فایل دانشگاهی – بررسی رابطه بین توسعه خدمات جدید، عملکرد بازاریابی، جهت گیری بازار و عملکرد …

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Abstract
There is ample evidence that confirm a well-designed and well-developed system represents the quality of life in the community. Along with the increasing number of new services offered to the market, service life cycle will be reduced. In these circumstances, the new service development becomes an important research topic for many companies and it also emerges as an important research issue in the area of service management. The present paper aims to investigate the impact of marketing performance on market orientation of a firm and also the effect of market orientation on new service development. Also, the interaction of three relevant variables on organizational performance is evaluated. The present paper is applied in terms of research objective, and it is of a descriptive-survey type in terms of research methodology. The study model has been examined in Kermanshah Maskan Bank. The study statistical community is composed of all managers and employees of Kermanshah Maskan Bank, which the number of them is 296. A sample size of 113 of bank managers and employees is assessed. The instrument used for data collection to test five study hypotheses is questionnaire. The reliability of the relevant questionnaire was confirmed by experts and Cronbach Alfa coefficient for the total number of questionnaires was 0.957. The data collected were analyzed by AMOS and SPSS software. Pearson correlation method and path analysis were used for evaluating the hypotheses. The results indicate that there is a positive and significant relationship between market orientation and the new service development. In addition, the existence of the positive and significant relationship between new service development and marketing performance and market orientation, innovation culture and business performance, innovation culture and Cross-functional Integration are confirmed. Given the results obtained, it is recommended that new services are provided, current services are updated and modified on the basis of the various needs of market different sectors, and the most efficient aspects of market is suggested to be emphasized as well. Also, it is recommended to pay special attention to marketing research and regularly monitor customer satisfaction.
Keywords: new service development, mark orientation, marketing performance, organizational performance, Maskan Bank.
Islamic Azad University
Kermanshah Branch
Faculty of post – graduate studies
Thesis for master degree Trend Business marketing (M.A)
Major: marketing
Title:
Investigate the Relationship between New Service Development, Marketing Performance, Market Orientation and Business Performance (Case Study: Kermanshah Mskan Bank).
Supervisor:
Seyed Reza Hassani (Ph.D)
By:
Kambiz Ghahramani
August 2015

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