Trends of Business organizations towards the Jordanian marketing consultative service quality organizations and relation with their satisfaction to these organizations
2012, Volume 34, Issue 110, Pages 55-87
The purpose of this study was to know the Jordanian business organizations toward the quality level of the marketing consulting firms and its relationship with their satisfaction level about these firms. The Servqual scale was used to measure the perceived and expected consulting quality. The Likert five- point type scale was used to collect the primary data from the sample of the study. Both types of data was used; the secondary and primary data. Previous researches and references were used to develop the study model and hypotheses, as part of the secondary data. The primary data were collected through a questionnaire composed of five parts; the first part related to the personal data of the research sample, the second part related to the respondents attitudes toward consulting service quality dimensions the third part related to the clients satisfaction level about quality dimensions, the fourth part about the general attitude of the respondents toward the consulting firms secure quality and finally the fifth part was related to the respondents expectations to the consulting marketing service quality. The study found that the business organization attitudes toward marketing consulting service quality was positive, there was a good satisfaction level, however the difference level to the consulting quality dimensions of the business organization satisfaction level about marketing consulting firms was varied. There was a negative gap between the perceived and expected consulting quality. This indicates that the perceived quality is lower than the expected quality; it was found that there was a positive relationship between the business organization firms attitude about the marketing consulting service quality provided by the marketing consulting firms and their satisfaction level. No significant influence was found to the business organization characteristics on the relationship between their attitudes and their satisfaction about the marketing consulting firms. The study recommend that marketing consulting firms need to pay more attention to the consulting service quality dimensions, to consider the positive attitudes to the business organizations toward consulting service quality, to take care of the human resource providing these services. This is due to the dependence of the quality of the service on the efficiency of people providing it, to realize the negative gap between the perceived and expected quality presented by their firms, to take in account the thigh expectations of the business organizations to the consulting quality, and to develop the marketing strategies and programs that aid to raise the performance level of these firms to match the business organizations expectations. .
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