Mehdi Heydari MA Students of Business Management-Marketing, Payam-e Noor University, (West Tehran Branch), Tehran, Iran

Transcription

1 Impact of Organizational Processes and InformationTechnology on Implementation of Marketing Strategies (Case Study Branches of Keshavarzi Bank In Tehran ) Mehdi Heydari MA Students of Business Management-Marketing, Payam-e Noor University, (West Tehran Branch), Tehran, Iran Abstract The aim of this study was survey the impact of organizational processes and information technology on implementation of marketing strategies for branches of keshavarzi bank in Tehran that For this purpose were selected 299 people, including employees, deputies and administrators Keshavarzi Bank in Tehran method of stratified random sampling and answered to the research questionnaire and were analyzed at the end the results of this questionnaire to help the linear regression test of two-variable Keyword:Organizational Processes, Information Technology, Marketing Strategies Introduction We find with the study of history trend of creation of large organizations in the past decade that organizations due to their the mismatch with the process of social and globalization transformations are like the dinosaurs that have lost adapt to the environment and were sentenced to death and have notefficient enough in the competition arena. (Bowen et al 2006) The large organizations with traditional structures haven't the power and flexible enough for harmony with the surrounding change due globalization and its complexitiesforced do restructurefor their survival or equipped with tools that achieved the power to deal with global developments (Fry et al 2006) The World Today rondechanges are fastand successful adaptation is an important part of success in present age.(charles 2002) Changing environment and competitive marketshighly Speeds has created double pressure to organizations for very quickly adapt and also has resulted changes in high levels. Organizationschallenge is more than the past for create flexible structures and create flexibility in world of the current varied (MehriNejad 2002) The issue expression of research The use of information technology has been developed along with a variety of information systems that are designed for different needs. Information technology COPY RIGHT 2013 Institute of Interdisciplinary Business Research 670

2 enables administrators thatcommunicate with to theorganization, environment and connect more and better.greater participation in decision-making, increase speed decision making, increase speed identify problems, decrease pyramid height of the organization, improving coordination and increasing professional staff are just some of the effects that information technology and information systems affect on some organizations. Managers who are constantly involved in the decisionmakingfor costs or investment for using the technology in their organization, should know the application of information technology and information systems is how useful and effective in organizations. They must calculated impact of information technology on the quality of product or service, improve customer service and improve communication and information that all are thebasic indices andrequirementsof success for the modern organizations.determination of realization of this goal, is considered one the important issues of the organizational decision makers. (MehriNejad 2002) Theoretical research Organizational Processes:Processes was set of consecutive and related activities that creates a specific productand for this product needs to particular into the data that provide the ground for it to work right. Anyone who is involved in at least one stages of the process practiceis considered owner of process. Found processes are designed in each organization for achieve the organization s mission that provide with better performance to people basic needs. Existing processes must have the efficiency and effectiveness of necessary for respond the needs and wants of customers. A processwhen will need efficiency that be done properly and when will be the effectiveness that is properly selected and designed. Efficiencyany processshowsperformedtrue of job and effectiveness its job. (Tocker 2001) Information Technology:IT hasincluded a set of methods and tools that in order to optimize and supporting systems of active the work based on information and knowledge. In fact IT can be summarized asthe confluence of electronics and data processing, also IT is usedto describeof technologies that enables users of computer to storage, processing, retrieval and transfer of information computer aided (Khanlori 2004) Marketing Strategies:Process of identifying profitable opportunities, creating competitive advantage, challenge, competitive advantage and create advantages of participation are known as themarketing Strategy. Marketing can be seen as a combination of science and experience. With havingscience and the way implementation of marketing obtained experience that leads To a way for gaining customer. Marketers use variety techniques of quality and scientific for obtaining and meet their strategies. Any marketing efforts to create and implement a successful COPY RIGHT 2013 Institute of Interdisciplinary Business Research 671

3 marketing plan and there arecountless numbers facilities and ways for obtaining this successful plan. (GilaniNia 2011) Previous research Real Juanet al(2006) in theirstudy entitled "InformationTechnology AsADeterminant Of OrganizationalLearning And Technological Distinctive Competencies" to conclude that information technology acts as an agent of organizational learning process and affecting on growth and development of TDC S that makesbetter performance improve of business. Such capabilities are the result of organizational learning, thuseffects of both of them are positive on organizational performance. Robey et al (2006) ) in their study entitled "Information Technology And OrganizationalLearning: AReview And Assessment OfResearch" to conclude that Conceptual projectfor information systems of organizational memory are valuable contribution to growth and development artifacts of manmade. Learning are enhanced through systems that support communication and dialogueand the information technologies are have the potential force in ability and disability of organizational learning.recently, these two flow, despite their close relation of practical and conceptual are independent of each other. Jamshid Salar (2006) in his study entitled "RelationshipOfMarketing Integrated And Consumer Behavior" to conclude thatin today's competitive world, customer are attention focus of companies and their satisfaction is the main operating to gain competitive advantage for organizations. Requirement for satisfy customers is fully meet their needs and accurate identification of demands, expectations, desires, abilities and their limitations in the purchase products. With achieve tothis information can be well diagnosed factor influencing on consumer behavior and it can be used in the corporate marketing decisions. Thus Products must be in accordance with customers' expected benefits. in the this study is essential to identification ofthe different aspects of customer orientation and determine the relationship between them withelements of the marketing integrated COPY RIGHT 2013 Institute of Interdisciplinary Business Research 672

