PROPER Management Strategy Application: Level of Implementation and Performance in the United Arab Emirates

Abstract

The tertiary sector in the United Arab Emirates was affected due to the COVID-19 pandemic from the recent year 2020. In order to solve this consequence, the management strategy application is essential to sustain a small, medium, and large enterprise's profitability and competitive business performance. The research study aims to determine the respondents' demographic profiles, implementation level of management strategy and performance level in financial performance, commitment to customer satisfaction, and competitive business performance of a private companies in the United Arab Emirates. The technique used was the descriptive quantitative type of research utilizing the survey questionnaire and Likert Scale, to harvest the answer from selected 108 personnel from different industries. They were requested to rate the variables such as planning, risk analyzing, organizing, performing, evaluating, realigning as they relate to the financial performance, commitment to customer satisfaction, and competitive business performance. It was concluded that implementation level revealed by the results and findings that both planning and evaluating (n=102 or 94.5%) are the most chosen tools on implementing the management strategy application. The independent variables, as perceived by respondents, are highly implemented, and accepted. This outcome can be generalized that business organizations need to focus or review their strategy implementation in planning and evaluating to align their operational activities and programs with financial performance, commitment to customer satisfaction, and competitive business performance. In general, the performance level based on the respondents' perceptions regarding financial performance, commitment to customer satisfaction, and competitive business performance are high to very high. As shown by the result, (n=103 or 95.4%) for commitment to customer satisfaction is the most chosen indicator of the business performance. Therefore, it is highly recommended that the P.R.O.P.E.R. management strategy application be used to improve the level of financial performance, commitment to customer satisfaction, and competitive business performance of the organization.