The Relationships between the Organizational, Environmental Characteristics and Marketing Performance: An Empirical Study

Sally Kamel Ali Omran
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Sally Kamel Ali Omran: Business Administration Departmen, Faculty of Commerce, Cairo University, Giza, Egypt

International Journal of Customer Relationship Marketing and Management (IJCRMM), 2013, vol. 4, issue 2, 36-50

Abstract: This research aimed at studying and analyzing the relationships between the organizational, environmental characteristics and marketing performance in three Egyptian private telecommunication companies. The analyzed data came from a hand delivery survey of a stratified random sample of 390 from the employees. Since the total numbers of the mobile customers are very large and geographically dispersed, an e-mail survey was used. The response rate for the employees was equal 92.3% and for the mobile customers 85.2%. The research ended up with the following main findings: (a) In general, there is strong and significant support for the developed hypotheses; (b) there is strong, positive and significant relationship between formalization; internal environment and marketing performance; (c) centralization and external environment are strongly, negatively and significantly related with marketing performance; and (d) there is strong and significant relationships between all the independent variables and all marketing performance indicators.

Date: 2013
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International Journal of Customer Relationship Marketing and Management (IJCRMM) is currently edited by Riyad Eid

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