أبعاد القدرات التسويقية الديناميكية وإنعكاسها في التعافي التسويقي دراسة استطلاعية لاراء عينة من مديري عدد من المصارف الخاصة في اقليم كردستان- العراق
Keywords:
القدرات التسويقية الديناميكية ، التعافي التسويقي
Abstract
يهدف البحث الى تحديد أبعاد القدرات التسويقية الديناميكية وإنعكاسها في التعافي التسويقي لدى عينة من مديري المصارف الخاصة في اقليم كردستان العراق ، وقدم البحث اطار نظري تناول متغيري القدرات التسويقية الديناميكية و التعافي التسويقي ، واطار ميداني من اجل التعرف على طبيعة علاقة الارتباط والتاثير بين القدرات التسويقية الديناميكية كمتغير مستقل والتعافي التسويقي كمتغير معتمد ، وهذا مادفع الباحثان الى صياغة عدد من الفرضيات الرئيسية، وتم اختبار هذه الفرضيات من خلال استخدام مجموعة من الاساليب الاحصائية التحليلية ، وتم توزيع 207 استمارة استبيان على المدراء ومن ينوب عنهم (معاون مدير ، مدير قسم ،مسؤول وحدة ،ومسؤول قسم) في المصارف المبحوثة وتم إسترجاع 171 استمارة صالحة للتحليل الاحصائي ، وتوصل البحث الى مجموعة من الاستنتاجات كان ابرزها: هناك مستوى تلازم إيجابي بين القدرات التسويقية الديناميكية والتعافي التسويقي في المصارف المبحوثة، أي أنه كلما تحسنت القدرات التسويقية الديناميكية في المصارف المبحوثة كلما أدى ذلك إلى تحسين مستويات التعافي التسويقية لديها. ومن اهم المقترحات التي خرج بها البحث: تعزيز القدرات التسويقية الدينامكية للمصارف قيد الدراسة لانها تعتبر بمثابة ميزة تنافسية تمتلكها تلك المصارف وبما يساهم في استدامة التعافي التسويقي لديها
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كامل ،رأفت وليم (2020) ،القدرات التسويقية الديناميكية ودورها في دعم مماراسات التسويق الريادي في قطاع التجزئة المصرفية ،مجلة البحوث المالية والتجارية ،المجلد(21) ،العدد (4).
محمود ، حنان شاكر ، ولفته ،بيداء ستار (2021) ،العلاقة بين أبعاد التعافي الاستراتيجي للخدمة وتحقيق الاهداف الاستراتيجية للشركة ،مجلة دراسات محاسبية ومالية ،المجلد (16) العدد(54).
Andersson, Svante,(2017), Entrepreneurial marketing and born global internationalizatio in China, Qualitative Market Research: An International Journal ,Vol(21), No. (2).
Chiarellia , Andrea. ,(2021), The impact of dynamic capabilities and market orientation on firm performance: a case study of higher education consulting firms, Article in Small Business International Review, Vol (5 ), No (1).
Cao, Lanlan.,(2011), Dynamic capabilities in a turbulent market environment: empirical evidence from international retailers in China, Journal of Strategic Marketing, Vol. (19), No. (5).
Dietrich ,Hunter A., (2019),Service Failure Management in High-End Hospitality Resorts, Master Thesis of Arts in Communication The University of Montana Missoula, MT.
Fitriati ,Titi Kurnia,. &Purwana ,Dedi , & Buchdadi, Agung, Dharmawan, and Subagja, Iwan Kurniawan, (2020), Entrepreneurial Orientation and Sme Performance: Dynamic Capabilities As Mediation Study on Smes in Indonesia, International Conference on Humanities, Education, and Social Sciences, Vol(4),No(14).
Hoque, Mohammad Tayeenul,( 2017), Dynamic Marketing Capability ,Evolving dynamic marketing capability (DMC) and its role on export performance: An empirical study on export-oriented organizations in Bangladesh" , the degree of Doctor of Philosophy, Norwich Business School, University of East Anglia, U,K.
Hoque, Mohammad, T,&, Ahammad, M,F, &,Tzokas, N, and,Gabay,G, (2020), Dimensions of dynamic marketing capability and export performance, Journal of Knowledge Management, N( 1367).
Hariandja, Evo Sampetua ,&, Sartika , Lusiana ,(2022),Effects of brand innovation and marketing dynamic capability on the performance of international hotels, Journal of Business perspectives ,Vol(18),No(1).
Izzwi, Dewi, A,&, Zaidatulnisha, A. J,& , Zila, Z. A ,&, Fazrul-Radzi, S.,and, , Mohammad-Sofian, H ,(2022),Measuring Dynamic Capability of Online Entrepreneurs in Malaysia, International Journal of Business and Technology Management, Vol(4), No( 1).
Inyang, Aniefre.Eddie.,( 2015),The buffering effects of salesperson service behaviors on customer loyalty after service failure and recovery, Journal of Managerial, Vol(27),No(1-4).
Ibrahim, Abubaker ,Mohamed, A., (2017), The Interaction Effect of Market Sensing and Internal Market Orientation on Organizational Capabilities and Marketing Performance, the doctoral degree in Business Administration, College of Graduate Studies, Sudan University of Science and Technology.
