أثر رضا الزبون في تحقيق الميزة التنافسية : بحث ميداني لعينة من المصارف العراقية الخاصة

الملخص EN

The main objective of this subject is to provide a theoretical framework that defines and defines the various concepts related to the customer and the retention of customers and ways to measure satisfaction on the one hand and to know the degree of satisfaction of dissatisfaction with customers about the goods and services provided by the institution and thus find methods and tools to improve that feeling accumulated by the customer (Complacency).

In addition, the research dealt with various concepts of competitive advantage, importance, types, dimensions and how to develop and develop new competitive advantages through which the organization can outperform its competitors and thus attract more customers.

They also discussed how to manage customer relationship (operational, cooperative, analytical) as one of the most important goals of business organizations is to work to achieve high levels of customer satisfaction by satisfying their needs and desires, because competition in the market will depend on who can meet his needs His wishes are better.