Authors: Ahmad M.A. Zamil; Ahmad Yousef Areiqat
Addresses: College of Business Administration, Department of Marketing, Prince Sattam bin Abdul Aziz University, P.O. Box 173 Alkharj 11942, Saudi Arabia ' Faculty of Administrative and Financial Sciences, Business Administration Department, Al Ahliyya Amman University, Jordan
Abstract: This study aims to examine the impact of the balanced scorecard; the finances, customers, internal processes, learning, and growth, on the marketing innovation, in services; promotion, pricing, and distribution. The study also examines the reality of implementation of this tool in service ministries in Jordan represented by; public health, private hospitals sector, tourism, and antiquities. The study was conducted on a sample of 371 employees who are supervisory or non-supervisory incumbents in services ministries in Jordan. By using the descriptive analytical approach, the results showed that the balanced scorecard has a significant impact on the customer dimension in enhancing marketing innovation in the ministries. They also showed the impact on the dimension of learning and growth in enhancing innovation in the promotion, while the customer's dimension shows an impact on enhancing innovation in pricing in the ministry of tourism, innovation in distribution affected by the customer dimensions. The degree of impact is affected by the differences between the respondents in terms of educational level and job title. In this study, the researchers recommend that ministries enhance the components of application of the balanced scorecard to increase their ability to improve their performance.
Keywords: balanced scorecard; services ministries; marketing innovation; Jordan.
International Journal of Knowledge Management in Tourism and Hospitality, 2017 Vol.1 No.4, pp.411 - 424
Available online: 06 Feb 2018 *Full-text access for editors Access for subscribers Purchase this article Comment on this article