Abstract

The study aims at identifying the role of external factors in affecting marketing performance of retail stores in Jordan which is reflected on the increment of sales volume, market share and consumers’ satisfaction. The study population composed of all retail stores in Amman; the study sample was a simple random sample (probability sample). Data have been collected through a questionnaire and analyzed using (SPSS) program. The measurement of the effect of the independent variables (the economic, political, social and cultural factors) on the dependent variable (marketing performance) showed that there is a positive significant relationship between the independent and dependent variables. This relationship shows that marketing performance of retail stores increases with the enhancement of the store’s surrounding environment. Based on this, the study recommended a number of recommendations that harmonize with the results, marketing contents and future trends which shall be carried on by stores’ owners and the related bodies such as the governmental organizations and chambers of commerce.

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