امروزه سازمانها ناگزیر هستند برای ماندن درصحنه رقابت و حفظ مزیت رقابتی خود در بین رقبا فراتر از مرزهای بازاریابی سنتی گام برداشته و برای بهبود عملکرد خود به دنبال کشف فرصتهای ایده آل، تولید محصولات جدید و شناسایی بازارهای فروش جدید باشند. تحقیق حاضر به بررسی تأثیر قابلیتهای بازاریابی بر عملکرد صادراتی شرکت با در نظر گرفتن نقش تعدیلگر مهارتهای ارتباطی در صنایع دستی روستایی پرداخته است. این پژوهش از نظر هدف تحقیق، از نوع کاربردی می باشد. جامعه آماری این پژوهش مدیران و سرپرستان شرکتهای صادرکننده صنایع دستی به تعداد 300 نفر هستند که با استفاده از جدول مورگان تعداد 209 نفر بعنوان نمونه آماری انتخاب شدند. برای تجزیه وتحلیل داده ها از رویکرد مدلسازی معادلات ساختاری با کمک نرم افزار LISREL استفاده شده است. نتایج پژوهش نشان می دهد که توانایی اطلاعاتی بازار بر عملکردصادراتی، توانایی قیمت گذاری صادراتی برعملکردصادراتی، توانایی افزایش صادرات بر عملکرد صادراتی وتوانایی خدمات پس ازفروش بر عملکرد صادراتی تأثیرمثبت و معناداری دارد. همچنین قابلیتهای بازاریابی برعملکرد صادراتی، توانایی توسعه محصول برعملکرد صادراتی،توانایی توزیع صادرات بر عملکرد صادراتی تأثیر معناداری ندارد. نتایج پژوهش نشان داد که مهارتهای ارتباطی تأثیر قابلیتهای بازاریابی بر عملکرد صادراتی را تعدیل می کند.
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