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THE IMPACT OF MARKETING MIX ELEMENTS ON ACHIEVING COMPETITIVE ADVANTAGE IN FIVE-STAR HOTELS IN JORDAN (FROM THE POINT OF VIEW OF EMPLOYEES)
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Author(s):
YASEEN KHALED DOJAN ALKHATATNEH
Vol - 8, Issue- 8 ,
Page(s) : 406 - 415
(2017 )
DOI : https://doi.org/10.32804/IRJMST
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Abstract
This study aimed at determining the effect of the elements of the marketing mix on achieving competitive advantage in the five star hotels in Jordan. The study relied on descriptive analytical methodology. The study population reached (7) hotels in Aqaba Governorate in Jordan.the researcher has adopted a comprehensive survey of the directors, deputies, assistants and heads of departments in the five star hotels in Aqaba Governorate in Jordan. 182 questionnaires were distributed to them including paragraphs reflecting the study variables to reach the results of this study. (96.7%) and the exclusion of (6) questionnaire by (3.3%) because it is not valid for statistical tests.The results of the study were the following: The most important of these was the presence of a significant statistical effect at the level of (α = 0.05) of the components of the marketing mix (Service, pricing, promotion, Place, people, physical evidence, Process) Five Stars in Jordan.
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