) Marketing agility and its role in achieving the perceived value of the customer (exploratory research for the opinions of a sample of workers in the Noor Al-Kafeel Company for Food Products, Karbala Governorate Branch

Abstract

Today, our national organizations seek to keep pace with the continuous development in the industrial sector to face the challenges and difficulties in order to continue to remain in the field of competition. Perhaps one of the reasons why the researchers chose this topic is the importance of the agility of the organization in all its joints, especially its marketing agility for its products within the industrial sector, as well as seeking to demonstrate the importance of marketing agility in creating and maintaining perceived value for its customers in the long term, and clarifying the relationship of correlation and impact between the research variables represented B (marketing agility, the perceived value of the customer), and to achieve the objectives of the research, the descriptive approach was adopted, relying on appropriate sources for the research variables, and the questionnaire form was adopted to collect the answers of the employees of the Noor Al-Kafeel Company for Food Products, Karbala Governorate branch, and the questionnaire was divided into two parts that included the first General information about the respondents, and the second section contained questions related to the research variables (marketing agility, perceived value for the customer) and according to the five-point (Likert) scale, and the two researchers chose a deliberate sample of workers consisting of (130) workers, from the three levels of management ( The response rate was 100%, and it was valid for analysis (120) forms, and by adopting a set of statistical equations using the program (SPSS) represented by arithmetic mean, standard deviations, hypothetical mean, simple correlation coefficient (Person), linear regression , and the coefficient of determination (R2) to test the validity of the research hypotheses, the most important of which was (the existence of a significant correlation between marketing agility and the creation of perceived value for the company under study.