THE MULTIDIMENSIONAL MARKETING CULTURE AND ITS IMPACT ON MARKETING INNOVATION IN HOSPITALS ACROSS NORTHERN IRAQ

Authors : Rizgar Saed Hussein, Cuma Akbay

Pages : 211-228

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Publication Date : 2025-12-30

Article Type : Research Paper

Abstract :This study investigates the complex, multidimensional characteristics of marketing culture (MC) and its influence on marketing innovation (MI) within public and private hospitals in Northern Iraq. Grounded in Webster\\\'s theoretical framework, the research assesses six dimensions of MC: service quality, personal contact, sales emphasis, organizational structure, internal relations, and innovation orientation. Correspondingly, six key components of MI are explored: technological advancement, pricing strategies, resource optimization, risk management, creative ideation, and progressive creativity. Data derived from 392 survey responses collected in 2018 were analyzed through Structural Equation Modeling (SEM) to assess these relationships. Results indicate that service quality, internal relations, and invention significantly enhance MI, while personal contact, selling importance, and organizational factors do not show significant relationships. The study highlights the need for improved relationships between managers and employees and recommends providing constructive feedback to enhance performance.
Keywords : İnovasyon, Pazarlama kültürü, Hastane, Yapısal eşitlik modellemesi, Irak

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