Open AccessThe Effect of Developing E-Marketing and Efficiency Capabilities on the Improvement of B2B Marketing Performance
Author(s) -
Sajad Jafari Researcher,
Zahra Shirazian Researcher
Publication year - 2019
Publication title -
revista ecorfan
Language(s) - English
Resource type - Journals
ISSN - 2007-3682
DOI - 10.35429/ejm.2019.22.10.27.38
Subject(s) - cronbach's alpha , structural equation modeling , confirmatory factor analysis , reliability (semiconductor) , data collection , marketing , content validity , sample (material) , population , business , statistics , mathematics , medicine , power (physics) , physics , chemistry , environmental health , chromatography , quantum mechanics , focus group , service (business)
This study aimed to investigate the effect of developing e-marketing capabilities and efficiency on the improvement of B2B marketing performance. The present research was an applied and descriptive survey. The statistical population of the study encompassed the employees operating in Malayer Furniture Brand (N=156) and the sample size was 113. The data collection tool was a questionnaire. To assess the validity, the content validity and confirmatory factor analysis were adopted and the results indicated the appropriateness of the factor analysis in identifying the structure of the model. Cronbach's alpha was used to measure reliability and the results suggested that the value of each research questionnaire component was greater than 0.7. The data were analyzed using structural equation modeling by Smart PLS software. The results showed that the development of e-marketing capabilities had a positive and significant effect on improving the B2B performance of the Malayer Furniture Brand. The development of efficiency capabilities also positively and significantly improved the B2B performance of the Malayer Furniture Brand.