Investigating the effect of information technology on marketing management and performance of citizen chain stores

This study examines the impact of information technology on marketing management and the performance of citizen chain stores. The data of the studied variables were collected from Rezaei Information Technology Questionnaire (2015), Pournabi Marketing Management Questionnaire (2015) and Ahmadi Performance Questionnaire (2013). In order to achieve the research objectives, two hypotheses were tested. Data analysis was performed using correlation coefficient method from SPSS software version 26. Based on statistical analysis, the results showed a level of error of five percent: The first hypothesis of the research: information technology on marketing management (job security, diverse and extensive training, providing generous rewards, information sharing, employee empowerment, reducing class gap between Employees) has a positive and significant impact. The second hypothesis of the research: Information technology does not affect the performance of employees (reliability, attitude, quality of work, initiative, judgment, cooperation, quantity of work, security, personal learning and development, person and leadership component) of citizen chain stores.