The impact Of Blue Ocean strategy in achieving customer satisfaction An applied study at Asiacell Telecommunications Company/Basrah

Abstract

 Technological advances and the competitive nature of business have forced companies to use multiple strategies to simplify their business operations, gain a competitive advantage, and achieve the highest levels of customer satisfaction.  Among these strategies is the blue ocean strategy, which is a management concept that states that instead of competing with competitors, companies try to create and exploit previously unknown market spaces, as well as work to achieve a balance between product / service innovation and creating new value for the customer. The aim of the study was to test the relationship between the blue ocean strategy and customer satisfaction in Asiacell Communications Company. The data were collected using a questionnaire form distributed to (35) employees in the company, and the reliability of (Cornbrash alpha) was used in evaluating the reliability of the tools that were adapted for research.

The results of hypotheses testing showed that the blue ocean strategy contributes greatly to achieving customer satisfaction, so it was concluded that the blue ocean strategy is important for companies if they want to achieve the highest levels of customer satisfaction.

Therefore, the research recommends that the study sample company should pay attention to the dimensions of the blue ocean strategy in a way that is compatible with obtaining new, uninvited positions in the industries market in which it operates.

The results of the study proved the existence of a statistically significant effect relationship at the level of significance (0.05) between the blue ocean strategy and customer satisfaction