, Marketing Intelligence, Market Research) as a Mediating variable in the influential relationship of dimensions of market orientation with its dimensions (Customer Orientation, Competitor Orientation, and Internal coordination of functions) as an independent variable on the earning customer trust as a dependent variable on commercial companies in Duhok city. To achieve this, a questionnaire was designed and attributed to employees of a number of commercial companies, therefore, the researchers distributed (70) questionnaires out of which (60) were returned, which were valid for statistical analysis. The researchers relied on using the descriptive and analytical statistical method to access and process the data using the (SPSS) and (AMOS) programs. The research produced a number of conclusions and suggestions, among which there are Market orientation has a good impact on earning customers' trust, and quality of marketing information also plays a role in strengthening this relationship. As a result, market orientation is thought to be essential for earning costumer trust through the quality of market information. In the light of the conclusions, a set of suggestion was formulated, the most important of which Observing rivals' strategies and comprehending their actions and future goals to determine the methods they employ to attract clients is one of the crucial recommendations. Companies can adjust and develop their strategies to reach their goals depending on their marketing information by knowing the orientations and strategies of their competitors.
Downloads
Article Details
References
اولاً. المصادر العربية:
احمد، أيهم نظير، 2020، دور جودة المعلومات التسويقية في إدارة العلاقة مع الزبون/ دراسة ميدانية في المصرف التجاري السوري، مجلة جامعة تشرين للعلوم الاقتصادية والقانونية، المجلد 42، العدد 5، سوريا.
شمران، سرمد سامي والكلابي، امير نعمة، 2022، دور الهندسة التسويقية في تحقيق النجاح التنافسي للمنظمة: دراسة تطبيقية في مستشفى الكفيل الاهلي في محافظة كربلاء المقدسة، مجلة كلية الادارة والاقتصاد للدراسات الاقتصادية، المجلد 14، العدد 3، كربلاء، العراق.
الطائي، يوسف حجيم سلطان والعميدي، ضرغام علي مسلم، 2018، أثر المرونة التسويقية في تعزيز ثقة الزبون بالمنتج الوطني /دراسة تحليليه في مصانع البان ابو غريب، مجلة الادارة والاقتصاد، المجلد 7، العدد 26، العراق.
عبدالله، انيس احمد واحمد، سارة محمود، 2021، أثر انشطة التسويق عبر وسائل التواصل الاجتماعي في بناء ثقة الزبون/ دراسة تحليلية لعينة من زبائن شركة زين للاتصالات، مجلة تكريت للعلوم الادارية والاقتصادية، المجلد 17، العدد 55، العراق.
عبدالله، سامي صابر، 2017، تشخيص واقع مكونات التوجه السوقي في المنظمات الخدمية/ دراسة تحليلية لآراء عينة من مديري عدد من المستشفيات القطاع الخاص في مدينة اربيل، مجلة العلوم الإنسانية لجامعة زاخو، مجلد، العدد 4، اقليم كردستان العراق، العراق.
كاظم، ميثاق طاهر، 2010، أثر التوجه السوقي والالتزام على أداء شركة الخطوط الجوية الملكية الأردنية، رسالة ماجستير غير منشورة، جامعة الشرق الاوسط، كلية ادارة الاعمال، الاردن.
محمود، ناجي عبد الستار وحمادي، احمد عباس،2021، دور التوجه السوقي في الحد من الخداع التسويقي: بحث استطلاعي لآراء عينة من زبائن المتاجر الافتراضية، مجلة جامعة تكريت للعلوم الادارية والاقتصادية، المجلد 1، العدد 44، العراق.
ثانياً. المصادر الأجنبية:
Abbua, Haroon. R& Gopalakrishnab, Pradeep, 2021, Synergistic effects of market orientation implementation and internalization on firm performance: Direct marketing service provider industry, Journal of Business Research, Vol .125, pp .851-863.
Al-Amery, Abdel-Latif. Amer & Gumer, Mustafa Salah & Qasim, Akram Naeem, 2023, The Effect of Viral Marketing on Customer Confidence: An Analytical Study in Asia Cell Company, Journal of Techniques, Vol. 5, No. 1, 2023, pp. 193-202.
Al-Janabi, Akram Salim Hasan& Mhaibes, Hussam Ali, 2019, employing marketing information systems for the success of small and medium enterprises: A field study of some Tourism and Travel companies in Baghdad, African Journal of Hospitality, Tourism and Leisure, Vol. 8 (4), pp. 1-16.
ALwsttar Osamah Sohaib. Mohammad & Yurakul, Melek ,2021, The mediating role of product innovation in the relationship between marketing information system and customer orientation, Journal of Economics and Administrative Sciences, Vol. 27, NO. 130, pp. 89-117.
Armstrong, Gary & Adam, Stewart & Sara Denize & Michael, Volkov & Kotler, Philip, (2018), Principles of Marketing, 13th Edition, Pearson Australia.
