The mediating role of health services quality in enhancing the relationship between marketing intelligence and brand value / an analytical study of the opinions of a sample of individuals working in al-Hayat international hospital in Mosul city
Munther Khuder Yaqoob
The aim of the research is to demonstrate the direct and indirect influence of Marketing Intelligence in its dimensions in enhancing the Brand value in health organizations, by conducting an analytical study at Al-Hayat International Hospital in Mosul, and it was based on the mediating variable of the health services quality provided by the hospital under study, and to identify the extent of its contribution to enhancingthe correlationaland influential relationship betweenboth MarketingIntelligence and Brand value, and to achieve the goal, the descriptive analytical approach and a number of statistical methods availableinthestatisticalprogramSPSS.Ver.28wereused,andtheresearchwas basedondistributing the questionnaire form, which included a set of dimensions for both variables, and the data was collected, analyzed and its results interpreted for a sample of employees, which was (70) individuals. The research came up with two main hypotheses: the first is that there is a significant correlation between Marketing Intelligence and Brand value, while the second included the existence of a significant impact of Marketing Intelligence in its dimensions on Brand value.
The research reached a number of conclusions, the most important of which were: Marketing Intelligence in its dimensions (product intelligence, competitor intelligence, customer intelligence, market intelligence) has an effective role in enhancing the Brand value of the hospital under study in light of the existing competition in the health services market, especially private hospitals. As for the proposals and implementation mechanisms, the most important of which were: Health organizations, including private hospitals, must work to provide the best services to beneficiary customers by paying attention to meeting the needs and desires of beneficiaries, which is reflected in maintaining the Brand value in light of the existing competition.
Munther Khuder Yaqoob. The mediating role of health services quality in enhancing the relationship between marketing intelligence and brand value / an analytical study of the opinions of a sample of individuals working in al-Hayat international hospital in Mosul city. Int J Res Marketing Manage Sales 2025;7(1):50-62. DOI: 10.33545/26633329.2025.v7.i1a.212