The impact of customer citizenship behavior on enhancing marketing capabilities An analytical study of the opinions of managers in a number of private health institutions in Dohuk governorate
DOI:
https://doi.org/10.26436/hjuoz.2022.10.4.904Keywords:
سلوك مواطنة الزبون، القدرات التسويقية، مواطنة الزبون، التسويق، المواطنةAbstract
The purpose of the research is to know the impact of the customer citizenship behavior on enhancing marketing capabilities, and given the importance of the health sector in the life of the individual, the study was conducted in a number of private health institutions in the governorate of Dohuk. The research also assumed that there is a correlation and impact relationship with statistical significance between the variables of customer citizenship behavior and marketing capabilities in the health institutions surveyed. The questionnaire was used as a means of data collection, which was distributed to a number of health institutions surveyed, where (50) forms were distributed and (45) valid forms were retrieved for analysis To analyze the data, the SPSS Version 22 program was used, through which frequencies, percentages, arithmetic means and standard deviation were obtained for use in describing and analyzing the research variables and diagnosing them. The significance of the effect of the independent variable on customer citizenship behavior on the dependent variable, marketing capabilities. The research reached a number of conclusions, the most important of which is showing that the marketing capabilities are difficult for competitors to imitate due to their connection to the institution’s history, culture, experience and experiences, and thus it will achieve a sustainable competitive advantage for the institution. The services provided and how to develop them
References
المصادر العربية
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2. اليماني ،علاء عبدالسلام (2010)، العلاقة بين تحليل SWOT والمعرفة الاستراتيجية وانعكاسهما في تحديد الاستراتيجيات التسويقية ، دراسة حالة في شركة آسيا سيل للاتصالات المتنقلة في العراق ، أطروحة دكتوراه في إدارة الأعمال،غير منشورة ، كلية الإدارة والاقتصاد، جامعة الموصل، الموصل، العراق>
3. أبو عبدالعزيز، محمد،(2010)، تحليل البيئة التسويقية ، منتديات تنمية الموارد البشرية، الرياض، المملكة العربية السعودية. http://www.hrdiscussion.com
4. الديوه جي، أُبي سعيد، (2000)، الأشكال المتاحة للاستراتيجيات التسويقية في القطاع المصرفي وعلاقة ذلك بمنهاج تقسيم السوق، مجلة تنمية الرافدين، المجلد (22)، العدد (62)، كلية الإدارة والاقتصاد، جامعة الموصل.
5. الصميدعي، محمود جاسم محمد، (2007)، استراتيجيات التسويق: مدخل كمي وتحليلي، الطبعة الأولى ، دار الحامد للنشر والتوزيع، عمان، الأردن.
6. عبدالقادر ، محمد عبدالقادر ،(2011)، إدارة التسويق عالم من الإبداع ، الطبعة الثانية، المكتبة العصرية للنشر والتوزيع ، المنصورة-مصر.
7. كوتلر، فيليب وآرمسترونج، جاري، (2009)، أساسيات التسويق، تعريب سرور علي إبراهيم، الطبعة الأولى، دار المريخ للنشر، الرياض، المملكة العربية السعودية.
8. اللامي، غسان قاسم، (2008)، تقنيات ونظم معاصرة في إدارة العمليات، الطبعة الأولى، إثراء للنشر والتوزيع، عمان، الأردن.
9. محسن, عبد الكريم والنجار, صباح مجيد ,(2004) ، إدارة الإنتاج والعمليات ، دار وائل للطباعة والنشر, عمان, الأردن.
10. الطائي، يوسف حجيم، والخفاجي، حاكم جبوري،(2015)، علاقة وأثر اللقاء الخدمي في سلوك مواطنة الزبون- دراسة استطلاعية لآراء عينة من مقدمي الخدمة والزبائن في القطاع الفندقي في محافظة النجف الأشرف، مجلة الغري للعلوم الأقتصادية والإدارية، المجلد13، العدد 36.
