أثر المزيج التسويقي للخدمات على الأداء المؤسسي: دراسة ميدانية على الشركات السياحية بمدينة طرابلس الليبية

Abstract EN

The study aimed at the scheme of the elements of the marketing mix on institutional performance in the tourism companies in the Libyan city of Tripoli, and it was relied on using the descriptive analytical method.

The results of the study were analyzed in a sample of 350 individuals.

Marketing mix in companies, the level of availability of the dimensions of the marketing mix came with an average defense account (77.86% ), and the level of institutional performance in companies was defense (79.78% ), and that there was a positive impact of the marketing mix on the performance foundations, where there is a significant positive and statistical significance of the dimensions of the mix.

Service marketing on institutional performance as measured by market share, competitive advantage, operational performance and development, as it was explained by the change in the market share that can be explained as a result of reforming the dimensions of the marketing mix at a defense level (10.98% ).

dj-R2, and that the change in the evaluation can be explained The result of the combination of competition in its interpretation.

As a result of giving focus on growth and focus on growth and development in growth and development as a result of synonymous focus on growth and focus so that further improvement in institutional performance can be achieved.