The role of hybrid marketing forces in improving high performance: a survey study of a sample of employees from five and four-star hotels in the cities of Erbil and Dohuk/Russian Province - Iraq
The purpose of the current research is to know the role of the dimensions of hybrid marketing channels, represented by traditional channels, which include: (direct sales, direct mail, regular telephone, automated marketing, agents), and digital channels, which include: (email, websites, social media sites, telephones). Portable) in improving the dimensions of high performance represented by (quality of management, openness and effective orientation, long-term orientation, continuous improvement and renewal, quality of human resources), so the five- and four-star hotels in the cities of Dohuk and Erbil were chosen as a field and statistical community to conduct the research and test their hypotheses. Therefore, the current research started from a main problem based on the main question: “Are hybrid marketing channels able to improve high performance in the hotels under research?” General framework: The general framework of the research is the intellectual and field problem by raising several questions about the nature of the role and influence between the two research variables: hybrid marketing channels and high performance. The research adopted a scheme to express the logical role and expected influence between variables, and based on that, a set of hypotheses were formulated as possible answers to the research questions, and they were subjected to a set of statistical tests using the program (SPSS V.26). The research adopted the descriptive analytical approach, where the main and sub-variables were described and the influence and correlation relationships were analysed. The research population represented five- and four-star hotels in the cities of Dohuk and Erbil, and a number of these hotels were chosen as a sample to represent the community scientifically. The researchers distributed (157) A questionnaire was administered to workers in the researched hotels in the cities of Dohuk and Erbil, and (138) questionnaires were retrieved, of which (131) questionnaires were suitable for analysis. The most important conclusions and proposals: The research ended with a set of conclusions, the most prominent of which is that there is an effect of the independent variable represented by hybrid marketing channels on the dependent variable represented by high performance. This means that raising levels of high performance requires the use of hybrid marketing channels through their dimensions with each other. Based on the findings of the research, the research suggested that the hotels studied should rely on a combination of traditional and digital marketing channels and employ these two channels together to achieve communication with customers and deliver to them the value of the hotel services they provide.
أولاً: المصادر العربية
العيدي، إبراهيم أحمد سليمان، الربابعة، فاطمة على محمد (2018). نظم الأداء العالي وأثرها في تحقيق النجاح الاستراتيجي: دارسة مقارنة في الهيئات المستقلة الأردنية. رسالة ماجستير، جامعة مؤتة، الأردن.
الزبيدي، سماء علي، (2019)، تأثير قنوات التسويق الهجينة في تحقيق الاهداف التسويقية من خلال تبني استراتيجية التمركز الموجهة بالعلامة التجارية / دراسة تحليلية في الشركة العالمية للبطاقة الذكية كي كارد، أطروحة دكتوراه، كلية الإدارة والاقتصاد، الجامعة المستنصرية، العراق.
محمد، ممدوح عبدالفتاح أحمد (2020). أثر التسويق الرقمي على القيمة المدركة للعميل "دراسة تطبيقية على عملاء الخطوط الجوية المصرية". كلية التجارة، جامعة كفر الشيخ، جمهورية مصر العربية.
علي، هدى عبد الرحيم حسين، وناصر، بشر (2020). دور نظام ذكاء الأعمال في تعزيز الأداء العالي: دراسة استطلاعية لعينة من المصارف الأهلية في محافظة أربيل. المجلة العربية للإدارة. المجلد / 40، العدد (4).
اللافي، خالد خلف محمد، وخشمان، أيسر محمد علي (2020). تطبيق نظم عمل الأداء العالي وأثرها في تحقيق النجاح الاستراتيجي: دراسة ميدانية في الجامعات الأردنية. مجلة الجامعة الإسلامية للدراسات الاقتصادية والإدارية، المجلد / 28، العدد (1).
