The Effect of Marketing Culture on Business Performance (Case Study: Yazd Ceramic and Tile Industry)

Abstract

The aim of this study is to evaluate the effect of marketing culture on business performance in the ceramic and tile industry of Yazd. The research methodology is the field and library method, this research in terms of procedures is the correlation type, and in terms of the object is placed as applied research. The statistical population of this study included 146 CEOs, marketing managers, financial managers of ceramic and tile companies in Yazd. Finally, 106 people were selected as sample according to the criteria of sampling by using simple random sampling. Measuring instrument was a questionnaire. Finally, the data collection was performed by analyzing data with appropriate statistical methods such as correlation analysis and regression analysis by using statistical software LISREL. The results showed that the quality of service, the sales function, organization, innovation, internal communications and senior management on business performance of ceramic and tile companies in Yazd has a positive and significant impact.