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
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
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
American Psychological Association (APA)
القعايدة، فراس مسلم قطيش والشرباتي، عبد العزيز أحمد والعاني، عماد عدنان فاضل. 2014-04-30. أثر بيئة التسويق الجزيئية في جودة الخدمة المقدمة من قبل جامعة الشرق الأوسط : وجهة نظر أعضاء الهيئة التدريسية. . ، ص ص. 243-273.عمان، الأردن : جامعة فيلادلفيا، كلية العلوم الإدارية و المالية،.
https://search.emarefa.net/detail/BIM-765301
Modern Language Association (MLA)
القعايدة، فراس مسلم قطيش....[و آخرون]. أثر بيئة التسويق الجزيئية في جودة الخدمة المقدمة من قبل جامعة الشرق الأوسط : وجهة نظر أعضاء الهيئة التدريسية. . عمان، الأردن : جامعة فيلادلفيا، كلية العلوم الإدارية و المالية،. 2014-04-30.
https://search.emarefa.net/detail/BIM-765301
American Medical Association (AMA)
القعايدة، فراس مسلم قطيش والشرباتي، عبد العزيز أحمد والعاني، عماد عدنان فاضل. أثر بيئة التسويق الجزيئية في جودة الخدمة المقدمة من قبل جامعة الشرق الأوسط : وجهة نظر أعضاء الهيئة التدريسية. .
https://search.emarefa.net/detail/BIM-765301