The Impact Of Marketing Ambidexterity On The Customer Sustainable Value An Analytical Survey For All Branches Of The Trade Bank Of Iraq(TBI) In Baghdad

المؤلفون

  • م.م. اسراء شنان ثابت

DOI:

https://doi.org/10.31272/jae.i132.678

الكلمات المفتاحية:

البراعة التسويقية، القيمة المستدامة للزبون، استكشاف الفرص

الملخص

يهدف البحث الحالي الى التعرف على اثر البراعة التسويقية متمثلة بأبعادها (استكشاف الفرص , استغلال الفرص , المرونة التسويقية  ) في القيمة المستدامة للزبون بأبعادها (اكتساب الزبون  , الاحتفاظ بالزبون  , التوسع بالزبون ), من خلال استطلاع وتحليل اراء عينة من متخذي القرار والموظفين في فروع المصرف التجاري العراقي( TBI  ) في مدينة بغداد , والتي بلغ عددها(65  ) فرداً , و قد استخدمت الاستبانة كأداة رئيسة لجمع البيانات والمعلومات من العينة المبحوثة , و حللت اجاباتهم باستخدام البرنامج الاحصائي( SPSS V. 25)  , و البرنامج الاحصائي(  (Smart PLS   في احتساب الاوساط الحسابية والانحرافات المعيارية واختبار ( f  )  , و معامل الانحدار البسيط , و الاهمية النسبية  , و معامل التحديد ( R2 ) وتوصل البحث الى عدة استنتاجات اهمها وجود تأثير للبراعة التسويقية بجميع ابعاد القيمة المستدامة للزبون من وجهة نظر عينة البحث,  كما قدم البحث عدة توصيات منها على ادارة المصرف الاهتمام بجميع ابعاد البراعة التسويقية باعتبارها ادواته التكتيكية لتنفيذ استراتيجيته التسويقية بصورة افضل .

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التنزيلات

منشور

2025-01-13

إصدار

القسم

البحوث باللغة الانكليزية

كيفية الاقتباس

The Impact Of Marketing Ambidexterity On The Customer Sustainable Value An Analytical Survey For All Branches Of The Trade Bank Of Iraq(TBI) In Baghdad. (2025). مجلة الإدارة والاقتصاد, 47(132), 289-307. https://doi.org/10.31272/jae.i132.678

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