The Impact of Customer Knowledge and Market Orientation on Developing Services and Product Diversification

Abstract

The study's major objective is to investigate the impact of customer knowledge and marketing orientation on product and service improvement. Furthermore, emphasizing the ability of customers to think creatively is the most significant aspect in creating organizational creativity. It also aimed to demonstrate the importance of knowledge in institutions' survival and growth, as well as to improve their effectiveness and performance in light of the enormous challenges that organizations face, by establishing a competitive advantage, using forms of coordination, design, and structure to make the organization more flexible. The descriptive-analytical approach was used to respond to the research questions and to demonstrate the validity of the hypotheses. This study's methodology is based on positivism philosophy, and it also used the quantitative research approach, which attempts to collect data about a specific occurrence or condition to examine these data in order to make recommendations and suggestions. By collecting works and theoretical books on knowledge, marketing orientation, and the development of new products and services, this study tried to assess data, and then construct a questionnaire to evaluate reality based on the previous analysis and apply it to the study sample. The study using proper statistical techniques analyze the data to make a conclusion and interpret them to reach the most important ideas that will help and enrich the research area. The hypothesis has been confirmed, with the study's findings indicating that the independent variables (customer knowledge and marketing orientation) have a statistically significant positive impact on the dependent variable (product diversification and new service improvement).