المصادر الاجنبية
1. Abdallah, Mohamed H., (1996),A quality assurance model for aninformation system development life cycle,International, Journal of Quality & Reliability ManagementVol.13, No,7.
2. Anaza,Nwamaka A, Zhao,Jing,(2013), Encounter- based antecedents of e-customer citizenship behaviors,Journal of ServicesMarketing Vol.27, ISS, 2 PP130-140.
3. Appiah-Adu, Kwaku, Singh,Satyendra, (1999), Marketing Culture and Performance in UK Service Firms, The Service Industries Journal, Vol. 19, No. 1.
4. Appiah-Adua, Kwaku Alan Fyalla, Satyendra Singh,(2000), Marketing Culture and Customer Retention in the Tourism Industry, The Service Industries Journal, Vo1.20. No.2.
5. Arnould, Eric; Price, Linda and Zinkhan, George, (2004), Consumers, 2nd ed., McGraw-Hill, Inc., U.S.A.
6. Chang, Tung-lung, (1997), Cultivating Global Experience Curve Advantage On Technology and Marketing Capabilities, Journal of Marketing Practice: Applied Marketing Scien,Vol. 3,No. 4.
7. Chang, Woojung, Jeong Eun Park , Seoil Chaiy, (2010), How Does CRM Technology Transform Into Organizational Performance? A mediating Role of Marketing Capability, Journal of Business Research, Vol. 63.
8. Christopher ,P. Blocker, Daniel J. Flint , Matthew B. Myers , Stanley F. Slater,(2011), Proactive Customer Orientation and Its Role for Creating Customer Value in Global Markets, Journal of the Academy Marketing Science, VOL.39.
9. Day S. G., (1994), The Capabilities of Market-Driven Organization, Journal of Marketing, Vol. 58, No. 4.
10. Eng ,Teck-Yong J., Jones,Graham Spickett, (2009), An Investigation Of Marketing Capabilities and Upgrading Performance Of Manufacturers In Mainland China and Hong Kong, Journal of World Business, VOL. 44.
11. Greenley, Gordon E. Graham J. Hooley, John M. Rudd, (2005), Market Orientation In A multiple Stakeholder Orientation Context: Implications For Marketing Capabilities And Assets, Journal of Business Research, vol. 58.
12. Hooley, Graham, John Fahy, Tony Cox, Jozsef Beracs, Krzysztof Fonfara, Boris Snoj, (1999), Marketing Capabilities and Firm Performance: A Hierarchical Model, Journal of Market Focused Management, VOL. 4.
13. Hult, G., Hurley, R. and Knight, (2004), Innovativeness: its Antecedents and Impact on Business Performance, Industrial Marketing Management, Vol. 33.
14. Hunt, S. D., and Morgan, R. M. (1995), The Comparative Advantage Theory of Competition, Journal of Marketing, VOL. 59, NO.2.
15. Kemper, Jan, Andreas Engelen, Malte Brettel, (2011), How Top Management’s Social Capital Fosters The Development Of Specialized Marketing Capabilities: A Cross-Cultural Comparison, Journal of International Marketing, VOL.19.
16. Liu, Quanhong (2010), The Evolution of Marketing Capability Theory, Scientific Research, DOI 978-1-4244-5326-9/10.
17. Luk, Sherriff T.K. (1997), An examination of The Role of Marketing Culture in Service Quality. International Journal of Contemporary Hospitality Management, VOL. 9,NO.1.
18. Murray, Janet Y., Gerald Yong Gao & Masaaki Kotabe, (2011), Market orientation and performance of export ventures: the process through marketing capabilities and competitive advantages, J. of the Acad. Mark. Sci. , DOI 10.1007/s11747-010-0195-4.
19. Nath, Prithwiraj Subramanian Nachiappan, Ramakrishnan Ramanathan, (2010), The impact of marketing capability, operations capability and diversification strategy on performance: A resource-based view, Industrial Marketing Management, VOL. 39.
