تاثیر تعارض کارکردی و اشتراک دانش بر قابلیت‌های بازاریابی: تحلیل نقش تعدیلگری ارتباطات و شدت تعارض

امروزه سازمان‌ها جهت درک و برآوردن نیازهای مشتریان و جلوگیری از گرایش آنان به رقبا، باید آمادگی واکنش به محیط روبه‌رشد رقابتی داشته باشند؛ به‌طوری‌که بتوانند نسبت به برآوردن نیازهای مشتریان و حفظ آنان هوشیاری نشان دهند. ازاین‌رو بسیاری از سازمان‌ها استراتژی‌های خود را در راستای بهبود قابلیت‌های بازاریابی قرار داده‌اند. هدف از این پژوهش بررسی تاثیر تعارض کارکردی و اشتراک دانش بر قابلیت‌های بازاریابی با تحلیل نقش تعدیلگری کیفیت ارتباطات و شدت تعارض در هتل پنج ستاره درویشی مشهد است. این پژوهش به لحاظ هدف، کاربردی و به لحاظ نحوه گردآوری داده‌ها، توصیفی پیمایشی است. جامعه آماری این پژوهش، کارکنان هتل درویشی مشهد با تعداد 335 نفر است که با استفاده از جدول کرجسی مورگان 179 نفر به‌عنوان نمونه موردبررسی انتخاب شدند. به‌منظور جمع‌آوری اطلاعات، پرسشنامه توزیع شد و پایایی پرسشنامه با استفاده از روش آلفای کرونباخ و پایایی مرکب و روایی پرسشنامه از طریق روایی محتوا، همگرا و واگرا و نیز تحلیل عاملی تاییدی، تایید شد. تجزیه‌وتحلیل داده‌ها با استفاده از تکنیک مدل یابی معادلات ساختاری و نرم‌افزار اسمارت پی‌ال‌اس انجام شد. یافته‌ها حاکی از آن است که تعارض کارکردی بر اشتراک دانش و نیز اشتراک دانش بر قابلیت‌های نوآوری و پاسخگویی تاثیرگذار است؛ همچنین کیفیت ارتباطات تاثیر اشتراک دانش بر قابلیت نوآوری و قابلیت پاسخگویی را تعدیل می‌کند.

The effect of functional conflict and knowledge sharing on marketing capabilities moderated by communication quality and conflict intensity

INTRODUCTIONNowadays, organizations have to be ready to react to the increasingly competitive environment in order to understand and meet the customers’ needs and prevent them from switchover to rivals. Therefore, many organizations have utilized strategies that make them capable of improving marketing capabilities. according to the above mentioned, the aim of the present study is to investigate the effect of functional conflict and knowledge sharing on marketing capabilities as well as the moderating effect of communication quality and conflict intensity in the 5star darvishi hotel.  THEORETICAL FRAMEWORKConflict is the outcome of political behaviors. functional or good conflict can be beneficial for the organization by inspiring the organization’s innovation and increasing its potential to face the customers’ everchanging needs. Functional conflicts are, in fact, the differences among viewpoints and can transform the tacit knowledge into explicit knowledge and help the knowledge to be shared more and more effectively. Conflict management is a positive indicator of an organization’s health. Moreover, establishing communication of high quality may affect the type and intensity of conflict and, also, can play an important role in knowledge sharing desirability. The more conflict intensity and qualified communication, the more the effect of functional conflict on knowledge sharing will be. METHODOLOGYThe current research is an applied study in terms of purpose, and it is a descriptive survey in terms of the data collection method. The statistical population was comprised of 335 employees of darvishi hotel among which 179 people were selected by conducting stratified random sampling. a premade questionnaire was used to gather field data. The obtained data was analyzed by conducting partial least squares structural equation modeling in smartpls software. RESULTS DISCUSSIONResearch results showed that functional conflict has a positive and significant effect on knowledge sharing. the moderating effects of conflict intensity and communication quality on the relationship between functional conflict and knowledge sharing were also confirmed. Furthermore, the results indicated that knowledge sharing has a positive and significant effect on responsiveness and innovation capability. also, the moderating role of communication quality on the association of knowledge sharing with responsiveness and innovation capability was statistically confirmed.  DISCUSSION CONCLUSIONAccording to research findings, if the organization’s managers determine and eliminate the obstacles of knowledge sharing and its employees transform tacit knowledge into explicit knowledge the conflict between the staff will change from destructive to functional. by enhancing teamwork through encouragement and motivation, managers can create and expand sympathy among staff which leads to enhancing the quality of communication and, consequently, improving knowledgesharing. Today managers are well aware of the fact that owning a competitive advantage depends on empowering the organization’s responsiveness to customer and environmental needs. therefore, documenting the staff experiences and knowledge and clever planning lead to competitive advantage and, consequently, improve the organization’s functional performance.