The Impact of Adopting Green Marketing Strategies to achieve Customer delight

An Analytical Study of the Views of a Sample of Workers in Saman Cement Factory in Al-Muthanna Governorate

A master’s thesis submitted to the Board of the College of Administration and Economics / University of Kerbala

as part of the requirements for obtaining a master’s degree in Business Administration Sciences

By:

Sadeq Mahdi Shliot Al Nashour

Supervised by

Prof. Dr.Alaa Farhan Talib

Abstract

     The aim of the current study is to know the effect of green marketing strategies as an independent variable by removing it (Lean green, defensive green, shaded green, Extreme green), in the customer’s Delight as a dependent variable by his exclusion (justice, Security, Esteem, trust, Variety), and then determining the relationships Correlation and influence between the main study variables with their sub-dimensions.The study problem has been identified with a number of questions, and for the purpose of achieving the study’s goal, these questions were answered by setting the main and subsidiary hypotheses that dealt with the correlation and influence relationships between the main study variables in their sub-dimensions.The study was conducted in this sector (Saman Cement Factory in Al-Muthanna Governorate), where the opinions of a sample consisting of (152), From the original study population of (230) singles employees, managers, and officials of departments, divisions, and units in the researched laboratory were surveyed through the questionnaire as a main tool in collecting data and information on the study. In addition to some personal interviews.

For the purpose of analyzing the answers of the study sample, the researcher used a set of statistical methods represented by (confirmatory factor analysis, the arithmetic mean, standard deviation, correlation coefficient), to analyze the information and test the study hypotheses, and by adopting two approaches that complement each other, namely (the descriptive approach and the analytical approach). These methods were used on computer by statistical software (Amos V.23), (SPSS V.23).

The current study reached a set of conclusions, the most important of which were (There is a positive significant correlation between the variable of green marketing strategies and the variable of customer delight, and that the factory adopts these strategies in its environmentally friendly activities and in marketing green products, to surprise customers, meet their needs and satisfy their desires, and thus achieve their delight.(The current study concluded with a set of recommendations, the most prominent of which was (The need to pay attention to green marketing strategies by removing them, in order to meet the needs and satisfy the desires of customers, through the production and marketing of green, environmentally friendly products that achieve a high level of satisfaction that would make customers delight).

Key words: (green marketing strategies, customer Delight, Saman Cement Factory).