20. O'Cass, Aron, Jay Weerawardena, (2010), The Effects Of Perceived Industry Competitive Intensity And Marketing-Related Capabilities: Drivers of Superior Brand Performance, Industrial Marketing Management, Vol. 39.
21. Pandza, Krsto, (2010), Why and How Will a Group Act Autonomously to Make an Impact on the Development of Organizational Capabilities?, Journal of Management Studies, VOL.29.
22. Parnell, John A., (2011), Strategic Capabilities, Competitive Strategy, and Performance Among Retailers in Argentina, Peru and The United States, Management Decision, Vol. 49, No. 1.
23. Rui,Zhang, Wang Ke-yi,Xia Li-kun, (2008), An Empirical Study on Market Knowledge Competence, Marketing Capabilities, and Organizational Performance, International Conference on Management Science & Engineering (15th) September 10-12, 2008 Long Beach, USA.
24. Teece, D. J., Pisano, G., & Shuen, A, (1997), Dynamic Capabilities and Strategic Management, Strategic Management Journal, VOL.18, NO.7.
25. Wade, Michael & Hulland, John, (2004), The Resource-Based View and Information Systems Research: Review, Extension, And Suggestions for Future Research, MIS Quarterly ,VOL. 28, NO.1.
26. Wang, Catherine L. and Ahmed, Pervaiz K. (2007), Dynamic Capabilities: A Review and Research Agenda, International Journal of Management Reviews, Vol. 9, Issue 1.
27. Webster, Cynthia (1991), Refinement of the Marketing Culture Scale and the Relationship Between Marketing Culture and Profitability of a Service Firm, Journal of Business Research, VOL.29.
28. Webster, Cynthia (1992), What Kind of Marketing Culture Exists in Your Service Firm? An Audit, Journal Of Services Marketing, VOL. 6, NO. 2.
29. Webster, Cynthia (1995),Marketing culture and marketing effectiveness in service firms, Journal Of Services Marketing, VOL.9, NO. 2.
30. Yusof, Maryti M., Zarina sh.,Azlan L. A.,(2011), CuQup:A hybrid Approach for Selecting Suitable Information System Development Methodology, Information Technology Journal, DOI: 10.3923/itj.
31. Zhang, Man, (2005), Information Technology Capability, Organizational Culture, and Export Performance, Dissertation Doctor of Philosophy, College of Business and Economics, Washington State University>
1. العفيشات، تيسير محمد شحادة، (2001)، الجودة ورضا الزبون وأثرهما في تحديد الاستراتيجيات التسويقية للخدمة المصرفية، أطروحة دكتوراه غير منشورة، كلية الإدارة والاقتصاد، جامعة الموصل، الموصل، العراق.
2. اليماني ،علاء عبدالسلام (2010)، العلاقة بين تحليل SWOT والمعرفة الاستراتيجية وانعكاسهما في تحديد الاستراتيجيات التسويقية ، دراسة حالة في شركة آسيا سيل للاتصالات المتنقلة في العراق ، أطروحة دكتوراه في إدارة الأعمال،غير منشورة ، كلية الإدارة والاقتصاد، جامعة الموصل، الموصل، العراق>
3. أبو عبدالعزيز، محمد،(2010)، تحليل البيئة التسويقية ، منتديات تنمية الموارد البشرية، الرياض، المملكة العربية السعودية. http://www.hrdiscussion.com
4. الديوه جي، أُبي سعيد، (2000)، الأشكال المتاحة للاستراتيجيات التسويقية في القطاع المصرفي وعلاقة ذلك بمنهاج تقسيم السوق، مجلة تنمية الرافدين، المجلد (22)، العدد (62)، كلية الإدارة والاقتصاد، جامعة الموصل.
5. الصميدعي، محمود جاسم محمد، (2007)، استراتيجيات التسويق: مدخل كمي وتحليلي، الطبعة الأولى ، دار الحامد للنشر والتوزيع، عمان، الأردن.
