The effect of corporate governance on customer relationship quality and marketing performance

Other Title(s)

أثر حوكمة الشركات على جودة العلاقة بالزبائن و الأداء التسويقي

Dissertant

al-Qudah, Muzaffar Yunus

Thesis advisor

al-Rabii, Layth Salman

Comitee Members

al-Tai, Hamid
Abu Qaud, Firas

University

Middle East University

Faculty

Faculty of Business

Department

Department of Business Administration

University Country

Jordan

Degree

Master

Degree Date

2012

English Abstract

The main objective of this study is to emphasize the importance of corporate governance in the Jordanian middle and large organizations and its effect on the marketing performance through the customer relationship quality, in order to achieve the following: 1- Preparing theoretical framework, through understanding the corporate governance, customer relationship quality and marketing performance topics.

2- Identifying the importance level of the study variables in the Jordanian middle and large enterprises.

3- Exploring the effect of corporate governance on marketing performance.

4- Exploring the effect of corporate governance on customer relationship quality.

The sample of the study was the managers of middle and large enterprises in Jordan, who occupy key positions such as (Chairman of the board, vice chairman of the board, general manager and other key positions within the higher management for example but not limited to: managers, department heads and compliance officers).

In order to achieve the objectives of this study, the researcher designed a questionnaire consisting of (29) statements to gather the primary information from the study sample.

The Statistical Package for Social Sciences (SPSS) program was applied to test the hypothesis.

The study applied many statistical methods.

After executing the analysis on the study hypothesis, the study concluded that: 1.

The importance level of Corporate Governance in Jordanian MLEs was high.

2.

The importance level of Customer Relationship Quality in Jordanian MLEs was high.

3.

Customer Relationship Quality constructs in Jordanian MLEs had a high importance levels.

4.

The importance level of Marketing Performance in Jordanian MLEs was Mid.

As a result the recommendations were as below: 1.

Corporate Governance role should be emphasized more and it is highly recommended to be applied in each organization whatever the nature of that firm was and at any sector.

Corporate Governance ensures corporate success, lowers capital cost, also minimizes wastages, corruption, risks and mismanagement, this all has its direct influence on the organization image that leads to customer trust and commitment (Relationship Quality).

3.

Organizations should focus more on obtaining customer relationship quality since it has a significant effect on marketing performance

Main Subjects

Business Administration
Marketing

Topics

• Management
• Marketing
• Business enterprises
• Jordan
• Quality assurance
• Corporate governance
• Customer relations
• Customer services

No. of Pages

73

Table of Contents

• APA
• MLA
• AMA

Language

English

Data Type

Arab Theses

Record ID

BIM-697369