Role of Entrepreneurial Marketing In Enhancing Customer Satisfaction Via Marketing Capabilities An exploratory analytical study of the opinions of a sample of administrators and officials in universities (Warith Al-Anbiyaa – AlZehraa - Alkafeel – Alameed


  • layla hassan College of Administration and Economics /University of Karbala


Key words / Entrepreneurial Marketing (EM) – Customer Satisfaction (CS) - Marketing Capabilities (MC).




        This study aims to test the mediating role for the Marketing Capabilities of the organization in the relationship between entrepreneurial marketing and enhancing Customer Satisfaction To achieve this goal the researcher used the descriptive analytical method by relying on the questionnaire, which measures the availability of research variables. The research plan was built according to the intermediate model, and the seven main hypotheses of the research, through which the data were subjected to several statistical analyses using a program Spss , Amos. The research sample was intentionally chosen consisting of (50) Respondents of Administrative leaders of the Universities (Wareth Al-Anbiya (20R),Al- Zahra (10R), Alkafil (10R),Al-Ameed (10R), which are affiliated with the Husseiniya and Abbasid Holy Shrine in Karbala Governorate. After conducting statistical analyses, the researcher reached many results, most notably there is an indirect effect between Entrepreneurial marketing and Customer Satisfaction through the Marketing Capabilities  In addition to the availability of search variables in the place of application in the Universities, the research recommends a simultaneous focus on taking advantage of the comprehensive marketing foundations and their benefits as a result of anticipating the exploitation of unconscious opportunities from competitors, which will give them the advantage of the Precedence in its business sector, as well as the adoption of the rectifiers of Marketing Capabilities, as they significantly result in enhancing the customer Satisfaction of the organization, the research sample.



2022-06-07 — Updated on 2022-06-14