The Mediating Role of Neuromarketing in Achieving Customer

Satisfaction based on Market Orientation: An Exploratory Study for a

Sample of Workers in Asia Cell Telecom

MOHAMMAD MAHMOOD AL-MULLA HASAN, BASHAR THAKER AL-QOTAJE,

MOHAMMED AHMED AL-HAMAMY

Department of Marketing Management,

College of Administration and Economics,

University of Mosul, Mosul,

IRAQ

Abstract: - The interaction of three dimensions forms the theoretical and field framework for this study, namely

(market orientation, neuromarketing, and customer satisfaction), as market orientation represents the development

of market intelligence about the current and future needs and desires of customers to satisfy those needs, with the

distribution of this information to all departments of the organization and the creation of a response comprehensive.

In contrast, neuromarketing is represented as researching brain patterns and some physiological consumer

responses to marketing stimuli represented by electroencephalography, skin galvanic responses, eye tracking, work

services, and facial coding. Therefore, this research represents great importance by identifying three important facts

in the science of marketing management, which represent goals that organizations of all kinds seek to achieve and

apply to keep pace with competition and confront it. on her, Asia Cell Company was a field for conducting the field

side of the study, and the researchers sought to include several questions expressing the problem of the study,

which were the basis for building the field side of the study, including (i)Is there a significant effect of market

orientation on customer satisfaction and neuromarketing? (ii)Is there an indirect, significant effect of market

orientation on customer satisfaction through neuromarketing? To answer these questions, a hypothetical scheme for

the study was formulated that reflects the relationships and influences between the two dimensions of the study,

which resulted in a set of main and sub-hypotheses that were tested using a number of statistical methods for the

data collected in the questionnaire, which numbered (150), and all of them were retrieved. A set of conclusions that

were distributed in terms of the theoretical side and the field side, the most important of which are: The increase in

the interest of the researched company in customer satisfaction came when the organization adopted the market

orientation as its approach. Neuromarketing reinforced these results when it entered a mediating variable, as we

note that relying on market orientation and building appropriate strategies. In the light of this approach and through

the techniques adopted by the company and provided by neuromarketing, will lead to increased customer

satisfaction with the services provided by the researched company. Based on the conclusions reached by the study,

both theoretical and field, proposals were presented that are consistent with these conclusions.

Key-Words: - Market Orientation, Neuromarketing, Customer Satisfaction, Orientation towards the customer, Asia

Cell Telecom, Iraq.

Received: April 4, 2023. Revised: October 11, 2023. Accepted: November 4, 2023. Published: November 17, 2023.

1 Introduction

Market orientation entered the marketing literature as

a necessity after the change and instability that the

organization knew at the level of the competitive

environment and the consequent difficulty in gaining

and maintaining customers for longer periods but the

developments in the twentieth century forced the

organization to change the restricted marketing

thoughts to other thoughts which are more flexible

and comprehensive, this new thought is known as the

market orientation. Moreover, it differs from the

previous trends as it relates to all departments within

the organization and is not limited to marketing

management only. This requires organizations to

WSEAS TRANSACTIONS on BUSINESS and ECONOMICS

DOI: 10.37394/23207.2023.20.217

Mohammad Mahmood Al-Mulla Hasan,

Bashar Thaker Al-Qotaje,

Mohammed Ahmed Al-Hamamy

E-ISSN: 2224-2899

2540

Volume 20, 2023

search for new tools and ways to deal with these

variables, the most important of which is

neuromarketing, which is considered today as a new

resource for business organizations to gain a

competitive advantage and achieve customer

satisfaction in the business world that knows fierce

competition, and this will be reflected on the

organization’s ability to survive in the markets that

compete by satisfying its customers, the customer’s

satisfaction is the main axis to documenting the

permanent interconnected relations between the

customer and the organization by achieving the

customer’s conviction that the product presented to

him is in conformity with his expectations and needs

and the organization aims to build long-term future

relationships based on mutual benefit between the

two parties.

Therefore, the current research aims to achieve

customer satisfaction in Asiacell Communications

Company through this organization’s adoption of a

market orientation and the impact of this orientation

on customer satisfaction with the presence of an

intermediary variable, which is neuromarketing,

which is a continuation of what was presented by the

study, [1]. This confirmed the possibility of a

positive relationship that market orientation can have

with various marketing concepts such as innovation

and performance.

To achieve the objectives of the research, the

research was divided into four sections, with the first

one covering the methodological aspect of the study,

the second devoted to the theoretical section of the

study, the third section devoted to the practice field,

and the fourth was concluded with conclusions and

suggestions.

2 Methodology

2.1 Research Problem

The issue of market orientation has become the focus

of academics and management of organizations for

its role in assisting the organization in achieving its

goals, and although some organizations possess the

requirements of excellence and achieving customer

satisfaction, they fail and the reason for that is due to

the lack of understanding of the relationship between

market orientation and customer satisfaction, which

has an impact In achieving the competitive

advantage, since the market orientation is part of the

strategic thought of the organization, it is possible to

look at this concept after the process of formulating

the organizational strategy that reflects the needs and

satisfaction of the customer, and the strategic view of

market orientation reflects the degree through which

the organization seeks to obtain information about

customers, use them, and prepare the necessary

strategies for customers’ needs. Fostering a market

orientation necessitates marketing information

systems, with a primary emphasis on the customer,

and it draws its true power from all of the

organization's employees. Therefore, neuromarketing

was one of those tools that helped in identifying

customer preferences by studying customer behavior

and how to choose the brand. The brand that they

want to acquire from other brands, with this

description, the reality of this research is attracted by

three variables that overlap with each other

scientifically (market orientation, customer

satisfaction, and neuromarketing), to look through

them at the research problem, which can be limited to

a set of questions, as follows:

1. The first main question: Is there an effective

relationship between market orientation and

customer satisfaction?

2. The second main question: Is there an effective

relationship between market orientation and

neuromarketing?

3. The third main question: Is there an indirect,

significant effect of market orientation on

customer satisfaction through neuromarketing?

2.2 The Importance of the Research and Its

Objectives

The importance of the research emerges from the

importance of its objectives, which are represented

by a set of answers to the questions raised in its

problem on the one hand, and regarding its

hypotheses that will be examined later on the other

hand, the details of which can be presented in two

aspects as follows:

2.2.1 Theoretical

Theoretical or the theoretical importance that can be

manifested through the answers referred to as it may

provide a theoretical aspect as a whole that can

benefit researchers if they want to develop an

intellectual framework that establishes the concept of

market orientation on the one hand and develop

another intellectual framework for both

neuromarketing and customer satisfaction, which

WSEAS TRANSACTIONS on BUSINESS and ECONOMICS

DOI: 10.37394/23207.2023.20.217

Mohammad Mahmood Al-Mulla Hasan,

Bashar Thaker Al-Qotaje,

Mohammed Ahmed Al-Hamamy

E-ISSN: 2224-2899

2541

Volume 20, 2023

may benefit those interested These two topics of

researchers and writers.

