The quality of team-member exchange and its impact on marketing agility: shared mental models as a mediating variable
Analytical research of the opinions of a sample of university and private college leaders
In the Middle Euphrates region
A dissertation submitted to the Board of the College of Administration and Economics, University of Karbala, in partial fulfillment of the requirements for the degree of Ph.D. in Business Administration Sciences before
By
Maryam Hussein Jawad Al-Mousawi
Supervised by
Professor Doctor Professor Doctor
Ahmed Kazem Press Abdel Fattah Jassim Zaalan
Abstract
The current research mainly aims to find out the level of direct and indirect impact of the quality of the team-member exchange in marketing agility through the mediation role of shared mental models, through a sample of leaders of universities and private colleges in the Middle Euphrates region numbered (240) individuals.The variable of the quality of team-member exchange was measured through three dimensions (meetings, exchange and cohesion) and the variable of common mental models was measured through five dimensions: (general tasks and team knowledge, general tasks and communication skills, members’ attitudes towards colleagues and the task, team dynamics and interactions, team resources and work environment ) While marketing agility was measured through four dimensions (proactivity, responsiveness, flexibility, and speed).
The research relied on the descriptive analytical approach in collecting, analyzing and interpreting information, and the questionnaire was used as a main tool in collecting data and information from the universities andcolleges surveyed.A set of statistical methods were used for the purpose of analyzing research data and testing hypotheses, such as normal distribution testing, confirmatory factor analysis, descriptive statistics, simple correlation analysis (Pearson), and path analysis (Path Analysis) and these methods were used on statistical programs (Microsoft Excel 2010, SPSS V.25, Amos V.23).
The research reached a set of conclusions, the most important of which was the existence of a significant direct effect of the quality of the team’s mutuality – a member in marketing agility and significant indirect effect of the quality of the team’s reciprocal – member in strategic agility through shared mental models, and the results also proved that shared mental models achieved total mediation in the relationship between the independent variable and the dependent variable, Based on these conclusions, the research presented a set of recommendations, the most important of which was the need for universities and private colleges to pay attention to the quality of the team-member exchange, and to invest its results in building and developing common mental models among members in order to understand and interpret the nature of the work environment and common tasks, and to create a common perception about the requirements of their implementation, in a way that ensures the achievement of response, adaptation and marketing agility.
