Global Journal of Management and Business Research, E: Marketing, Volume 22 Issue 2

does not engage a lot of time and effort. Moreover, the researchers conducted a pilot testing on a sample with ten (10) respondents (not among the sample participants), resulting in slight improvement adjustments applied to the questionnaire. Collected data were analyzed applying statistical methods and techniques that include both descriptive and inferential statistics. The Statistical Product and Service Solutions (SPSS) version 21, an IBM product since 2009, is used. Hejase et al. (2012) contend that "informed objective decisions base on facts, numbers, real, realistic and timely information" (p. 129). Furthermore, according to Hejase and Hejase (2013), "descriptive statistics deals with describing a collection of data by condensing the amounts of data into simple representative numerical quantities or plots that can provide a better understanding of the collected data" (p. 272). This paper uses calculations of the mode, median, mean, standard deviation, variance, range, skewness, correlation coefficient, cross-tabulation, or kurtosis since these provide a helpful initial view (Aldrich and Cunningham, 2015). On the other hand, inferential statistics include t-tests, Analysis of Variance (ANOVA), regression analysis, and many other multivariate methods. j) Research Ethics Ethics are essential since these relate directly to the integrity of research and the disciplines involved. Ethical concerns arise in four areas harm to participants, lack of informed consent, data management, reciprocity and trust, affiliation, and conflict of interest. In addition, the researchers undertook to abide by the ethics principles mentioned above during the whole course of the research. k) Reliability Analysis The 22-item scale assessment uses the Cronbach's Alpha technique to measure Internal Reliability. The 22-item scale had a Cronbach's Alpha = 0.815, while those of the five sections are 0.798, 0.855, 0.756, 0.688 and 0.814, respectively (see Table 1). One may observe that Cronbach's alpha values fall in three ranges 0.6-0.7, 0.7-0.8, and 0.8-1.00 labeled "Moderate," "Good," and "Very Good," respectively (Burns & Burns, 2008, p. 481). Hejase & Hejase (2013) contend that "the generally agreed upon lower limit for Cronbach's alpha is 0.70, although it may decrease to 0.60 in exploratory research" (p. 570). Chehimi et al. (2019) indicate that the outcomes assert a moderate and acceptable "strength of association and prove that the selection of the questions is suitable for the questionnaire purpose" (p. 1915). XII. R esults and F indings a) Demographic Statistics Results show that 54% of the respondents were females while 46% were males. 71.5% of the respondents belong to the age groups of 20 to 39 years (grouping 20-29 years, 29% and 30-39 years, 42.5%), while 19% belong to the group age of 40-49 years. Others are either less than 20 years old, 3% or more than 49 years old, 6.5%. Also, 64% of the respondents are single, 31% are married, 4.5% are divorced, and 0.5% are widowed. In addition, 60% of the respondents have achieved Master's Degrees, while 32.5% have Bachelor's degrees, 6.5% were high school graduates or equivalent, and 1% earned their doctorate. Results show that 35% of the respondents assume managerial positions (manager 16.5% and head of department 19%) while about 35% are senior employees, team leaders & supervisors 23.5% and 11%, respectively. The remaining are junior (21.5%) and trainee (8.5%) employees. As for salary, results show that 57% of the respondents earn a monthly annual salary between 1000USD and 3000USD, 31% a monthly annual salary between 3001USD and 5000USD, 3% have a salary less than 1000USD and 9% earn more than 5000USD. In addition, respondents' years of experience are as follows: 45.5% have more than (10) years of experience, 50.5% have between 2 and 9 years of experience, and 4% have less than (2) years of experience. Finally, 24% of the respondents are in the HR department, 18% are in the marketing and communications departments, 10.5% are in the Accounting and Finance departments, and 23% are technical (Engineering 10%, Information Technology 6.5%, and Operations 6.5%), and 8.5% are in Quality Management. Furthermore, 6.5% are in Corporate Socially Responsibility, and the remaining 9.5% are in the corporate, executive division, and top management. b) Knowledge Statistics i. Organization practices tracking of customers 98.5% of the respondents confirmed that their organizations practice tracking customers. ii. Percentage of Customers tracked Table 1: Percentage of Customers Tracked Frequency Percent Valid Percent Valid Less than 25% 55 27.5 27.5 25%-49% 133 66.5 66.5 50%-74% 9 4.5 4.5 An Assessment of Customer-Centricity Success Factors: Context of the Lebanese Market 12 Global Journal of Management and Business Research Volume XXII Issue II Version I Year 2022 ( )E © 2022 Global Journals i) Data Analysis