THE EFFECT OF PRODUCT QUALITY ON SUPPORTING MARKETING CITIZENSHIP

Abstract

This research aims to address the impact of product quality in enhancing marketing citizenship. In order to achieve this, the dimensions of the impact of product quality were adopted (performance, features, reliability, conformity, durability, serviceability, aesthetics, perceived quality). Marketing citizenship was expressed in the dimensions (economic dimension, The legal dimension, the moral dimension, the human dimension) and for the purpose of achieving the research objectives, a hypothetical plan was developed that determines the nature of the relationship between the two variables (independent and dependent), and in order to reveal this relationship, a The first main hypothesis: There is a highly statistically significant correlation between product quality and marketing citizenship. The second main hypothesis: There is a significant effect of product quality and marketing citizenship. Several sub-hypotheses emerged from these hypotheses. The research was conducted in the health sector, and the necessary information for the field side was obtained through a questionnaire prepared for this purpose and distributed at the Lebanese University Hospital. A sample of approximately 132 individuals employed by the hospital under investigation was taken, and the research reached a set of conclusions. It concluded with a set of recommendations.