بررسی تأثیر ابعاد سرمایه فکری و بازاریابی درونی بر مزیت رقابتی با توجه به نقش میانجی رضایت شغلی کارکنان
محورهای موضوعی : مدیریت استراتژیک
مجید اسماعیل پور
1
(دانشکده کسب و کار و اقتصاد)
علیرضا کامیاب
2
(دانشگاه خلیج فارس)
سید جواد دوکوهکی
3
(دانشگاه خلیج فارس)
کلید واژه: : سرمایه فکری, بازاریابی درونی, مزیت رقابتی, رضایت شغلی, شرکت های صادرات و واردات,
چکیده مقاله :
از آنجایی که هسته مرکزی و ارزشمندترین منبع یک سازمان نیروی انسانی می باشد، ایجاد رضایتمندی از کار موجب افزایش بهروی آن سازمان می شود تا جایی که مزیت رقابتی منحصر به فردی برای سازمان ایجاد می کند و نهایتأ موجب بقا و سود آوری و رشد مداوم سازمان می گردد که هدف غایی هر سازمانی است. هدف از انجام این پژوهش بررسی تأثیر سرمایه فکری و رضایت کارکنان بر مبنای بازاریابی درونی بر مزیت رقابتی در شرکت های صادرات واردات بندر بوشهر می باشد. در این راستا تعداد 99 پرسشنامه جمع آوری از مدیران و کارکنان شرکت‌های صادراتی و وارداتی بندر بوشهر جمع آوری گردید و با نرم افزار پی.ال.اس مورد تجزیه و تحلیل قرار گرفت. یافته ها نشان دادند که بین سرمایه انسانی، سرمایه مشتری با مزیت رقابتی رابطه مثبت و معناداری وجود دارد ولی بعد سرمایه ساختاری از سرمایه فکری بر مزیت رقابتی تأثیر گذار نبود. همچنین تمامی ابعاد بازاریابی درونی که شامل توسعه و آموزش کارکنان، نظام پاداش و ارتباطات درونی می باشد بر رضایت شغلی تأثیر مثبت و معناداری داشتند. درنهایت رابطه مثبت و معناداری بین رضایت شغلی و مزیت رقابتی یافت شد.
Since manpower turned to be one of the most precious resources within an organization, job satisfaction leads to increasing productivity within organization so far as a distinctive competitive advantage develops within the organization, resulting in profitability, survival and continuous development of organization which are deemed to the ultimate aim of any organization. The present research aims to examine the effect of dimensions of intellectual capital and employee satisfaction based on internal marketing on competitive advantage within import-export companies in Port of Bushehr. In this regard, 99 questionnaires were distributed among the managers and employees within import-export companies in Port of Bushehr, for which PLS software was used to analyze data in the questionnaires. Findings indicated that there is a positive significant relationship between competitive advantage and "human capital and customer capital", yet the structure capital of the intellectual capital has no effect on the competitive advantage. Further, all the dimensions of internal marketing including training and development of employees, reward system and internal communications had a positive significant effect on job satisfaction. Ultimately, a positive significant relationship was found between job satisfaction and competitive advantage.
Abbaspoor, A. (2009). Advanced Human Resource Management (approaches, processes, and applications). Publisher: Tehran, Samt publication. (In Persian)
Abdullah, D. F., & Sofian, S. (2012). The Relationship between Intellectual Capital and Corporate Performance. The 2012 International Conference on Asia Pacific Business Innovation & Technology Management, (pp. 537 – 541).
Aburoub, A., Hersh, A., & Aladwan. (2011). Relationship between Internal Marketing and Service Quality with Customers' Satisfaction. Intemational Joumal of Marketing Studies, 107-118.
Awwad, M., & Agti, D. (2011). The impact of internal marketing on commercial banks’ market orientation. International Journal of Bank marketing, 308-332.
Balantyne. (1997). Internal Networks for Intemal Marketing. Joumal of Marketing Manageme, 343-366.
Cheng, M.-Y., Lin, J.-Y., Hsiao, T.-Y., & W.Lin, T. (2010). Invested resource, competitive intellectual capital, and corporate performance. Journal of Intellectual Capital, 433-450.
Clarke, M., Seng, D., & H.Whiting, R. (2011). Intellectual capita land firm performance in Australia. Journal of Intellectual Capital, 505-530.
Costa, R. (2012). Assessing Intellectual Capital efficiency and productivity. Expert Systems with Applications 39, 7255-7261.
DONG, Q., & GAO, C. (2012). Knowledge Engineering, Intellectual Capital of Creative Industry Park Based on Multi-objective Decision-Making and Entropy Methods. Systems Engineering Procedia 3, 326 – 332.