6. عبدالقادر ، محمد عبدالقادر ،(2011)، إدارة التسويق عالم من الإبداع ، الطبعة الثانية، المكتبة العصرية للنشر والتوزيع ، المنصورة-مصر.
7. كوتلر، فيليب وآرمسترونج، جاري، (2009)، أساسيات التسويق، تعريب سرور علي إبراهيم، الطبعة الأولى، دار المريخ للنشر، الرياض، المملكة العربية السعودية.
8. اللامي، غسان قاسم، (2008)، تقنيات ونظم معاصرة في إدارة العمليات، الطبعة الأولى، إثراء للنشر والتوزيع، عمان، الأردن.
9. محسن, عبد الكريم والنجار, صباح مجيد ,(2004) ، إدارة الإنتاج والعمليات ، دار وائل للطباعة والنشر, عمان, الأردن.
10. الطائي، يوسف حجيم، والخفاجي، حاكم جبوري،(2015)، علاقة وأثر اللقاء الخدمي في سلوك مواطنة الزبون- دراسة استطلاعية لآراء عينة من مقدمي الخدمة والزبائن في القطاع الفندقي في محافظة النجف الأشرف، مجلة الغري للعلوم الأقتصادية والإدارية، المجلد13، العدد 36.
المصادر الاجنبية
1. Abdallah, Mohamed H., (1996),A quality assurance model for aninformation system development life cycle,International, Journal of Quality & Reliability ManagementVol.13, No,7.
2. Anaza,Nwamaka A, Zhao,Jing,(2013), Encounter- based antecedents of e-customer citizenship behaviors,Journal of ServicesMarketing Vol.27, ISS, 2 PP130-140.
3. Appiah-Adu, Kwaku, Singh,Satyendra, (1999), Marketing Culture and Performance in UK Service Firms, The Service Industries Journal, Vol. 19, No. 1.
4. Appiah-Adua, Kwaku Alan Fyalla, Satyendra Singh,(2000), Marketing Culture and Customer Retention in the Tourism Industry, The Service Industries Journal, Vo1.20. No.2.
5. Arnould, Eric; Price, Linda and Zinkhan, George, (2004), Consumers, 2nd ed., McGraw-Hill, Inc., U.S.A.
6. Chang, Tung-lung, (1997), Cultivating Global Experience Curve Advantage On Technology and Marketing Capabilities, Journal of Marketing Practice: Applied Marketing Scien,Vol. 3,No. 4.
7. Chang, Woojung, Jeong Eun Park , Seoil Chaiy, (2010), How Does CRM Technology Transform Into Organizational Performance? A mediating Role of Marketing Capability, Journal of Business Research, Vol. 63.
8. Christopher ,P. Blocker, Daniel J. Flint , Matthew B. Myers , Stanley F. Slater,(2011), Proactive Customer Orientation and Its Role for Creating Customer Value in Global Markets, Journal of the Academy Marketing Science, VOL.39.
9. Day S. G., (1994), The Capabilities of Market-Driven Organization, Journal of Marketing, Vol. 58, No. 4.
10. Eng ,Teck-Yong J., Jones,Graham Spickett, (2009), An Investigation Of Marketing Capabilities and Upgrading Performance Of Manufacturers In Mainland China and Hong Kong, Journal of World Business, VOL. 44.
11. Greenley, Gordon E. Graham J. Hooley, John M. Rudd, (2005), Market Orientation In A multiple Stakeholder Orientation Context: Implications For Marketing Capabilities And Assets, Journal of Business Research, vol. 58.
12. Hooley, Graham, John Fahy, Tony Cox, Jozsef Beracs, Krzysztof Fonfara, Boris Snoj, (1999), Marketing Capabilities and Firm Performance: A Hierarchical Model, Journal of Market Focused Management, VOL. 4.
13. Hult, G., Hurley, R. and Knight, (2004), Innovativeness: its Antecedents and Impact on Business Performance, Industrial Marketing Management, Vol. 33.
