تأثير القدرات التسويقية الموجهة نحو الزبون على الأداء السوقي للعلامة التجارية : القدرات التسويقية لتطوير العاملين متغير تفاعلي : دراسة تطبيقية في شركات التأمين العراقية

Abstract EN

This study aims to investigate the impact of customer-focused marketing capabilities (i.e., customer relationship management capabilities) on the brand performance and the role of marketing development employee capabilities in this effect.

The hypotheses of the current study were built based on these three variables.

This study applied on Iraqi insurance companies.

The questionnaire was used as a tool for collecting data, and (105) manager were selected as a sample of this study.

Many statistical tools were used such as (SPSS.

V.

24 and AMOS.

V.

24) for data analysis.

This study reached to the following conclusions: there is a positive direct effect of customer relationship management capabilities on brand performance.

The results also showed, there is a moderating impact of marketing development employee capabilities on the relationship between customer relationship management capabilities on brand performance.

Implications for researchers and marketing managers are discussed.