2.2.2 Field

Field or the field importance that may help answer

the research question as it will confirm or deny

partially or completely the sensitivity and impact of

these dimensions among them, based on the research

objectives appear in:

1. Presenting a practical study of the research field

on the nature of the relationship between these

dimensions.

2. Providing appropriate justifications for various

organizations, including Iraqi organizations,

about the dimensions of the research, and

studying them in their theoretical and field

framework.

2.3 Research SCHEME

THE RESEARCH MODEL SHows a group of

logical relationships that may be in the form of

quantity or quality and bring together the main

features of the reality you are interested in. The

systematic treatment of the research problem requires

the design of a hypothetical model that clarifies the

logical relationships between the dimensions of the

research and expresses the results of the research

questions raised in the research problem (Figure 1).

Fig. 1: The research scheme

2.4 Research Hypotheses

In line with the objectives of the research and a test

of its plan, the research relied on a set of main and

sub-hypotheses as follows:

1. The first main hypothesis is that there is no effect

relationship between market orientation and

customer satisfaction

2. The second main hypothesis: There is no effect

relationship between market orientation and

neuromarketing

3. The third main hypothesis: There is no

significant indirect effect of market orientation

on customer satisfaction through

neuromarketing.

2.5 Research Methodology and Technologies

The research adopted the descriptive analytical

approach as its main approach, due to its suitability

in describing the dimensions of the research. Based

on that, it relied on the techniques of this approach in

obtaining appropriate data to complete the research,

through books, letters, treatises, and research by

some writers and researchers, as well as through The

International Information Network (Internet), and the

questionnaire prepared by the researchers was relied

upon in the light of the sources made available to

him, which will be examined in the theoretical aspect

of the research, which included the following axes:

The first: I specialize in obtaining data that describe

the characteristics of the respondents, whose opinions

are drawn from the random sample of the research,

who will be described based on them later. The

second: specialized in obtaining appropriate data for

the completion of the research, and it included (30)

indicators, covering the research variables. The

questionnaire was subjected to validity and reliability

tests, and after completing the collection of the

questionnaire forms, and emptying the data, the

Cronbach coefficient (Gronbach Alpha) was used to

determine the degree of stability of the tool

Measurement in this research and it was found that

the percentage of congruence in the answers of the

research sample individuals reached at the total level

(81.08%), which proves a good degree of stability of

the questionnaire compared to (Standard Alpha) of

(60%) for human studies, [2], Table 1.

Neuromarketing

Customer Satisfaction

Market Orientation

WSEAS TRANSACTIONS on BUSINESS and ECONOMICS

DOI: 10.37394/23207.2023.20.217

Mohammad Mahmood Al-Mulla Hasan,

Bashar Thaker Al-Qotaje,

Mohammed Ahmed Al-Hamamy

E-ISSN: 2224-2899

2542

Volume 20, 2023

Table 1. Cronbach alpha test results

Alpha value

variable

79.41

Market Orientation

82.11

Neuromarketing

79.65

Customer Satisfaction

81.08

total level

Source: prepared by the researcher based on the results of

the electronic calculator

It should be noted that the aforementioned form

was distributed to a random sample in Carrefour

branches, which numbered (150) individuals and the

researcher will look at the descriptions of this sample

at the beginning of the field framework for his

research later. Finally, with regard to analysis

techniques: the ready-made system program (SPSS-

24) was adopted, by which frequencies, arithmetic

mean, and standard deviations of the answers were

extracted as they relate to each of the phrases

included in the questionnaire, as well as some tests

chosen by the researcher as appropriate tests in the

study of relationships. between different search

variables.

2.6 Research Limits

The spatial limits of the research were represented by

the individuals of the research sample who are within

the geographical borders of the city of Mosul, whom

the researchers were able to reach and distribute the

questionnaire forms. This research starts with the

initiation of data collection tasks from the surveyed

community and ends with the completion and

printing of the research.

3 Market Orientation

The concept of market orientation entered the

marketing literature as a necessity after the change

and instability that the organization experienced at

the level of the competitive environment and the

consequent difficulty in gaining and maintaining

customers for longer periods. The developments that

accompanied the end of the twentieth century

obligated the organization to change this marketing

thought, whose limitations appeared to be more

flexible and comprehensive thinking. This new

thought is known as the market orientation. The latter

differs from the previous trends as it is related to all

departments within the organization and is not

limited to marketing management only, [3]. Many

empirical studies confirmed the existence of a

relationship and a positive effect for market

orientation on innovation and high business

performance, [1]. Market orientation can be

considered as a cultural or behavioral construct

among workers to make customers at the center of

the organization's operations, which entails following

a philosophy that leads to the success of the

organization's policies that embrace its thought and

flexibility after the failure of marketing orientation

policies due to strong competition, change in

customer tastes, and giving customers a lack of

sufficient attention and interest in social

responsibility. The task of the organization’s

leadership is to know the current and future needs of

customers, [4]. Firms with a high degree of market

orientation can enhance their performance by

understanding and satisfying customer needs as well

as understanding the market condition via gathering

of information on competitor’s action, [5].

Table 2. The views of some researchers on the

concept of market orientation

Researcher

Concept

[4]

The philosophy of business management

relies on broad acceptance within the

organization and focuses on integrating

and coordinating all marketing

functions, which are, in turn, aligned

with other administrative functions

within the organization.

[5]

The way that business organizations

work is by designing their products or

services according to the customer’s

needs and desires.

[6]

The philosophy of the organization’s

management towards directing and

adapting its activities, operations, and

products to satisfy customers through

cooperation and internal integration

contributes to providing the highest

value for the customer.

The

researchers

A set of activities related to generating

information about the customer's needs

and desires in the market and

disseminating it among the

organization's departments is necessary

to maintain and develop a long-term

vision through which the organization

can achieve its goals.

Source: Prepared by the researchers based on the above

sources

WSEAS TRANSACTIONS on BUSINESS and ECONOMICS

DOI: 10.37394/23207.2023.20.217

Mohammad Mahmood Al-Mulla Hasan,

Bashar Thaker Al-Qotaje,

Mohammed Ahmed Al-Hamamy

E-ISSN: 2224-2899

2543

Volume 20, 2023

The three main components of market orientation

are customer orientation, orientation to competitors,

and internal coordination.

These components are represented in establishing

beliefs related to the necessity of accurately

determining current and future customer

requirements and needs, collecting information

related to competitors’ current strengths and

weaknesses and their potential capabilities, and

integrating the activities of all departments in the

organization as well as coordinating in the

exploitation of available resources to create added

value for customers, [7]. There are many definitions

of market orientation, which the researcher

summarizes through the following Table 2.