الشمري، أحمد عبدالله أمانة، الكروي، بلال نوري سعيد،( 2015) ، العلاقة بين العدالة التنظيمية وكل من الالتزام التنظيمي وسلوكيات المواطنة التنظيمية وأثرها في تحقيق الاداء العالي للمنظمات "دراسة استطلاعية لآراء عينة من الموظفين العاملين في المصارف التجارية الاهلية في كربلاء"، المجلة العراقية للعلوم الادارية، المجلد 11 ، العدد (46).
الربيعاوي، سعدون حمود حبيتر، وليد حسين، العامري، سارة على سعيد، والزبيدي، سماء علي عبدالحسين (2015). إدارة التسويق أسس ومفاهيم معاصرة، دار غيدان للنشر، عمان، الأردن.
البرواوي، نزار عبدالحميد رشيد، والبرزنجي، أحمد فهمي سعيد (2002). التسويق مدخل مفاهيمي وظيفي استراتيجي,ط1. ، بغداد, العراق.
ثانياً: المصادر الاجنبية
Chapagain, Bimala (2015), retail business model transformation multichannel environment, Master’s Thesis, Department of Management and International Business, University of Oulu, Oulun Yliopisto.
Knutsson, J., & Silden, V. L. (2017). Developing a supply chain framework for omni-channel presence: retailer omni-channel knowledge framework (Master's thesis, Høgskolen i Molde-Vitenskapelig høgskole i logistikk),Molde, Norway.
Doody, S. J. (2007). High-involvement work systems: Their effect on employee turnover and organisational performance in New Zealand organisations (Doctoral dissertation, Lincoln University),USA.
Kaiponen, T. (2021). Omnichannel Marketing in a Pharmaceutical Company–How to Optimally Reach the Customers in the COVID-19 Era. aster´s Degree in International Business Management. Kamk University of Applied Sciences. Finland.
Leffakis, Z., (2009). The Effects of High-Performance Work Systems on Operational Performance in Different Manufacturing Environments Improving the “Fit” of HRM Practices in Mass Customization. Unpublished dissertation, The University of Toledo.
Bellini, S., & Aiolfi, S. (2017). The impact of mobile device use on shopper behaviour in store: An empirical research on grocery retailing. International Business Research, 10(4), 58-68.
Brynjolfsson, E., Hu, Y. J., & Rahman, M. S. (2013). Competing in the age of omnichannel retailing (Vol. 1). Cambridge: MIT, 1-7.
de Waal, A., & Linthorst, J. (2020). Future-proofing the high-performance organization. Sustainability, 12(20), 8507.
Do, T. T., & Mai, N. K. (2020). High-performance organization: a literature review. Journal of Strategy and Management,12(2),50-73.
Ikhsannudin, M., & Pakpahan, P. L. (2021). Empowerment as A Quality Improvement Human Resources Through The Implementation of Total Quality Management. Nidhomul Haq: Jurnal Manajemen Pendidikan Islam, 6(1), 41-60.
Jewell, D. O., Jewell, S. F., & Kaufman, B. E. (2022). Designing and implementing high-performance work systems: Insights from consulting practice for academic researchers. Human Resource Management Review, 32(1), 100749.
Liao, L., & Huang, T. (2021). The effect of different social media marketing channels and events on movie box office: An elaboration likelihood model perspective. Information & Management, 58(7), 103481.
Vinerean, S; Cetina, I; Dumitrescu, L. and Tichindelean, M. (2013). “The Effect of Social Media Marketing on Online Consumer Behavior”. International Journal of Business and Management, 8(14). 67.
Simone, A., & Sabbadin, E. (2018). The new paradigm of the omnichannel retailing: key drivers, new challenges and potential outcomes resulting from the adoption of an omnichannel approach. International Journal of Business and Management, 13(1), 85-109.
Teerling, M. L., & Pieterson, W. (2009, January). Government multichannel marketing: How to seduce citizens to the web channels? In 2009 42nd Hawaii International Conference on System Sciences (. 1-10). IEEE.
