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

Elmira Salari, Hamidreza Yazdani

Abstract:

Despite the vital role of information in relational-oriented firms, there are limited studies on
the impact of information quality on relationship marketing. To address this gap, this study
develops a conceptual model to examine the impact of information quality on the successful
implementation of relationship marketing by assessing the mediating role of salespeople's
relational competency. The proposed model is tested using structural equation modeling
(SEM) technique with data collected from 140 employee-customer pair sample of Shatel
Group (Tehran, Iran). Stratified sampling is our applied research methodology, we also
employed questionnaire for data collection. The results indicate that while there is no
meaningful relationship between information quality and salespeople's relational competency,
there is a significant relationship between salespeople's relational competency and
relationship marketing. Accordingly, it could be concluded that salespeople's relational
competency cannot act as a mediating variable and thus information quality cannot affect
relationship marketing indirectly.