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العلاقة بين التوجه السوقي وادارة معرفة الزبون في تحقيق الميزة التنافسية : دراسة مقارنة لعينة من العاملين في المصارف التجارية العراقية == The Relationship Between Market Orientation & Customer Knowledge Management For Achieving Competitive Advantage (A Comparativestudy For A Sample of Workers Iraqi Commercial Banks)
Author name:
رافت عواد موسى التميمي
Supervisor name:
عبد الرضا فرج بدراوي الخماس
General topic:
Administration and Economics
Specific topic:
Business Administration
Degree:
Master
University:
University Of Basrah - Faculty Of Administration And Economics - Department Of Business Administration
Language:
Arabic
University location:
Basrah
First pages:
07T3630 - p.pdf
Abstract:
The study problemis Identified by findinga gap between the market - orientation of the Iraqi banks and their behaviors to generate higher value for customers and thus achieve competitive advantage, and that many of these banks are still ignored or overlooked for the customerknowledgemanagement as a comprehensive method to shareknowledge with the customer.This study seek to describe the relationship and the impact between market - orientationwith it is secondary variables (customer orientation, competitororientation, inter - functional coordination) as a independentlyvariable, and customer wledgemanagementwith it is secondary variables (knowledge about the customer, knowledge for customer, knowledge from customer) as a mediatorvariable, in achieving competitive advantage with it is indicators (cost, quality, flexibility, delivery) as supported variable.The study consists of four chapters, the first deals with the methodology and previous studies, and the second dealswith the theoretical framework for the study, while the third concerns with the field study and the third, and the fourth chapter contains the conclusions and recommendations. The studyis conducted on a sample of banks (government and private),A questionnaire is used totest hypotheses this study based upon where this questionnaire is negarded asthe main tool in the collection of data with personal interviews and field observations.The study marches to set of conclusions about the field side, the most important is validating it is hypotheses, and finding that there is a variance in bank interests in the adoption their dimensions and their secondary variables, where it is clear from the result that the private banks in more interested in these variables from the governmental banks.Finally, the study introduces some recommendations including the need to establish organizational culture supports establishment of an information system about the market which facilitate knowing and identifying the needs of existing and potential customers , marketing strategies of competitors, and the necessity hiring the information generated by the market by the banks to design and implementation their current and future in addition to adoption of customerknowledgemanagementas a comprehensive.
