Proceedings of The 5th World Conference on Management, Business and Economics
Year: 2023
DOI: https://www.doi.org/10.33422/5th.worldmbe.2022.11.102
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The impact of perceived Commercial intelligence on financial performance about the mediating role of Brand value and creativity in Tehran Regional Water Company
Soma Gholamveisy, Mohammad Sekhavat, Seyedamirmasoud Homayooni
ABSTRACT:
The study was carried out to examine the impact of commercial intelligence on the financial performance of Tehran Regional Water Company. In terms of its applied purpose, descriptive survey method, and data collection technique, it is regarded as a field research. According to Cochran’s formula, the sample size is 0.71 persons, and the statistical population includes all 203 employees of the Tehran Regional Water Company. It should be noted that a standard questionnaire created by the researcher will be used as the data collection tool and that the sampling strategy will be simply random. The findings show that commercial intelligence significantly affects Tehran Regional Water Company’s financial success.
The reliability of the financial performance questionnaire (0.86), commercial intelligence questionnaire (0.85), distinctive brand value questionnaire (0.58), and creativity questionnaire (0.86) was also determined using Cronbach’s alpha test. The obtained data were examined using SPSS and descriptive statistics (mean, standard deviation, etc.) and structural equations were examined using AMOS. The findings show that commercial intelligence significantly affects Tehran Regional Water Company’s financial success. The reliability of the financial performance questionnaire (0.86), the commercial intelligence questionnaire (0.85), the distinctive brand value questionnaire (0.58), and the creativity questionnaire (0.86) was also determined using Cronbach’s alpha test. The results were evident. Financial performance impacted by commercial intelligence. Additionally, with the help of unique brand value and innovation, commercial intelligence has a favourable and significant impact on the financial performance of water in the Tehran region.
keywords: Commercial intelligence, financial performance, brand value, creativity, Regional Water Company