Keller, K. L., & Kotler, P. (2012). Branding in B2B firms. In Handbook of business-to-business marketing. Edward Elgar Publishing.
Kotler, Philip & Armstong, Gary, (2018). Principles of marketing, 17th global edition, person education limited, UK.
Wang, F Zhang, M Das, AK; Weng, H. Yang B, )2021(, Aiming at Sustainable Organizational Development: Chaning of Employees' Social Rules in Response to High Performance Expectability, Journal Sustainability (MDPI), 1-17.
Li, Yuan.; Li, Xiyuan.; Liu, Yujing, 2020, How a High-Performance Work System Leads Job Formulation Through Self-Motivation: The Moderating Role of the Climate Initiative, International Journal of Environmental Research and Public Health, 1-15.
De Waal, A. A. (2020). High Performance Managerial Leadership: Best Ideas From Around The World. ABC-CLIO, 1 volume, Praeger,CAN.
Carrion, S. (2020). Intensity of High-Performance Work Systems on Employees' Organization-Based Self-Esteem (Doctoral dissertation, Capella University),USA.
Kumar, B. (2012). Theory of planned behaviour approach to understand the purchasing behaviour for environmentally sustainable products, Indian Institute of Management Ahmedabad, Research and Publication Department, India.
Plenert, J,(2018) The Central Role of Corporate Culture in High Performing Organizations . https://www.linkedin.com.
How to Cite
Copyright (c) 2023 Academic Journal of Nawroz University
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Authors retain copyright
The use of a Creative Commons License enables authors/editors to retain copyright to their work. Publications can be reused and redistributed as long as the original author is correctly attributed.
- The researcher(s), whether a single or joint research paper, must sell and transfer to the publisher (the Academic Journal of Nawroz University) through all the duration of the publication which starts from the date of entering this Agreement into force, the exclusive rights of the research paper/article. These rights include the translation, reuse of papers/articles, transmit or distribute, or use the material or parts(s) contained therein to be published in scientific, academic, technical, professional journals or any other periodicals including any other works derived from them, all over the world, in English and Arabic, whether in print or in electronic edition of such journals and periodicals in all types of media or formats now or that may exist in the future. Rights also include giving license (or granting permission) to a third party to use the materials and any other works derived from them and publish them in such journals and periodicals all over the world. Transfer right under this Agreement includes the right to modify such materials to be used with computer systems and software, or to reproduce or publish it in e-formats and also to incorporate them into retrieval systems.
- Reproduction, reference, transmission, distribution or any other use of the content, or any parts of the subjects included in that content in any manner permitted by this Agreement, must be accompanied by mentioning the source which is (the Academic Journal of Nawroz University) and the publisher in addition to the title of the article, the name of the author (or co-authors), journal’s name, volume or issue, publisher's copyright, and publication year.
- The Academic Journal of Nawroz University reserves all rights to publish research papers/articles issued under a “Creative Commons License (CC BY-NC-ND 4.0) which permits unrestricted use, distribution, and reproduction of the paper/article by any means, provided that the original work is correctly cited.
- Reservation of Rights
The researcher(s) preserves all intellectual property rights (except for the one transferred to the publisher under this Agreement).
- Researcher’s guarantee
The researcher(s) hereby guarantees that the content of the paper/article is original. It has been submitted only to the Academic Journal of Nawroz University and has not been previously published by any other party.
In the event that the paper/article is written jointly with other researchers, the researcher guarantees that he/she has informed the other co-authors about the terms of this agreement, as well as obtaining their signature or written permission to sign on their behalf.
The author further guarantees:
- The research paper/article does not contain any defamatory statements or illegal comments.
- The research paper/article does not violate other's rights (including but not limited to copyright, patent, and trademark rights).
This research paper/article does not contain any facts or instructions that could cause damages or harm to others, and publishing it does not lead to disclosure of any confidential information.