Jung, Na Young&, Seock ,Yoo-Kyoung., (2017),Effect of service recovery on customers’ perceived justice, satisfaction, and word-of-mouth intentions on online shopping websites, Journal of Retailing and Consumer Services, Vol(37).
Janjua, Qaiser Rashid (2017), Service Failures and Consumer Responses: Exploring the Antecedents of Consumer Dissatisfaction and Propensity to Complain, journal of Business & Economic Review, Vol,( 9), No(4).
Kwon , Yung-Chul ,(2021) ,Impacts of Dynamic Marketing Capabilities on Performance in Exporting , Open Journal of Business and Management, Vol( 9).
Kindström, D.,&, Kowalkowski, C., & Sandberg, E. ,(2013), Enabling service innovation: A dynamic capabilities approach, Article in Journal of Business Research ,Vol( 66),No(8).
Komunda Mabel,& , Osarenkhoe, Aihie ,(2012), Remedy or cure for service failure?: Effects of service recovery on customer satisfaction and loyalty, Business Process Management Journal, Vol( 18 ),No( 1).
Levesque , Terrence J,& McDougall ,Gordon, H.G,(2000) ,Service Problems and Recovery Strategies: An Experiment, Journal of Administrative Sciences ,Vol(17),No(1).
18-Morgan, N. A.,( 2012), Marketing and business performance, Journal of the Academy of Marketing Science,Vol( 40),No (1).
Mitręga M.,&, Wieczorek A.L, (2020), Dynamic Marketing Capabilities in Intercultural Environment, Journal of Eurasian Studies in Business and Economics, Vol (14),No(2).
20- Msosa,Steven Kayamazinthu, (2019) ,Service Failure and Service Recovery Strategies in The Context of Higher Education , the Degree Doctor of Philosophy: Management Sciences specialising in Marketing, Department of Marketing and Retail Management, Durban University of Technology Durban, South Africa.
Mattsson ,Mikael ,& Ramen ,Martin,(2014),Service Recovery within a High Educational Organization, Master thesis of Science in Business and Economics (Civilekonom) Business and Economics Lulea University of Technology Department of Business, Administration, Technology and Social Sciences.
Nwokorie , Edwin Chigozie. , (2016), Service recovery strategies and customer loyalty in selected hotels in Lagos State, Nigeria , Journal of Business Management, Vol ( 4),No(1).
Prabowo, Hartiwi ,& ,Sriwidadi,Teguh , and,Ikhsan, Ridho Bramulya ,(2021), The Influence of Dynamic Capability on Sustainable Competitive Advantage: An Empirical Study of Small Businesses in Indonesia, Journal of Asian Finance, Economics and Business, Vol( 8), No( 6).
Rotjanakorn, Atichat & Sadangharn ,Pornrat ,and, Na-Nan ,Khahan ,(2020),Development of Dynamic Capabilities for Automotive Industry Performance under Disruptive Innovation , Journal of Open Innovation Technology ,Market and Complexity ,Vol( 6),No(97).
Riemann ,Caroline,& , Carvalho, Fernando, and ,Marcelo Duarte .,(2021) ,The Influence of Dynamic and Adaptive Marketing Capabilities on the Performance of Portuguese SMEs in the B2B International Market, Article in Journal Sustainability, Vol(13),No( 579).
Sciarelli, Mauro ,.& Nagm, Abdelhakim A .,& Dakrory, Mona I,& Tani, Mario.and Khashan , Mohamed A .,(2017) ,Mediating Service Recovery Satisfaction in the Relationship between Internet Service Recovery and Customer Loyalty , International Journal of Business and Management,Vol( 12), No(10).
Tatoglu, Ekrem.,& Sahadev, , Sunil., and Demirbag, M., (2018), Brand management practices in emerging country firms–exploring the patterns of variation and its impact on firm performance. Jeems Journal of East European Management Studies, Vol(23),No(3).
Wilden, Ralf,&, Gudergan, Siggi, &Nielsen, Bo Bernhard, and Lings, Ian,(2013), Dynamic Capabilities and Performance: Strategy, Structure and Environment, Journal of Long Range Planning ,Vol (46),No(1-2).
Xu, Karen Kaijuan ,&, Chen , Kenny& Kuanchou ,Kim Euisoo,& Fernández, Jerónimo García ,& Nauright , John ,and, Zhang , James J ,(2021),Dimensions of Service Quality in Health-Fitness Clubs in China ,International Journal of Environ. Research and Public Health, Vol(18).
Zohourian, Shadi,&, Rahimnia, Fariborz, and,Nabizadeh, Tahereh,(2022), Dynamic Marketing Capabilities and Organizational Performance: The mediating role of Operational Marketing capabilities, Marketing Science and Technology Journal, Vol(1),No(1).
Zolfaghari, Leila, (2015), the Impact of Dynamic Capacities on Sustainability Performance in the Biotechnology Industry, the doctoral degree of Business Administration, Dissertation, Alliant International University San Diego.
Published
2023-01-03
How to Cite
SALEH, S. N., & SADIQ, D. S. (2023). أبعاد القدرات التسويقية الديناميكية وإنعكاسها في التعافي التسويقي دراسة استطلاعية لاراء عينة من مديري عدد من المصارف الخاصة في اقليم كردستان- العراق. Journal of Duhok University, 25(2), 339-356. https://doi.org/10.26682/hjuod.2022.25.2.18
Section
Humanities and Social Sciences
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