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

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.