القدرات التسويقية و أثرها على الأداء التنظيمي : دراسة استطلاعية بالمؤسسة الصحية ماسينيسا بقسنطينة

Abstract EN

M19The study aimed to identify the relationship between marketing capabilities and organizational performance in the Masinissa Health Institution in Constantine.

The researcher used the descriptive analytical and causal method, and the study sample was selected from the employees of the institution, amounting to 38 individuals.

The questionnaire was used to collect data, after conducting the statistical analysis, the study reached the following results: There is a positive correlation between marketing capabilities and organizational performance at the level of (α ≤.

05).

There is a positive statistically significant correlation between marketing research capabilities, promotion capabilities, distribution capabilities, service development capabilities and organizational performance.

There is no statistically significant impact relationship between marketing capabilities and organizational performance.

There is no statistically significant impact relationship between marketing research capabilities, planning capabilities, promotion capabilities, pricing capabilities, service development capabilities and organizational performance in the health institution.

There are no statistically significant differences between the averages of the respondents' answers about the relationship of marketing capabilities with organizational performance at the Masinissa Health Institution due to the variables of gender, age, job and experience.