تاثير تحقيقات بازاريابي بر عملكرد از طريق فرهنگ بازارگرايي در آژانس هاي مسافرتي شهرستان مشهد

Investigation of marketing researchʹs effect on performance via market orientation culture at traveling agencies located in Mashhad province

Ever changing of business trends and the increase of competition among companies has made the surrounding environment of organizations, more different. Diagnosing the future business routs and moving through theses roads in the way that organizational goals might be achievable, highlights the importance of marketing research existence. Thatʹs to be considered, based on researchers view; market orientation affected by marketing research can improve the performance results of organization. Consequently, in order to study hypothesizes written based on model, reliable and valid questionnaires are distributed among traveling agencies located in Mashhad province as a data pool. The analysis of gathered data was based path analysis approach. Also results revealed that marketing research had a significant effect on market orientation and performance, while market orientation also influenced the performance significantly. However, though all hypothesizes are confirmed, but the main hypothesis of study indicating the moderating role of market orientation between marketing research and performance is doubtful.