اثر إستراتيجيات التسوق في الميزة التنافسية بشركات تزويد الإنترنت الصورة الزهنية كمتغير وسيط

ناجي, ابراهيم (2021) اثر إستراتيجيات التسوق في الميزة التنافسية بشركات تزويد الإنترنت الصورة الزهنية كمتغير وسيط. Masters thesis, جامعة الاقصي.

Text التنسيق النهائي 13-9-2021.pdf Download (2MB)

Abstract

This study aimed to identify the impact of marketing strategies on competitive advantage in light of the presence of the mental image as a mediator change in the Internet service provider companies in the Gaza Strip, Palestine. To achieve the objectives of the study, the descriptive analytical method was used to explain the study problem. A comprehensive survey of the study community was conducted for the heads of departments, sections and people, with the exception of Speed Click Company, where the company apologized for its own circumstances after the last war on the Gaza Strip 2021 AD at the time of the field survey, and the number of individuals from whom the questionnaire was collected was 41. The questionnaire was used as a tool for collecting primary data from the study population, and it was analyzed by spss program. The study concluded several results, the most important of which was that the value of the regression coefficient in the third equation after entering the median (the effect of the median variable) decreased from (0.693) to (0.328), although it still bears statistical significance, and the interpretation ratio has improved from (55.6%) ) to (64.8%) with an improvement of (9.2%) in explaining the variation in the dependent variable (competitive advantage), which means that the mediating variable (mental image) mediates the relationship in part between marketing strategies and competitive advantage. In addition, the dimensions of marketing strategies have a statistically significant effect at the level of significance (α ≤ 0.05) in the competitive advantage of Internet provider companies in the Gaza Strip. It has concluded several recommendations, the most important of which is that companies use advertising methods that are acceptable to the study community in publishing their new services in order to reach a competitive advantage and precedence. In addition, Internet service providers in the Gaza Strip work on pricing strategies and use new accounting methods in order to lead the market and achieve competitive advantage.

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