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Register a new userEffect of Marketing Performance on the Competitive Performance at Insurance Companies
أثر النشاط التسويقي في تحقيق الأداء التنافسي لشركات التأمين السورية
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هدفت الدراسة إلى بيان مدى تأثير تتبع مؤشرات أداء التسويقي في تحقيق أداء تنافسي كلي، و قد قامت الباحثة بتطبيق الدراسة على مجموعة من شركات التأمين العاملة في سورية حيث قامت بتوزيع /110/ استمارات على العاملين بها؛ و قد خلصت الدراسة إلى مجموعة من النتائج كان أهمها أنه يوجد تأثير معنوي للأداء التسويقي على الأداء التنافسي في الشركات محل الدراسة؛ كما وجدت الباحثة أنه توجد اختلافات جوهرية بين أفراد عينة الدراسة فيما يتعلق بالأداء التسويقي و الأداء التنافسي بالنسبة للخبرة المهنية.
The Study aimed to explore the potential effect of following marketing performance indicators in achieving competitive performance in general; though, the author applied the study on group of insurance companies in Syria through distributing /110/ questionnaires to their employees; the study conducted some results: there is a significant effect for the marketing performance on the competitive performance, and that there is significant differences between the questioned one about their view to the marketing performance and competitive performance according to the experience.
Artificial intelligence review:
Research summary
تهدف الدراسة إلى تحليل تأثير الأداء التسويقي على الأداء التنافسي لشركات التأمين السورية. تم تطبيق الدراسة على مجموعة من شركات التأمين في سوريا من خلال توزيع 110 استبيانات على العاملين فيها. أظهرت النتائج وجود تأثير معنوي للأداء التسويقي على الأداء التنافسي، بالإضافة إلى وجود اختلافات جوهرية بين آراء العاملين بناءً على خبرتهم المهنية. استخدمت الباحثة المنهج الوصفي التحليلي واعتمدت على برنامج SPSS لتحليل البيانات. كما تناولت الدراسة أهمية الأداء التسويقي وطرق قياسه، وأشارت إلى أن الأداء التنافسي يتأثر بشكل كبير بالأداء التسويقي. من بين التوصيات التي قدمتها الباحثة، ضرورة وضع نظام رصد وتقييم لمخرجات البرامج التسويقية وتطوير نظام تتبع مباشر مع الوسطاء والوكلاء لضمان الوقوف بشكل آني على الأداء التسويقي والتنافسي.
Critical review
دراسة نقدية: تعتبر الدراسة ذات أهمية كبيرة في تسليط الضوء على العلاقة بين الأداء التسويقي والأداء التنافسي في شركات التأمين السورية. ومع ذلك، يمكن ملاحظة بعض النقاط التي تحتاج إلى تحسين. أولاً، كان من الأفضل توسيع نطاق العينة لتشمل عدد أكبر من الشركات والعاملين لضمان تمثيل أكثر شمولية. ثانياً، كان من الممكن استخدام أدوات تحليلية أكثر تعقيداً لتقديم نتائج أكثر دقة. ثالثاً، لم تتناول الدراسة بشكل كافٍ التحديات التي تواجه شركات التأمين في ظل الظروف الاقتصادية والسياسية الراهنة في سوريا. على الرغم من هذه النقاط، فإن الدراسة تقدم إسهاماً مهماً في فهم تأثير الأداء التسويقي على الأداء التنافسي.
Questions related to the research
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ما هو الهدف الرئيسي من الدراسة؟
الهدف الرئيسي من الدراسة هو تحليل تأثير الأداء التسويقي على الأداء التنافسي لشركات التأمين السورية.
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ما هي المنهجية التي اعتمدتها الباحثة في الدراسة؟
اعتمدت الباحثة المنهج الوصفي التحليلي واستخدمت برنامج SPSS لتحليل البيانات.
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ما هي النتائج الرئيسية التي توصلت إليها الدراسة؟
توصلت الدراسة إلى وجود تأثير معنوي للأداء التسويقي على الأداء التنافسي، بالإضافة إلى وجود اختلافات جوهرية بين آراء العاملين بناءً على خبرتهم المهنية.
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ما هي التوصيات التي قدمتها الباحثة بناءً على نتائج الدراسة؟
قدمت الباحثة عدة توصيات منها ضرورة وضع نظام رصد وتقييم لمخرجات البرامج التسويقية وتطوير نظام تتبع مباشر مع الوسطاء والوكلاء لضمان الوقوف بشكل آني على الأداء التسويقي والتنافسي.
References used
Adams, G. L. and Lamont, T., Knowledge Management Systems and Developing Sustainable Competitive Advantage, Journal of Knowledge Management, 2004
Ambler, T. & Kokkinaki, F. & Puntoni, S., Assessing Marketing performance: reasons for metrics selection, Journal of Marketing Management 2004
Ambler, T., Kokkinaki, F., Measures of marketing success. Journal of Marketing Management 2004
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dimensions recording to Kotler’s model which involve Customer
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