Investigating the relationship between customer knowledge management and customer agility : the mediating effect of marketing capabilities in five-star hotels in Amman
Other Title(s)
اختبار العلاقة بين إدارة معرفة الزبون و الاستجابة الرشيقة للزبون : الأثر الوسيط لقدرات التسويق بفنادق الخمس نجوم في عمان
Dissertant
Thesis advisor
Comitee Members
Abu Rumman, Asad Hammad
Salih, Ahmad Ali
University
Middle East University
Faculty
Faculty of Business
Department
Department of Business Administration
University Country
Jordan
Degree
Master
Degree Date
2016
English Abstract
The purpose of this study is to investigate the relationship between customer knowledge management and customer agility: the mediating effect of marketing capabilities in fivestar hotels in Amman, the study seeks to provide the importance of customer knowledge management, marketing capabilities and customer agility to the five-star hotels in Amman, helping to fill in gap that exists in the customer agility literature.
In order to achieve the objectives of this study, the researcher designed a questionnaire consisting of (50) statements to gather the primary data from the study sample which consists of all managers working in five –star hotels in Amman.
(165) questionnaires were distributed to 15 five star hotels in Amman , but (140) answered questionnaires were retrieved , of which (8) were in valid ,therefore,(132) answered questionnaires were valid for the study.
The data collected from the responses of the study questionnaire were used through statistical package for social science (SPSS ver.21) and Amos ver.21 for analysis.
The study results show Customer Knowledge Management has a positive effect on marketing capabilities at level (α ≤ 0.05) as well as Customer Knowledge Management has a positive effect on Customer Agility at level (α ≤ 0.05).
The results also show Marketing Capabilities has a positive effect on Customer Agility at level (α ≤ 0.05).
Finally the results show there is a positive indirect significant effect of Marketing Capabilities on the relationship between Customer Knowledge Management and Customer Agility at level (α≤0.05).
Main Subjects
No. of Pages
138
Table of Contents
Table of contents.
Abstract.
Abstract in Arabic.
Chapter One : Introduction.
Chapter Two : Theoretical review and previous studies.
Chapter Three : Study methodology method and procedures.
Chapter Four : Analysis results and hypotheses test.
Chapter Five : Results discussion and recommendations.
References.
American Psychological Association (APA)
Milhim, Rayah A.. (2016). Investigating the relationship between customer knowledge management and customer agility : the mediating effect of marketing capabilities in five-star hotels in Amman. (Master's theses Theses and Dissertations Master). Middle East University, Jordan
https://search.emarefa.net/detail/BIM-721698
Modern Language Association (MLA)
Milhim, Rayah A.. Investigating the relationship between customer knowledge management and customer agility : the mediating effect of marketing capabilities in five-star hotels in Amman. (Master's theses Theses and Dissertations Master). Middle East University. (2016).
https://search.emarefa.net/detail/BIM-721698
American Medical Association (AMA)
Milhim, Rayah A.. (2016). Investigating the relationship between customer knowledge management and customer agility : the mediating effect of marketing capabilities in five-star hotels in Amman. (Master's theses Theses and Dissertations Master). Middle East University, Jordan
https://search.emarefa.net/detail/BIM-721698
Language
English
Data Type
Arab Theses
Record ID
BIM-721698
