تأثیر چابکی بازاریابی بر درک مطلوبیت خدمات: مطالعه موردی شرکت عملیات غیرصنعتی پازارگاد

Introduction: The evolution of communication and digital technologies has fundamentally transformed the way customers interact with organizations, positioning marketing agility as one of the essential capabilities of service-oriented firms. this study aims to examine the impact of marketing agility on perceived service desirability within Pazargad Non-Industrial Operations Company, operating in the Pars Special Economic Energy Zone.
Methodology: This research is applied in purpose and descriptive–survey in method. The required data were collected through two questionnaires (one researcher-made and one standardized) administered in the field. The statistical population consisted of all contracting companies collaborating with Pazargad Non-Industrial Operations Company, including end-users of the services (families of employees of the contracting firms). Using a Simple probability sampling method, a total of 260 valid questionnaires were obtained. Data analysis was conducted using SMART PLS and Excel software at both the descriptive and structural equation modeling levels.
Findings: A direct and significant relationship was found between marketing agility and the perceived desirability of services among service recipients. All three dimensions of agility-internal, interactive, and external-significantly enhance the indicators of perceived service desirability.
Conclusion: marketing agility can serve as an effective approach to enhancing perceived service quality and improving customer experience in service organizations. It is recommended that service companies invest in employee training and empowerment, and in improving internal and communicative processes to increase adaptability and responsiveness.