Abstract This study dealt with the main impact of strategic marketing orientation on customer satisfaction at the aviation sector. The study focused on exploring basic concept of strategic marketing orientation and customer satisfaction as well. The statement of the problem Competition, deregulation, and other related factors forced many airlines to withdraw from air transport business. They did so because they did not have in place strategic orientation for the problems resulted from such dynamic changes that air transport business recently experienced. Some companies reached high level of customer satisfaction while others still faces difficulties to obtain required satisfaction. The importance of this study It is also hoped that this research will provide information derived from Service Strategies Model developed by air lines to Sudan. The aim of this study was to measure impact of strategic orientation on customer satisfaction at aviation sector with special concentration on Qatar, Etihad and Saudi airlines companies so as to draw useful lessons applicable to Sudanese airways .The study used the descriptive methodology Finally, this study has reached sum of findings and results such as; there is a strong correlation between strategic orientation and customers‟ satisfaction, quality of provided services consider as strong factor in achieving customer satisfaction, there are international standards of customers satisfaction must be taken into consideration while thinking in achieving customer satisfaction. Each airways company has its own strategic orientation. Based on these results this study came out with some suggestions and recommendations such as; it‟s Managers should continuously monitor and assess environmental conditions in order to be able to identify changes in customer needs, Developing and implementing strategic orientations for the Sudanese aviation companies. مستخلص الدراسة : تناولت ىذه الدراسة اثر التوجو االسًتاتيجى التسويق على رضا العمالء يف قطاع الطريان .وركزت الدراسة على استكشاف ادلفهوم األساسي للتوجو االسًتاتيجي للتسويق ورضا العمالء أيضا .بيان ادلشكلة ،تتمثل ىف ادلنافسة ،ورفع القيود ،والعوامل األخرى ذات الصلة العديدة الىت اجربت عديد من شركات الطريان لالنسحاب من أعمال النقل اجلوي .فعلوا ذلك ألهنم مل يكن لديهم يف التوجو االسًتاتيجي مكان ،نتيجة ذلذه ادلشاكل الىت جنمت عن ىذه التغريات الديناميكية الىت ذكرت. بعض شركات الطريان وصلت اىل مستوى عال من رضا العمالء والبعض اآلخر ال يزال يواجو صعوبات يف احلصول على الرضا ادلطلوب .أمهية الدراسة ومن ادلأمول أيضا أن ىذا البحث سوف يوفر ادلعلومات ادلستمدة من خدمة االسًتاتيجيات النموذجية اليت وضعتها اخلطوط اخلطوط القطرية واالحتاد وادلصرية والسعودية للخطوط اجلوية السودانية .ىدفت الدراسة لقياس أثر التوجو التسويقى االسًتاتيجي على رضا العمالء يف قطاع الطريان مع تركيز خاص على اخلطوط القطرية واالحتاد للطريان وشركة اخلطوط اجلوية السعودية وادلصرية وكشفت عن اىم االسًتاجتيات التسويقية الىت ميكن االستفادة منها لتطوير شركة اخلطوط اجلوية السودانية الىت تعاىن من تدىن ىف الكفاءة والفاعلية ىف مواجهة التحديات واستخدمت ىذه الدراسة ادلنهج التحليلى الوصفي دلالئمتها لطبيعة الدراسة وأخريا ،توصلت ىذه الدراسة اىل عدة من النتائج مثل :ىناك عالقة قوية بني التوجو االسًتاتيجي ورضا العمالء ،وجودة اخلدمات ادلقدمة تعترب عامال قويا يف حتقيق رضا العمالء ،وىناك معايري الدولية لرضا العمالء جيب أن تؤخذ بعني االعتبار عند التفكري يف حتقيق رضا العمالء .كل شركة خطوط جوية لديها التوجو االسًتاتيجي اخلاص بو .وبناء على ىذه النتائج جاءت ىذه الدراسة مع بعض االقًتاحات والتوصيات مثل :اهنا جيب على ادلدراء مراقبة بشكل مستمر وتقييم الظروف البيئية من أجل أن تكون قادرة على حتديد التغريات يف احتياجات العمالء ،وتطوير وتنفيذ التوجهات االسًتاتيجية لشركات الطريان السودانية. Chapter I Theoretical Framework 1.1 Introduction Companies have known long ago that, to be competitive, they must develop a good strategy and then appropriately realign structure, systems, leadership behavior, human resource policies, culture, values and management processes. Strategic management is important because: It results in higher organizational performance and it requires that managers examine and adapt to business environment changes. In addition, it coordinates diverse organizational units, helping them focus on organizational goals, and it is very much involved in the managerial decision-making process. Company‟s strategy is management‟s action plan for running the business and conducting operations. The crafting of a strategy represents a managerial commitment to pursue a particular set of actions. To deal effectively with everything that affects the growth and profitability of a firm, executives employ management processes that they feel will position it optimally in its competitive environment by maximizing the anticipation of environmental changes and of unexpected internal and competitive demands. Thus, managers employ „strategies‟, that is to say, those large-scale, future-oriented plans for interacting with the competitive environment to achieve company objectives. A strategy is a company‟s game plan. Although plans does not precisely detail all future deployments (of people, finances, and material) does provide a framework for managerial decisions. The Business strategic orientation for airlines play development and survival of airlines. This strategic significant role in the orientation came into existence as result of the deregulation of air transport which resulted in different challenges to airline industry such as high cost, operation, access restrictions, competition, lack of fleet, economic embargos, etc. In this study, an attempt is made to show some evidence of the first reason given above for the importance of strategic orientation management, that is, that strategic management results in higher organizational performance. 