دور معرفة الزبون على فاعلية ابعاد الاداء التسويقي في حالة الازمات
دراسة استطلاعية في عينة من الفنادق السياحية في مدينة السليمانية
Abstract
This study deals with the analysis of relationship and impact between customer knowledge (Knowledge from the customer, knowledge about the customer, application of knowledge) In the three dimensions of marketing performance (Marketing innovation, market share, customer loyalty) Which has become a vital and contemporary subject ،As increased interest in marketing in companies, especially the service of them at the present time especially after the emergence of the role and importance of marketing in access to human resources With high abilities and skills capable of taking responsibility, especially when crises emerge
by providing high quality services to customers, And highlights the importance of this research from the importance of the customer to the leading companies an interest in customer knowledge means having a database and information that speaks to the customer's wishes and to have continuous and outstanding success.
Researchers have sought to include the current search of these dimensions within a comprehensive framework in an attempt to study the correlation and impact between them.
This research generally tries to answer the following questions:
- Is there a clear perception in hotels about customer knowledge and their impact on marketing performance?
- Are hotels able to enhance their marketing performance stemming from their knowledge of the customer through the information they receive to benefit from the performance process?
- What is the nature of the correlation and impact relationship between customer knowledge and the effectiveness of marketing performance dimensions in the surveyed hotels?
To answer the questions described above there is a default scheme for the study which reflects the nature of correlation and impact relationships between customer knowledge and the effectiveness of marketing performance dimensions.
A number of basic and subsidiary hypotheses emerged from this scheme which were tested using a set of statistical methods in the SPSS program, To process the data obtained through the responses of individuals interviewed in hotels on the questionnaire.One of the most important conclusion in this research is a statistical significance to the customer's knowledge of its dimensions (Knowledge from the customer, knowledge about the customer, application of knowledge) on the effectiveness of marketing performance dimensions (Marketing innovation, market share, customer loyalty)
In sample hotels one of the most important recommendations is the establishment of specialized units in hotels knowledge management preferably converted search units and development to knowledge management similar to what is currently found in large tourist hotels from developed countries to achieve effective marketing performance.
