مشروع البحث: أثر التسويق الابتكاري كمتغير وسيط في العلاقة بين إدارة المعرفة التسويقية والأداء التسويقي "دراسة ميدانية على بعض شركات الطيران الليبية)
تحميل...
المساهمين
الممولين
رقم التعريف
256
الباحث
أنور محمد علي الذويب
الوصف
The main objective of this research is to determine the impact of
marketing knowledge management on marketing performance in light of
the mediating role of innovative marketing in some Libyan airlines. By
reviewing previous literature related to this matter, a proposed model for
research hypotheses was designed to clarify the causal relationships
between the research variables, relying on the structural equation
modeling methodology and the path analysis method to clarify the linear
relationship between the research variables.
In order to collect primary data, a questionnaire was designed that
included three scales: the marketing knowledge management scale, the
innovative marketing scale, and the marketing performance scale. The
questionnaires were directed to a sample of employees in some Libyan
airlines: (Libyan Airlines, Afriqiyah Airways, Buraq Air, and Libyan
Wings). A stratified random sample of (353) employees at the three
administrative levels was selected: senior management, middle
management, and supervisory management. To achieve the objectives of
the study, the descriptive, analytical, and deductive approach was used.
The program (SPSS 25) was used to enter and encode data,
calculate reliability coefficients for the study measures, as well as
calculate the arithmetic mean and standard deviation for the main study
variables and their sub-dimensions. Differences in the opinions of the
sample members were also tested according to some demographic
variables. Confirmatory factor analysis was also used using the program
(24 AMOS) to test the validity of the measures of the study variables.
Path analysis was also used to determine the strength of the paths placed
in the structural model of the study, and to clarify the relationships Direct
and indirect impact.
الكلمات الدالة
إدارة المعرفة التسويقية، الأداء التسويقي، التسويق الابتكاري.