3.1 The Characteristics of Market Orientation

Despite the short period of the emergence of market

orientation in the marketing literature, which dates

back to the late twentieth century, several studies

have dealt with this concept and linked it to many

issues related to the activity of the organization, such

as performance, profitability, creativity, and other

topics. This attention is because market orientation

has many characteristics that can correct many of the

marketing errors that occurred in previous trends, [3],

[4], [6], [8].

1. Market orientation depends on constantly

flowing information that is updated with

everything new, as it enables the creation of the

highest value for the customer continuously.

2. Ensuring their survival and growth through their

ability to maintain and develop a long-term

vision constitutes one of the most essential

components of the organization's success by

identifying market needs, customers' desires, and

the volume of current and future competition,

through which organizations can reach their

goals.

3. To respond to sudden changes in the market and

reduce the degree of suspicion through

communication between decision-makers in the

organization, the speed of employing its elements

is essential.

4. Preparing the necessary strategies to meet the

customer needs and implementing those

strategies to ensure a speedy response to the

customers' desires are essential.

5. The participation of all departments in special

activities to develop a full understanding of the

current and future needs of customers is

important.

6. The contribution to creating an accumulation of

knowledge and continuous learning is important,

which is achieved by continuously collecting

information about customers and competitors,

and using this information to create high value

for the customer and a competitive advantage for

the organization.

7. Improving the process of identifying the current

and potential needs of customers and targeting

them better leads to increasing the effectiveness

of communications, and activating sales and

marketing processes.

3.2 The Dimensions of Market Orientation

The dimensions of market orientation differ from the

viewpoint of researchers. From a cultural

perspective, it is seen as a set of values and beliefs

towards three components, while from a behavioral

perspective, it is viewed as a set of activities and

divided procedures. It has three components.

1. The cultural dimension

A. Orientation towards the customer: It is not just

a function of production and human resources,

but a real management philosophy to guide the

entire organization.

B. Competitor Orientation: It is an attempt to

accurately understand the strategies followed by

competitors and their ability to satisfy the

customer by using knowledge to create superior

value, providing strong foundations for gathering

intelligence about competitors, and creating

organizational behavior that improves the

products delivered by the organization to the

customer, [9].

C. Internal coordination: Internal coordination

involves the process of generating and sharing

information among different departments within

the organization, enabling them to stay informed

about everything concerning the organization's

customers and competitors. This, in turn, ensures

that all departments respond in a coordinated and

organized manner, avoiding dispersion and

wasted efforts. It also reflects the necessary

integration that should exist among various

organizational departments concerning market

intelligence and response, [10].

WSEAS TRANSACTIONS on BUSINESS and ECONOMICS

DOI: 10.37394/23207.2023.20.217

Mohammad Mahmood Al-Mulla Hasan,

Bashar Thaker Al-Qotaje,

Mohammed Ahmed Al-Hamamy

E-ISSN: 2224-2899

2544

Volume 20, 2023

2. The behavioral dimension

A. Information generation: It refers to collecting

and evaluating customers' needs and preferences

and the surrounding environmental forces that

affect the development and improvement of these

needs, [11].

B. Dissemination of information: It refers to the

steps and procedures through which market

information is exchanged within the

organization. The dissemination of information

must be at all administrative levels of the

organization, which means that all departments

of the organization will share that collected

information. The speed in the transfer and

dissemination of information is a decisive factor

in implementing the market orientation and

achieving the goals of the organization.

Organization, [11].

C. Response to information: This indicates the

organization's capacity to formulate essential

plans and programs to address customers' desires

and needs, which have been identified through

the information generation process. From a

planning perspective, it also illustrates how

market requirements influence the identification

of market segments and the development of

marketing programs, [8].

4 Neuromarketing

4.1 The Concept of Neuromarketing

Decoding the ‘shopper brain’ black box is of great

interest for consumer and market researchers, as it

promises a better understanding of the underlying

brain processes leading to purchase behavior, [12].

The development of new tools that help to identify

the subconscious preferences of customers and thus

improve marketing techniques depends on three

objectives: increasing the preference of brands,

consolidating media messages in the customers'

awareness and minds, maximizing their impact and

content, and activating brands, [13]. Neuromarketing

focuses on the study of customer behavior through

the application of neurological processes and

techniques in sequence to form a comprehensive

concept of the neural basis. This helps to explain the

customer's psychological situation scientifically,

which plays an important role in the customer's

purchase decision. It also provides a broad

appreciation of the effectiveness and impact of a set

of marketing methods in relation to the relationship

between the brand and purchasing power, [14].

Accordingly, neuromarketing is considered a

'giant leap' that will revolutionize the industry. It

adopts the idea that customers act subconsciously in

choosing products or services based on messages

from the subconscious mind that include their

interests and preferences. This new field or approach

will help organizations to create more effectively

designed products and marketing campaigns that are

more responsive to the brain, [15]. Many researchers

referred to the concept of neuromarketing, as shown

in Table 3.

Table 3.The views of some researchers on the

concept of neuromarketing

Researcher

Concept

[12]

Neuroscience techniques to

understand how consumers make

purchasing decisions. It aims to

develop more effective marketing

strategies by understanding human

brain responses to advertisements

and brands

[16]

A method of modern marketing

research that examines consumer

behavior through the use of

advanced medical devices that

visualize the brain while it is

exposed to a product, service, or

advertisement, to try to know the

various neural interactions that

occur when it responds to these

stimuli. This is to discover the most

influential factors that affect the

individual when making a purchase

decision and their exploitation by

institutions

The researchers

It is a process of studying and

understanding the customer’s

behavior, accessing their

subconscious areas, to understand

their way of thinking and provide

products that meet their needs, as

well as improving communication

with them

Source: Prepared by the researcher based on the above

sources

4.2 The Importance of Neuromarketing

Neuromarketing occupies a large place in modern

research, [16]. This science has been of great

importance, especially in giant organizations that aim

to pioneer. It depends on technology instead of

WSEAS TRANSACTIONS on BUSINESS and ECONOMICS

DOI: 10.37394/23207.2023.20.217

Mohammad Mahmood Al-Mulla Hasan,

Bashar Thaker Al-Qotaje,

Mohammed Ahmed Al-Hamamy

E-ISSN: 2224-2899

2545

Volume 20, 2023

traditional methods, predicting the customers' desires,

avoiding developing products that do not meet their

needs, and modifying marketing strategies according

to this basis to increase the satisfaction, happiness,

and well-being of customers, [17], [18], [19], [20].

The importance of neuromarketing is:

1. A successful marketing method because it

responds to the desires of the brain.

