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Register a new userRelationship Marketing role in enhancing the competitive advantage of insurance companies: A field study in Lattakia
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Added by
Tishreen University مقالة
Publication date
2016
fields
Economy
and research's language is
العربية
Created by
امانة التحرير مجلة جامعة تشرين
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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, commitment, 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.
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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.
This research deals with the role of strategic intelligence in the development of the performance of insurance companies where strategic intelligence contributes to helping organizations achieve their goals and interact with their environment with a
great deal of flexibility, by providing them with predictions of opportunities and threats, and taking appropriate action on the basis of systematic knowledge and thinking, enabling the organization to respond to current and future environment changes, and planning and forecasting results, which reflected positively on performance, strategic intelligence consists of several elements, including: foresight, systematic thinking, future visioning, motivation, and partnership. The research aims to analyze the reality of applying the elements of strategic intelligence in Private Insurance Companies in The Syrian Coast, and study the nature and strength of the relationship between strategic intelligence and performance. To achieve this, three hypotheses were formulated. The researcher used the questionnaire method to collect the data and analyzed it by using statistical tests, the most important of which were: the one-sample T. test, the Pearson Correlation test, and the multiple regression test. The researcher found several results, the most important of which is: Strategic intelligence is available in the studied companies with an average evaluation. There is also a positive correlation between strategic intelligence and performance. There is a statistically significant effect on the elements of strategic intelligence on performance in the studied companies, except for the elements of future vision and motivation.
The study aims to study the availability of the dimensions of organizational intelligence in the private insurance companies in the Syrian coast, and study the nature and strength of the relationship between the dimensions of organizational intellige
nce and performance. To achieve this, three hypotheses were formulated. The researcher used the questionnaire technique to collect the data analyzed using statistical tests, the most important of which were: the one-sample T. test, the Pearson Correlation test, and the simple regression test. The researcher found several results, the most important of which is: Organizational intelligence in the studied companies is well evaluated, there is a positive relationship between the dimensions of organizational intelligence and performance, and there is a statistically significant effect of organizational intelligence on performance in the companies under study.
This study focuses on the role of the marketing Information system in preparation the competitive strategies in Syrian public banks. This study deals the marketing Information system and its resources and kinds, in addition to the definition of compe
titive strategies. The researcher has act appraisement the following competitive strategies in studied banks, and known marketing Information system and his role in formulation competitive strategies. the competitive strategies when applying this system. The researcher through personal interviews and giving out questionnaire too the employees and customers arrived many results which is the existence positive effect of marketing Information system on competitive strategies. In addition, there a big importance for application marketing Information system in suitable and effective form for preparation and formulation the suitable competitive strategy.
The study aims to analyze the impact of the role of salesmen in building the competitive advantage of retail stores. And that is by conducting a case study on the (City Center) Mall in Lattakia Governorate, where the five-way Likert scale was used in
the research questionnaire, and the questionnaire was distributed to a random sample where 160 were distributed to a sample of consumers who made the purchase from the Lattakia City Center Mall And, in the analysis, statistical indicators appropriate to the nature of nominal and ranking data were used.
The study reached a set of results, the most important of which were:
1- There is a significant relationship between the values, ethics and behavior of the salesman and building the competitive advantage of retail stores (City Mall) in Lattakia Governorate.
2- There is a significant relationship between the capabilities and skills of the salesman and building the competitive advantage of retail stores (City Mall) in Lattakia Governorate.
3- The effect of each dimension varies on the dimensions of the role of the men of sale in building the competitive advantage of retail stores (City Mall) in Lattakia Governorate. As it is arranged as follows, starting with the most influential ones:
• Values, manners and behavior of the salesman
• Salesman capabilities and skills
The researcher also presented through this study a set of suggestions and recommendations that are expected to help the owners of retail stores to increase the effectiveness and efficiency of salesmen, which enhances the competitive position of these stores.
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