The Impact of Marketing Culture on the Quality of E- Service “A Comparative Study Between Foreign and Local Information Technology Companies in Egypt”

Document Type : Original Article

Authors

1 Institute of National Planning

2 Delta Higher Institute for Computers in Mansoura, Egypt

Abstract

The study seeks to clarify the effect of marketing culture on improving the quality of electronic services provided by foreign and domestic information technology companies operating in the Arab Republic of Egypt. This comes within the framework of the National Plan for Structural Economic Reform of Egypt by the objectives of the Egypt 2030 Plan and the choice of the information technology sector, which grows by 16.5% annually, provides important jobs, and supports the orientation toward the knowledge economy. Therefore, the research includes the dimensions of marketing culture (customer service, management style, sales mission, internal communication, technology, wages and bonuses, innovation) as a measure to assess its impact on improving the quality of electronic services. The research community is composed of foreign and domestic IT companies’ workers and customers. The research question is: How does the actual application of marketing culture affect the improvement of the quality of electronic services? In response, two main hypotheses were adopted, and tested by statistical means. The data were collected through a questionnaire form. The study reached several results, the most important of which was the need to give attention to the dimensions of marketing culture to improve the quality of the provided electronic services. In addition, the study revealed that foreign companies applied the marketing culture more than domestic companies, and the level of services provided by foreign companies is of better quality than those provided by the domestic companies. The research recommends the design of a system to constantly measure the performance of electronic service providers. Work to spread the culture of innovation among workers, and link reward programs to the extent of commitment to applying elements of marketing culture during business performance.

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