Marketing Analysis of Dynamic Capabilities and Customer Satisfaction in the Housing Industry

Housing, as one of the most important components influencing economic-social systems, possesses characteristics that are constantly changing and evolving over time. The aim of this study is to analyze the marketing dynamics of activating and supporting dynamic capabilities and customer satisfaction in the construction and housing industry. In this research, to analyze the data obtained from the questionnaire, appropriate statistical software such as SPSS V۲۴ and structural equation modeling software PLS V۳ were used. This analysis was carried out in two sections: descriptive and inferential statistics, using linear and multiple regression methods. The research population consists of employees in the construction industry, and Cochran's formula for a finite population was applied, with the total population being ۵۵۰ people. To calculate the sample size required for the study, Cochran's formula was used with a ۹۵% confidence level, resulting in a sample size of ۲۲۶ participants. The company, after implementing technological tools that allow closer contact with the customer, can identify their needs and priorities, which is the first step in making decisions that lead to business objectives. This process will ensure that customers feel acknowledged and considered in the decisions executed by the organization

کلیدواژه ها:

Market analysis ، Dynamic capabilities ، Competitive advantage ، Customer satisfaction ، Construction industry