The Roles of Different Electronic Data Interchange Methods in Business to Business Marketing

Abstract

This study aims to highlight the roles of different electronic data interchange methods (interorganizational systems of electronic data interchange) in B2B marketing of food distribution companies which are located in West Azerbaijan Province. In terms of its aim, the present study is applied and in regard to adopted data collection method, this study is categorized into SEM-based descriptive surveys. The statistical population of the present study includes all managers and experts working in sales and marketing departments of food distribution companies of West Azerbaijan Province (n=111). The size of statistical sample was determined (n=87) by using Cochran's sample size formula. After distribution of 100 questionnaires, 93 returned questionnaires were found to be suitable for further analysis and the rest of questionnaire forms were excluded. The validity of applied tools was confirmed through confirmatory factor analysis and their reliability was supported by Cronbach’s alpha coefficient. In addition, test of hypotheses was done through structural equations model run in PLS Software. The findings suggest that each electronic data interchange method (i.e. electronic interchange of combined data, mutual electronic interchange and internet based electronic data interchange) plays an effective role in development of B2B marketing.