أثر بيئة التسويق الجزيئية في جودة الخدمة المقدمة من قبل جامعة الشرق الأوسط : وجهة نظر أعضاء الهيئة التدريسية

Other Title(s)

The impact of marketing micro-environment on quality of services offered by Middle East University : academic members' perspective

Joint Authors

العاني، عماد عدنان فاضل
القعايدة، فراس مسلم قطيش
الشرباتي، عبد العزيز أحمد

Source

المؤتمر العلمي الدولي الثامن استراتيجيات بيئة الأعمال المعاصرة : رؤى و أفكار متجددة 29-30 نيسان (أبريل) 2014.

Publisher

Philadelphia University Faculty of Administrative and Financial Sciences

Publication Date

2014-04-30

Country of Publication

Jordan

No. of Pages

31

Main Subjects

Business Administration
Marketing
Educational Sciences

Topics

• Marketing
• Attitudes
• Jordan
• Quality of services
• Middle East University

English Abstract

The purpose of this study was to investigate the influence of marketing micro-environment elements on quality of services offered by Middle East University's (MEU), through examining the academic members' perceptions regarding significance and potential use of service quality indicators.

Prac cal data have been collected from 117 par cipants out of 147 elements, by means of a questionnaire.

To confirm the suitability of data collection instrument, a validity and reliability test were carried out.

Statistical techniques such as descriptive statistics, t-test, and multiple regressions were employed to test the effect of marketing microenvironment elements (public audience, employees, and competitors) on quality of service dimensions (tangibility, reliability, responsiveness, assurance and empathy).

The results showed that the participants were almost similar in their preferences regarding marketing micro-environment elements (public audience, employees, and competitors), and they believe that MEU consider the public audience as the most important element, followed by the competitors and finally the employees.

The results also showed that participants were almost similar in their preferences regarding quality of service dimensions (tangibility, reliability, responsiveness, assurance and empathy).

The results also indicated that empathy dimension was the most important, followed by tangibility, then responsiveness, and assurance, while reliability was rated the lowest.

Furthermore, the results indicated there is a positive significant relationship between marketing micro-environment elements and quality of service dimensions.

However, respondents believe public audience was having the highest effect on quality of services offered by MEU, followed by the employees and finally the competitors.

Data Type

Conference Papers

Record ID

BIM-765301

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