The voice of the customer and its impact on achieving sustainable competitive advantage: the interactive role of strategic monitoring

Abstract

This research seeks to clarify the role played by the customer's voice represented by its dimensions in achieving sustainable competitive advantage represented by its dimensions through the mediating role of strategic monitoring, represented by its dimensions. The two variables (customer voice and sustainable competitive advantage). For this reason, the study adopted the descriptive analytical approach, which allows the researcher to describe the problem, collect data about it, and then analyze it. The importance of the study lies in the fact that it is the first of its kind, which deals with this subject with its three variables in an attempt to describe the reality and address the problems facing the sustainable competitive advantage, by surveying the opinions of a number of employees in Noor Al Kafeel Company, and to achieve this goal the simple random sampling method was used to distribute a questionnaire A questionnaire was prepared for this purpose by (132) questionnaires, and the study adopted the questionnaire form to collect the required data by (51) items distributed among the three study variables. The research tested three main hypotheses to reveal the influence relationships between its variables by adopting the outputs of the statistical program (Smart Pls). The study concluded that the result of relying on the customer’s voice and meeting their needs and desires in Noor Al Kafeel Company led to making the customer’s voice a positive moral impact on the sustainable competitive advantage, meaning the greater the dependence on the voice of the customer and knowing their needs and fulfilling their desires in Noor Al Kafeel Company investigated, the greater the chance of achieving an advantage. Sustainable competitiveness compared to other competitors. Also, it was found that there is a positive significant effect of strategic monitoring on the sustainable competitive advantage. As well as the existence of an interactive effect of strategic monitoring in the relationship between the customer’s voice and achieving sustainable competitive advantage, that is: the greater the reliance on the dimensions of strategic monitoring at work, the higher the levels of achieving sustainable competitive advantage, as well as the understanding, needs, desires and expectations of customers.