دور المرونة التسويقية في تفسير العلاقة بين البراعة وجودة الخدمة

The role of marketing flexibility in explaining the relationship between ambidexterity and service quality

Abstract : 

The current research aims to investigate the effect of Marketing Ambidexterity on improving service quality through marketing flexibility. A sample of workers at Al Kafil Specialist Hospital in the holy Karbala Governorate was chosen to conduct the research with a volume of (106) Employees, The research problem was identified by a number of questions, the most important of which was (Can marketing Ambidexterity improve service quality through marketing flexibility?), and experimental measures were used from previous studies to verify the hypotheses, through a variety of statistical tools and methods for analyzing and processing data and information using packages Statistical needed through empirical factor analysis to verify structural confirmatory validity of the measures used in this research, simple correlation matrix and structural modeling equation and (Sobal) test for research hypotheses and SPSS vr. 23 program and Amos vr. 23 program. The research reached a set of conclusions, the most important of which is the hospital administration’s awareness of the variable of service quality, and this is evident through the presence of modern medical equipment and equipment with international specifications to provide the service, such as the reliability of its services provided, especially with regard to providing the services to patients correctly and accurately as announced). In light of the conclusions, a set of recommendations was developed, the most prominent of which (the necessity of enhancing the hospital management’s concern for workers, understanding the appropriate entrance to ensure quality of service and a major source of construction). A long-term relationship between the hospital and its illness through following incentive programs and supporting their creators).