1.2 Statement of the Problem Competition, deregulation, and other related factors forced many airlines to withdraw from air transport business. They did so because they did not have in place strategic marketing orientation for the problems resulted from such dynamic changes that air transport business recently experienced. The surviving companies managed to reduce the effects of the market change simply because they developed some business strategies that help them to mitigate those impacts and then enhanced such strategies orientation to develop their performance many .Strategic marketing orientation play major role in developing business enterprises all over the world. Customers satisfactions affected directly by strategic marketing orientation. Some Arabian airline companies have developed well and reached internationalization while Sudanese airways still faces obstacles and difficulties. The thing raises certain questions such as: What is the link between strategic marketing orientation and customers satisfaction? to which extend strategic marketing orientation contribute in developing airline companies? Why some airline companies developed while others like Sudan airways still facing difficulties? What are the factors affect in the adopting strategic marketing orientation and its impact on Customer satisfaction in the airlines? 1.3 Research Significance 1.3.1 The interrelationships among strategic orientation (market, Innovation, Competitive orientation strategy, and Customer satisfaction. Past research in this area has usually focused on dichotomous relationships. 1.3.2 It is also hoped that this research will provide information derived from Service Strategies Model developed by air lines to Sudan Civil Aviation Authority and our national air carriers, to make an informed decision when they consider the application of air lines strategic orientation air Transport industry in Sudan. 1.4 Research Objectives: This study attempt to achieve certain goals such as: i. Identify the relationship between strategic marketing orientation and Customer satisfaction. ii. Identify firm Customer satisfaction measurement and in airlines industry. iii. To investigate Which strategic marketing orientations lead to which types of Customer satisfaction iv. To provide information for Sudan Civil Aviation Authority (SCAA), Airline managers, and Airline employees for decision making about application of a business Strategies model to Sudan airline industry. 1.5 Research Hypothesis There is a statistical relationship between strategic marketing orientation and customers‟ satisfaction. i. There is a statistical relationship between Innovation Orientation and customers‟ satisfaction. ii. There is a statistical relationship between Competition Orientation and customers‟ satisfaction. iii. There is a statistical relationship between Customer Orientation and customers‟ satisfaction. iv. There is a statistical relationship between Marketing Orientation and customers‟ satisfaction. 1.6 Research Methodology This study used descriptive analytical comparative methodology and historical approach in addition to case study method. The study benefit from historical practices of airlines especially benchmarking as a means to get success factors from major carriers that sustain the changes of airline market. Moreover, the statistical trends of the industry are also important in determining the causal factors for the performance and behavior of airlines in the air transport market. 1.7 Research limitation: i. ii. Time boundaries : 2005-2014 Spatial boundaries: employees & customers of Qatar Airways, Etihad airlines, Egyptian lines and Saudi Arabian Airlines. iii. Human boundaries: The research is limited to the framework of the foreign aviation companies of Qatar Airways – Eletihad airlines- Egyptian airlines – and the Saudi Arabian Airlines in the level of the strategic orientation of their employees and their customers' satisfaction. 1.8 Sources of information: The research depended on two sources of information: i. Primary: the study developed hypothesis-oriented questionnaire structure to collect and analyses the data for the study. In addition to, interview form to get more details information from industry related informant. ii. Secondary: The secondary sources of information represented on references, books, articles, annual reports, magazines, circulars and other documents on the topic produced by ICAO, States civil aviation authorities, IATA and other relevant aviation bodies. 