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راس المال الزبائني بتماثل الزبون والمنظمة في اطار فلسفة التسويق الشمولي : دراسة تحليلية لاراء عينة من المدراء والزبائن بمصرفي الرافدين والرشيد == Customer Capital Via Customer - Organization Identification Within The Framework of The Holistic Marketing Philosophy (A Analytical Study of Sample Opinion From Managers And Customer At In Al - Rafideen And Al - Rasheed Banks
Author name:
حسين علي عبد الرسول الجنابي
Supervisor name:
غسان قاسم داود سلمان اللامي
General topic:
Administration and Economics
Specific topic:
Business Administration
Degree:
Doctorate
University:
University of Baghdad - Faculty Of Administration And Economics - Department Of Business Administration
Language:
Arabic
University location:
Baghdad
First pages:
07T3556 - p.pdf
Abstract:
يهدف البحث الحالي الى توظيف اطار فلسفة التسويق الشمولي لتعزيز راس المال الزبائني بوجود تماثل الزبون مع المنظمة كمتغيروسيط. وتتجسد مشكلة الدراسة الرئيسة بتساؤل اساسي مفاده كيف يستطيع المصرف ان يعزز راس ماله الزبائني من خلال تبني فلسفة التسويق الشمولي. وت | Current research aims to employ framework of a holistic marketing philosophy to enhancing customer capital existence of customer - organization identification. And embodied the main problem of the study questionably fundamental view how can the bank to enhancing its capital customer through the adoption of a holistic marketing philosophy. The study sample target managers in the Rafidain and Rasheed, as well as his customer, has been included in the study sample (120) individual heads of departments and branches. Offset (120) customers of the two banks. For the purpose of data collection research relied on questionnaire as the main tool has been developed in the light of the views and thoughts of researchers and specialists in the field of study variables.In light of the results of the statistical analysis, Search devised a set of conclusions was the most important : Bank can enhancing its capital customer through relied on marketed holistic philosophy verify the customer's social needs in identification. Based on conclusion study by the research, was derived a set of recommendations, the study community can find to overcome some obstacles present or future, especially since the banking industry in Iraq is witnessing dramatic shifts. Perhaps the most important of these recommendations was the need to adopt management banks surveyed holistic marketing philosophy and work to make them, through the inclusion of the Bank's vision and mission, and must move towards different market sectors so that they can penetrate as much as possible from the market
