Search

This study is designed to explore the influence of marketing strategy on marketing innovation and the marketing competitive advantage. Additionally, in this study, elements of marketing strategy (product strategy, pricing strategy, promotion strategy and distribution strategy) were adopted, and marketing innovation was used as a mediator. Quantitative approach was applied, and a questionnaire was distributed by hand-to-hand method to 267 employees working in the furniture industry on the basis of a convenience sample. SPSS and AMOS were applied as statistical techniques to examine and analyze the primary data. Results of analysis accepted the all-proposed hypothesis. The research has empirically confirmed that marketing strategies have a positive impact on marketing innovation and the marketing competitive advantage; and that marketing innovation had a positive impact as mediator on the marketing competitive advantage. Moreover, it found that the elements of marketing strategy: product, price, promotion, and distribution, have a positive impact on both marketing innovation and marketing competitive advantage. In addition to the above results, it found that elements of marketing strategy have a more positive impact on the marketing competitive advantage than marketing innovation. The study recommended that the companies should determine the right marketing strategy that encourages innovation to distinguish themselves and to gain a competitive advantage in the market by obtaining customer satisfaction considering the changes in the business environment.

The aim of this study is to identify the level of gap extended between management perceptions of clients’ expectations, and clients’ expectations for service quality dimensions in the Jordanian commercial banks. The study also investigates the impact of combined service quality dimensions (tangibility, reliability, responsiveness, assurance, empathy, and online services) on management’s and clients’ expectations. In order to achieve the objectives of the study, a quantitative study was conducted and a convenience sampling was taken by distributing questionnaires to commercial bank managements and clients during the period of 2018–2019. In total, the researchers had: 362 clients and 168 managers. The study findings were analyzed by using the statistical packages for social sciences (SPSS Statistics V22.0). After testing the hypotheses using various techniques, it was found that there is a difference between management perceptions of clients’ expectations and clients’ expectations of service quality dimensions (tangibility, reliability, responsiveness, assurance, empathy, and online services). Also, it found that combined service quality dimensions as independent variables have a significant impact on management perceptions of clients’ expectations and clients’ expectations of service quality dimensions as dependent variables.

Purpose: This study is intended to gain insight into the association of Corporate Social Responsibility (CSR) implementations and the achievement of competitive advantage focusing on the mediation role of company reputation (CR) in this relationship. Design/Methodology/Approach: Semi-structured interview technique was used to confirm the validity of the research model. In addition, the purposive sampling method has been used targeting senior decision makers in different well-known 5-star hotels and resorts in Jordan. A total of three hundred (300) questionnaires were distributed. While two hundred and forty (240) questionnaires were retrieved from respondents, two hundred and eleven (211) questionnaires were valid and usable. Findings: The results elucidated the mechanism of CSR and competitive advantage relationship. Although the results confirmed the positive (direct and indirect) effect of the social, the legal, and the ethical dimensions of (CSR) on competitive advantage, data analysis did not support any significant impact for the environmental dimension on competitive advantage (CA) through the company reputation (CR) as a mediator variable. Practical Implications: This study raises awareness of (CSR) implementations in service-oriented developing economies through highlighting the mechanism and relationships of CSR and competitive advantage. It is hoped that, it will contribute to generate interest towards the concept of ``Environmental Corporate Social Responsibility`` (ECSR), as a strategic alternative at the aim of the achievement of competitive advantage. Originality/Value: The study goes beyond examining the causal relationship between (CSR) and competitive advantage. It focuses on achieving a deep understanding of this relationship by exploring the mechanisms of its work through illustrating the mediation role of reputation., peer-reviewed

The present study aimed to identify the impact of brand-related factors (brand image, credibility, accessibility and service quality) on customer loyalty in Jordanian telecommunication companies (i.e. Zain, Orange and Umniah). The present study adopts a descriptive analytical approach. The population of the present study consists from all the customers of Jordanian telecommunications companies. A convenience sample of 500 customers in Amman was selected. A questionnaire is used to collect data, 385 questionnaire forms were retrieved. It is concluded that brand image, credibility, accessibility, and service quality have a statistically significant impact on customer loyalty to the Jordanian telecommunication companies. Also, it is concluded that respondents are highly aware about the significance of the examined brand-related factors. In addition, it is concluded that brand image has a weak significant impact on customer loyalty to the Jordanian telecommunication companies

Technology and internet is taking a huge chunk of our lives. Nowadays almost every activity we do can be done through the internet. Organizations are running their business through the means of technology and internet, many successful organization are running their business and managing their marketing plans through the social media website. The current research study seeks to examine the role of employing social media in marketing to reach the targeted audience within cloth manufacturing sector in Jordan. Through employing a questionnaire and distributing it on (444) consumers from different markets, malls and commercial complexes; the results of the study indicated that trust and content are the most influential factors which enable the organization to reach its target audience. However, the study recommends to carry out a research on how an organization can increase the equity of its brand through social media.

Many marketing strategies including and approaches like CRM, mass marketing, PR marketing and IMC have developed for the sake of increasing the demand on the product and elevate the level of customer satisfaction. With the technological development and the entrance of internet marketing there appeared an urgent need to increase the intensity of the marketing strategies in a way that matches the concept of online marketing as distance marketing. From that point, the current study seeks to understand the influence of integrated marketing communication (IMC) on the efficiency of internet-based marketing from the perspective of Jordanian customers. The variables which are employed in the current study are (communicational messaging, direct marketing, online marketing, promotion, mass media marketing and public relations). The sample of the study consisted of (349) customer from malls, commercial complexes and trading center. Through the quantitative approach and utilizing the questionnaire; the results of the study indicated there is a positive influence of IMC on the internet-based marketing within the variables of (communicational messaging, direct marketing, public relations, and mass media marketing) while (promotions and online marketing) seemed to have no influence on the internet-based marketing. The study recommends carrying out a research study that examines the influence of E-IMC on the online marketing practices through social media websites.

This book is written to guide readers on every aspect of customer satisfaction based on a contextualised approach and to assist in improving the service quality.It is intended as a reference in measuring customer satisfaction in a more holistic way, not only in healthcare sector but also in banking, tourism and hospitality sectors. This book provides readers with a guide on how to develop an instrument to measure customer satisfaction in different service sectors.Readers will understand how important customer-oriented is to increase customer satisfaction which subsequently helps to minimise the operation costs for organisation to sustain. This book is also suitable as a reference to private hospitals policy makers, managers, decision makers and strategic planners on how best to utilise the proposed model in enhancing their customer satisfaction and loyalty.