Effect of E-Service Quality on the Marketing and Performance of Knowledge-Based Companies

Introduction: As one of the main components of the supply sector of the production system, knowledge-based companies play a crucial role in attracting and accepting capital. One of the main prerequisites for success in this industry is customer satisfaction. This study was conducted to investigate the effect of e-service quality on the marketing and performance of knowledge-based companies.Methodology: The study model was designed in independent, dependent, and mediating sections taken from the study by Siakalli et al. (۲۰۲۱) by reviewing the literature. Questionnaires were then developed according to the model and were distributed among the statistical sample of ۳۸۴ customers of knowledge-based companies using a simple random method. After collecting the questionnaires, the data were analysed using structural equation modelling (SEM) and AMOS software to test hypotheses.Conclusion: According to the results, all hypotheses concerning the effect of e-service quality dimensions, including tangibility, accountability, assurance, reliability, and empathy, on performance and marketing with the mediating role of organisational reputation were confirmed. The results also suggested that corporate reputation with a score of ۰.۶۰ had the most significant effect on the performance of knowledge-based companies, and e-service quality dimensions with a score of ۰.۵۲ had a minor impact on the organisational reputation of knowledge-based companies.

کلیدواژه ها:

e-service quality ، the role of marketing ، performance ، knowledge-based companies