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

relationships (99%), their use of technology to analyze customer data is highly effective (94%), and their organizational culture is suitable for supporting customer-centricity (95%) effectively. Table 2: Respondents' attitude towards internal customer-centric factors No. Statement EE HE E SE 1 Functional Teams Related to Direct Customer Relationships are Integrated 20.5 47.0 31.5 01.0 2 The Use of Technology to Analyze Customer Data in the Respondent's Organization 31.5 63.0 05.5 00.0 3 The Organization’s Culture Supports Customer Centricity 20.5 40.5 34.0 05.0 iv. Organizational Customer Centricity is in the Mission and Vision Statements 86% of the respondents agree that the customer-centricity of their organizations is in the mission and vision statements. v. The Organization Has a Clearly Defined Customer- Centric Strategy Communicated Across All Depart Moreover, 71.5% of the participants state that there exists a clearly defined customer-centric strategy communicated across all departments. vi. Inferential Statistics Cross-tab Analysis Six variables representing the attitude were cross-tabulated against the question of the presence of a clearly defined customer-centric strategy in the respondents' organization. Cross Tab 1: “Our company's top executives demonstrate their commitment to our customer experience strategy” * “The Respondent's organization has a clearly defined customer-centric strategy communicated across all functional departments. Table 3: Cross-tabulation 1 Count Respondents' organization has a clearly defined customer-centric strategy communicated across all functional departments. Total Yes No Our company's top executives demonstrate their commitment to our strategy on customer experience. Disagree 0 5 5 Neutral 4 36 40 Agree 73 9 82 Strongly Agree 66 7 73 Total 143 57 200 Table 3 shows that 139 (70%) respondents who agree and strongly agree that their companies' executives display their commitment to their strategy on customer experience also agree that their organizations have clearly defined customer-centric strategies communicated across all departments. Table 4: Chi-Square Tests Crosstab 1 Value df Asymp. Sig. (2-sided) Pearson Chi-Square 23.729 3 .000 Likelihood Ratio 27.309 3 .000 Linear-by-Linear Association 13.654 1 .000 N of Valid Cases 200 Note: df: degrees of freedom Table 4 shows that Pearson's Chi-Square (calculated) is 23.729, df=3, and the p-value is 0.000. Chi-Square (Tabulated, df = 3, α =5%) is 7.815. Therefore, Chi-Square (Calculated) > Chi-Square An Assessment of Customer-Centricity Success Factors: Context of the Lebanese Market 14 Global Journal of Management and Business Research Volume XXII Issue II Version I Year 2022 ( )E © 2022 Global Journals