Doukakis, P. (2003). Internal Marketing in the UK Retail Banking Sector: Rhetoric or Reality? Journal of Marketing Management, 197-224.
Farooqui, S., & Nagendra, A. (2014). The Impact of Person organization Fit on Job Satisfaction and Performance of the Employees. rocedia Economics and Finance, 122-129.
Gil, D. (2009). The Influence of Environmental and organizational factors on Innovation adoptions: Consequences for Performance in Public sector Organizations . Technovation, 810-818.
Hogg, G., Carter, S., & Dunne, A. (1998). Investing in People: Intemal Marketing and Corporate Culture. Joumal of Marketing Management, 879-895.
Kalkavan, S., & Katrinli, A. (2014). Perception Of Job Satisfaction, Organisational Commitment, And Job Performance: Case Study OnInsurance Industry In Turkey. Procedia - Social and Behavioral Sciences, 1137 – 1147.
Kamukama, N., Ahiauzu, A., & M.Ntayi, J. (2011). Competitive advantage: mediator of intellectual capital and performance. Journal of Intellectual Capital, 152-164.
Kamukama, N., Ahiauzu, A., & M.Ntayi, J. (2011). Competitive advantage: mediator of intellectual capital and performance. Journal of Intellectual Capital, 152-164.
Lings, l. N. (1999). Balancing Internal and External Market Orientations. . Journal of Marketing Management, 239-263.
London, K., & Siva, J. (2011). The role of reflexive capability in relation to intellectual capital on multi international partnerships. International Journal of Project Management 29, 846–855.
Longo, M., & Mura, M. (2011). The effect of intellectual capital on employees’ satisfaction and retention. Information & Management 48, 278-287.
M.Jardon, C., & Martos, M. S. (2012). Intellectual capital as competitive advantage in emerging clusters in Latin America. Journal of Intellectual Capital, 462-481.
Maditinos, D., Chatzoudes, D., Tsairidis, C., & Theriou, G. (2011). The impact of intellectual capital on firms’ market value and financial performance. JournalofIntellectualCapital, 132-151.
Mat Ali, S., Said, N., Yunus, N., Kader, S., Ab Latif, D., & Munap, R. (2014). Hackman and Oldham’s JobCharacteristics Model to Job Satisfaction. P r o c e d i a - S o c i a l a n d B e h a v i o r a l S c i e n c e s, 4 6 – 5 2.
Nordin, F. (2008). Linkages between service sourcing decisions and competitive advantage: A review, propositions, and illustrating cases. international journal of production economics 114, 40-55.
Nordin, F. (2008). Linkages between service sourcing decisions and competitive advantage : A review , propositions , and illustrating cases. international journal of production economics 114, 40-55.
Pan, F. (2015). Practical application of importance-performance analysis in determining critical job satisfaction factors of a tourist hotel. Tourism Management, 84-91.
Palant, J. (2010). Behavioral science data analysis, translate by Ahmad Rezaei, Publisher: Tabriz, Forouzehs publication. (In Persian)
Pasaoglu, D., & Tonus, Z. (2014). Strategic Importance of Human Resource Practices on Job Satisfaction in Private Hospitals. Social and Behavioral Sciences, 394–403.
Proctor, T. (2010). Internal marketing and its basis for sound customer relationship management. Journal of Management & Marketing in Healthcare, 256–263.
Rafiq, M., & Ahmed, P. K. (2000). Advances in the internal marketing concept: definition, marketing concept: definition. Journal of Services Marketing, 449-462.
Ramezan, M. (2011). Intellectual capita land organizational organic structure in knowledge society. International Journal of Information Management 31, 88–95.
Saunke, S., Weerawardena, J., & R Mccoll Kennedy, J. (2011). Towards a model of dynamic capabilities in innovation-based competitive strategy. Industrial Marketing Management 40, 1251-1263.
Shiu, Y.-M., & Yu, T. (2010). Internal marketing, organisational culture, job satisfaction and organisational performance in non-life insurance. The Service Industries Journa, 793 – 809.
Simberova, I. (2007). Internal Marketing as a Part of Marketing Culture Supporting Value for External Customer. Economics and Management, 470-480.
Tansuhaj, P., Randall, D., & McCullough, J. (1998). 17. Tansuhaj, Randall, McCullough. A Service Marketing Management Model: Integrating Internal and External Marketing Functions. The Journal of Services Marketing., 31-38.
Tortosa, V., A.Moliner, M., & Sanchez, J. (2010). Internal market orientation and its influence on the satisfaction of contact personnel. The Service Industries Journal, 1279 –1297.
Tovstiga, G., & Tulugurova, E. (2009). Intellectual capital practices. Journal of Intellectual Capital, 70-80.