Brunet, Johanne& François, Colbert& Sandra, Laporte &Renaud, Legoux & Bruno, Lussier & Sihem, Taboubi, 2018, Marketing Management, 2nd Edition, Sonia Choinière.
Elizar, Christian& Ratna, Indrawati& Tantri, Yanuar Rahmat. Syah,2020, Service Quality, Customer Satisfaction, Customer Trust, and Customer Loyalty in Service of Paediatric Polyclinic Over Private H Hospital of East Jakarta, Indonesia, Journal of Multidisciplinary Academic, Vol .4, No .2, p .105-111.
Etim, Glory Sunday& William, Smart Inyang& Edim, Eka James & Geraldine, Banku Mbu-Ogar, 2023, Marketing Information System (MKIS) and Improving Banking Service, African Journal of Accounting and Financial Research, Vol. 6, Issue. 2, pp. 112-125.
Fahmy, Rahmi & Septiani, Rosita, 2022, The Effect of Service Quality Moderated Policy Promotion on Customer Trust: A Study of the Port Sector, Budapest International Research and Critics Institute-Journal, Vol. 5, No .1.
Fatonaha, Siti & Haryanto, Aris Tri, 2022, Exploring market orientation, product innovation and competitive advantage to enhance the performance of SMEs under uncertain events, Uncertain Supply Chain Management, Vol. 10, pp. 161–168.
Korhan, K. Gokmenoglu & Aysel, Amir, 2020, The impact of perceived fairness and trustworthiness on customer trust within the banking sector, Journal of Relationship Marketing, Vol. 20, Issue. 3, pp.241-260.
Kotler, Philip & Armstrong, Gary& Lloyd, C. Harris & Hongwei, He. Description, (2020), Principles of marketing, 17th Edition, United States.
Larki, Sanaz Abdali& Beighi, Ali Naghi Mansour & Reza, Salemi. Tajarrod & Beigi, Hamed. Mansour ,2016, Impact of Internal Marketing on the Market-Orientation in Commercial Banks (Case Study: Agricultural Bank of Khuzestan), Internasional Jurnal Kemanusiaan of Kajian Budaya, pp .206-219
Linares, Remedios Hernández & Franz, W. Kellermanns & María, Concepción López-Fernández, 2020, Dynamic capabilities and SME performance: The moderating effect of market orientation, Journal of Small Business Management, DOI: 10.1111/jsbm.12474.
Min, Soonhong & Mentzer, John T., 2000, The Role of Marketing in Supply Chain Management, International Journal of Physical Distribution & Logistics Management, Vol. 30, No. 9.
Purba, Ramos &Yevis, Marty, Oesman& Komaladewi, Rita, 2022, The Effect of Self-Service Technology on Customers’ Trust and Loyalty, Case Study at Terminal 3 Self- Service Technology Soekarno-Hatta International Airport, Vol. 5, No .1, pp. 6527-6543.
Rua, Orlando Lima & Santos, Catarina, 2022, Linking brand and competitive advantage: The mediating effect of positioning and market orientation, European research on management and business economics, Vol.28.
Safarnia, H. & Akbari, Z & Abbasi, A., 2014, Review of Market Orientation & Competitive Advantage in the Industrial Estates Companies , World Journal of Social Sciences, Vol. 1, No.5, pp.132 - 150.
Shao, Zhen & Yue, Guo& Xiaotong, Li, 2020, Sources of influences on customers’ trust in ride-sharing: why use experience matters, Journals Industrial Management & Data Systems, Vol. 120, Issue .8.
Utami, Desy &Lalu Edy Herman Mulyono& Lalu M. Furkan ,2022, The Effect of Market Orientation and Product Innovation to Increase Marketing Performance Moderated by Creativity, International Journal of Social,Vol. 5, Issue .2.
Utami, Sorayanti, 2015, The effect of customer trust on customer loyalty, International Journal of Economics Commerce and Management, Vol. 3, Issue. 7.
Waas, Abigail. Christable& Tulung, Joy Elly & Maria V. J. Tielung, 2022, Analysis of Customer Confidence on Repurchase Intent in an Online Store on Instagram (Case Study: MINISHOPPAHOLICS.ID), Jurnal EMBA, Vol.10 No.1.
Way Lia, Ming& Hsiu-Yu, Tengb&Chien-Yu, Chena, 2020, unlocking the customer engagement-brand loyalty relationship in tourism social media: The roles of brand attachment and customer trust, Journal of Hospitality and Tourism Management, Vol. 44, pp.184–192.
Ngo, Quang-Huy, 2023, The effectiveness of market orientation in the logistic industry: A focus on SMEs in an emerging country, Journal Heliyon, Vol. 9, pp.1–15.
Jones, A., and Reynolds, B. (2021). Trust in the Digital Age: A Literature Review. Journal of Business Technology, 15(2), 87-104.
Smith, K., (2020). Navigating Customer Trust in an Era of Digital Transformation. Journal of Marketing Insights, 8(3), 211-225.