Design and validation of marketing audit model of fixed internet provider companies

Monitoring the situation and evaluating the position of fixed internet provider companies that operate in a competitive industry with a lot of changes requires a systematic model known as a marketing audit. In this study, an effort has been made to provide a model for the marketing audit of fixed internet provider companies in the country. This research was done with an approach based on an interpretative paradigm and with a deductive-inductive method. Also, in terms of the purpose of this research, it is applied-developmental research, and from the point of view of the method of data collection, it is descriptive research with a cross-sectional survey method. The statistical population in the template presentation section includes experienced managers of Internet providers. Sampling was done with a targeted method and ۱۱ people participated in the design of the model. In the model validation section, ۳۸۴ managers and experts of Internet provider companies were determined by Cochran's formula and randomly sampled. The relationships between the underlying categories of the marketing audit pattern of fixed internet provider companies were identified with the structural-interpretive method and MicMac software. The partial least squares method and Smart PLS software were used to validate the model. The research findings showed that marketing operations, strategic marketing and marketing structure are the basic elements of the model that directly impact the marketing campaign and customer experience management. These factors also affect the acquisition of competitive advantage and in this way, a marketing audit can be achieved. The result of establishing a marketing audit is to achieve things such as organizational branding, human resource branding and marketing efficiency.

Keywords:

marketing audit , fixed internet provider companies , Structural-Interpretive Modeling