The Role Of Marketing Research In Upgrading Of Customer Satisfaction- Applied Research In The General Company For Trading Cars And Machines In Baghdad

Abstract

The basic orientation of the research is to try to identify the role of marketing research in phases to achieve customer satisfaction (understanding of customer needs, reverse feedback of customer and measuring of customer satisfaction) and upgrading it at the General Company for Trading Cars and Machines in Baghdad.         

    The research problem focused on the limited ownership of the company's management, a clear vision of the importance of marketing research and its effective role in phases to achieve customer satisfaction by understanding the needs of its customers of goods and services and provide them in a manner that helps to enhance their satisfaction and upgrading.                                                                                             

   The research sought to test the hypotheses of correlation and influence between the variables mentioned. The questionnaire was used to collect data and information related to the research, which was distributed to a sample of (30) department managers and administrative divisions of the company. In order to process the data, statistical methods were used (arithmetic mean, standard deviation, Pearson correlation coefficient, simple linear regress    In the light of the results, the research reached a number of  conclusions, the most important being the relationship between the variables of research. The research concluded a set of recommendations, the most important of which is the need to adopt a marketing research system by the management of the company investigated and concern to understanding of customer needs by making surveys studies for a number of customers and concern build and spread a culture of focus on the customer.