Marketing Analysis on Activating and Supporting Dynamic Capabilities and Customer Satisfaction

Mahdi Aliyari

doi:10.63053/ijmea.61

Authors

Mahdi Aliyari Management Department, Business Management major, Islamic Azad University, Central ‎Tehran Branch, Iran

DOI:

https://doi.org/10.63053/ijmea.61

Keywords:

Market analysis, Dynamic capability, Competitive advantage, Customer satisfaction, Construction industry.

Abstract

Housing, as one of the most important components of economic and social systems, possesses characteristics that are changing and evolving over time. The aim of the present research is to analyze marketing in terms of activating and supporting dynamic capabilities and customer satisfaction in the construction and housing industry. In this research, to analyze the data obtained from the questionnaire according to statistical needs, SPSS software (version 24) and structural equation modeling software PLS (version 3) were used in the form of descriptive and inferential statistics through linear and multiple regression. The study population includes the number of employees in the construction industry, and Cochran's formula is used for the limited population, which totals over 550 individuals. To calculate the required sample size for the research at a 95% confidence level, Cochran’s formula yielded a total of 226 individuals. After implementing technological tools that allow for closer contact with customers, a company can determine what their needs and priorities have been, which is the first step in making decisions that will lead to business objectives. From there, it ensures that the customer feels acknowledged, and that they are considered in the decisions made by the organization.

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