Proactive marketing and its impact on customer satisfaction

Abstract

The research aims to verify the existence of the effect of proactive marketing on customer satisfaction for the Asiacell Mobile Communications Company in Iraq. It has its customers, enabling it to achieve superiority over its competitors.

The researcher adopted the descriptive analytical method, and used the questionnaire as a basic tool for collecting information.

The study started from a set of main and sub-hypotheses, which were tested by AMOS and SPSS programs, after which the data obtained from a deliberate sample of managers and senior and middle management officials in the company under study were processed. The sample size was (96) respondents.

One of the most important conclusions reached by the study is that proactive marketing plays an important and essential role in achieving customer satisfaction.

Then the study came out with a set of recommendations, the most important of which is the need to prepare in-depth and accurate research and studies to discover the needs and desires of customers and try to know their wishes and undeclared needs in order to design and create new services and offers that suit them and achieve high satisfaction for the company's customers.