1.9 Research Terminologies : Strategic Orientation: Is a firm‟s strategic direction in creating proper behaviors so as to achieve superior performance Market and innovation orientations are the two most important strategic orientations for firms to achieve a long-term success? Customer Satisfaction: a measure of how happy customers feel when they do business with a company: We have a goal of total customer satisfaction. Competitive: Other business that provides similar products or services to same market. The presence of competitors in an industry drives down the price of goods and services because consumers have more alternatives from which to choose if the price of a particular good or service is too high. Market orientation: It is defined as „„the organization-wide generation of market intelligence pertaining to current and future customer needs, dissemination of the intelligence across departments, and organization-wide responsiveness to it. Customer Orientation: The consumer‟s needs suffusion an desires as well, and the organization‟s ability to achieve its aims depends on its ability to meet customer requirements. Innovation orientation: Refers to organizations openness towards new ideas and propensity to change through adopting new technologies, resources, skills, and administrative systems. 2. Previous Studies ENIOLA SAMUEL, 2006. This study aimed at investigation the overall customer satisfaction of the mobile telecoms industry in Nigeria, factors influencing satisfaction and the relationship between satisfaction and demographics. Understand customer satisfaction with the performance of the Nigerian industry. Identify factors that influence customer satisfaction in Nigeria. This study assumed existence of relationship between certain demographic variables and customer satisfaction. There is a strong relationship between network quality and customer satisfaction. There is a strong relationship between billing and customer satisfaction. There is a strong relationship between validity period and customer satisfaction. There is a strong relationship between customer care support and customer satisfaction. This study reached sum results such as; the results demonstrated that customers are satisfied with the performance of the Nigerian mobile telecoms industry. The result also demonstrated that customer satisfaction level differs among the specific demographic groups. Results showed different customer satisfaction levels among the various demographic groups. Based on these results the study has suggested theses recommendations; Nigerian customers are truly satisfied with the service performance. The older customers were more satisfied than younger ones. The high satisfaction of the male customers could be due to the impact of the services. Griffin and others, 2004, the objective of this study: the precursors of capability building, different strategic orientation modes are identified during the in-depth interviews with Chinese managers in new product development enterprises. As an emerging market which is often the adopter of international innovation diffusion. The Chinese culture, balance and dynamic are two important principles in conducting business. This study tested such Hypotheses:- Customer orientation has a positive effect on the new product success. Technology orientation has a positive effect on the new product success. Interventional cooperation has a positive effect on the new product success. Competitor orientation has a positive effect on the new product success. This study adopted this approach: Administered collective surveys and network/email surveys were sent to the managers. (single respondent in one firm) in around 2500 NPD firms based on the database provided by a business training center and the clients of a consultant firm. The respondents include the CEO/VP, department managers including marketing, R&D, product and engineering managers and project managers. The on-site administered questionnaire collection is done in around forty minutes including the foreword and explanation. Finally the study reached these results; the basic model:-The impact of strategic orientation on new product success was first. Comparison of the model application in the high-tech and low-tech firms .Recommendations:four important strategic orientations are identified and the roles of different strategic orientations on the final performance. The strategic orientations play equal roles on the new product performance. The technology orientation has a larger impact on the new product performance. Oviedo, Asturias, Spain, 2010, the objectives of the study: To promotes the satisfaction of market needs with a higher degree of excellence than competitors. However, its potential effects on the companies‟ innovation to reach innovation strategies to obtain further insight into this topic. The study supports the beneficial effects of market or intention on the innovation. The study tested such Hypothesis; Market orientation is positively