2. Enhancing customer loyalty for products that

have received positive signals from the brain

towards them.

3. Developing the best brands, comparing different

packaging designs, and developing more

effective pricing strategies.

4. It provides an important financial return by

reducing ineffective advertising campaigns and

enhancing the credibility and attractiveness of the

brand.

5. Accuracy in studies and research compared with

traditional marketing in the field of studying

consumer behavior as well as product

development.

6. Research results showed that neuromarketing has

great success through the information it provides,

which includes the way of presenting

advertisements and the method of selling through

advertisements that depend on what the customer

prefers.

7. Enhancing the strengths of products and services

as well as addressing the strengths after reaching

them by analyzing brain cells when exposed to

firm devices.

4.3 Neuromarketing Techniques

Neuromarketing techniques are categorized as

follows,

1. Functional magnetic resonance imaging

technology: This technology uses a scanner to

measure the level of oxygen in the blood flow to

the brain, allowing for deeper images of the brain

and measurement of sensory perception, memory

coding, trust, loyalty, and preference. However,

it is also considered one of the most expensive

techniques, [21].

2. Electroencephalography (EEG): This technique

has been used for a long time to measure brain

waves by recording the variation of the electric

field with the help of electrodes. It is effective for

recording in neurons and can be used to measure

changes in brain waves based on the state of

consciousness of the person, [19].

3. Eye tracking technology: This technology

focuses on changes in the eye pupil to measure

the focus of attention and is used to study

behavior and cognition. It is effective for

measuring visual fixation, and eye movement

patterns, and testing packaging design,

advertising, and product placement, [22].

4. Electro-face technology (EMG): EMG

technology measures emotional expressions,

social communication, and emotional valence. It

is used in consumer feedback tests and brand

tests, [23].

5. Magnetic brain technology (MEG): MEG is used

to measure the magnetic field generated by the

electrical activity of the brain and can indicate

the depth of the location in the brain with

enhanced spatial and temporal resolution. It is

used in testing new products and testing

advertisements, [19].

5 Customer Satisfaction

5.1 The Concept of Customer Satisfaction

The shifts in the marketing philosophy were a major

reason for the interest in the concept of customer

satisfaction. A new march began to race towards

improving products and paying attention to quality.

The process started with the organization of the

customer, and marketing started from him and ended

with him, [24]. Satisfaction has become pivotal in

studying customer behavior to identify markets and

develop marketing plans. Customer satisfaction

expresses a psychological manner that comes after

purchase, resulting from the customer's comparison

of the actual product performance with his

expectations to choose the product or brand from the

available alternatives, [25]. Therefore, the success of

any organization is linked to the customer, as it is the

most important element for which it was found, and

achieving customer satisfaction is its main goal. The

organization must try to provide the customer's needs

and aspirations to maintain and gain new customers,

[26]. Many researchers referred to the concept of

customer satisfaction, as shown in Table 4.

WSEAS TRANSACTIONS on BUSINESS and ECONOMICS

DOI: 10.37394/23207.2023.20.217

Mohammad Mahmood Al-Mulla Hasan,

Bashar Thaker Al-Qotaje,

Mohammed Ahmed Al-Hamamy

E-ISSN: 2224-2899

2546

Volume 20, 2023

Table 4. The views of some researchers on the

concept of customer satisfaction

Researcher

Concept

[27]

The degree of saturation of a product

can be determined by evaluating the

extent to which customers are willing to

tolerate it, which is done by comparing

their perception with the expected

performance

[28]

The degree of saturation that a service

achieves is determined by comparing its

expected performance with its perceived

performance

The

researchers

The customer's opinion of a product

determines whether it is accepted or

rejected, based on a comparison between

the actual performance of the product

and the benefits the customer expected

to receive when purchasing it

Source: Prepared by the researcher based on the above

sources

5.2 The Importance of Customer Satisfaction

Customer satisfaction is of great importance in any

organization's policy. It is one of the most effective

criteria for judging its performance, particularly for

those organizations oriented toward quality, [27].

The importance of customer satisfaction is:

1. If the customer is satisfied with the performance

of the organization, he will talk to others, which

will generate new customers, [28].

2. Customer satisfaction is considered a measure of

the quality of service provided. It helps the

organization to provide indicators to evaluate its

efficiency and improve it for the better, [27].

3. An organization that takes care of customer

satisfaction can protect itself from competitors,

especially about price competition, [29].

4. An organization that seeks to measure customer

satisfaction will be able to determine its market

share, [29].

5. Customer satisfaction represents negative

feedback for the organization about the service

provided to it, which leads the organization to

develop its service provided to the customer,

[29].

6. Customer satisfaction helps the organization to

provide indicators to evaluate its efficiency and

improve it for the better, [28].

7. The customer's satisfaction with the service

provided to him by the organization will reduce

the likelihood of the customer going to other

competing organizations, [27].

8. Customer satisfaction helps the organization to

provide indicators to evaluate its efficiency and

improve it for the better, [27].

5.3 Methods of Measuring Customer

Satisfaction

1. Market share: the percentage of the market in

terms of units or revenues achieved by the

business organization in a specific market

defined by geographical boundaries, [30]. The

relationship between market share and customer

satisfaction is explained logically, and the market

share is positively related to customer

satisfaction. Therefore, organizations should

convert their sales figures to a market share,

which reflects how well the company's strategy is

implemented in terms of growth and customer

satisfaction, [31].

2. Customer retention rate: the best way to maintain

or grow the share by retaining existing

customers. The measure of satisfaction depends

on the rate of growth of the amount of activity

carried out with current customers. This measure

may also be relative or absolute, and it reflects

the customers with whom the organization has

maintained permanent relationships, [32].

3. To grow the amount of activity, the organization

makes an effort to expand its base of customers

(to win the largest number of customers). To

ensure the organization's continuity and success,

it must satisfy customers to maintain them and, at

the same time, search for the best way to attract

new customers. This leads to an increase in its

market share and, consequently, an increase in

the number of its benefits, [33].

4. The previous metrics cannot be utilized to

determine a customer's profitability, which, in

turn, reflects their satisfaction or dissatisfaction

arising from the alignment or misalignment of

actual service performance with expectations.

High satisfaction levels and a significant market

share are the sole avenues for profit expansion.

Organizations gauge the extent of their

interactions with customers, but they are

concerned with the profitability of these

engagements. Profitability can be assessed by

calculating the net profit generated from each

customer, [32].

