The Extent of the Adoption of the Modern Marketing Concept and its Implications on Customers' Satisfaction in the City of Amman.

مسلم, طارق (2009) The Extent of the Adoption of the Modern Marketing Concept and its Implications on Customers' Satisfaction in the City of Amman. Masters thesis, جامعة الشرق الاوسط.

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Abstract

The big retail sale institutions in Amman encounter a great competition to have bigger marketing portions through implementing the modern marketing concept in order to establish relations with the consumers to have their satisfactions. This study sought to get introduced to the impact of adopting the modern marketing concept on consumers at big retail institutions in Amman, elucidate the nature of the relation between adopting the concept of modern marketing by the big retail institutions and consumer's satisfaction, provide solutions for marketing problems ( practical motivation), and add a theory for this issue to get benefit from it later through the hypotheses of impacts:" there is no incorporeal impact for the concept of modern marketing ( product, pricing, distribution ,promotion ,needs and desires of consumers) on consumers' satisfaction at the indication level (0.05) and the dissimilarity theories :" there is no statistical indication at the satisfaction of consumers that is related to demographic factors (sex, age, rate of monthly income , place of residency , place of the institution , dimension of the family , purchase rate repetition, and the educational qualification ) at the indication level (0.05) ". This study has been implemented on the consumer who head to these institutions. The total of the questionnaires paper used in this study is (403). The study sample stood at (500) persons, (404) questionnaire paper were returned, and one was not suitable for the statistical analysis. The varieties of the study were put under a group of outcomes the most significant of which are: the existence of adopting, in a high level, the products and the needs of consumers in the big retail institutions in Amman with a medium level of pricing, distribution, and promotion in the big retail institution in Amman, and there is a medium satisfaction to the consumers regarding the big retail institution in Amman. Also, the study showed that there are statistical differences in the satisfaction of consumers between east and west of Amman, west and south of Amman, ن and western Amman according to the place of residency, and the place of the institution at the indication level (0.05) and the preference was to the west of Amman. According to the out comes of the theoretical part of the study and the outcomes that came from the real statistical analysis of the data, the study introduced some recommendations concerning the products some of which are: big retail institution have to provide multi benefit products, some regarding pricing one of which is considering purchase capability for consumers when pricing, and some concerning the distribution through seeking to provide products at many places. There were recommendations regarding the promotion, for example, using different ways in promoting the products including the personal selling and the general relation. With regard to the needs of consumers, there were a group of recommendations such as introducing various products that meet the needs of the consumers. Finally, concerning the recommendations related to the satisfaction of the consumers, there were many recommendations such as: paying attention to the completions submitted by the consumers at the big retail institutions, in addition to the recommendation of the scholar to carry out more studies regarding the concept of modern marketing at the sector of insurance in the Hashemite Kingdom of Jordan.

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