The Reactive role of competitive intelligence to Enhance the Impact of organizational Ambidexterity in achieve customer delight: Field research on a sample of travel and tourism companies in Baghdad

Abstract

The research aims to determine the reactive role of competitive intelligence to enhance the Impact of organizational Ambidexterity to machieveing customer delight, A problem has been launched and being expressed by a number of questionings, whese answer quoted theoretical philosophy and intellectual goals for these variables that are the cornerstones of the modern management, and then to identify their relations and their direct and indirect effects through the receceas role. In this context, the research sample consisted of a number of employees at the travel and tourism companies in Baghdad (242), The questionnaire was used as a primary data collection tool and a number of statistical means were used to validate the research hypotheses such as arithmetic mean, standard deviation, Person correlation coefficient, and structural equation modeling to test direct and indirect influence hypotheses. The results of the research came in line with most of his hypotheses. A number of conclusions were formulated. The most important of these was that the variable of competitive intelligence Modifies a positive relationship between organizational Ambidexterity and the achievement of customer delight. The research concluded with a number of targeted recommendations.