Impact of information technology capabilities of the organization on marketing performance mediated by intra-organizational governances

This study is intended to investigate the effect of information technology capabilities of the organization on marketing performance mediated by intra-organizational governance of Mellat Bank in Tehran. The method of this research is applied in terms of objective and causal. The population of this research consisted of senior staff and managers of all branches of Mellat Bank in Tehran with minimum bachelor's degree and 5 years of work experience. According to the method of calculating the sample size in structural equation technique (between 5 and 15 times the number of items), Sample size were determined 320 persons against the number of items. Questionnaire was used for data collection. The validity of the questionnaires was confirmed using construct validity. Correlation coefficient was used to assess the reliability of the questionnaires and its reliability was confirmed. Data were analyzed using descriptive and inferential statistics. SPSS and LISREL software has been used to assess descriptive statistics and inferential statistics (Structural Equation Technique). The results of the data analysis showed that the information technology capability of the organization has a significant impact on the marketing performance and governance within Mellat Bank branches. In addition, governance within the organization has an impact on the marketing performance of Mellat Bank branches. Intra-organizational governance also plays a mediating role in the impact of information technology capabilities on marketing performance.