Investigating the Impact of Information Quality on Relationship Marketing with Mediating Role of Salespeople’ Relational Competency: Survey about Iranian ISP

Document Type: Research Paper

Authors

1 Master of Information Technology Management, Department of Information Technology Management, Faculty of Management and Accounting, Farabi Campus, University of Tehran.

2 Assistant Professor, Department of Business Management, Faculty of Management and Accounting, Farabi Campus, University of Tehran.

3 ICT Manager, Department of Security, Iran Telecommunication Research Center, Tehran, Iran.

Abstract

Despite the vital role of information in relational-oriented firms, there are limited studies on the impact of information quality on relationship marketing. To address this gap, this study develops a conceptual model to examine the impact of information quality on the successful implementation of relationship marketing by assessing the mediating role of salespeople's relational competency. The proposed model is tested using structural equation modeling (SEM) technique with data collected from 140 employee-customer pair sample of Shatel Group (Tehran, Iran). Stratified sampling is our applied research methodology, we also employed questionnaire for data collection. The results indicate that while there is no meaningful relationship between information quality and salespeople's relational competency, there is a significant relationship between salespeople's relational competency and relationship marketing. Accordingly, it could be concluded that salespeople's relational competency cannot act as a mediating variable and thus information quality cannot affect relationship marketing indirectly.

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Main Subjects


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