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The Role Of Sales Men In Building The Competitive Advantage Of A Retailer "Case Study Mall (City Center) In Lattakia Governorate"

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 Publication date 2020
  fields Economy
and research's language is العربية
 Created by امانة التحرير مجلة جامعة تشرين




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The concept of competitive advantage occupies an important place in the strategic management, which is the most successful way that enables the Foundation to achieve superiority over its competitors by using the appropriate marketing strategy, as wel l as to attract customers and increase the value perceived by them and to achieve satisfaction. The current research addresses the role of marketing strategies in creating a competitive advantage in the Syrian Commercial Bank in Lattakia Governorate, and to achieve objectives of the research was designed to identify, and applied to a sample of employees in the bank amounted to /181/ factor, and after discussion and analysis has been reached following results: The marketing strategies applied in the Syrian Commercial Bank enables the bank to obtain a competitive advantage by having a clear strategic vision for development, and his quest to study the situation of banks, competition and improve working through ongoing contact with customers, and adopt a strategy of providing promotional programs attractive and commensurate with the capabilities of the bank, and provides appropriate solutions to all problems faced by the bank, as shown by the strategy's strengths and weaknesses and considering the marketing environment internal and external. Enable marketing strategies applied in the Commercial Bank of Syria of reducing the cost of services provided to customers, and raise the quality of banking services provided, and to influence the response to the client.
The research aims to identify the role of Relationship Marketing in enhancing the competitive advantage of insurance companies, through the study of the relationship between the dimensions of marketing relations, represented by: trust, interaction, c ommitment, communication, loyalty, and strengthen competitive advantage. Adopted Find descriptive approach, which included the research community customers who reviewed the insurance companies in Latakia province during the period of application of research, amounting to three months, with the researcher during this period distributed (185) to identify customers at random, so as to explore their views on the role of Relationship Marketing in promoting competitive advantage in the insurance companies that deal with it, and was restored (173) to identify complete and valid for statistical analysis, and response rate (93.51%). Based on simple regression analysis and show the relationship between the two variables Search reach and there is a significant moral positive correlation between each dimension of marketing dimensions of relations, and enhance the competitive advantage of companies in the study, since the marketing performance of good companies under study been able to keep existing customers, and the acquisition of new customers, and to achieve growth rates in transactions with these customers by building relationships with them based achieve satisfaction and provide goods and services of great value.
The research aims to identify the role of organizational culture in reducing resistance to change of the employees through a study of the relationship between the dimensions of the organizational culture, and the reasons of resistance change by emplo yees working in Lattakia City Council. To achieve the objectives of the research, a questionnaire was designed and distributed to (343) employees in Lattakia City Council, (315) questionnaire were complete and valid for statistical analysis, with a response rate of (91.84%). Relying on multiple regression, the following results were reached: 1. There is a strong inverse relationship which is statistically significant between the elements after the containment and interdependence of (empowerment, staff development, teamwork and participation), and a reeducation of the resistance of workers to change, wherever after containment and coherence elements are available, there is a decline in the causes resistance of workers to change.2. There is strong inverse relationship that is statistically significant between the elements after the consistency and uniformity of working (core values​​, agreement, coordination and integration), and a reduction of resistance workers to change, i.e. when elements after consistency and homogeneity are availed, they lead to a decline in the causes of workers resistance to change.3. There is strong inverse relationship which is statistically significant between the elements of the human aspects (respect and appreciation, justice, encouragement achievement, and social welfare), and the reeducation of workers resistance to change, i.e., whenever there are elements of the human aspects, there is a decline of the causes of workers resistance to change.4. There is strong inverse relationship which is statistically significant between the elements after the organizational climate of (administrative practices, rewards, communications, and surveillance system), and the reduction of workers resistance to change, i.e., wherever after the organizational climate elements are available, there is a decline in the causes of workers resistance to change.
The research studies the current state and policy of the Joud company as an example of the resultant impact of the food industry adopting for social responsibility in marketing: packaging, physical distribution, promotion and dealing with the case of concession. The research adopts the descriptive method and develops a questionnaire for collecting the preliminary data comprising the research samples. This questionnaire has been handed to be filled by a staff of (123) employees with responsibilities covering marketing, distribution, promotion and packaging. The fully answered questionnaires count to 118 leading to a response rate of (95.93%). The most important search results are represented in: 1- Joud company for food industries adopt the social responsibility in marketing related to packaging with a high degree and with a relativity importance reached (78.384%). 2- Joud company for food industries adopt the social responsibility in distribution related to packaging with a high degree and with a relativity importance reached (77.288%). 3- Joud company for food industries adopt the social responsibility in promotion related to packaging with a high degree and with a relativity importance reached (69.152%). 4- Joud company for food industries adopt the social responsibility in dealing with the case of concession related to packaging with a high degree and with a relativity importance reached (77.458)%.
This research aims to study the role of Total Quality Management in Achieve competitive advantage of hotel facilities by conducting a field study on the Five-star hotels In the Syrian Coast, this research adopted Descriptive method. the study communi ty included All administrative staff in the Five-star hotels In the Syrian Coast Who occupy functional sites ( Senior management , middle management , direct management) Where numbered 153 Administrative worker .Questionnaires were distributed, and 146 complete questionnaire and valid for statistical analysis were recovered in Response rate reached 95.42%, this study Reached a Set of results , the most important is: There is a positive and strong relationship between total quality management elements (hotel management support, continuous improvement, empowerment of the employee and the teams work, motivation and reward performance, ensure quality of service, performance) Combined on Competitive advantage in hotels under study whereas 70.4% of the Ongoing changes in Competitive advantage Interpret the application of total quality management elements in hotels under study.

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