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The Impact of Applying Quality Systems on the Efficiency of Marketing Performance in Service Organizations |
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PP: 331-348 |
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doi:10.18576/jsap/150303
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Author(s) |
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Buraie B. M. Ali,
Anaam M. G. Elmoustafa,
Amani A. A. Atta,
Khalda A. M. Mohamed,
Mona H. A. Mohamed,
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Abstract |
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| With increasing competition in the services sector, service organizations are adopting advanced marketing strategies to attract and retain customers. This study aims to analyze how key quality indicators-such as operational excellence, service efficiency, infrastructure, customer support, and human resource practices-interact with quality management systems to shape marketing performance, focusing on ISO certification as a strategic lever. The study relied on collecting quantitative data through a field questionnaire administered to a representative sample of customers of the Sudanese Telecommunications Company (Sudatel). The data were analyzed using descriptive statistics and the chi-square test at a significance level of ? = 0.05. The results showed strong statistical support for all three hypotheses: Sudatel’s ISO certification significantly contributes to improving its organizational performance; there is a strong positive relationship between the implementation of quality management systems and marketing performance; and customer satisfaction is statistically significantly related to the quality of marketing performance. However, the study revealed a significant gap in after-sales services, which threatens the sustainability of customer satisfaction despite the overall improvement in the indicators. Based on this, the study concludes that ISO certification is not merely a compliance standard, but a strategic tool that enhances market share, revenue, and competitive advantage-provided it is applied comprehensively throughout the customer journey. The study recommends integrating quality principles into the marketing mix, strengthening after-sales support mechanisms, and encouraging Sudanese organizations to adopt quality systems as a developmental vision. It also suggests future research to explore the role of digital transformation-such as customer relationship management systems and data analytics-in amplifying the impact of quality systems through comparative studies of telecommunications companies. |
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