The effect of environmental factors on financial performance with the mediating role of coverage capabilities

Subject Areas : Marketing

mohamad Hadi Asgari ¹ , Nadia Montazeri ² , Mitra Sadoughi ³

1 - Business Management, Islamic Azad University, Tonekabon branch,Tonekabon,Iran
2 - Student, Islamic Azad University, Tonekabon branch
3 - - Perfessor in Islamic Azad University, Tonekabon branch

Received: 2022-03-02 Accepted : 2022-06-12 Published : 2022-05-22

Keywords: Coverage marketing capabilities, Financial Performance, Environmental factors,

Abstract :

Objective: The purpose of this study is to investigate the impact of environmental factors and marketing capabilities of coverage on financial performance.Method: The present study is a descriptive-survey study based on the applied purpose. All managers, deputies and senior experts of Bank Melli in Mazandaran province were considered as a statistical population. A total of 290 people were selected based on Krejcie and Morgan table and simple random sampling method as the research sample size. To assess the research variables, valid questionnaires of environmental factors Javarski and Kohli (1993) and Olsen et al. (2005), marketing capabilities of Vijand et al. (2012) and financial performance of Nicholas and Sardan (2011) were used. The validity of the structure was evaluated using confirmatory factor analysis and Cronbach's alpha coefficient greater than 0.7 for different structures confirmed their reliability. Data analysis was performed by structural equation modeling using LISREL software.Findings: The research findings showed that environmental factors have a positive and significant effect on the coverage capability and financial performance of the bank. The coverage capability of marketing also has a significant effect on financial performance.Conclusion: The results indicate that the ability to cover marketing has a mediating role in the impact of environmental factors on financial performance.