WSEAS TRANSACTIONS on BUSINESS and ECONOMICS

DOI: 10.37394/23207.2023.20.217

Mohammad Mahmood Al-Mulla Hasan,

Bashar Thaker Al-Qotaje,

Mohammed Ahmed Al-Hamamy

E-ISSN: 2224-2899

2547

Volume 20, 2023

6 The Practical Aspect of the Research

6.1 The Results of the Descriptive Statistical

Analysis for the Research Variables

A. Results of the descriptive statistical analysis of

the market orientation variable: Table 5

presents the results of the descriptive statistical

analysis for the variable of market orientation for

the research sample in terms of (the parameters

of the arithmetic mean, and the level of

dispersion of those responses from the

hypothetical mean of the measuring tool and its

value (3) as well as the analysis of the relative

importance of the sub-paragraphs in terms of

their percentage weight), as the orientation

variable achieved The market average for the

researched sample was (4.24), with a standard

deviation of (0.738), and percentage weight of

(84.8%), as shown in the Table 5.

B. The results of the descriptive statistical

analysis of the neuromarketing variable:

Table 6 presents the results of the descriptive

statistical analysis of the neuromarketing variable of

the researched sample in terms of (the parameters of

the arithmetic mean, the level of dispersion of those

responses from the hypothetical mean of the

measurement tool, and its value (3) as well as the

analysis of the relative importance of the sub-

paragraphs in terms of their percentage weight), as

the neuromarketing variable achieved the general

average of the mean was (4.30), with a standard

deviation of (0.687), and the weight percentile was

(86%), as shown in the Table 6.

C. Results of the descriptive statistical analysis of

the customer satisfaction variable:

Table 7 presents the results of the descriptive

statistical analysis of the customer satisfaction

variable for the research sample in terms of (the

parameters of the arithmetic mean, and the level of

dispersion of those responses from the hypothetical

mean of the measurement tool and its value (3) as

well as the analysis of the relative importance of the

sub-paragraphs in terms of their percentage weight),

as the customer satisfaction variable achieved for the

researched sample had an overall mean of (4.33),

with a standard deviation of (0.669), and percentage

weight of (86.6%), as shown in the Table 7.

Table 5. Statistical description of the market trend variable paragraphs

Paragraphs

mean

S.D

weight,

percentile

Order

The organization regularly monitors laws and economic,

social, and technological changes in the markets in which it

competes?

4.23

0.760

0.846

The company regularly monitors the opportunities and

threats that could affect it in the markets in which it

competes?

4.19

0.898

0.838

The company regularly studies changes in demand for

existing and potential customers?

4.49

0.625

0.898

The company regularly analyzes the factors affecting the

purchasing behavior of customers?

4.47

0.643

0.894

The company is working on personalizing its dealings with

distributors?

3.87

0.889

0.774

The company is trying to predict the behavior of its main

competitors in the markets in which it operates?

4.17

0.737

0.834

Does the company have the ability to meet the needs of its

customers compared to other competitors?

4.10

0.824

0.820

Each employee is aware of the main objectives of the

company and how to contribute to achieving them?

4.29

0.628

0.858

The company encourages the exchange of information

between all departments and sections?

4.27

0.656

0.854

The company uses the information obtained to make a

decision?

4.34

0.727

0.868

Overall index

4.24

0.738

0.848

Source: Prepared by the researchers based on the results of the spss program

WSEAS TRANSACTIONS on BUSINESS and ECONOMICS

DOI: 10.37394/23207.2023.20.217

Mohammad Mahmood Al-Mulla Hasan,

Bashar Thaker Al-Qotaje,

Mohammed Ahmed Al-Hamamy

E-ISSN: 2224-2899

2548

Volume 20, 2023

Table 6. Statistical description of the paragraphs of the neuromarketing variable

Paragraphs

Mean

S.D

weight,

percentile

order

The company has specialized experts to study and analyze the

psychological behavior of its customers

4.27

0.786

0.854

the organization's information system includes a branch of

neuromarketing information

4.57

0.603

0.914

The company has specialists in studying the mind, nerve

signals, and the way customers think

4.41

0.656

0.882

the company can build knowledge bases for the behavior of its

customers to develop its products

4.42

0.639

0.884

The company uses the services of specialized organizations in

neuromarketing research to carry out its marketing research

4.23

0.625

0.846

the company has a strategy for training and qualifying human

resources in neuromarketing

4.29

0.715

0.858

Does the company have databases about consumer behavior in

terms of psychological, emotional, and neurological aspects?

4.21

0.735

0.842

The organization can attract a sample of clients to conduct

neuromarketing research

4.02

0.733

0.804

The company's senior management is interested in using

neuromarketing research and considers it an essential

component of its strategies

4.28

0.695

0.856

The company allocates a budget to provide neuromarketing

technology to study the behavior of its customers

4.29

0.682

0.858

Overall index

4.30

0.687

0.860

Source: Prepared by the researchers based on the results of the SPSS program

Table 7. Statistical description of the paragraphs of the customer satisfaction variable

Paragraphs

Mean

S.D

weight,

percentile

order

The company's website contains all the information and

services that the customer needs

4.22

0.740

0.844

The company is interested in analyzing and studying the

reasons for losing its customers

4.06

0.739

0.812

That the services provided by the company exceed the

expectations of its customers?

4.51

0.587

0.902

The company knows the needs and desires of customers

through the research and development department

4.19

0.693

0.838

The company tries to achieve customer satisfaction by meeting

his needs and expectations as soon as possible

4.55

0.544

0.910

The company is keen on permanent communication with

current and potential customers to know their needs

4.42

0.621

0.884

The company offers a variety of services that meet the needs

of its customers

4.30

0.719

0.860

The company responds quickly to solve any problem with the

customer

4.40

0.654

0.880

The company tries to strengthen and enhance relationships

with customers to retain them

4.44

0.677

0.888

The company points out the strengths and weaknesses that are

practiced in the purchasing process

4.16

0.715

0.832

Overall index

4.33

0.669

0.866

Source: Prepared by the researchers based on the results of the SPSS program

WSEAS TRANSACTIONS on BUSINESS and ECONOMICS

DOI: 10.37394/23207.2023.20.217

Mohammad Mahmood Al-Mulla Hasan,

Bashar Thaker Al-Qotaje,

Mohammed Ahmed Al-Hamamy

E-ISSN: 2224-2899

2549

Volume 20, 2023

Through the results of Table 5, Table 6 and Table

7 we notice that there is a general agreement among

the individuals surveyed about the importance of the

research dimensions, through the high indicators of

statistical measures for all dimensions, which

indicate the ability of these individuals to answer the

questions raised in the questions of the questionnaire,

as well as the importance These are the dimensions

of the researched organization

6.2 Research Hypothesis Testing

1. The first main hypothesis: There is no significant

effect of market orientation on customer

satisfaction Through Table 8, which shows the

values of the standard regression coefficients,

confidence limits, and the value of P, it is noted

that the relationship between the market

orientation variable and the customer satisfaction

variable was a direct relationship, through the

positive sign of the regression coefficient, whose

value amounted to (0.670), where this value

indicates that Increasing one unit of the market

orientation variable leads to an increase in the

customer satisfaction variable by (0.670) units.

