Marketing Engineering and Its Role in Supporting the Customer Journey An Analytical Study of the Opinions of a Sample of Students at Imam Ja'far al-Sadiq University (peace be upon him), Najaf Branch

Abstract

This study aims to identify marketing engineering and its role in supporting the customer journey. This study was applied at Al-Imam Al-Sadiq Private University, Najaf branch as a field of study. The research community amounted to (320) university students, from whom a sample of (180) questionnaires were selected. SPSS.v27 and (Microsoft Excel.2010) programs were used in the statistical analysis process. This study adopted the analytical approach in its research style, and it included four dimensions for the independent variable, marketing engineering, represented by (technology-based operations, benchmarking, data-based decision-making, and market trend analysis). The study also adopted five dimensions for the dependent variable, the customer journey, which are (channels and technological disruption, service failure and recovery, co-innovation, customer response, and service satisfaction). The study reached a set of conclusions, including that there is a high level of impact of marketing engineering in supporting customer journey procedures at the university under study. The results also indicate that there is an acceptable level of student satisfaction at the university under study. The beneficiaries of the university's services through their interest in the services it provides to its students and beneficiaries of its services. The study recommended a set of recommendations, including that the university administration should increase its interest in adopting the dimensions of marketing engineering in order to facilitate the benefit of customers represented by students during their journey to obtain and benefit from its services.