Impact of Marketing Communication Effectiveness and Customer Information Management on Organizational Success with Mediating Role of Competitive Advantage

Resumen

This study examined the impact of marketing communication effectiveness and customer information management on the organizational success of steel industry in China. The study also investigated the mediating role of competitive advantage between marketing communication effectiveness, customer information management and organizational success of steel industry in China. A sample of 357 employees from marketing department of steel industry in China participated in this study, who also acted as respondents to the survey questionnaires designed to gather the primary data. Smart-PLS was used to check the data reliability and the relationship between variables. The results reveal that marketing communication effectiveness and customer information management have a positive association with organizational success of steel industry in China. The results also exposed that the competitive advantage significantly mediates between marketing communication effectiveness, customer information management and organizational success of steel industry in China. The study would act as a guide to the regulators and policy makers to design suitable regulations to achieve organizational success using effective marketing communication and customer information management