تأثير إسعاد الزبون في الحصة السوقية للشركة : دراسة استطلاعية في متجر فاملي مول في محافظة دهوك

Abstract EN

The research seeks to achieve the main goal, which lies in explaining the impact of customer happiness on the company's market share, because of its great importance in expanding the company's work in the market, as well as achieving profitability, retaining existing customers and working to acquire new customers, and to achieve this, three were formulated The main hypotheses are: there is a significant correlation between customer happiness and market share at the total level at the level of significance 0.05, and there is a significant relationship between each dimension of customer happiness and the market share at the micro level at the level of significance 0.05, and there is also a significant effect of customer happiness in The market share is at a significant level of 0.05, and the descriptive analytical approach was used.

A sample of (40) employees working in the store management and a number of workers in the sales departments were selected.

A questionnaire was designed to collect data, and its paragraphs were analyzed to test the research hypotheses using the SPSS statistical software.

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24, and the research reached a number of conclusions, the most important of which were: that the customer's happiness comes after achieving his satisfaction and loyalty to the products offered by the store, and to achieve his needs and desires that would maintain the market share of the store and its expansion in the future.

The research also reached a number of recommendations, the most important of which were: Retail stores' interest in the responsibilities of their activities, especially in their marketing of products, this means the extent of the store's commitment to duties and meeting the needs and desires of consumers that would enhance the market share.