associated with innovativeness or its cultural predisposition to innovate. Innovativeness is positively associated with innovation rate and new product innovativeness. Innovation rate and new product innovativeness lead to superior company performance. Market orientation has a direct, positive impact on innovation rate; new product innovativeness and company performance. The research used these approaches: Reliability and scale validation test results. Final the study reaches these results; various items in the sub constructs of which market orientation is made up had to be eliminated. Two measurement variables for intelligence generation were discarded. in order to attend to or satisfy their customers, eliminating the actions pertaining to environment and competition. Activities which are coherent with the market orientation concept have three types of public: Customers, competitors and environment. In market orientation measurement, it is necessary to control the gathering and dissemination of information concerning all of the factors. According to these results this study recommends these recommendations: The results uphold the reliability and validity of the market orientation dimensions. The study recommended how to prove negative for an authentic measurement of the companies‟ market. And also to take environmental characteristics and competitors performance into consideration in their offer design. Khalid Khalaf Salim, 2012. This study aimed at recognizing the strategic direction and its impact in achieving social responsibility in the Jordanian commercial banks. The study tested this hypothesis of the study. These revolved around the following assumptions :- dimensions of strategic orientation (α≤ first hypothesis : No effect is statistically significant at the level (0.05) (Vision, message, goals, values, and logo) in social responsibility in the Jordanian commercial banks. dimensions of strategic orientation (α≤ second hypothesis: No effect is statistically significant at the level (0.05 (Vision, message, values, and logo) in economic responsibility as a dimension of Social goals, responsibility in the Jordanian commercial banks. dimensions of strategic orientation (α≤ third hypothesis: No effect is statistically significant at the level (0.05 (Vision, message, goals, values, and logo) in legal liability as a dimension of Social responsibility in the Jordanian commercial banks. dimensions of strategic orientation (α≤ the hypothesis of four: No effect is statistically significant at the level (0.05 (Vision, message, Responsibility goals, values, in the Jordanian and logo) in moral responsibility as a dimension of Social commercial banks. PVC / dimensions of strategic orientation (α≤ fifth hypothesis: No effect is statistically significant at the level (0.05 (Vision, message, values, goals, and logo) in humanitarian responsibility as a dimension of Social responsibility in the Jordanian commercial banks. The stud adopted this methodology: To achieve the aim of the study self administrated questionnaire was used to collect the data. Was developed and distributed to a sample of (590) subjects. The statistical package of social science (SPSS) was used to analyze the data of the questionnaire. The most important results was; the perceptions of employees in the Jordanian commercial banks toward the strategic direction dimensions were at high level, while their perceptions towards the social responsibility a medium level. There is an impact of Strategic direction dimensions in s achieving social responsibility which explains (63.8%) of variation in the dependent variable (achieving social responsibility). The study comes out with these recommendations: the need to work on creating an organizational culture that promotes the dimensions of strategic orientation in the regulatory environment and improve the strategies to higher levels desired, through the development of skills of workers. It‟s necessary to provide strategic vision and clear of the water sector and its objectives, because of its impact in the achievement of social responsibility. Jawaher A.AL Hadi Mohammad AL –Obaidi, 2009. The objectives of this study are to explore the impact of innovative orientation and training strategy on Employees‟ performance of Kuwait Oil Company KO employees. The researcher studied 96 KOC managers and depended mainly on two sources of data:- Primary and secondary data. Some of the main findings:- a correlation existed between elements of innovative orientation such as (research and developments methods, and provision of data base) elements of training strategy (upper management support, and variety of training programs) on one hand. Improvement of KOC employees‟ performance. The study recommended:-for KOC: KOC should transform its training activity strategically taking in account and responding to all internal and external variables. Training activities should be built according to the current environment that the company works in. The company should create an adventurous task force to explore new ideas and frontiers