مداخل صناعة القرار الاستراتيجي و دورها في كفاءة تسويق الخدمات : دراسة تطبيقية في مديرية المرور العامة

الملخص EN

Strategic decision making is considered one of the important processes for senior management in contemporary business organizations and service organizations due to the properties of the service such as intangibility, concomitance and mortality.

Decisionmaking has three approaches according to the opinions of most of the writers and researchers in the administrative area: an analytical approach, intuitive approach and behavioral approach.

This research is trying to discover the nature of the relationship in terms of the link between the impact of each of these approaches and efficiency of marketing services by selecting an intentional sample of 58 researches from the Directorate General of Traffic, one of the Iraqi Interior Ministry institutions, due to the importance of its services in daily life.

A questionnaire was used as the main tool for collecting data and subjects’ responses were analyzed using frequencies, percentages, correlation coefficients and tests for calculating (R²) (F, Z).

A number of conclusions were drawn such as each approach to the strategic decision making has clear relationship and effect in the efficiency of services marketing provided by the organization.

The researchers introduced some recommendations, notably the strategic manager should not depend on a single approach in making his decision on a permanent basis; he should choose a suitable approach according to the position that he is in and the circumstance facing him.

Nevertheless, the analytic approach is the best and most important in the approaches to the strategic decisionmaking and has clear impact on the efficiency of marketing services and the investment ofmarketing resources available to the organization.