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The Impact Of Marketing AudiOn Organizations MarketingPerformance: An Empirical Stu
On Private Hospitals In Amman
Supervisor: Prof. Dr. Hamad Al-Ghadeer
Student: Asim al-Sayyid Sulayman
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Introduction
Jordan is one of the countries interested in health
Health care in Jordan is among the best in the Middle East
Jordan has become a medical tourism destination
the boom in private hospitals is keyed to this growing medica
tourism trade The private sector contains a respectful medical expertise
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Introduction cont'd
On the other hand;
Significant amount of inefficiencies in the provision and financinof healthcare services exists
particularly in light of the significant levels of excess capacity
the average overall hospital occupancy rate is estimated at 62.8 In private sector, there is a significant excess in bed capacity
indicated by low bed occupancy rates in the private sector (48.8
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Introduction cont'd
hence;
As one of the earliest attempts to assess the underlying marketiinputs that lead to superior performance was the marketing audconcept
In order to find out the reasons behind this discrepancy, marketaudit were employed
A marketing audit will be a significant contribution towardassisting private hospitals in aligning themselves successfully fothe future.
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Research problem
Although the marketing audit require certain resources in termstime, money and specialized human effort, but it is still useful tbe used in many businessesIncluding hospitals.
marketing audit is still a relatively new and under-utilized activfor many organizations. (Da Gama, 2011)
In addition, there are some problems preventing companies fromputting it in practice. (Lipnick & ao, 2013) private hospitals concentrating marketing audit just in ad hoc
basis, or when business suffers from serious problems (in criticatimes) when it is too late to conduct an efficient marketing aud
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Research questions
To what degree is marketing audit applied in private hospitals?
What are the main constraints that affect the use of marketingaudit in the practice of private hospitals in Amman?
What are the key factors that affect the efficiency and the resuof the marketing audit in private hospitals?
What is the role of marketing audit in enhancing marketingperformance of private hospitals?
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Research importance
This study Shed light on the importance of applying the marketiaudit in the service sector
It will demonstrate the importance of marketing audit as aproactive as well as a reactive analysis of the organizationsmarketing performance.
Development of awareness among managers and decision makerof the importance of marketing audit and its contribution to theorganizations success and prosperity.
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Research objectives
This study aims to achieve the following results:
1. To identify the degree of application of marketing audit inpractice of private hospitals
2. To investigate the constraints that may limit the application omarketing audit in practice of private hospitals
3. To examine the impact of using marketing audit on enhancingmarketing performance of the organization
4. To recognize the key factors that affect the efficiency and theresults of the marketing audit in private hospitals
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Mediatingvariable
-
Hospital characteristics--------------------------------
-Size -Specialty-Age -Location
-Reputation
Marketing audit
---------------------------
-Marketing environment audit
-Marketing strategy audit
-Marketing Organization audit
-Marketing systems audit
-Marketing productivityaudit
-Marketing functions audit
Independent variable Dep
RetSale
Ret
Ma
Serv
Sati
com
Ove
Cus
Ret
Bran
Occ
Cus
Num
Attr
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Research hypotheses
The first main hypothesis:
Ho.1: There is no statistical impact to the marketing audit onorganization marketing performance
Sub hypotheses:
Ho1: 1- There is no statistical impact to marketing environmentaudit on organization marketing performance
Ho1: 2- There is no statistical impact to marketing strategy audon organization marketing performance
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Research hypotheses cont'd
Sub hypotheses cont'd:
Ho1: 3- There is no statistical impact to marketing Organizationaudit on organization marketing performance
Ho1: 4- There is no statistical impact to marketing system auditorganization marketing performance
Ho1: 5- There is no statistical impact to marketing productivityaudit on organization marketing performance
Ho1: 6- There is no statistical impact to Marketing audit functioon organization marketing performance
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Research hypotheses cont'd
The second main hypothesis:
Ho2: There is no difference on the relationship between themarketing audit and the marketing performance due to hospitalcharacteristics
Sub hypotheses:
Ho2: 1- there is no difference on the relationship between themarketing audit and the marketing performance due to hospitalSize
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Research hypotheses cont'd
Sub hypotheses cont'd:
Ho2: 2- there is no difference on the relationship between the marketaudit and the marketing performance due to hospital Specialty
Ho2: 3- there is no difference on the relationship between the marketaudit and the marketing performance due to hospital Age
Ho2: 4- there is no difference on the relationship between the marketaudit and the marketing performance due to hospital Location
Ho2: 5- there is no difference on the relationship between the marketaudit and the marketing performance due to hospital Reputation
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Research methodology
To prove relevancy of theory, answer research questions and teshypotheses, the researcher will conduct an empirical research bworking in a real world environment, Empirical data is producedby information derived from measurements made in "real life" .
in order to determine legitimacy of empirical research and toestablish logical and valid conclusions, Statistical Package for th
Social Sciences (SPSS) software, will be used. various statistical formulas such uncertainty
coefficient, regression, t-test, chi-square and different typesof ANOVA (analysis of variance) will be used.
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Data collection method
The researcher will collect and analyze both quantitative and qualitadata (questionnaires and interviews)
The secondary data will be collected through the books and articlesavailable in libraries and the internet, Statistics issued by the MinistryHealth, the World Health Organization and the Department of Statistiand relevant websites.
In order to collect the primary data, the researcher will conductInterviews with managers and experts in the field of private hospitalbusiness. Additionally, the researcher will design a questionnairedistributed to Marketing Director of the private hospital or the SalesDirector when a Marketing Director did not exist.
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References
Da Gama, A. P. (2011). A renewed approach to services marketineffectiveness. Measuring Business Excellence, 15 (2), pp. 3-17.
Lipnick, D., & ao, J. (2013). Marketing Audit and FactorsInfluencing Its Use in Practice of Companies (From an Expert Poof View). Journal Of Competitiveness, 5(4), 26-42.
Balasundaram, N. (2009). Marketing Audit: A TheoreticalOverview. Available at SSRN:http://ssrn.com/abstract=2107734
Kotler, P., Bliemel, F., & Keller, K. L. (2006). Marketing-Management: Strategien fr wertschaffendes Handeln. AddisonWesley in Pearson Education Deutschland.
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References
Private Hospitals Association (2014). Retrieved April 24, 2014, frhttp://phajordan.org/portals/0/pha%20Arabic6.pdf
Moh.gov.jo,. (2014). Private Hospitals . Retrieved 27 April 2014,fromhttp://www.moh.gov.jo/AR/HealthSectorBodies/Pages/PrivateH
pitals.aspx Pont, M., & Shaw, R. (2003). Measuring marketing performance:
critique of empirical literature. ANZMAC, Adelaide, December, 6
http://phajordan.org/portals/0/pha%20Arabic6.pdfhttp://phajordan.org/portals/0/pha%20Arabic6.pdfhttp://phajordan.org/portals/0/pha%20Arabic6.pdf8/12/2019 The Impact of Marketing Audit on Organizations Marketing
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Thank you
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