Investigating the Impact of Information Quality on Relationship Marketing with Mediating Role of Salespeople’ Relational Competency: Survey about Iranian ISP

Despite the vital role of information in relational-oriented firms, there are limited studies onthe impact of information quality on relationship marketing. To address this gap, this studydevelops a conceptual model to examine the impact of information quality on the successfulimplementation of relationship marketing by assessing the mediating role of salespeople srelational competency. The proposed model is tested using structural equation modeling(SEM) technique with data collected from 140 employee-customer pair sample of ShatelGroup (Tehran, Iran). Stratified sampling is our applied research methodology, we alsoemployed questionnaire for data collection. The results indicate that while there is nomeaningful relationship between information quality and salespeople s relational competency,there is a significant relationship between salespeople s relational competency andrelationship marketing. Accordingly, it could be concluded that salespeople s relationalcompetency cannot act as a mediating variable and thus information quality cannot affectrelationship marketing indirectly.