تاثير قنوات التوزيع في تحقيق رضا الزبون : بحث ميداني == The Impact of Distribution Channels To Achieve Customer Satisfaction / Field Research
Author name:
حسين هشام عبد الرحمن السامرائي
Supervisor name:
غسان قاسم داود سلمان اللامي
General topic:
Administration and Economics
Specific topic:
Business Administration
Degree:
Master
University:
University of Baghdad - Faculty Of Administration And Economics - Department Of Business Administration
Language:
Arabic
University location:
Baghdad
First pages:
07T3563 - p.pdf
Abstract:
يعد التوزيع من عناصر المزيج التسويقي الرئيسة التي بواسطتها تستطيع المنظمات ايصال منتجاتها عبر قنوات خاصة الى جميع زبائنها في الزمان والمكان المناسبين لتحقيق المستويات المرغوبة من رضا الزبون، ولذا ومن هذا المنطلق والاهمية يعتبر بحث تاثير قنوات التوزيع في | The distribution of the elements of the marketing mix key by which organizations can deliver their products through private channels to all customers in the right time and place to achieve levels desired by customer satisfaction, so this sense and importance is to investigate the effect of distribution channels to achieve customer satisfaction in the industrial sector Iraqi basic orientation the current study. The eating study of customer satisfaction of topics complementary to the importance of distribution channels for organizations of Iraq, and the fact that the industrial sector is the most important pillars for building the economy of countries and their development, the researcher on the sample selection of industrial organizations of the Ministry of Industry and Minerals in Iraq, and the purpose of achieving the objectives of current research as sample consisted of (70) members of the administrative staff and technicians at the General Company for dairy products (Abu Ghraib) and the General Company for the manufacture of medicines and medical supplies - Samarra subsidiaries of the Ministry of Industry and Minerals in Iraq, and the purpose of updating the requirements of research data was collected and employ personal interviews as well as observations researcher that reward with the research sample, were Using a number of statistical methods mean, standard deviation, and simple linear correlation, and simple linear regression coefficient, and multiple linear regression coefficient, and test (Mann - Whitney) in the display, analysis and interpretation of the results of the study. The research found to a number of conclusions, mainly managed departments marketing that uses factors influencing the selection of distribution channels and evaluate the performance of distribution channels in directly influence customer satisfaction in order to achieve the levels desired satisfaction by senior management, but the influence evaluate the performance of distribution channels to achieve Customer satisfaction was greater than the effect of the distribution channels (totaling), On the other hand, factors affecting the choice of distribution channels have had a deep impact in achieving customer satisfaction, especially the factors relating to the organization totalling axes. The most important recommendations, the Iraqi companies Industrial if it wanted to achieve levels desired customer satisfaction it must increase interest productivity distribution channels and by working on a comparison between the rate of productivity channels distributive owned with rates similar to companies other competition, and motivate and reward members, and improve productivity channels distributive, and addressing the problems and obstacles faced by the members of the channel, and increased influence in the recruitment of all potential and financial resources optimally, so this sense and important companies must when selecting channels distributive appropriate work on the design of distribution channels fit in with their products and taking into care factors influencing in the selection of these channels on the one hand and evaluate the performance of the members of the channel (an attempt to take corrective action to adjust according to market developments) on the other, which ensures organizations Iraqi industrial further increase distribution opportunities for their products and to achieve levels desired by customer satisfaction, which is one of the most important objectives of Industrial Organizations Iraqi.