4 Models of Research Variables in this study can be named as follows: Research Methodology :Organizational Processes, Information Technology and Marketing Strategies. Research variables is formulated as follows in the prevailing operational model. Information Technology Organizational Processes Speed of Data Processing Speed of Data Transfer Marketing Information System The Main Processes The Support Processes The Management Processes Implementation Of Marketing Strategies (Kettinger 1997) Research Methodology The present study in terms of aimis an applied research, in terms ofmethodology is Descriptive Correlational and, in terms ofimplementation is survey research. COPY RIGHT 2013 Institute of Interdisciplinary Business Research 673

5 The Statistical population The study population includedall the employees, deputies and administrators of the branches of Keshavarzi Bank in Tehran that their number was The Statistical sample Selected of the study sample was methodof stratified random sampling and the number of people was 299 (Administrator 22, Deputy 23 and employees 254). Data gathering tools Data gathering tools in this research wasresearcher made questionnaire. The questionnairedesignedbased on study of research theoretical in three areasincludedorganizational processes,information technology and implement of marketing strategies that a total were 24 options. Validated of Questionnaire Content validity of this questionnaire has been confirmed by specialists and professors in this field and the extent of their reliability by Cronbach's alpha test were obtained of respectively 0/85, 0/73, 0/88, this amount is represents the appropriate reliability of this questionnaire. The research hypotheses The main hypothesis Organizational processesand information technology have a significant effect on Subsidiary Hypothesis The first sub-hypothesis :The main processeshave a significant effect on The second sub-hypothesis :The Support processeshave a significant effect on The third sub-hypothesis : Themanagement processeshave a significant effect on The fourth sub-hypothesis :Speed of data processinghave a significant effect on The fifth sub-hypothesis:speed of Data transferhave a significant effect on The sixth sub-hypothesis :Marketing Information Systemhave a significant effect on COPY RIGHT 2013 Institute of Interdisciplinary Business Research 674

6 Methods of data analysis In this study were used descriptive and inferential statistics. Descriptive statisticsincluded tables, graphs of frequency, central and dispersion indicators and also inferential statisticsincludedkolmogorov-smirnov Test and T-Student Test. Hypothesis Test Has been used method of two-variable linear regression Test results The main hypothesistesting: Organizational processes and information technology have a significant effect on implement of marketing strategies branches of Keshavarzi Bank in Tehran. Order to predict changes in implementation of marketing strategies branches of Keshavarzi Bank in Tehran through organizational processes and investigate the relationship between themhas been used two-variable linear regression. Table 1 :The overall determines of regression analysis to effectiveness of organizational processes and implementation of marketing strategies Model\Statistical Indicator The Correlation Coefficient R 2 Adjusted R 2 F Significance 1 0/607 0/369 0/ /642 0/000 Table 1 shows correlation coefficient between organizational processes and implementation of marketing strategies branches of Keshavarzi Bank in Tehran.The correlation coefficient between these two variables is 0/607 and a significance is P = 0/000. According to adjusted determination coefficient of 0/367, Organizational processes have a significant effect on implement of marketing strategies branches of Keshavarzi Bank in Tehran. COPY RIGHT 2013 Institute of Interdisciplinary Business Research 675

7 Table 2 :Regression coefficient of organizational processes on implement of marketing strategies Model\Statistical Indicator Regression coefficients Standard deviation Standard Beta T Significance Constant factor 0/934 0/176 5/308 0/000 organizational processes 0/653 0/050 0/607 13/177 0/000 Per unit increase in organizational processes occurs 0/653 unit increase inimplement of Implement Of MarketingStrategies = 0/934 + (0/653)Organizational Processes Order to predict changes in implementation of marketing strategies branches ofkeshavarzi Bank in Tehran throughinformation technology and investigate the relationship between themhas been used two-variable linear regression. Table 3 :The overall determines of regression analysis to effectiveness of information technology and implementation of marketing strategies Model\Statistical Indicator The Correlation Coefficient R 2 Adjusted R 2 F Significance 1 0/539 0/290 0/ /366 0/000 Table 3 shows correlation coefficient between information technology and implementation of marketing strategies branches of Keshavarzi Bank in Tehran.The correlation coefficient between these two variables is 0/539 and a significance is P = 0/000. According to adjusted determination coefficient of 0/288, information technologyhave a significant effect on implement of marketing strategies branches of Keshavarzi Bank in Tehran Table 4 :Regression coefficient of information technologyon implement of marketing strategies Model\Statistical Indicator Regression coefficients Standard deviation Standard Beta T Significance Constant factor 1/120 0/193 5/795 0/000 organizational processes 0/582 0/053 0/539 11/017 0/000 COPY RIGHT 2013 Institute of Interdisciplinary Business Research 676

