Abstract
Purpose: The current study aims to determine the impact of customer-oriented behavior in enhancing intangible market assets by surveying the opinions of a sample of EarthLink customers.Design/Methodology: Several questions, the most important of which was, determined the problem of the study (Is achieving intangible market assets a function of customer-oriented behavior? In addition, what is the size of the impact of the contribution of customer-oriented behavior in enhancing intangible market assets)? How important is it to them and what is the extent of the impact of the contribution of customer-oriented behavior in enhancing intangible market assets? The nature and level of interest in the telecommunications sector and the low realization of intangible market assets are due to the weak availability of effective customer-oriented behavior in the surveyed company, and the study population is represented by (customers of EarthLink Company) if the number of questionnaires distributed reached (275). After sorting and verifying the data, it reached the number of questionnaires suitable for analysis was (244) questionnaires out of a total of (260) questionnaires that were retrieved.The current study sought to choose a number of main hypotheses related to correlations and influence relationships between the study variables. In order to answer the questions related to the study problem and reach the set goals, and in order to process the data, I used several statistical methods (normal distribution, arithmetic mean, Pearson correlation coefficient, and simple regression model) using the statistical program SPSS28 and Amos v.25.Theoretical results: There is a knowledge gap in explaining the nature of the relationship between the variables of the current study, represented by the two independent variables, customer-oriented behavior, and the dependent variable, intangible market assets.Practical results: The study reached several results, the most important of which was that the variable of customer-oriented behavior is related to and affects the variable of intangible market assets.