The true value of this coefficient ranges between

the lower and upper values (0.542 and 0.861),

respectively, with a standard error (S.E.) of

(0.036), in addition to that it can be inferred

through the value of p (0.00), which appeared

less than (0.05).

Through the foregoing, we reject the null

hypothesis and accept the alternative hypothesis,

which states (that there is a significant effect of

market orientation on customer satisfaction). The

results can also be illustrated using the AMOS

program, as shown in the following Figure 2.

Table 8. The values of the impact analysis of the market orientation variable on the customer satisfaction variable

influencing

variable

influence

path

the variable affecting

Estimate

S.E.

Confidence Interval

95%

Lower

Bound

Upper

Bound

market

orientation

customer satisfaction

0.670

0.036

0.542

0.861

0.00

Source: Prepared by the researchers based on the outputs of the AMOS program

Fig. 2: The impact relationship of the market orientation variable on the customer satisfaction variable

WSEAS TRANSACTIONS on BUSINESS and ECONOMICS

DOI: 10.37394/23207.2023.20.217

Mohammad Mahmood Al-Mulla Hasan,

Bashar Thaker Al-Qotaje,

Mohammed Ahmed Al-Hamamy

E-ISSN: 2224-2899

2550

Volume 20, 2023

Table 9. The values of the impact analysis of the market orientation variable on the neuromarketing variable

influencing

variable

influence

path

the variable affecting it

Estimate

S.E.

Confidence Interval

95%

Lower

Bound

Upper

Bound

market

orientation

Neuromarketing

0.770

0.028

0.529

0.818

0.01

Source: Prepared by the researchers based on the outputs of the AMOS program

Fig. 3: The effect relationship of the market orientation variable on the neuromarketing variable

2. The second main hypothesis: There is no

significant effect of market orientation in

neuromarketing Through Table 9, which shows

the values of the standard regression coefficients,

confidence limits, and the value of P, it is noted

that the relationship between the market

orientation variable and the neuromarketing

variable was a direct relationship, through the

positive sign of the regression coefficient, whose

value amounted to (0.770), where this value

indicates that Increasing one unit of the market

orientation variable leads to an increase in the

neuromarketing variable by (0.770) units. The

true value of this coefficient ranges between the

lower and upper values (0.529 and 0.818),

respectively, with a standard error (S.E.) of

(0.028), in addition to that it can be inferred

through the value of p (0.01), which appeared

less than (.050)

Through the foregoing, we reject the null

hypothesis and accept the alternative hypothesis,

which states (that there is a significant effect of

market orientation in neuromarketing). The

results can also be illustrated using the AMOS

program, as shown in the following Figure 3.

3. The third main hypothesis: There is no

indirect, significant effect of market

orientation on customer satisfaction mediated

by neuromarketing. Through Table 10, the

direct effect between the market orientation

variable and the customer satisfaction

variable by mediating the neuromarketing

variable was a direct effect through the

indication of the regression coefficient

estimator between them, which is equal to

(0.410), and this effect was significant in

terms of the P value, which was (0.01),

which is less From (0.05), as for the indirect

effect between the market orientation

variable and the customer satisfaction

variable by mediating the neuromarketing

variable, it was also direct through the value

of the regression coefficient, which was

equal to (0.540), and this effect was

significant in terms of the P value, which was

(0.00). It is less than (0.05), meaning that

there is a direct and indirect effect, i.e. partial

mediation, between the market orientation

variable and the customer satisfaction

WSEAS TRANSACTIONS on BUSINESS and ECONOMICS

DOI: 10.37394/23207.2023.20.217

Mohammad Mahmood Al-Mulla Hasan,

Bashar Thaker Al-Qotaje,

Mohammed Ahmed Al-Hamamy

E-ISSN: 2224-2899

2551

Volume 20, 2023

variable mediated by the neuromarketing

variable. Schedule (10).

Table 10. Testing the direct and indirect effect between the market orientation variable on the customer satisfaction

variable by mediating the neuromarketing variable

independent

variable

influence

path

intermediate

variable

influence

path

dependent

variable

effect type

Estimate

S.E.

Confidence

Interval 95%

Mediation

type

Lower

Bound

Upper

Bound

market

orientation

neuromarketi

customer

satisfaction

Indirect

influence

0.540

0.108

0.220

0.648

0.00

Partial

mediation

direct

impact

0.410

0.142

0.192

0.504

0.01

Source: Prepared by the researchers based on the outputs of the AMOS program

Fig. 4: The effect relationship of the market orientation variable on customer satisfaction through neuromarketing

Source: Prepared by the researchers based on the outputs of the AMOS program

Through the foregoing, we reject the null

hypothesis and accept the alternative hypothesis,

which states (that there is an indirect, significant

effect of market orientation on customer satisfaction

through the mediation of neuromarketing). The

results can also be illustrated using the AMOS

program, as shown in the following Figure 4.

Through what was indicated by the results of

testing the relationships between the research

variables, it was noted that the relationships between

the research variables were significant and positive,

and this justifies the importance of these variables for

organizations, and this was confirmed by the study,

[1], that the market orientation has an important and

vital role Whether it is applied with other marketing

concepts, and this is what was indicated in the

current research. The results of this research also

indicated the importance of neuromarketing, which is

consistent with the study, [20], which emphasized

that neuromarketing is a successful marketing

method that can help organizations provide actual

indicators to evaluate their efficiency and improve

them for the better, which helps to enhance the

satisfaction of their customers with them and have

the ability to protect themselves from competitors.

Therefore, according to what was noted above,

we note the interest of the researched organization in

the satisfaction of its customers and working to meet

their needs and desires in accordance with modern

aspirations, as well as in accordance with the changes

that occur in the pattern of their requests to obtain its

services, and all of this comes through the ability of

this organization to keep pace with market trends in

WSEAS TRANSACTIONS on BUSINESS and ECONOMICS

DOI: 10.37394/23207.2023.20.217

Mohammad Mahmood Al-Mulla Hasan,

Bashar Thaker Al-Qotaje,

Mohammed Ahmed Al-Hamamy

E-ISSN: 2224-2899

2552

Volume 20, 2023

the communications sector by introducing services

New or working to develop existing services

The new management today that seeks to

enhance the satisfaction of its customers begins from

the market and ends with the market, and then the

main goal becomes to see itself as a competitive

position in the market among competitors. On the

other hand, neuromarketing came to work on

analyzing the personal reactions of customers and

then making important decisions that achieve

satisfaction. The customer, step by step, and this is

what the current study explained, which has not been

studied in previous literature

7 Conclusions and Suggestions

According to the foregoing results of the research, it

was possible to draw the most important conclusions

to reach the recommendations that will be presented

by the current research within two paragraphs:

7.1 The Conclusions

1. Creating the highest value for customers on an

ongoing basis, as the market orientation depends

on the continuous flow of information to prepare

the necessary strategies to meet the needs of

customers and implement them in a manner that

guarantees a rapid response to the desires of

customers.