that could be strange at the beginning, but could be a copy right to the company. Abdulwahab A. Jandab, 2011. The objective of this study, the study aims at investigating the effect of innovative and proactive strategic orientations on new product development and marketing performance in food processing firms in Yemen. The study tested this hypothesis; there is no statistically significant innovation Orientation in effect of the the development of new products for the food industry companies in Yemen. There is no statistically significant effect of the Prospective Orientation in the development of new products for the food industry companies in Yemen. No effect is statistically significant Prospective strategic orientation in the development of new products for the food industry companies in Yemen. There is no statistically significant effect of the development of new products in the marketing performance (profitability, market share, the success of new products, Satisfaction with performance levels) for the food industry companies in Yemen. There is no statistically significant effect for innovation in the marketing performance (profitability, market share, the success of new products, Satisfaction with performance levels) companies in Yemen. for the food industry The study relied on these methodologies; questionnaire to achieve the study objectives. And reached these results: - There is an impact of both Innovative and Proactive Strategic Orientations on New Product Development. Also revealed that there is an impact of innovative strategic orientation on marketing performance from all aspects collectively. And there is an impact of innovative strategic orientation on two dimensions of marketing performance (profitability and market share), in addition to the clear impact on management satisfaction regarding marketing performance level, and there is no impact of innovative strategic orientation on new products success. Also the results showed that there is an impact of proactive strategic orientation on all dimensions of marketing performance collectively and an impact of proactive strategic orientation on two dimensions of marketing performance (profitability and market share) ,as well as the impact on management satisfaction regarding marketing performance level. But there is no impact of proactive strategic orientation on new products success. Also the study results revealed that there is an impact of new products development on all dimensions of marketing performance collectively and there is an impact of new products. Finally study comes out with these recommendations: Food Processing Firms in Yemen have to adopt the innovative and proactive strategic orientations due to their impact on marketing performance which was confirmed by this study and previous studies looking for means and techniques that which can help in saving time and efforts and reduce production costs. Food processing companies in Yemen have to invest in research and development and to observe the changes in the external environment to keep up with such changes and to meet customers‟ needs and desires. This study has shown, and other studies that proactive approach, (for example), which is characterized by research and development and continuously monitor the environment is one of the most orientations, which gives the company a success and distinction. Food processing companies in Yemen have to pay attention to competitors and to observe their movements to know their used means in customer‟s attraction and retention. Comments on Previous Studies: The researcher benefited from previous studies in identifying the efforts of others in the field of research, as the science, as well as strategic direction and its impact on customer satisfaction is one of the new researcher benefited from previous studies to know what is new about the strategic and importance of orientation in the shopping process, and customer satisfaction. Researcher from previous studies also benefited in choice of how to make idea about the study, the the appropriate methodology of the study, and selection of appropriate statistical methods to the study. This study differs from other being considered the first study, looking at the impact of the strategic orientation and its role in customer satisfaction to the knowledge of the researcher. The subject of research in the study that dealt with each customer satisfaction disagreed with it in terms of how to approach, where but this study addressed the factors affecting customer satisfaction and the relationship between him and the democrats. Some study grabbed a concept of strategic orientation and here lies the similarity with the original study, but the difference was that this study addressed the impact in the field of creativity and innovation. The study dealt with in the study of the trend in the field of the market, but it differed in that they tended creativity and strategic rivalry. Some study grabbed a concept of strategic orientation, but differed in dealing with in terms of its impact on the achievement