Customer Experience is an Entry Point for Achieving Marketing Success: an Exploratory Study in a Number of Private Banks in the Governorate of Dohuk
Abstract
The current research aims to identify the role of customer experience in its dimensions (interaction with service, emotional experience, social experience, service experience, physical environment) in achieving marketing success. The organization’s services and interaction with them and building strong relationships with customers contribute to achieving the goals of the organization, as well as the study addressing the issue of marketing success as a long-term plan that works to provide a set of innovative services through which it can achieve success, continuity and stay in the market as a reliable variable, and from this point of view The study problem was identified by several questions, as follows:1- Do the respondents have a clear perception of the customer experience?
2- Do the respondents have a clear vision of marketing success?
3- Is there a significant correlation between the customer experience and the marketing success of the surveyed banks?
4- Does the customer's experience have a significant effect on the marketing success of the surveyed banks?
The questionnaire form was distributed to a sample of workers in several (civil banks) in the city of Dohuk, and (109) forms were distributed to some workers in (civil banks), and some hypotheses were tested with the correlation and influence between the research variables using many methods. Statistically, based on the Spss program, many conclusions were reached, the most important of which is the existence of a significant correlation between the research variables and in the light of which some proposals were presented, the most important of which is the need to realize the dimensions of the customer experience, absorb and enhance them, and then harness them to serve the researched organizations to achieve marketing success.
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