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Register a new userThe impact of promotional mix elements in achieving the competitive Ability of services organizations A field study on private hospitals in the Syrian Coast
أثر عناصر المزيج الترويجي في تحقيق القدرة التنافسية للمنظمات الخدمية دراسة ميدانية على المستشفيات الخاصة في الساحل السوري
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يتناول البحث الحالي أثر عناصر المزيج الترويجي (العلاقات العامة, الإعلان, البيع الشخصي, تنشيط المبيعات) في تحقيق القدرة التنافسية للمنظمات الخدمية، من خلال إجراء دراسة ميدانية على المستشفيات الخاصة العاملة في الساحل السوري. و لتحقيق أهداف البحث تمّ بناء استبيان و تطبيقها على المدراء الإداريين في تلك المستشفيات, و أخصائيي التسويق إن وجدوا, أو المسؤولين عن الإعلان. استخدم الباحث طريقة الحصر الشامل فيما يتعلق بجمع المعلومات عن المستشفيات المدروسة, و بلغ عدد الاستبانات الموزعة (61) الاستبيانات, استرد منها (57) استبانة, و بنسبة استجابة بلغت (93.44%). و بعد الدراسة و التحليل توصلت الدراسة إلى النتائج الآتية: 1- هناك علاقة ذات دلالة معنوية بين أسلوب العلاقات العامة المستخدم من قبل إدارات المستشفيات الخاصة العاملة في الساحل السوري و قدرتها على المنافسة في السوق الصحي. 2- هناك علاقة ذات دلالة معنوية بين أنواع الإعلان المستخدمة من قبل إدارات المستشفيات الخاصة العاملة في الساحل السوري و قدرتها على المنافسة في السوق الصحي. 3- هناك علاقة ذات دلالة معنوية بين أسلوب البيع الشخصي المستخدم من قبل إدارات المستشفيات الخاصة، العاملة في الساحل السوري و قدرتها على المنافسة في السوق الصحي. 4- هناك علاقة ذات دلالة معنوية بين أسلوب تنشيط المبيعات، المستخدم من قبل إدارات المستشفيات الخاصة العاملة في الساحل السوري، و قدرتها على المنافسة في السوق الصحي.
The current research addresses the impact of the impact of the elements of promotional mix (Public Relations, advertising, personal selling, sales promotion) to increase the competitive ability of the service organizations by conducting a field study on private hospitals which works in the Syrian coast , and to achieve the objectives of the research, A questionnaire was built and this questionnaire has applied on managers administrators in those hospitals, marketing Specialist, if any, or are responsible of advertising, where the researcher used the method of comprehensive inventory which concerns with collection the information on the hospitals studied, and the number of distributed questionnaires (61) questionnaire , recovered them (57) questionnaire , and the response rate (93.44 %), after study and analysis of the study found the following results: 1 - There is a significant correlation between the of the public relations method used by the departments of private hospitals operating in the Syrian coast and its ability to compete in the health market. 2 - There is a significant correlation between the types of advertising used by the departments of private hospitals operating in the Syrian coast and its ability to compete in the health market. 3 - There is a significant correlation between the of personal selling method used by the departments of private hospitals operating in the Syrian coast and its ability to compete in the health market. 4 - There is a significant correlation between the of the sales promotion method used by the departments of private hospitals operating in the Syrian coast and its ability to compete in the health market.
References used
Berry, Leonard L., Marketing Health Services; Spring, Vol. 24 Issue1, 2004, 67-81
Berkowitz, Eric N and others, (2000), study guied for use with marketing,4.ed,mc Grow-Hill, Canada,p269
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This research studied the tools of the promotional mix and their role in attracting
banks’ customers. The research was conducted on a sample of 210 customers of private
and public banks in the coastal area of Syria. Descriptive statics were used to
test the
hypothesis and to describe the relationship between variables. The SPSS program was used
and some descriptive statistic models were utilized (frequencies، different correlation
coefficients)
The research found the following results:
1- There is a statistically significant influence between the role of the promotional
mix’s tools and attracting banks’ customers.
2- There is a statistically significant influence between advertising, public relations
and publicity, sales promotion, personal selling, internet and interactive marketing and
attracting banks’ customers
3- There is a no statically significant influence between direct marketing and
attracting banks’ customers
4- Most of the studied customers believed that the promotional activities done by the
banks have a big role in maintaining banks’ name in the market.
The research aims to study the impact of the promotional tools in
the investor targeting and tourism Investments generation, and to
determine the most effective and influential promotional mix
elements in order to target and attract the potential
investors in
the tourism sector, in addition to that, it aims to submit
suggestions to increase the effectiveness of the used
promotional mix. To achieve this, a questionnaire was distributed
to an appropriate sample of employees in the Ministry of
Tourism.
This study aimed to identify the role of the marketing mix electronic elements in the
creation of competitive advantages of public commercial banks to make them distinct and
unique from other banks site، especially after its entry into the era of t
echnological
revolution and Informatics.
To achieve this، the researcher studied the relationship between the electronic
elements of the marketing mix، and achieve competitive advantage، through a survey on
public commercial banks in Latakia، and the research sample was/ 120 / unit.
The researcher found that a relationship exists between each of the elements of the
marketing mix elements (electronic product، electronic pricing، electronic promotion،
electronic distribution، people، physical elements، the process of providing the service)،
and promoting the competitiveness of banks under study. As the researcher of this study a
set of proposals and recommendations that are expected to help banks in the study to
achieve competitive advantage.
The aim of the research is to identify the level of patient satisfaction with the health
services provided by the governmental hospitals in the Syrian coast, whether with respect
to the doctors treating them, the nursing staff, or the level of serv
ice and organization. The
research was based on the descriptive approach and the survey method. The questionnaire
was used as the main source of data and information. The research community consisted of
patients residing in government hospitals in Latakia and Tartous, where 425 questionnaires
were distributed to patients, 400 of which were complete and valid for statistical analysis,
with a response rate of 94.12%. The research reached a number of results, the most
important of which are:
*Satisfaction of patients with doctors treated in public hospitals in the Syrian coast
is good, with a relative importance (64.684%).
*The satisfaction of patients with nursing staff in general in public hospitals in the
Syrian coast was of medium level, with a relative importance (64.556%).
*Patients' satisfaction with service and organization in general in the public hospitals
in the Syrian coast was of medium level, with relative importance (63.51%).
*Patients' satisfaction with the quality of treatment provided in public hospitals in the
Syrian coast was of medium level and relative importance (65.9%).
*Patients' satisfaction with the quality of services provided in public hospitals in the
Syrian coast was of medium level and relative importance (65.6%).
This paper aimed to discuss whether bank marketing mix affect the profitability of traditional private commercial banks operating in Syria during the period 2010 - 2017. Where the effect of the following independent variables has been studied: the nu
mber of banking services, the price of traditional services, the price of modern services, distribution, promotion, pepole, process and physical evidence, on the rate of return on equity as a dependent variable. The study adopted the Panel Data, which were collected from the financial reports of the studied banks, then the models of these data were estimated and the comparison between them was done on the basis of the restricted F test, where it was found that the fixed effects model is the most appropriate model for the study. The study concluded that there was no statistically significant effect of any of the elements of the marketing mix on the rate of return on equity of the studied banks, in other words, the banking marketing mix had no significant impact on the profitability of these banks during the period studied.
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