Entrepreneurial Marketing in the Light of the Customer's Voice: An Exploratory Study of the Opinions of A Sample of Mobile Network Customers

Abstract

The research aims to study and analyze the relationship between listening to the customer’s voice and entrepreneurial marketing. The research problem is about listening to the customer’s voice and using it in marketing their services, and the level of interest in the voice of the customer and the entrepreneurial marketing. As the most prominent telecommunications companies in Iraq (Zain Iraq - Asia Cell - Cork Telecom) were chosen as the research community. The customers using these networks were randomly selected as a sample for the research and an electronic questionnaire was used to collect data from those customers and the number of respondents were (253) answers. To analyze the data, the descriptive analytical approach was adopted and the advanced statistical program (SmartPLS) was used. The most important conclusion is the existence of an influence relationship between listening to voice of the customer in entrepreneurial marketing, in which Asiacell obtained the highest level of influence among the rest of the companies. The research focused its recommendations on the necessity of listening to the customer's voice and taking seriously the opinions and suggestions of customers, so their voice is the true measure of the service provided, and the necessity of applying the customer's voice program in its operations and paying attention to the application of entrepreneurial marketing practices as an alternative to traditional marketing.