2. Neuromarketing works on developing the best

brands, comparing different package designs, and

developing more effective pricing strategies, as

we find that many advertisements are

characterized by the characteristics of a cheerful,

happy, and energetic life, which increases the

interest in neuromarketing requirements.

3. The ability of the organization to achieve

customer satisfaction with the services it

provides will reduce the possibility of customers

turning to other competing agencies. This helps

organizations provide metrics to better assess and

improve their efficiency.

4. The results of the description and diagnosis of

the three variables of the study (market

orientation, neuromarketing, and customer

satisfaction) showed that they were in a positive

direction according to the answers of the

respondents, and this indicates the ability of the

respondents to diagnose and know the concepts

adopted by the current study, and all of this came

through the results of the medium. Arithmetic

and standard deviation of the answers of the

respondents.

5. The results of the direct influencing relationships

between market orientation and customer

satisfaction on the one hand, and between market

orientation and neuromarketing on the other

hand, showed that market orientation can explain

the increase in the change in customer

satisfaction or the change in neuromarketing due

to the effect of market orientation, and this leads

to the ability The researched company on

increasing customer satisfaction when the

company adopts the market orientation and

works to enhance it on the one hand, or in the

ability of the company itself to rely on

neuromarketing in light of its adoption of the

market orientation approach on the other hand.

6. In light of what was obtained from the indirect

effectual relationship between market orientation

and customer satisfaction when neuromarketing

is a mediating variable between the two, we note

that the study company's increased interest in

customer satisfaction came when the

organization adopted market orientation as its

approach. Neuromarketing reinforced these

results when It entered an intermediate variable,

as we note that relying on market orientation and

building appropriate strategies in the light of this

approach and through the techniques adopted by

the company and provided by neuromarketing

will lead to increased customer satisfaction with

the services provided by the researched

company.

7.2 Suggestions

1. Develop a customer-focused market orientation

strategy that enables organizations to

continuously create high value for their

customers.

2. Integrating neuromarketing into your

organization's branding strategy This will

translate into creating a more effective brand by

understanding your target audience's

subconscious responses to various stimuli. Using

this approach, you can develop more attractive

packaging designs, more effective pricing

strategies, and ads that resonate with your

audience on a deeper level.

3. The organization must foster a customer-centric

culture, where everyone in the organization is

WSEAS TRANSACTIONS on BUSINESS and ECONOMICS

DOI: 10.37394/23207.2023.20.217

Mohammad Mahmood Al-Mulla Hasan,

Bashar Thaker Al-Qotaje,

Mohammed Ahmed Al-Hamamy

E-ISSN: 2224-2899

2553

Volume 20, 2023

focused on delivering value to customers and this

requires training, continuous communication, and

appreciation for employees who provide

excellent customer service. Organizations can

improve their ability to retain customers and

reduce the possibility of customers turning to

other competing agencies. This, in turn, can lead

to increased revenue, customer satisfaction, and

long-term success.

Acknowledgment:

The authors are very grateful to the University of

Mosul, College of Administration and Economics,

for their provided facilities, which helped to improve

the quality of this work

References:

[1] Ozkaya H. E., Droge C., Hult G. T. M.,

Calantone R., & Ozkaya E. (2015). Market

orientation, knowledge competence, and

innovation. International Journal of Research

in Marketing, vol.32(3), pp.309-318.

[2] Afifi, A.A., Clark, V.: (1984). Computer-Aided

Multivariate Analysis, Life time learning

Publications, Belmont, California-A division of

Wadsworth, Inc., London.

[3] Ben Aliouch, Tawfiq, (2017). The role of

market orientation in enhancing customer

loyalty, a case study: Jazy Company, master's

thesis, Farhat Abbas University, Algeria.

[4] Salah El-Din Bonn, 2017, The role of the

promotional mix in achieving customer

satisfaction - Study of a sample of Mobilis

customers at the level of the state of M'sila,

master's thesis, Mohamed Bou Deif University

of M'sila, Algeria.

[5] Shamsudin M. F., & Hassim A. A. (2020).

Mediating role of organizational innovation on

market orientation and business performance:

SEM-AMOS approach. International Journal

of Advanced Science and Technology,

vol.29(2), pp.3607-3613.

[6] Šályová S., Táborecká-Petrovičová J.,

Nedelová G., Ďaďo, J. (2015). Effect of

marketing orientation on business

performance: A study from Slovak foodstuff

industry. Procedia Economics and

Finance, vol.34, pp.622-629.

[7] Mahmoud Naji Abdel-Sattar Hammadi, Ahmed

Abbas, 2021, The role of market orientation in

reducing marketing deception: an exploratory

research of the opinions of a sample of virtual

store customers, Tikrit Journal of

Administrative and Economic Sciences, Vol.71,

Issue 55, Part 1.

[8] Alian Goudey, Gael Bonnin, (2010). Marketing

pour ingenieurs Dunod, Paris, France.

[9] Bin Qasmiya Mohammed Al-Amin. (2017).

The effect of the market orientation in the

marketing mix of the economic institution: a

study of a sample of Algerian enterprises.

Journal of Business Administration and

Economic Studies, No. 3.

[10] Nurhilalia., Kadir A. R., Mahlia M., Jusni., &

Aditya H. P. K. P. (2019), Neuromarketing

Companies in Harnessing the Market Research.

Amfiteatru

[11] Al-Murshidi, Khalid Abdulmohsen, Al-Otaibi,

Abdulaziz Abdulrahman, 2017, Market

Orientation and Competitive Advantage, An

Applied Study on Saudi Joint Stock

Companies, The Arab Journal of Management,

Vol.37, Issue 2.

[12] Meyerding S. G., & Mehlhose C. M. (2020).

Can neuromarketing add value to the

traditional marketing research? An exemplary

experiment with functional near-infrared

spectroscopy (fNIRS). Journal of Business

Research, vol.107, pp.172-185.

[13] Sheibani Abd al-Rahman, Talush Faris, (2015).

The role of neuromarketing in achieving the

effectiveness of advertising policy, master's

thesis, Oum El Bouaghi University, Algeria.

[14] Harit Kumar, Neha Mathur, Sangeeta

Jauhari,2017" Consumer’s Perception Towards

Neuromarketing In India With Special

Reference To Kano Model" 1Research Scholar,

AISECT University, Hopal, India 2Dean,

Department of Management, AISECT

University, Bhopal, India , Vol.5, Issue 4, April

[15] Al-Taie, Youssef Hajim, Al-Hakim, Laith Ali,

Zwain, Ammar Abdel-Amir, 2009,

Neuromarketing Strategy, Assumptions and

Futures, Al-Ghari Journal of Economic and

Administrative Sciences, Vol. 2, Issue 12.

