“The impact of Employing Marketing Research Dimensions On Achieving Service Quality: A Field Study at the General Corporation for Yemeni Wireline and Wireless communications Sanaa center"
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Abstract
The study aimed to determine the impact of employing the dimensions of marketing research (market research, product research, promotion research, distribution research, pricing research, consumer research) on achieving service quality dimensions (reliability, tangibility, responsiveness, empathy, safety) at the Public Corporation for Telecommunications - Sana'a, the study community. The researcher used the descriptive analytical method, and the study scale was developed based on previous studies, where a questionnaire was designed to collect the data. The study sample consisted of (164) employees, using the comprehensive census sample. The most important results are: there is a statistically significant impact of marketing research with its various dimensions on achieving the service quality dimensions collectively in the Public Corporation for Telecommunications, and there are no statistically significant differences in the responses of the study sample in the Public Corporation for Telecommunications towards the impact of employing the dimensions of marketing research in achieving service quality, attributed to personal and functional variables. In light of the results, the study recommended the necessity of conducting marketing research periodically; as an input to assist the marketing decision maker in making efficient decisions.
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Marketing Research, Service Quality
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