تأثير التوجهات الاستراتيجية في ولاء الزبائن : دراسة مجموعة من المجمعات التجارية في محافظة النجف الأشرف

الملخص EN

The aim of the present study is to measure the effect of the strategic orientations (aggressiveness, analytical, defensiveness, futurity, proactiveness, and riskiness orientation) in customer loyalty (word of mouth, repurchase intention, price sensitivity, complaint behavior) on the set of commercial complexes located in the province of Najaf.

The methodological design by identifying the problem of study in several questions centered on the form and nature of the relationship between the variables of the study, and in light of this has been building and designing the planned premise, which embodies the relationship between the variables, in order to achieve the objectives of the study there was a questionnaire design consisted of (10 variable) to measure the dimensions was devoted (6) to measure the strategic orientations, and (4) to measure the dimensions of customer loyalty.

has been taking the entire community as the community Unknown for that researchers was depended on field survey, and for this purpose, the questionnaire distributed on deliberate sample numbered (151) people representing all administrative and leadership at all levels in the commercial complexes placed in the province of Najaf.

For the purpose of processing and analysis of data obtained through the questionnaire has been used a number of statistical methods that have been processed using the Statistical Package for Social Sciences (SPSS) program such as (descriptive statistics, correlation and regression coefficient).

This study contributes to the clarification of conceptual frameworks for the study variables for each of the strategic orientations and customer loyalty, and study the relationship between the variables addressed where indicated of extent the effect of strategic orientations in customer loyalty.