The Impact of Marketing Audit on Organizations' Marketing Performance: An Empirical Study on Private Hospitals in Amman
The Impact of Marketing Audit on Organizations' Marketing
Performance: An Empirical Study on Private Hospitals in Amman
The Impact of Marketing Audit on Organizations' Marketing
Performance: An Empirical Study on Private Hospitals in
AmmanStudent: Asem M.Achraf Al Saied. SulimanSupervisor: Prof.
Hamad Al-Ghadeer
:
1
1ContentsSubject1- Introduction9-Research Population, Sample,
and Unit of Analysis2- Statement of the Problem10-Marketing Audit
Descriptive Statistics3-Research Questions11-Hypotheses
Testing4-Research Importance12-Constraints Of Applying The
Marketing Audit Descriptive Statistics5-Research
Objectives13-Findings and Discussion6-Research Model14-Managerial
Recommendations7-Research Hypotheses15-Recommendations for
Researchers8-Operational Definitions22IntroductionMarketing plays a
key role in the success of organizations, however, in today's
volatile, challenging, and competitive business environment, and as
the marketing environment is constantly changing, it becomes
increasingly important to examine the effectiveness of
organizations marketing efforts.With this regard, organizations
must periodically review their marketing operations.Hence,
marketing audit (MA) comes as a tool for the organizations to keep
up with these changes, since it is considered as a method of
strategic review and control of an organization's marketing
operations. 3Statement of the ProblemBased on analysis of secondary
data and literature, it is unclear how widespread audits are in
practice (Clark, 1999). Further, marketing audit is still
relatively new and under-utilized activity for many organizations
(Da Gama, 2011). In addition, there are some problems preventing
companies from putting it in practice. (Lipnick & ao,
2013).44Research QuestionsTo what extent, marketing audit is
applied in private hospitals in Amman?What is the role of marketing
audit in enhancing marketing performance of private hospitals in
Amman?What are the main constraints that limit the application of
marketing audit in practice of private hospitals in
Amman?55Research ImportanceBeside the human and economic importance
of the healthcare industry in Jordan and everywhereThis study will
spot light on the importance of applying marketing audit in health
sector, particularly in hospitals' fieldwork.It will provide a
local database for future researches, since it is one of the first
studies in its field in Jordan.Providing recommendations and
suggestions that will contribute in controlling weaknesses areas
along with promoting strengths in the process of applying marketing
audit.66Research ObjectivesTo identify the extent of applying
marketing audit concepts in practice of the private hospitals in
Amman.To examine the impact of applying marketing audit concepts on
enhancing marketing performance of the private hospitals in
Amman.To investigate the constraints that limit the application of
marketing audit in practice of the private hospitals in
Amman.77Research ModelMarketing Audit
Marketing Environment AuditMarketing Strategy AuditMarketing
Organization AuditMarketing Systems AuditMarketing Productivity
AuditMarketing Functions AuditIndependent Variable88Research
ModelMarketing Performance
Dependent Variable9ProfitsFinancialSalesMarket ShareCustomer
Satisfaction Non-FinancialOccupancy RateCustomer ComplaintsCustomer
LoyaltyOrganization's Reputation9Research ModelMarketing
Performance---------------------------------------------------
Marketing Audit--------------------------------------Marketing
Environment Audit-Marketing Strategy Audit-Marketing Organization
Audit-Marketing Systems Audit-Marketing Productivity
Audit-Marketing Functions AuditIndependent VariableDependent
Variable
The research model adapted by the researcher using following
sources:Sources: (Kotler et al., 1977, 1989; Pont & Shaw, 2003;
WU 2010)ProfitsFinancialSalesMarket ShareCustomer Satisfaction
Non-FinancialOccupancy RateCustomer ComplaintsCustomer
LoyaltyOrganization's Reputation1010Research HypothesesMain
Hypothesis:Ho.1: There is no significant impact of marketing audit
on organizations' marketing performance at ( .05)1111Research
Hypotheses (Cont.)Sub Hypotheses:Ho1: 1- There is no significant
impact of marketing environment audit on organizations' marketing
performance at ( .05)Ho1: 2- There is no significant impact of
marketing strategy audit on organizations' marketing performance at
( .05)Ho1: 3- There is no significant impact of marketing
organization audit on organizations' marketing performance at (
.05)1212Research Hypotheses (Cont.)Sub Hypotheses:Ho1: 4- There is
no significant impact of marketing system audit on organizations'
marketing performance at ( .05)Ho1: 5- There is no significant
impact of marketing productivity audit on organizations' marketing
performance at ( .05)Ho1: 6- There is no significant impact of
marketing functions audit on organizations' marketing performance
at ( .05)1313Operational DefinitionsMarketing Audit: is a
comprehensive, systematic, independent, and periodic examination of
a private hospitals marketing environment, objectives, strategies,
and activities, with a view to determining problem areas and
opportunities.1414Operational Definitions(Cont.)Marketing
Environment Audit: is consisting of analyses of private hospitals
both macro and task-environment.Marketing Strategy Audit: refers to
reviewing the private hospitals marketing objectives and strategy
to be adapted to the marketing environment.Marketing Organization
Audit: refers to evaluating the effectiveness of the private
hospital's marketing capability in carrying out the necessary
tasks, and the interaction between marketing and other key
management functions.1515Operational Definitions(Cont.)Marketing
Systems Audit: involves examining the adequacy of the private
hospital's systems for obtaining information, planning and
controlling marketing operations.Marketing Productivity Audit:
includes determining optimal sources of profits, as well as
potential cost savings for private hospital.Marketing Functions
Audit: includes reviewing the private hospitals key marketing
functions.16Research Population, Sample, and Unit of AnalysisIn
this study, all private hospitals that are located in Amman have
been surveyed. However, 25 hospitals have responded. The
questionnaires were addressed to employees in the managerial
departments in the private hospitals in Amman, such as hospital's
administration, marketing and public relations, human resources,
quality control, and patients' affairs, etc.The researcher
distributed (150) questionnaires; the response rate was (75.3%) as
the participants completed (113) valid questionnaires for
statistical analysis.1717Marketing Audit Descriptive
StatisticsNo.DimensionMeanStd. DeviationEngagement Degree1Marketing
Environment Audit4.2532.43291High2Marketing Strategy
Audit4.3097.56623High3Marketing Organization
Audit3.9699.71225High4Marketing System
Audit4.1084.69587High5Marketing Productivity
Audit4.3221.55513High6Marketing Functions
Audit4.2541.62874HighEngagement Degree: Low: (1.00-2.32); Moderate:
(2.33-3.66); High: (3.67-5.00)1818Hypotheses TestingHo.1: There is
no significant impact of marketing audit on organizations'
marketing performance at ( .05).
