The role of the Reverse Logistics and Marketing Ambidexterity in Enhancing of Customer Delight
Analytical study to a Sample Opinions from customers in the Plastic Mat Factory

A Thesis
Submitted to the Board of the college Administration and Economic, Karbala University, in partial fulfillment of the requirements for the degree of doctor of Philosophy In Business Administration

By:
Sanaa Jasem Mohammed Al-Thabhawi
Supervised by Prof. Dr. Alaa Farhan Talib
Prof . Fouad  Hamoudi Al-Attar

Abstract  
  In order to stand in front of the increasing new competition in the preservation of the environment on the one hand and to achieve customer delight on the other, Industrial organizations are facing a new trend of production, marketing and consumption following environmental challenges, Fewer emissions, less consumption and hence human safety and health, ensuring life and well-being for today’s generations while ensuring the same share for future generations. The problem of the study is the poor perception of individuals in the study sample of the importance of Reverse Logistics and Marketing  Ambidexterity   in achieving customer delight in a rapidly changing competitive environment, as well as the nature of the relationship between the variables of the study. The importance of the current study, it highlighted the role of Reverse Logistics and Marketing  Ambidexterity   in acquiring investment opportunities to achieve success, and then build a force that helps them to survive and achieve the goals, which is in Enhanced Customer’s delight, And to identify the possibilities and capabilities of the researched factory on the financial, physical and human level in the fields of study variables and the extent of their actual application within the researched factory. The present study aims to identify the extent of the application of Reverse Logistics and Marketing  Ambidexterity   in the plastic mat factory in Nasiriyah in order to achieve customer delight and analyze the correlation and impact between Reverse Logistics and Marketing  Ambidexterity   and customer delight in the researched factory. In order to develop a hypothesis outline of the study that reflects six main hypotheses, most notably there is no significant correlation and impact relationship between Reverse Logistics and customer delight in its dimensions, There is no significant correlation and effect between Marketing  Ambidexterity  and customer delight in its dimensions, In order to ascertain the validity of the hypotheses, all have undergone multiple tests to ascertain their validity, and the adoption of a set of tools in the collection of data and information, including interviews and field visits as well as the questionnaire. The study adopted the analytical approach as a method of study, the study population (270) members of the plastic mat factory in Nasiriyah, The study applied a random sample in selecting (243) individuals, and the sample achieved (90%) of the total study population. The most important statistical tools used are assertive factor analysis, correlation coefficient, simple and multiple regression coefficient, and path analysis. The main and sub-hypotheses were tested using the ready-made statistical program (SPSS.V.20 and Amos.v.20) to process the data. The study found that there is a significant and positive impact relationship for Reverse Logistics and and Marketing  Ambidexterity   in customer delight.  It is recommended to increase the interest of the management of the factory under consideration in Reverse Logistics because of its prominent role in influencing the increase of profitability of the factory and the introduction of new products aimed at sustaining Customer Delight.

Keywords: Reverse Logistics, Marketing  Ambidexterity, Customer Delight.