اثر التدقيق التسويقي على الحصة السوقية دراسة ميدانية على مطاعم الوجبات السريعة في مدينة السلط

The Effect of Marketing Audit on Market Share: A Field Study on Fast Food Restaurants in The City of As-Salt

This study aims at investigating the impact of Marketing Audit within its dimensions (marketing environment auditing, marketing information systems auditing, marketing production auditing, and marketing function auditing) on Market share in the fast food restaurants in the city of Salt in Jordan. To achieve this purpose a survey questionnaire was developed based on the related literature, and distributed to 33 employees working in fast food restaurants. Statistical package for social science (SPSS) was utilized to analyze the data and test the hypotheses. The research reveals that there is statistical significant impact of Marketing Auditing on Market share. Furthermore, the study provides several recommendations mainly on the importance of using modern marketing information systems to collect and sort data related to the environmental changes to make the right decision.