Independent VariableRR2Unstandardized Coefficients
(B)Standardized Coefficients (Beta)F(1,111)Sig.Hypothesis
SupportMarketing
Audit.389.151.420.38919.763.000Reject1919Hypotheses Testing
(Cont.)Ho1: 1- There is no significant impact of marketing
environment audit on organizations' marketing performance at (
.05)
Independent VariableRR2Unstandardized Coefficients
(B)Standardized Coefficients (Beta)F(1,111)Sig.Hypothesis
SupportMarketing Environment
Audit.376.141.449.37618.281.000Reject2020Hypotheses Testing
(Cont.)Ho1: 2- There is no significant impact of marketing strategy
audit on organizations' marketing performance at ( .05)
Independent VariableRR2Unstandardized Coefficients
(B)Standardized Coefficients (Beta)F(1,111)Sig.Hypothesis
SupportMarketing Strategy
Audit.254.065.232.2547.661.007Reject21Hypotheses Testing
(Cont.)Ho1: 3- There is no significant impact of marketing
organization audit on organizations' marketing performance at (
.05)
Independent VariableRR2Unstandardized Coefficients
(B)Standardized Coefficients (Beta)F(1,111)Sig.Hypothesis
SupportMarketing Organization
Audit.242.059.176.2426.924.010Reject22Hypotheses Testing
(Cont.)Ho1: 4- There is no significant impact of marketing system
audit on organizations' marketing performance at ( .05)
Independent VariableRR2Unstandardized Coefficients
(B)Standardized Coefficients (Beta)F(1,111)Sig.Hypothesis
SupportMarketing Systems
Audit.323.105.240.32312.964.000Reject23Hypotheses Testing
(Cont.)Ho1: 5- There is no significant impact of marketing
productivity audit on organizations' marketing performance at (
.05)
Independent VariableRR2Unstandardized Coefficients
(B)Standardized Coefficients (Beta)F(1,111)Sig.Hypothesis
SupportMarketing Productivity
Audit.322.104.300.32212.875.000Reject24Hypotheses Testing
(Cont.)Ho1: 6- There is no significant impact of marketing
functions audit on organizations' marketing performance at (
.05)
Independent VariableRR2Unstandardized Coefficients
(B)Standardized Coefficients (Beta)F(1,111)Sig.Hypothesis
SupportMarketing Functions
Audit.371.138.305.37117.737.000Reject2525Constraints Of Applying
The Marketing Audit Descriptive StatisticsNo.FactorsMeanStd.
DeviationImportance Degree1Unawareness Of The
Concept3.80.847High2Lack Of Methodology3.81.844High3Lack Of
Knowledge Of The Benefits3.72.930High4Fear Of Results And Taking
Corrective Actions3.80.847High5Rejection Of Hospital For Providing
Information To Those Who Working In The Marketing
Audit3.73.848High6Lack Of Marketing Auditing
Specialists3.67.958High7Insufficient Financial Resource To
Implement Marketing Audit3.80.956HighImportance Degree: Low:
(1.00-2.32); Moderate: (2.33-3.66); High: (3.67-5.00)2626Findings
and DiscussionThe results showed that the majority of the private
hospitals in Amman have adequate involvement in marketing audit
concepts in their practices. The results confirmed the soundness of
the impact of all dimensions of marketing audit on improving
overall marketing performance.The results revealed the importance
of all factors that mentioned in the previous slide as barriers
that affecting the use of marketing audit in practice of
hospitals.27Managerial RecommendationsIt is recommended for
managers to apply marketing audit independently, systematically,
periodicity, and comprehensively by the support of specialized
consultants, marketing agencies, and academics' scientific
expertise. Marketing audit should become an integral part of the
planning process and in formulating marketing objectives as well as
in controlling and evaluation phase.Giving the researchers the
ability to access research sites to conduct the needed marketing
research, providing them the necessary information, and
facilitating their tasks.2828Recommendations for ResearchersIt is
recommended to replicate the study by researching marketing audit
in other industries and sectors, and by using other research
methods.Studying the impact of marketing audit on competitive
advantage and other performance metrics such as total number of
customers, allocating resources more efficiently, and
awareness.Considering a variety of potential moderating variables
on the research model such as perceived importance of marketing
audit, marketing culture, marketing capabilities, and intensity of
competition.2929Thank You30
