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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
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Tishreen University مقالة
Publication date
2013
fields
Economy
and research's language is
العربية
Created by
امانة التحرير مجلة جامعة تشرين
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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.
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Research summary
تتناول هذه الدراسة أثر عناصر المزيج الترويجي (العلاقات العامة، الإعلان، البيع الشخصي، تنشيط المبيعات) في تحقيق القدرة التنافسية للمنظمات الخدمية، وذلك من خلال دراسة ميدانية على المستشفيات الخاصة في الساحل السوري. استخدم الباحثون استبيانًا تم توزيعه على المدراء الإداريين وأخصائيي التسويق في المستشفيات، حيث تم جمع 57 استبيانًا من أصل 61، بنسبة استجابة بلغت 93.44%. أظهرت النتائج وجود علاقة ذات دلالة معنوية بين كل عنصر من عناصر المزيج الترويجي وقدرة المستشفيات على المنافسة في السوق الصحي. توصلت الدراسة إلى أن العلاقات العامة والإعلان والبيع الشخصي وتنشيط المبيعات تلعب دورًا هامًا في تعزيز القدرة التنافسية للمستشفيات الخاصة في الساحل السوري. أوصت الدراسة بتطوير عملية الاتصال والتغذية العكسية مع البيئة الخارجية، وتوفير الحوافز المادية والمعنوية للكوادر البشرية، والانفتاح على تجارب العالم المتقدم في مجال ترويج الخدمات الصحية.
Critical review
دراسة نقدية: تعتبر هذه الدراسة مهمة في تسليط الضوء على دور المزيج الترويجي في تعزيز القدرة التنافسية للمستشفيات الخاصة في الساحل السوري. ومع ذلك، يمكن توجيه بعض الانتقادات البناءة لتحسين الدراسة. أولاً، كان من الممكن توسيع نطاق العينة لتشمل مستشفيات من مناطق أخرى في سوريا لتحقيق نتائج أكثر شمولية. ثانيًا، كان من الممكن استخدام أدوات بحثية إضافية مثل المقابلات الشخصية والمجموعات البؤرية للحصول على فهم أعمق لتأثير عناصر المزيج الترويجي. أخيرًا، كان من الممكن تقديم تحليل أكثر تفصيلاً للعوامل الخارجية التي قد تؤثر على فعالية المزيج الترويجي، مثل الظروف الاقتصادية والسياسية.
Questions related to the research
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ما هي عناصر المزيج الترويجي التي تناولتها الدراسة؟
تناولت الدراسة أربعة عناصر من المزيج الترويجي: العلاقات العامة، الإعلان، البيع الشخصي، وتنشيط المبيعات.
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ما هي نسبة الاستجابة للاستبيانات التي تم توزيعها في الدراسة؟
بلغت نسبة الاستجابة للاستبيانات 93.44%.
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ما هو الهدف الرئيسي من الدراسة؟
الهدف الرئيسي من الدراسة هو معرفة أثر عناصر المزيج الترويجي في تحقيق القدرة التنافسية للمستشفيات الخاصة العاملة في الساحل السوري.
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ما هي التوصيات التي قدمتها الدراسة لتحسين القدرة التنافسية للمستشفيات؟
أوصت الدراسة بتطوير عملية الاتصال والتغذية العكسية مع البيئة الخارجية، وتوفير الحوافز المادية والمعنوية للكوادر البشرية، والانفتاح على تجارب العالم المتقدم في مجال ترويج الخدمات الصحية.
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