Analysis of the impact of customer experience on customer happiness and the importance of strategic planning as an intermediary factor: Applied study in Diwaniyah textile factor

Abstract

The research aims to demonstrate the impact of the dimensions of customer experience, mental, emotional and sensory on the variable factor of customer happiness, which consists of the dimensions: service, satisfaction and the mediating factor - strategic planning. In addition to the requirements for the success of the dimensions of customer experience and their impact on customer happiness, to be a complete study to know the importance of the variables in this study. In order to achieve the objectives of the research, which focuses on the impact of customer experience on customer happiness. The methodology used in this study is the experimental method, where the hypotheses are put forward that the researcher works to reach. And the emphasis on identifying the problem in customer happiness and providing the required needs, through successful strategic planning, and there are (7) hypotheses that were studied in this study, and the place of study was the workers in the Diwaniyah Fencing Factory, a specific sample of workers in the Diwaniyah Weaving Factory was used, in order to obtain positive results that are worked on and applied in the performance of organizations. After testing the research sample and distributing (142) questionnaires, (138) questionnaires were obtained, i.e. a recovery rate of (98%) for the workers in the Diwaniyah Textile Factory. In this study, through the work carried out by the researcher, which consisted of a number of conclusions, the most important of which is the existence of a positive correlation between the dimensions of customer experience, customer happiness and strategic planning, amounting to (7) positive hypotheses. Here, the researcher used the statistical analysis SPSS and SmartPLS 4 and the Likert scale 5. The study results were positive through the conclusions and recommendations that were reached.