A study of the impact of operational and marketing capabilities on the performance of Shiraz Metro Organization
Journal Title: Journal of Science and today’s world - Year 2018, Vol 7, Issue 1
Abstract
Any organization needs performance appraisal system in order to know about the favorableness of its activities, especially in complex and dynamic environments. In addition, performance improvement and obtaining competitive advantage by organizations requires supreme capabilities and, in this regard, operational and marketing capabilities are two important elements in gaining competitive advantage. There are many studies on the role of marketing capabilities on performance. However, the role of operational capabilities in the performance of organizations has not been studied much. Thus, the present study aims to explore the impact of operational and marketing capabilities in the performance of Shiraz Metro Organization. In terms of aim, the present study is of applied type and, in terms of data collection, this study is of descriptivecorrelational and the data were collected through distribution of questionnaire among 164 employees of Shiraz Metro Organization. Structural equation modelling (SEM) based on partial least square. The data analysis results indicated that the main hypothesis of the study was verified. It should be noted that the variables marketing and operational capabilities have a positive and significant impact on organizational performance. Considering the findings, managers are recommended to identify the marketing and operational capabilities first, and then, eliminate their obstacles.
Authors and Affiliations
Sadrollah Shafiei
Keywords
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