8 Per unit increase in information technology occurs 0/582 unit increase inimplement of Implement Of MarketingStrategies = 1/120 + (0/582)information technology The first sub-hypothesistesting :The main processeshave a significant effect on The correlation coefficient between these two variables is 0/544 and a significance is P = 0/000. According to adjusted determination coefficient of 0/294, the main processes have a significant effect on implement of marketing strategies branches of Keshavarzi Bank in Tehran Per unit increase in the main processesoccurs 0/435unit increase inimplement of Implement Of MarketingStrategies = 1/688 + (0/435)the main processes The second sub-hypothesistesting : The Support processeshave a significant effect on The correlation coefficient between these two variables is 0/480 and a significance is P = 0/000. According to adjusted determination coefficient of 0/227, the Support processeshave a significant effect on implement of marketing strategies branches of Keshavarzi Bank in Tehran Per unit increase in the Support processesoccurs 0/428 unit increase inimplement of Implement Of MarketingStrategies = 1/841 + (0/428)the Support processes The third sub-hypothesistesting: Themanagement processeshave a significant effect on The correlation coefficient between these two variables is 0/471 and a significance is P = 0/000. According to adjusted determination coefficient of 0/219, themanagement processeshave a significant effect on implement of marketing strategies branches of Keshavarzi Bank in Tehran Per unit increase in themanagement processesoccurs 0/465 unit increase inimplement of Implement Of Marketing Strategies = 1/480 + (0/465)the management processes COPY RIGHT 2013 Institute of Interdisciplinary Business Research 677

9 The fourth sub-hypothesistesting:speed of data processinghave a significant effect on The correlation coefficient between these two variables is 0/276 and a significance is P = 0/000. According to adjusted determination coefficient of 0/073, speed of data processinghave a significant effect on implement of marketing strategies branches of Keshavarzi Bank in Tehran Per unit increase inspeed of data processing occurs 0/170 unit increase inimplement of Implement Of Marketing Strategies = 2/679 + (0/170)speed of data processing The fifth sub-hypothesistesting:speed of Data transferhave a significant effect on The correlation coefficient between these two variables is 0/225 and a significance is P = 0/000. According to adjusted determination coefficient of 0/047, speed of Data transferhave a significant effect on implement of marketing strategies branches of Keshavarzi Bank in Tehran Per unit increase in speed of Data transferoccurs 0/212unit increase inimplement of Implement Of Marketing Strategies = 2/390 + (0/212)speed ofdata transfer The sixth sub-hypothesistesting:marketing Information Systemhave a significant effect on The correlation coefficient between these two variables is 0/542 and a significance is P = 0/000. According to adjusted determination coefficient of 0/047, marketing informationsystemhave a significant effect on implement of marketing strategies branches of Keshavarzi Bank in Tehran Per unit increase in marketinginformation systemoccurs 0/364 unit increase inimplement of marketing strategies branches of Keshavarzi Bank in Tehran.The regression equation is Implement OfMarketing Strategies = 1/882 + (0/364)marketing information system The results of this research show organizational processes and information technology have a significant effect on implement of marketing strategies branches of Keshavarzi Bank in Tehran that this results are consistent with results of previous studies. COPY RIGHT 2013 Institute of Interdisciplinary Business Research 678

10 Suggestions for future research 1) It is suggested that study done about affecting on factors on organizational processes branches of Keshavarzi Bank. 2) It is suggested that study done about affecting on factors on the use of information technology update by branches of Keshavarzi Bank. 3) It is suggested that study done about barriers in use of information technology Update by branches of Keshavarzi Bank. 4) It is suggested that study done rate of impact in use of information technology and organizational processes on rate of customer loyalty branches of Keshavarzi Bank. 5) It is suggested that this study be conducted for banks and other finance and credit institutions and the results were compared with the results of the present study COPY RIGHT 2013 Institute of Interdisciplinary Business Research 679

11 References Bowen, G. L., Rose, R. A., & Ware, W. B The reliability and validity of the School Success Profile Learning Organization Measure. Evaluation and Program Planning, 29, Charles S. E., Simmons, P. R Organizational flexibility for a changing world. Leadership & Organization Development Journal, Vol. 23Iss: 3, pp Fry L.W. &Vitucci S. &Cedillo, M Spiritual Leadership and Army Transformation: Theory, Measurement, and Establishing a Baseline. The Leadership Quarterly, 16, GilaniNia,Shahram. Poorsoleimani, Aligholi. 2011, RelationshipMarketing And New Approach To marketing In The Third Millennium Juan, Real, C., Antonio Leal.,& Jose L. Rolda n Information technology as a determinant of organizational learning and technological distinctive competencies.industrial Marketing Management, 35(4), Kettinger, W. Teng J. And Guha, S,1997. Business Process Change. MehriNejad, Safieh The application of information technology in organizations Robey, D., Boudreau, M., Gregory M. R Information technology and organizational learning: a review and assessment of research. Accounting, Management and Information Technologies, Salar, Jamshid Relationship Of Marketing Integrated Behavior.Tadbir monthly magazine. No.176 And Consumer Tocker, Micheal Process Management. COPY RIGHT 2013 Institute of Interdisciplinary Business Research 680