[16] Maroush Ikram, Molhassan Ayatollah. (2021).

The dialectic of the ethical dimension in

neuromarketing: an exploratory-analytical

WSEAS TRANSACTIONS on BUSINESS and ECONOMICS

DOI: 10.37394/23207.2023.20.217

Mohammad Mahmood Al-Mulla Hasan,

Bashar Thaker Al-Qotaje,

Mohammed Ahmed Al-Hamamy

E-ISSN: 2224-2899

2554

Volume 20, 2023

approach. Strategy and Development Journal,

vol.11(3), pp.103-121.

[17] Fugate D.L. (2008). Marketing Services more

effectively with Neuromarketing Research: A

look into the Future. Journal of services

Marketing, vol.22(2), pp.70-173.

[18] Pop, N. A., Dabija, D. C., & Iorga, A. M.

(2017). Ethical Considerations regarding

Stakeholders in Neuromarketing Research.

Empirical Insights from NMSBA Corporate

Members, TAAN Advertising Agencies and

Romanian Companies. Ethics and

Neuromarketing: Implications for Market

Research and Business Practice, 123-146.

[19] Kamel Suhad Barqi, Mahdi Hawra Thamer,

2019, The Concept and Mix of

Neuromarketing: A Philosophical and

Theoretical Study, University of Karbala,

College of Administration and Economics.

[20] Morin C., & Renvoisé P. (2018). The

persuasion code: How neuromarketing can help

you persuade anyone, anywhere, anytime. John

Wiley & Sons.

[21] Bercea M., & Cuza A. (2013). Quantitative

versus qualitative in neuromarketing research.

Munich Personal, RePEc Archive No. 44134.

[22] Bokmachi Lamia, Arjani Abdelaziz, 2017,

Neuromarketing and its effect on consumer

behavior: a comparative study between mobile

phone customers, Jazi Mobilis, master’s thesis,

Jijel University.

[23] Antar Abdel Samie Fahmy, p. (2020). The

impact of using neuromarketing techniques on

the quality of tourism services. Scientific

Journal of Commercial and Environmental

Studies, 11, Issue One, Part Two, pp.793-820.

https://journals.ekb.eg/article_98079_0ce35511

2dda15231c186bbb1811422a.pdf (Accessed

Date: November 15, 2023).

[24] Al-Rabeawi, Saadoun Hammoud Jatheer, Al-

Abadi, Faris Ahmed Abd, 2020, Reflection of

the Service Meeting Environment in Enhancing

Customer Satisfaction, Journal of Economics

and Administrative Sciences, Vol.26, No. 117.

[25] Bouras Rahma, 2021, Marketing innovation

and its impact on customer satisfaction in the

economic institution, master's thesis,

University of Mohamed Bou Deif M'sila,

Algeria.

[26] Ben Shabha, Nour El Hoda Heba, 2020, The

impact of insurance service quality on

customer satisfaction, CAAT Agency, a case

study of the Algerian Insurance Company,

master’s thesis, Mohamed Bou Deif University

of M’sila, Algeria.

[27] Lakhdar Emara, Mustafa Younesi, 2021, The

Impact of Diversity of Islamic Banking

Services on Achieving Customer Satisfaction -

A Field Study at Al Baraka Bank of Algeria,

Journal of Strategy and Development, Vol. 11,

No. 2.

[28] Sardana, S., & Bajpai, V. N. (2020). E-banking

service quality and customer satisfaction: An

exploratory study, India. International Journal

of Services and Operations

Management, vol.35(2), pp.223-247.

Souissi Taha Abd al-Rahman, Abd al-Qadir

Qirsh, 2021, the role of new products in

gaining customer satisfaction, an exploratory

study of a sample of customers in Riyadh

stores in Djelfa, Journal of Business

Administration and Economic Studies,

Vol.7(1), pp.1163-1180

https://www.asjp.cerist.dz/en/downArticle/313/

7/1/154040 (Accessed Date: November 15,

2023).

[29] Hassouneh, S. F. S. (2021). Availability of

factors influencing customers satisfaction and

their effect with the services in Palestinian

Islamic banks in Ramallah (Doctoral

dissertation, Al-Quds University).

[30] Rego, L. L., Morgan, N. A., & Fornell, C.

(2013). Reexamining the market share–

customer satisfaction relationship. Journal of

Marketing, vol.77(5), pp.1-20.

[31] Bouzar Safiya, Berkane Amina, 2019, The

Role Of Quality Tourism Services In Achiving

Customer Satisfation Case Study Najah

Agency For Tourism And Travel – Tipaza,

Revue Des Sciences Commerciales, Vol.18,

N°2,

https://www.asjp.cerist.dz/en/downArticle/360/

18/2/104946 (Accessed Date: November 15,

2023).

[32] Altiee Bahaa Habeeb M., &, Hasan

Mohammad Mahmood Al-Mulla, 2018, The

Contribution of Marketing dimensions for

service excellence in mental status, building

strategies and their impact on customer

satisfaction A case study in a fast food

restaurant KFC branches in Erbil, Tikrit

WSEAS TRANSACTIONS on BUSINESS and ECONOMICS

DOI: 10.37394/23207.2023.20.217

Mohammad Mahmood Al-Mulla Hasan,

Bashar Thaker Al-Qotaje,

Mohammed Ahmed Al-Hamamy

E-ISSN: 2224-2899

2555

Volume 20, 2023

Journal of Administration and Economics

Sciences, Vol.14, Issue 44, part 2, pp.60-77

Contribution of Individual Authors to the

Creation of a Scientific Article (Ghostwriting

Policy)

The authors equally contributed in the present

research, at all stages from the formulation of the

problem to the final findings and solution.

Sources of Funding for Research Presented in a

Scientific Article or Scientific Article Itself

No funding was received to conduct this study from

any academic body, governmental or private

organization, and the funding was provided by the

researchers.

Conflict of Interest

The authors have no conflicts of interest in this

research.

Creative Commons Attribution License 4.0

(Attribution 4.0 International, CC BY 4.0)

This article is published under the terms of the

Creative Commons Attribution License 4.0

https://creativecommons.org/licenses/by/4.0/deed.en_

WSEAS TRANSACTIONS on BUSINESS and ECONOMICS

DOI: 10.37394/23207.2023.20.217

Mohammad Mahmood Al-Mulla Hasan,

Bashar Thaker Al-Qotaje,

Mohammed Ahmed Al-Hamamy

E-ISSN: 2224-2899

2556

Volume 20, 2023