Investigating the effect of marketing knowledge management on business performance with the mediating role of digital financial innovation

Masoome Arabshahi¹ Nafise Tafteh²

1) Faculty member of Imam Reza International University
2) Master of Management - Business Orientation - Imam Reza International University

IOI Code : XECD-GGHBE
Publication : 2nd International Conference on Advanced Research in Management And Humanities(huconf.com/2nd)
Abstract :
    The world is like an information society in which knowledge is the main asset of society and its management is an essential part of the activities of any organization. Today, knowledge is considered as the most important source of quality and power as an undeniable fact and it can be said that the importance of knowledge management in organizations in terms of preventing knowledge loss, improving decision-making process, flexibility and adaptability and competitive advantage has been considered by managers. Companies with superior marketing capabilities perform significantly better than their competitors, and marketing knowledge that includes competitive advantage strategies, collaboration tactics, and customer relationships should be used when producing new products or maintaining relationships with existing customers. There is still no transparency about the relationship between marketing knowledge management and business performance. In addition, the relationship between marketing knowledge management and business performance is not simple, but rather, there is a more complex relationship. Therefore, it is argued that asset management and marketing knowledge management capabilities can increase performance to date through the role of financial innovation as an intermediary in commercial banks. However, there is no empirical evidence. This study aims to investigate the impact of marketing knowledge management on the performance of organizations with the mediating role of digital innovation. The research tries to answer the question that: Does marketing knowledge management affect the business performance of Mellat Bank in Mashhad? Methodology The present study is descriptive-survey in terms of applied purpose and in terms of the nature of the method and implementation and is of correlation type. The statistical population of the study consists of Bank Mellat employees and managers in Mashhad. The statistical sample size was 15 times more than the number of questionnaire items which included 18 items, and distributed by non-random sampling method. A total of 270 questionnaires were used as the basis for analysis. The data collection tool was the questionnaire of Al-Damour et al. (2020). This study has been compiled in three parts: introduction, demographic questions and questions for measuring the main research variables. To measure the main variables of the research, 18 questions were designed, including 7 questions for marketing knowledge management variable, 6 questions for business performance variable and 5 questions for digital innovation variable. A five-part Likert scale is used to scale the variables. Given the standard nature of the questionnaire and the fact that its validity has already been measured, it can be said that it has the necessary validity. However, to determine the validity of the research questionnaire, the validity method of formal content was used again. For this purpose, the questionnaire was provided to experts, professors and specialists related to the field of research and they were asked to express their corrective opinions and after collecting comments and applying them, the final questionnaire was developed. The mean variance index (AVE) was used to assess the validity of the questionnaire questions. To measure the reliability of the research questionnaire, the common method of reliability assessment, Cronbach s alpha coefficient, was used. This coefficient was higher than 0.7 for all variables and equal to 0.833 for the whole questionnaire, which is a good coefficient and shows that the reliability of the research tool is at a desirable level. Also, the combined reliability coefficient (CR) was used to assess the reliability of the questionnaire and was approved. SPSS software was used to analyze the data in the descriptive statistics section and smart PLS software was used in the inferential statistics section. Discussion and Result In this study, marketing knowledge management variable was considered as an independent variable, business performance variable as a dependent variable and digital innovation variable as a mediating variable. Structural equation modeling and Smart PLS software were used to test the hypotheses according to the conceptual model of the research. The results of standard path coefficients and significance coefficients with t-statistics showed that the relationships between variables were significant according to the research hypotheses. In other words, marketing knowledge management has a positive and significant effect on the performance of organizations and financial innovation. Digital innovations have also had a positive and significant impact on the business performance of organizations. Digital innovation also mediates the impact of marketing knowledge management on the business performance of organizations and thus all research hypotheses were confirmed. Conclusion The results of this study show that organizations with more advanced technologies and the development of marketing capabilities and assets can have a positive impact on the performance of their business unit or organization. It also shows that through knowledge acquisition and management, organizations can increase their ability to acquire new innovations and overcome environmental changes and their requirements and achieve a sustainable competitive advantage. Digital innovations in the field of banking are an essential tool for achieving these institutions to sustain them in the long time. And banks need to try to institutionalize new approaches to financial innovation as a culture and a core value in the organization to reap the benefits.

Keywords : business performance digital financial innovation marketing knowledge management