14. Hunt, S. D., and Morgan, R. M. (1995), The Comparative Advantage Theory of Competition, Journal of Marketing, VOL. 59, NO.2.
15. Kemper, Jan, Andreas Engelen, Malte Brettel, (2011), How Top Management’s Social Capital Fosters The Development Of Specialized Marketing Capabilities: A Cross-Cultural Comparison, Journal of International Marketing, VOL.19.
16. Liu, Quanhong (2010), The Evolution of Marketing Capability Theory, Scientific Research, DOI 978-1-4244-5326-9/10.
17. Luk, Sherriff T.K. (1997), An examination of The Role of Marketing Culture in Service Quality. International Journal of Contemporary Hospitality Management, VOL. 9,NO.1.
18. Murray, Janet Y., Gerald Yong Gao & Masaaki Kotabe, (2011), Market orientation and performance of export ventures: the process through marketing capabilities and competitive advantages, J. of the Acad. Mark. Sci. , DOI 10.1007/s11747-010-0195-4.
19. Nath, Prithwiraj Subramanian Nachiappan, Ramakrishnan Ramanathan, (2010), The impact of marketing capability, operations capability and diversification strategy on performance: A resource-based view, Industrial Marketing Management, VOL. 39.
20. O'Cass, Aron, Jay Weerawardena, (2010), The Effects Of Perceived Industry Competitive Intensity And Marketing-Related Capabilities: Drivers of Superior Brand Performance, Industrial Marketing Management, Vol. 39.
21. Pandza, Krsto, (2010), Why and How Will a Group Act Autonomously to Make an Impact on the Development of Organizational Capabilities?, Journal of Management Studies, VOL.29.
22. Parnell, John A., (2011), Strategic Capabilities, Competitive Strategy, and Performance Among Retailers in Argentina, Peru and The United States, Management Decision, Vol. 49, No. 1.
23. Rui,Zhang, Wang Ke-yi,Xia Li-kun, (2008), An Empirical Study on Market Knowledge Competence, Marketing Capabilities, and Organizational Performance, International Conference on Management Science & Engineering (15th) September 10-12, 2008 Long Beach, USA.
24. Teece, D. J., Pisano, G., & Shuen, A, (1997), Dynamic Capabilities and Strategic Management, Strategic Management Journal, VOL.18, NO.7.
25. Wade, Michael & Hulland, John, (2004), The Resource-Based View and Information Systems Research: Review, Extension, And Suggestions for Future Research, MIS Quarterly ,VOL. 28, NO.1.
26. Wang, Catherine L. and Ahmed, Pervaiz K. (2007), Dynamic Capabilities: A Review and Research Agenda, International Journal of Management Reviews, Vol. 9, Issue 1.
27. Webster, Cynthia (1991), Refinement of the Marketing Culture Scale and the Relationship Between Marketing Culture and Profitability of a Service Firm, Journal of Business Research, VOL.29.
28. Webster, Cynthia (1992), What Kind of Marketing Culture Exists in Your Service Firm? An Audit, Journal Of Services Marketing, VOL. 6, NO. 2.
29. Webster, Cynthia (1995),Marketing culture and marketing effectiveness in service firms, Journal Of Services Marketing, VOL.9, NO. 2.
30. Yusof, Maryti M., Zarina sh.,Azlan L. A.,(2011), CuQup:A hybrid Approach for Selecting Suitable Information System Development Methodology, Information Technology Journal, DOI: 10.3923/itj.
31. Zhang, Man, (2005), Information Technology Capability, Organizational Culture, and Export Performance, Dissertation Doctor of Philosophy, College of Business and Economics, Washington State University>
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2022-12-30
How to Cite
Hussein, I. (2022). The impact of customer citizenship behavior on enhancing marketing capabilities An analytical study of the opinions of managers in a number of private health institutions in Dohuk governorate. Humanities Journal of University of Zakho, 10(4), 1015–1030. https://doi.org/10.26436/hjuoz.2022.10.4.904
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