The effect of marketing strategies on competitive advantage and internal customer satisfaction: Kirkuk Cement Factory sample

The recent raise in competitive atmosphere made it compulsory to create a long-term relation between enterprises and customers. The performance that the enterprises show in terms of serving the customers, can be defined as how an important indicator of the currents situation.When we have a glimpse at the changing and improving environmental factors, the enterprises may take benefit out of many strategies. The companies who make it possible to satisfy the demands of the customers will be able to survive in the future whereas they earn the loyalty of the customers. Therefore, the aim in this study is to identify how competitive advantage and marketing strategies effect the satisfaction of the customers.Hence this study is conducted in Kirkuk city by applying a questionnaire to the workers of cement factory, and the results being evaluated and analyzed in SPSS program. For the analysis, T-test, reliability, factor analysis, correlation and regression methods are used. As the result of this study, marketing strategies and competitive advantage have indicated to have a positive effect on the customer satisfaction. Keywords: Marketing strategies, sector, competitive analysis, customer satisfaction