of social responsibility. There is similarity between it and the basic study in that it dealt with the impact of creative direction, it but differs in that it dealt with training strategies in the performance of some of the workers and staff in a Kuwaiti oil companies. The study aimed at investigating the effect of innovative and proactive strategic orientations on new product development and marketing performance. This study differed from the study; it did not talk about customer satisfaction alone, but connected it with innovative and proactive strategic. And also this study differed from other studies in this has been done in Sudan in the aviation sector and also took different strategic orientations such as: (Marketing innovation and competition) and it is impact on customer satisfaction. Research Structure This study consists of five chapters in addition to findings and results. Chapter I, theoretical framework includes; introduction and previous studies. Chapter II, Strategic Orientation includes concept and importance of strategic orientation, focusing strategy and market orientation. Chapter III, customer‟s satisfaction includes concept of customer satisfaction, measuring customer satisfaction and successful customer satisfaction. Chapter IIII Aviation sector includes introduction of aviation sector in Sudan, civil aviation authority of Sudan, Sudan airways, international air transport. Chapter V, case study which focused on procedures of case study, data analysis and hypothesis test. Results and Recommendations Firstly, Results: 1. There is strong correlation between strategic orientation and customer‟s satisfaction at aviation sector. 2. There are international standards of customer‟s satisfaction airways companies must adopt. 3. Each airways company has its own strategic orientation policy. 4. Quality of provided service plays a major role in determining level of customer‟s satisfaction at aviation sector. 5. Customer‟s satisfaction has to be measured during and after each flight so as to collect feedback from travelers which represent airways customers. 6. Successful airways companies consider both its employees and its customer‟s satisfactions. 7. Innovation orientation effect on satisfaction from employee performance point of views. 8. Competition orientation effect on satisfaction from employee performance. 9. Customer orientation do not effect on satisfaction from employee performance. 10. There is positive relationship between strategic orientation variables and satisfaction in term of service quality. 11. Sudanese airways need some administrative reform according to international standard. Secondly, Recommendations: 1. Developing and implementing strategic orientations for the Sudanese aviation companies 2. Managers should continuously monitor and assess environmental conditions in order to be able to identify changes in customer needs, 3. Analysis of the external factors will enable firms to pursue appropriate strategic directions that offer superior value and customer satisfaction and lead to competitive advantages 4. Aviation companies management should work toward establishing a decentralized organizational structure to make a flexible structure for business process 5. Training Developing employees to understand and implement the strategic orientation of company 6. Monitoring the level of implanting strategic orientation 7. Measuring and evaluation of Customer satisfaction Rapidly 8. Completing the construction of the new airport project 9. Exchange experiences with airports of international standards, to benefit from the development through foreign airlines operating in Sudan) 10. Development of the national carrier in the Sudan by urging the State to develop strategies and policies for the support of the national carriers; 11. 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Khartoum New International Airport Project (2010) Website : www.saudiairlines.com www.etihad.com www.qatarairways.com www.egyptair.com WWW.ICAO.COM Abbreviations ACAC: Arab Civil Aviation Commission ACC: Area Control Centre AFCAC: African Civil Aviation Commission (AFTN): Aeronautical Fixed Telecommunication Network ATC : Air Traffic Control CCTV: Closed Circuit Television ICAO: International Civil Aviation Organization ILS: Instrument Landing System NAVAIDS : Navigation Aids SARPs: ICAO Standards and Recommended Practices SCAA: Sudan Civil Aviation Authority DME : Distance Measuring Equipment VOR : VHF Ominidirectional Range A: it means Airbus B: it means boeing Strategic Orientation Subject Strongly Agree agree Marketing Orientation Neutral Strongly Disagree Disagree Direct contacts with customers are run through all company‟s functions. Marketing related data (customers, competitors, Agents) are published regularly to all departments. The marketing strategy is being coordinated and prepared by all departments and units. The market is being analyzed to select the sector in which the company can serve better. Competitive Orientation Strongly Agree Agree Our sales agents collect data related to customer