Customer capital impact on competitive advantage

Abstract

This research aims to understand customer capital in its dimensions (customer retention, customer satisfaction, customer loyalty, develop customer relations) and its impact on achieving competitive advantage in its dimensions (cost, quality, flexibility, delivery) in high-class hotels in Baghdad. The study used the descriptive analytical method, and the study population consisted of general managers, assistant general managers, department managers, and the administrative staff working in the high-class hotels in Baghdad, their number reached (187), and the data was collected from (118) individuals who were selected by the non-probability sampling method (intentional sampling). The data was processed by the two statistical programs (SPSS V.25, AMOS V.25) using descriptive and inferential statistics methods to achieve the study’s objectives and test its hypotheses.