THE MULTIDIMENSIONAL MARKETING CULTURE AND ITS IMPACT ON MARKETING INNOVATION IN HOSPITALS ACROSS NORTHERN IRAQ

Öz

This study investigates the complex, multidimensional characteristics of marketing culture (MC) and its influence on marketing innovation (MI) within public and private hospitals in Northern Iraq. Grounded in Webster's theoretical framework, the research assesses six dimensions of MC: service quality, personal contact, sales emphasis, organizational structure, internal relations, and innovation orientation. Correspondingly, six key components of MI are explored: technological advancement, pricing strategies, resource optimization, risk management, creative ideation, and progressive creativity. Data derived from 392 survey responses collected in 2018 were analyzed through Structural Equation Modeling (SEM) to assess these relationships. Results indicate that service quality, internal relations, and invention significantly enhance MI, while personal contact, selling importance, and organizational factors do not show significant relationships. The study highlights the need for improved relationships between managers and employees and recommends providing constructive feedback to enhance performance.

Anahtar Kelimeler

• Innovation
• Marketing culture
• Hospital
• Structural equation modelling
• Iraq

Teşekkür

This study was produced from the doctoral thesis completed by the first author at Kahramanmaraş Sütçü İmam University, Institute of Science and Technology.

KUZEY IRAK'TAKİ HASTANELERDE ÇOK BOYUTLU PAZARLAMA KÜLTÜRÜ VE PAZARLAMA YENİLİĞİNE ETKİSİ

Öz

Bu çalışma, Kuzey Irak'taki kamu ve özel hastanelerde pazarlama kültürünün çok boyutlu doğasını ve bunun pazarlama yeniliği üzerindeki etkisini incelemektedir. Webster'ın teorik çerçevesine dayanan araştırma, pazarlama kültürünün altı boyutunu değerlendirmektedir: hizmet kalitesi, kişisel temas, satış vurgusu, organizasyon yapısı, iç ilişkiler ve inovasyon yönelimi. Buna karşılık, pazarlama inovasyonunun altı temel bileşeni incelenmektedir: teknolojik ilerleme, fiyatlandırma stratejileri, kaynak optimizasyonu, risk yönetimi, yaratıcı fikir oluşturma ve ilerici yaratıcılık. Toplanan 392 anket yanıtından elde edilen veriler, bu ilişkileri değerlendirmek amacıyla Yapısal Eşitlik Modellemesi kullanılarak analiz edilmiştir. Sonuçlar, hizmet kalitesinin, iç ilişkilerin ve icadın pazarlama inovasyonunu önemli ölçüde artırdığını, kişisel temasın, satış öneminin ve organizasyonel faktörlerin ise önemli ilişkiler göstermediğini göstermektedir. Çalışma, yöneticiler ve çalışanlar arasındaki ilişkilerin iyileştirilmesi ihtiyacını vurgulamakta ve performansı artırmak için yapıcı geri bildirim sağlanmasını tavsiye etmektedir.

Anahtar Kelimeler

• İnovasyon
• Pazarlama kültürü
• Hastane
• Yapısal eşitlik modellemesi
• Irak

Etik Beyan

The authors declare that they have no competing interests. This article does not contain any studies involving animals performed by any of the authors. This article does not contain any studies with human participants or animals performed by any of the authors.

Teşekkür

This study was produced from the doctoral thesis completed by the first author at Kahramanmaraş Sütçü İmam University, Institute of Science and Technology.

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