Relationship between Strategic Orientations and Job Performance: Focus on Marketing Capabilities in Tejarat Bank Branches in Kerman

Document Type : Original Article


M.A., Department of Management, Kerman Branch, Islamic Azad University, Kerman, Iran


This descriptive research examines the relationship between strategic orientations and performance in terms of marketing capabilities in Tejarat Bank branches in Kerman. For this purpose, 186 employees of Bank Tejarat branches in Kerman were selected by random sampling method. To collect the needed data for this research, three questionnaires including strategic orientations, performance questionnaires, and marketing capabilities questionnaires were used. SPSS software was used for data analysis. The obtained results of data analysis showed that there is a direct relationship between strategic orientations and marketing capabilities in the branches of Tejarat Bank in Kerman. Also, the results reveal that there is a direct relationship between marketing capabilities and performance in the sense that increased marketing capabilities are associated with increased performance.


Article Title [Persian]

رابطه بین جهت گیریهای استراتژیک و عملکرد شغلی با در نظر گرفتن توانایی های بازاریابی در شعب بانک تجارت کرمان

Abstract [Persian]

این تحقیق توصیفی به بررسی رابطه بین جهت گیریهای استراتژیک و عملکرد با در نظر گرفتن توانایی های  بازاریابی در شعب بانک تجارت کرمان پرداخته است. بدین منظور، 186  نفر ازکارکنان شعب بانک تجارت شهر کرمان به روش نمونه گیری تصادفی انتخاب شدند. برای جمع‌آوری داده‌ها در این پژوهش، از سه پرسشنامه شامل جهت گیری‌های استراتژیک، پرسشنامه عملکرد و پرسشنامه توانایی های بازاریابی استفاده شد. شایان ذکر است که پایایی و روایی پرسشنامه های مذکور توسط محقق مورد بررسی قرار گرفته است. برای تجزیه و تحلیل داده ها از نرم افزار اس پی اس اس استفاده شد. یعنی برای بررسی رابطه بین متغیرهای کمی پژوهش از ضریب همبستگی پیرسون استفاده شد.نتایج این تحقیق نشان داد که در شعب بانک تجارت شهر کرمان بین جهت گیریهای استراتژیک و توانایی هایی بازاریابی رابطه مستقیم وجود دارد. همچنین، بین توانایی های بازاریابی و عملکرد رابطه مستقیم وجود دارد به این مفهوم که افزایش توانایی های بازاریابی با افزایش میزان عملکرد همراه است.

Keywords [Persian]

  • جهت‌گیری‌های استراتژیک
  • عملکرد شغلی
  • توانایی های بازاریابی
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  • Receive Date: 18 November 2021
  • Revise Date: 24 August 2022
  • Accept Date: 30 September 2022