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Il rapporto tra qualità del servizio e performance di marketing

Il rapporto tra qualità del servizio e performance di marketing

Amira Ibrahiem / Nahed Matarid

94,93 €
IVA incluido
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Editorial:
KS OmniScriptum Publishing
Año de edición:
2025
Materia
Ventas y marketing
ISBN:
9786208854249
94,93 €
IVA incluido
Disponible

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Sobre IBD

La qualità dei servizi forniti dal settore pubblico sta diventando sempre più importante nei paesi in via di sviluppo, specialmente nei settori in cui la fornitura di servizi è monopolio dello Stato, come nel caso dell’Autorità per l’Energia Atomica in Egitto, che impone agli esportatori di acquistare i propri servizi, nonostante l’insoddisfazione per la loro qualità funzionale. Da qui deriva l’importanza di questa ricerca applicata su tali agenzie governative per analizzare la qualità funzionale dei servizi e la sua relazione con le prestazioni di marketing. Per misurare la qualità del servizio è stata utilizzata la scala SERVQUAL, mentre per misurare le prestazioni di marketing è stata utilizzata la Marketing Balance Score Card. I risultati della ricerca mostrano una relazione significativa tra la qualità del servizio e le prestazioni di marketing.

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