أثر التوجه السوقي والالتزام على أداء شركة الخطوط الجوية الملكية الأردنية

كاظم, ميثاق طاهر (2010) أثر التوجه السوقي والالتزام على أداء شركة الخطوط الجوية الملكية الأردنية. Masters thesis, جامعة الشرق الاوسط.

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Abstract

The purpose of this study to investigate the impact of Market Orientation and Commitment on Royal Jordanian Airways performance. The population of sample the study included all staff in top and middle management that their number (263). The sample of the study was (105) questionneirs, restored was (84). The results showed by using Statistical Package for Social science program and path analysis important results: market orientation has a positive and direct impact of on Royal Jordanian Airways performance; there is no positive and direct impact of customer orientation on Royal Jordanian Airways performance (Profitability, Market Share). There is a positive and direct impact of competitor orientation on Royal Jordanian Airways performance (Profitability, Market Share). There is a positive and direct impact of Inter-functionl Coordination on Royal Jordanian Airways performance (Profitability, Market Share). There is a positive and direct impact of market orientation (customer orientation; competitor orientation and Inter-functionl Coordination) on employee Commitment. There is a positive and ع direct impact of Commitment on Royal Jordanian Airways performance (Profitability, Market Share). There is a positive and indirect impact of market orientation (customer orientation; competitor orientation and Inter-functionl Coordination) on Royal Jordanian Airways performance (Profitability, Market Share) under commitment. The study concluded signaling some of recommendations for the Royal Jordanian Airways and researchers in this area: 1. Interesting in competitor orientation from Royal Jordanian Airways and identify their movements to recognize the means used by them in acquiring customers. 2. Interesting in Inter-functionl Coordination in Royal Jordanian Airways through all departments in Royal Jordanian Airways with intrgated and freely exchange the information about customers between all departments and sections to achieve high performance levels.

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