نوع مقاله : مقاله پژوهشی
نویسندگان
1 استادیار گروه مدیریت بازرگانی، دانشکده علوم انسانی و اجتماعی دانشگاه کردستان، سنندج، ایران
2 دانشجوی دکتری مدیریت بازرگانی، دانشکده علوم انسانی و اجتماعی، دانشگاه گیلان، رشت، ایران
3 استادیار گروه مدیریت بازرگانی، دانشکده علوم انسانی و اجتماعی، دانشگاه کردستان، سنندج، ایران
چکیده
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
The purpose of the current research is to investigate the relationship between customer knowledge and strategic marketing decisions in Diwan Land Trading Company, Erbil, Kurdistan, Iraq. In terms of purpose, the research is applied and in terms of strategy, it is a quantitative research. According to the investigation of the relationship between two variables, the research can be classified as correlational research. According to the method of data collection, the research is descriptive-survey type. The statistical population of the present study included senior managers, middle managers, marketing managers and senior employees of Divan Land Commercial Company, Erbil Kurdistan, Iraq, whose number of employees was 250, and therefore, using Cochran's formula, 151 people were selected as a sample. The questionnaire was distributed and collected among the studied population using a simple random sampling method. The data collection tool was a standard questionnaire, which after performing face validity with the help of professors of the management group, its construct validity was confirmed with the help of Smart PLS software. Reliability was calculated and confirmed using Cronbach's alpha. Structural model was used to investigate the relationship between research variables. The findings of the research confirm the significant relationship and influence of customer knowledge on strategic marketing decisions, and knowledge distribution, response to knowledge, and knowledge acquisition have had the greatest effect on strategic marketing decisions in Diwan Land Commercial Company, Erbil, Kurdistan, Iraq.
کلیدواژه‌ها [English]
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