إسهام رأس المال الزبوني في تعزيز الميزة التنافسية : دراسة تحليلية لآراء العاملين في شركات الإنترنت في محافظة نينوي العراقية

الملخص EN

The research aims at highlighting the contribution of the customer capital which is considered one of the main component of intellectual capital, in achieving competitive advantage.

It tackles the problem of little interest in the customer capital on part of Internet Service Providers.

The study employs descriptive analytical method for testing the hypotheses, and it came up with a number of findings, namely, the interest of the companies in the capital to the customers and the most important regarding the needs and desires of future customers, and their satisfaction and loyalty to companies Finally, we recommend that the surveyed organizations should focus on customer satisfaction and loyalty, by providing high quality products and services that meet or even exceed their customers expectations, thus gaining a competitive advantage.