activities regularly. The company's higher administration and the marketing administration regularly discuss competitors programs and marketing activities. We observe and follow the marketing performance of our main competitors. Neutral Disagree Strongly Disagree We continuously evaluate the strength points of our main competitors. We always seek to know the strategies of our competitors. Creativity orientation New services and products are made based on studies run the by the company. The higher administration adopts developing and improving new and creative ideas. Initiative and inventions are easily accepted in the company's system of operation The company's employees always feel free to express their ideas. Customer Satisfaction The company's branches and locations are easy to get to Reserving is available at any time Reserving procedures are easy. Canceling and postponing procedures are available and Totally satisfied Satisfied Neutral Dissatisfied Completely dissatisfied easy. The company provides services with high quality The level of provided services is excellent I feel save and confident with the company The employees usually respond nicely to the agent's inquires In case of mistakes the employees usually apologize The company explains the services they provide to the agent The employees deal flexibly and for solutions to the agents problems The company respects it's 26scheduled visits The company does not waste the agent's time. Agents' Personal information: Gender: Male Female Age: less than 30 30-40 40-50 more than 50 Educational level: School Job level: Clerk University business man masters Casual others Experience dealing with company: Less than 5 5-10 10-15 more Questionnaire to employees of the Company Personal Information Gender: male female Less than 30 Age: 30-40 Educational level: Job level: Clerk 40 -50 more than 51 School University head of department Master administrative Director Other Experience: Less than 5 years 5- 10 10-15 more than 15 Company information Ownership Local private sector foreign private sector Public Sector Co- private Company's age: Less than 5 years 5 – 11 11-15 16 -20 More than 21 Number of employees: Less than 50 101-150 51 – 100 more than 151 Market Share: Less than 5% 11 – 15% 6-10% 16 – 20% More than 21% Operation Lines: Less than 10 lines Subject 10-20 Strongly Agree more than 30 Neutral agree Strongly Disagree Disagree Marketing Orientation Direct contacts with customers are run through all company‟s functions. Marketing related data (customers, competitors, Agents) are published regularly to all departments. The marketing strategy is being coordinated and prepared by all departments and units. The market is being analyzed to select the sector in which the company can serve better. Competitive Orientation Strongly Agree Agree Neutral Disagree Strongly Disagree Our sales agents collect data related to customer activities regularly. The company's higher administration and the marketing administration regularly discuss competitors programs and marketing activities. We observe and follow the marketing performance of our main competitors. We continuously evaluate the strength points of our main competitors. We always seek to know the strategies of our competitors. Creativity orientation New services and products are made based on studies run the by the company. The higher administration adopts developing and improving new and creative ideas. Initiative and inventions are easily accepted in the company's system of operation The company's employees always feel free to express their ideas. Questionnaire to customers: Gender: Male Age: less than 30 Female 30-40 40-50 more than 50 Educational level: School University Job level: Clerk business man masters Casual others Experience dealing with company: Less than 5 5-10 10-15 more Questionnaire to customers Customer Satisfaction Totally Satisfied Neutral satisfied The company's branches and locations are easy to get to Reserving is available at any time Reserving procedures are easy. Canceling and postponing procedures are available and easy. The company provides services with high quality The level of provided services is excellent I feel save and confident with the company The employees usually respond nicely to the agent's inquires In case of mistakes the Dissatisfied Completely dissatisfied employees usually apologize The company explains the services they provide to the agent The employees deal flexibly and for solutions to the agents problems The company respects it's 32scheduled visits The company does not waste the agent's time. List of Arbitrators NO 1. 2. 3. 4. Arbitrator Degree Specialty The university Mahjoub Awad Associate Business Alahfad. Alamin professor administration Rudwan Alamin Assistant Business Abdelrahman. professor administration Omer Tajelsir Associate Business Abdulrahman professor administration Mohammed Mustafa Assistant Business Omdurman Islamic Abu Hijil. professor. administration university. Alzaim Alazhari The holly Quran.
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