استكشاف دور المقاربة التسويقية بالعميل في تحسين الأداء : إسقاط علاقة التأثير ميدانيا بمقارنة المؤسسات الصحية الخاصة مع العمومية

Abstract EN

This study attempted to address the issue of employing the marketing approach or orientation with the consumer and with human resources, and their influential relationship on the non-financial performance of the individuals of the two organizations concerned with the study, considering that the main key to the success of the organization consists of two groups, namely: its workers and clients in the first place.

In view of the limited studies that analyzed this relationship according to the perspective of the research presented, the two researchers sought in an attempt to adopt its proposed variables in order to find out the reality of the relationship and effect between the independent variable and the dependent variable that make up the proposed research model.

A questionnaire was designed for this purpose that includes the most important factors of the research variables.

The study is made up of officials and workers of Al-Mougheeth Clinic and Ahmed Medaghri Hospital in the Wilayat of Saida, where by using appropriate statistical methods, we were able to conclude the following: The interest in embodying the dimensions of the integrated marketing orientation of the two organizations knows some shortcomings.

The existence of a statistically significant effect of employing the marketing approach of the two organizations on improving the non-financial performance of their human resources, as the differences to evaluate the level of performance were at a higher level for the private institution compared to the hospital.