THE ROLE OF CUSTOMER SERVICE MANAGEMENT IN THE SUCCESS OF DIGITAL MARKETING PLANS IN IRAQ (ASIA CELL COMMUNICATIONS COMPANY)

Abstract

This article looks at the role of customer service management on the adoption of digital marketing strategies within Asia Cell Communications Company. Using a descriptive analysis of the variables considered in the study, the results show customer service management was generally rated at moderate to highly (overall mean = 3.75, SD = 0.419) and the mean ratings of the sub-variables reflected the focus on rapid-response and communication quality (mean = 3.80), understanding customer needs to help develop closer relationships with customers (mean = 3.75), problem solving (mean = 3.72), and staff efficiency (mean = 3.70). Commonly rated as the largest influence on digital marketing performance was the perceived ability of the telecommunications company to achieve campaign goals (mean = 3.85) and increased customer satisfaction levels (mean = 3.82). The regression analysis provided evidence to suggest that customer service management was statistically significant and positively related to digital marketing effectiveness demonstrating that customer service management explained 64.8% of variance (R² = 0.648, value of p < 0.001). In regard to the sub-variables, rapid-response (β = 0.810) had the largest effect found in this study, which was followed by staff efficiency, communication quality, understanding customer needs and problem solving. All of the main and sub-hypotheses were met and embraced by the results of this material.